UNTANGLED FOR WATG
EXPERIENCE DESIGN
UNTANGLED FOR WATG
EXPERIENCE DESIGN
ROLE
DURATION
TEAM
UI Designer, Art Direction, Visual Designer
September 2022 - November 2022
Joanna Lee, Jonathan Choi, Soraya Elchehimi, Dennis Limbo, Virginia Chu
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PROJECT OVERVIEW
This is a 6-week project for a senior design course, the premise of this project was to identify an opportunity that can be solved through a design intervention for an existing company of our choosing. The intervention needed to be backed by design decisions, evidence and a clear rationale that encompassed both user and business value.
THE INTERVENTION
Untangled by WATG is as a supplementary mobile application that is to be used in tandem with the written patterns that arrive with the purchase of knit kits. This app is designed to help beginner knitters overcome the struggles and obstacles of knitting patterns, and aims to empower knitters to continue pursuing their hobby.
WOOL AND THE GANG
Wool and the Gang, a fashion DIY company hoping to inspire the next generation of makers through the reinvention of the craft experience. With the rising popularity of the “Harry Styles” cardigan created by JW Anderson, many consumers wanted to create the same cardigan for a fraction of the price. As a result WATG saw a 69% increase to its site.
BRAND VALUE PILLARS
The team identified four key brand pillars in order to understand and further represent Wool and the Gang’s identity and offerings:
FRAMING THE PROBLEM SPACE
Within the primary knitting survey of 147 respondents, 33.6% of respondents reported that issues they faced while knitting were pattern-related.
Through further secondary research, insights and user interviews with beginner knitters, the team was able to develop the scope and focus of our project:
UPDATED JOURNEY
THE SOLUTION: UNTANGLED FOR WATG
USER ONBOARDING
Once knitters log in for the first time, they are met with an onboarding process, launching an introduction into what the UNTANGLED experience offers. These steps help knitters understand what they can use the app for.
GRASP THE JARGON
Beginner knitters need help understanding keywords on pattern steps in order to complete them. In the tutorials section, UNTANGLED provides knitters with videos of the techniques required for their specific garments.
KEY INSIGHT
“I had trouble learning the correct terminology and reading a pattern was very difficult at first. What kept me going was wanting to make things that I can't buy anywhere. And I can make things for my family."
SURVEY RESPONDENT
Primary Knitting Survey
CONFRONTING PROBLEMS
When a knitter gets stuck, they are able to identify the problem by taking a picture or by searching a key term. In doing so, the cognitive overhead that stems from identifying error is reduced, as knitters can troubleshoot their problems efficiently and smoothly.
KEY INSIGHT
“Because I don't know knitting terminology or jargon, I would just google and describe the situation in whatever key words I can think of."
EX-CROCHETER
Participant in Prototype Testing
VISUAL SEARCH
Knitters like creating pieces based on what they see online, on other websites, or other people. Visual Search enables knitters to locate Wool and the Gang projects that are similar to their inspirations by gathering projects based on such inspiration.
KEY INSIGHT
36% start with a specific object in mind, inspired by garments they see online.
PRIMARY KNITTING SURVEY
147 Respondents
EXPLORE FEED
The explore feed allows knitters to browse Wool and the Gangs products to gain inspiration to begin knitting and offers an opportunity to re-engage with a different project.
ART DIRECTION
In order to highlight Wool and the Gang’s expressive offerings, black and white were used. The interface works as a blank canvas, which highlights the vibrant and striking colour and texture of the knitted pieces. By keeping it simple, the bold, loud, and colourful images drove our art direction to be heavily image and typography based.
