Reimagining the Registry: Connecting with Newer Generation
Team Lead, UX Design and Researcher
CB2 (Crate & Barrel)
E-commerce
Retail & Consumer Goods
Customer Experience (CX)
Customer Experience (CX)
Duration: 6 Months
User Research, Design Strategy, Prototyping & Testing,
UX Design.
Overview
In late 2023, CB2 launched its Gift Registry in the U.S., receiving initial interest but also encountering customer skepticism. This presented an opportunity to explore adoption barriers and enhance the user experience.
Target Auidence: Primarily Millennials and Gen Z customers registering for life events.
My Role
As the Senior UX Research Lead, I aimed to understand the perceptions and behaviors of the new generation to drive greater engagement with the registry.
My responsibilities: Conducting one-on-one interviews, surveys, data analysis, usability testing, and contributing to design elements like wireframes and prototyping.
01 DISCOVERY
Problem statement
Low sign-up rates and frequent drop-offs in the gift registry experience are diminishing engagement for newer generation and putting CB2’s revenue and loyalty goals at risk
40%
Abandonment rate
Users abandon at key steps—40% before setup, 25 % after adding the first item, and 78% at sharing—resulting in just a 3.7 % completion rate
3.7%
Sign-up rate
Only 3.7 % of 10,000 registry page views converted into 370 sign-ups by Q1 2024—falling far below the ~10 % e-commerce benchmark.
+61%
Voted Inclusivity & Personalization
47–76 % of consumers expecting personalized experiences.There is a missed opportunity to treats all events the same
E-commerce spans a vast landscape, so we kicked off with rapid discovery to uncover how today’s event-focused Millennials and Gen Z really think about gifting—and why they hesitate to use CB2 as their go-to registry.
And here are the findings:
Through data we saw a drop in adoption of this feature on speaking with
stakeholder during workshops, we identified that technology alone wouldn't drive adoption—users needed more than a traditional gift regitsry.
Our qualitative and quantitative insights showed more interesting facts.
BIG QUESTION: User-centric Goal Driven
We wanted to understand why new-generation users were dropping off , and what improvement's could make the registry process more intuitive?
Secondary Research Findings
The concept of gift registries has evolved. The rise of e-commerce has shifted the process online, for a much more convenient and customizable experience for both the registrant and the guests.
As part of my research, I conducted a market analysis of the current state of gift registries, which is a $7.73 billion market.
A significant portion of the market is by baby shower registries (54%) , Weddings follow closely behind (35%) of the market. Other types of registries, account for the remaining (11%).
Interestingly, this points to the massive scale and diverse opportunities within the broader registry market, indicating the potential for growth and innovation, how other registry can offer.
Validating Insights
Mixed Method Research
Based on the problem, We met with the stakeholders that played an important role throughout the research process. In a workshop session with stakeholders, I aligned on key goals and established critical questions to guide the research. With using of mixed-methods a comprehensive view of both user sentiment and behavioral data. The interviews and focus groups along with usability testing of existing UI provided deep, context-driven insights into user emotions and experiences, while the ethnographic study and analytics gave us hard data on user behavior and interaction patterns. This combination of qualitative insights and quantitative data allowed us to not only hear users' voices but also understand their actions, providing a clear picture of both the "why" and the "what" behind their behavior.
