Babylist
Babylist is the leading baby registry app. I was the lead designer on this project focusing on creating multiple registries for our core user base among other R&D projects such as creating birthday lists.
The problem
Babylist has always historically been a place where users come to create a single registry. They have always had the need to allow users to create multiple registries, especially users that have more than one child. The mission for this project was to enable the framework to create multiple registries, while helping our users do it in a way that moves them to adding products more efficiently.
Hypothesis and KPI’s
Hypothesis
Letting our users create multiple registries will increase engagement, product adds, and also establish other type of list making such as birthday and holiday lists.
KPI’s include:
Increase LTV
Decrease user friction
Increase product adds
Increase total registries
Identifying the flow
Once we ran user tests on the existing experience, the product manager and I went over our existing data and KPI's. We worked on a product brief together (PRD). To help all our partners understand the problem, we established a basic flow so that we can highlight all the areas around the new experience. We worked through these flows with our engineering and marketing partners to ensure that all teams were aligned on the problems and spaces we are solving against.
“I can’t find any way to add another registry. I want to add one for my second child”
Concept testing
Once agreement was made with product and engineering partners, I then immediately started testing different concepts of how we can help solve for this problem. I was playing around with a bunch of different UI ideas around where all the entry points should be. It was important that our users would be able to identify the entry points immediately.
We took some of our concepts above, and had our users look at them via personal 1-1 hangout chats, and also through usertesting.com
User testing learnings
Our users had a hunger for multiple registries. Our existing experience was very confusing.
Most people either didn't notice the caret or believed they can create multiple registries in the settings area of the experience
The usability was generally very good, and no one had issues navigating the new screens
There seemed to be a thirst for pre-generated registries to select from
Final designs
Through our learning, we chose to move forward with an approach where our users would be able to create a registry from scratch, selecting from templates, or copying their existing registry. We ended up having double the amount of registries created (roughly 400 per day from 200 per day) and 10% of them were based off the registry templates. This was a huge win for Babylist.