Interviews (12-15 participants- Host & Guest)
Surveys (n=213)
Focus Group (5-8 participants)
Ethnographic Study
Workshops (5-8 participants)
Competitive Analysis : Blue Ocean Strategy
A Blue Ocean Strategy is a business concept that emphasizes creating new market spaces or "blue oceans" as opposed to competing in an existing market space (a "red ocean"). In a competitive analysis, applying a Blue Ocean Strategy helps to identify untapped opportunities and innovation
For this research , I used this competitive analyze to create innovative solutions that focus on end -to- end customer experience, personalized experiences with recommendation, and value-added services by building brand reputation and (like rewards and superior customer support), CB2 can carve out a blue ocean that sets it apart from current leaders like Amazon, Crate & Barrel, and Target. This analysis backs my research by identifying untapped opportunities where CB2 can innovate and provide customers with value in ways that current competitors are not addressing
02 DEFINING
Synthesis : Affinitization
Our research team collaboratively clustering qualitative data with sticky notes during the affinity mapping workshop: to uncover real user pain points across the end-to-end gift registry journey. We gathered an overwhelming 1,850 qualitative responses from user interviews, surveys, and focus groups – rich stories from both hosts (registrants) and guests (gift-givers).
Through affinitzation we wanted to empathize with users on each step.
Understand their: Onboarding Hesitation end-to end , Emotional Value &, Social & Behavioral Patterns to better align with registry at CB2.
To gain a clearer understanding of the data, we organized the insights into key categories during the affinitization process. This allowed us to create an overarching view of the pain points, helping us to prioritize the most critical issues for further action.
Insights and FIindings
Our research uncovered both concrete pain points and deeper emotional currents shaping how people experience gift registries. On a practical level, users struggle with platform acceptance and the complexity of coordinating contributions from multiple guests for various kinds of events. But more revealing is the emotional layer: guests crave a sense of connection and meaning when they give, yet feel constrained by registry systems built around narrow event categories. Here we explore whats are the user core problems to tackle.
Registry Awareness
1 in 3 participants believed registries were primarily used for weddings, baby showers, or housewarmings, and unaware of its use for broader events
Limited Inventory
Participants feel that the decision to sign up for an registry s based on the products inventory that closely aligns with the event .
Out-of-stock surprises
Participants were unable to track which items were out of stock in real-time and wanted an automated system to update their registry and notify them when inventory changed
Lack of inclusive design
Participants believed that the registry was too focused on weddings and didn’t cater to other life events or diverse relationships.
Guest Experience
Participants believed that their guests faced difficulties navigating the registry
hey expected a user-friendly interface that makes it easy for guests to find, purchase, and track gifts.
Lacked ommnichannel UX
Participants that set up their registry at the store level, where unable to access it on their App. They expected a seamless exchange between the app and in-store
Impersonal registry CX
Participants believed the registry felt impersonal and lacked customization options. They expected to personalize their registry page and categorize items to their unique style.
Lack of guidance/inspiration
Participants believed that the registry didn’t offer enough guidance or inspiration. They felt overwhelmed,
curated suggestions, checklists, or expert advice to help with decisons.
Post- registry service
Participants believed services provided post creating a registry is critual for signing up. They expect assistance, delivery flexibility, rewards and discounts.
How Might We
These questions are crafted to provoke thought and inspire solutions that address the core needs of our Gen-Z and millenial users.
We're looking at ways to foster responsible spending, enhance the user experience by simplifying our platform, and ensure our services are not just functional but emotionally resonant. Our focus is on creating a tailored experience that aligns with the unique behaviors and demands.
The answers to these questions will form the foundation decisions of intuitive, secure, and engaging experience.
Customer Journey
Mapping out the existing customer journey allowed both our team and cross-functional partners to re-evaluate and re-think the entire user experience. By visualizing each stage, we were able to identify even the most nuanced opportunities for improvement.
Together, my team and I brainstormed and mapped out the core experience, uncovering hidden pain points .This highlighted how crucial emotional connection is for our users and how their feelings shape their interactions with the registry.
This has been invaluable in helping us refine our approach for concept building, allowing us to design solutions that address both functional and emotional needs, and ultimately create a more impactful user experience.
03 IDEATION
Esinhower Metric - 2x2
During our research process, we uncovered numerous customer pain points. While addressing all of them at once seemed overwhelming, we focused on prioritizing solutions to tackle the significant drop-off rate and enhance the overall intuitiveness and engagement of the experience.
Our goal was to create a seamless experience for both new and returning users, ensuring it is inclusive and fosters a genuine connection with the brand.
As Gen Z and Millennials increasingly value brand ethics, it's crucial to ensure that our target audience feels welcomed and valued, especially in a competitive market. Every aspect of the experience should reflect the highest standards of customer experience (CX).
The Event360 Program introduces a fresh way to shop for registry items. The design and mockups will showcase this concept, emphasizing ease, inclusivity, and a connection with the user’s unique celebration.
Information Architetcure
We developed this user‐journey flow by first convening cross‐functional workshops—bringing together Product, Design, Engineering, Marketing, and Store Operations—to map out key touchpoints and pain points. Next, we validated our assumptions with 5–8 target users through card‐sorting exercises and empathy‐mapping sessions, revealing how people naturally group registry tasks and what emotional needs drive their decisions. The outcome is a streamlined signup and onboarding path that dynamically adapts to each user—offering event-specific guidance, skippable steps, and personalized prompts—so no one feels locked into a rigid process. Behind the scenes, a robust information architecture ties into one seamless, end-to-end experience, refined continuously through iterative testing and feedback.
Concept Design
UI Designs of Event 360
Concept The Event360 Program is a reimagined approach to creating and managing gift registries, designed to be inclusive, intuitive, and personalized. It allows users to seamlessly register for a variety of events—beyond traditional weddings. With a focus on emotional connection, ease of use, and real-time updates.
04 MEASURED OUTCOMES
Impact & Outcome of the Event360 Program
The Event360 Program marks a significant transformation in the way users engage with CB2’s gift registry, addressing both the pain points and aspirations identified through extensive research. By prioritizing inclusivity, personalization, and a seamless experience, Event360 has effectively enhanced the overall customer experience, driving a stronger emotional connection between the brand and its users.
Impact:
Increased User Engagement:
This inclusivity has led to a rise in adoption across various life milestones, creating more opportunities for CB2 to connect with a diverse customer base.
Reduction in Drop-Off Rates:
Through a more intuitive and engaging interface, Event360 has minimized friction in the user journey. Real-time updates, easy navigation, and streamlined product management have reduced user frustration and significantly decreased the drop-off rate.
Enhanced Emotional Connection:
By offering more personalization options, such as custom messages and curated gift suggestions. This has translated into a more loyal customer base, with increased word-of-mouth referrals and social media engagement.
Outcome:
The Event360 Program has transformed CB2’s gift registry into a forward-thinking, inclusive, and user-centric platform. As a result, we have observed a significant increase in both online and in-store customer registry sign-ups and requests. The impact on user engagement, brand loyalty, and overall customer satisfaction has been substantial, with measurable improvements in key metrics.
The research conducted has provided valuable insights, and the process of product enhancement continues to evolve, focusing on further refining and improving other aspects of this service.
Results
+0%
+0%
Engagement
Average engagement rate increase in Q1,
post launch
+0%
+0%
Conversion Rate
streamlined process and inclusive onboarding experience
-0%
-0%
Drop of Rates
Reduction by 25% with seamless usability and feature clarity
Learnings
One of my key learnings was the importance of inclusivity. Shifting the perception that the registry was only for weddings turned out to be more complex than expected. This highlighted the need for a stronger marketing strategy to showcase the registry’s versatility for various life events. I created a hands-on approach to highlight this inclusivity and ensure it resonated with users celebrating milestones beyond weddings.
The project also reinforced the value of continuous iteration and customer feedback. I realized that user needs evolve over time, and staying adaptable is crucial. This process helped refine the product and align it more closely with user expectations.
Ultimately, this project laid a strong foundation for future improvements and showed that both successes and setbacks offer valuable learning opportunities.
GIFT REGISTRY
—It's meant for everyone
ndhotr20@gmail.com
E-mail
Home
About me
Expertise
Project
Contact me
Video
@nikita.dhotre_2025
Private Policy
Digital Experience