Project Context

Tanagra is a luxury gifting destination offering curated homeware, décor, and statement pieces through its digital platform and physical boutiques. Despite its premium offerings, Tanagra lacked a registry solution to capture gifting moments such as weddings, engagements, housewarmings, and other milestone celebrations.

The existing registry was outdated, rarely used, and limited in functionality. The goal of the project was to create a modern, omnichannel registry experience that could drive traffic, increase revenue, and strengthen Tanagra’s positioning in the luxury gifting market.

Add image suggestion: Old registry screenshot vs. Tanagra branding image.

The Problem

Customers had no simple way to curate preferred gifts from Tanagra’s catalog or organize items discovered in store with sales associates. Guests often struggled to choose meaningful gifts and risked purchasing duplicates.

While Tanagra provided a premium in-store shopping experience, there was no digital system to connect those interactions with an online registry that could be easily shared with friends and family. As a result, customers planning weddings and other celebrations were often pushed toward larger retailers that offered registry functionality, limiting Tanagra’s ability to participate in some of the most significant gifting occasions for its customers.

Add image suggestion: Diagram showing registry pain points for owners and guests.

Business Goals

• Increase gifting-related revenue by capturing more purchases during weddings and milestone events

• Drive new customer acquisition through registry guests

• Increase site visits and engagement with Tanagra’s online platform

• Position Tanagra as a premier destination for luxury gifting in the GCC

Add image suggestion: KPI mockup or metric visual.

Research

We conducted a multi-step research process to understand users and competitors.

We studied both regional and global players:

• Amazon

• The Knot

• Zola

• My Registry List

User Research:

Created personas for registry owners and gift buyers
Mapped two user journeys to understand pain points

Key insights:

• Guests don’t know what to buy

• Couples receive duplicate gifts

• Users often do not know what they want on the spot, resulting in gifts they don’t need

• Registry creation is too complicated

• Registry creators want all gifts to arrive at the same time

• Gift options for different budgets are limited

Add image suggestion: Personas, journey maps, and key insights visual.

Design Challenge

Designing a registry for Tanagra required balancing the needs of multiple user groups while maintaining the brand’s premium experience:

• Multiple users: Registry owners need to curate and manage gifts, while guests need a simple purchasing flow

• Omnichannel complexity: Customers discover products in store but may share or purchase gifts online

• Luxury brand expectations: The registry needed to feel curated, elegant, and simple, not transactional or cluttered

• Edge cases: Preventing duplicate purchases, handling item prioritization, and ensuring accessibility for older family members

Add image suggestion: UX challenge diagram highlighting user pain points and cross-channel considerations.

Product Decisions

Preventing Duplicate Gifts

• Items automatically mark as purchased once a guest completes checkout

• Temporary reservation during checkout prevents simultaneous duplicate purchases

• Registry owners can rank items by priority, making it easier for guests to select desired gifts
  
  

Supporting Different Guest Budgets

• Initially, we wanted group gifting (multiple guests contribute toward one high-value item), but this was out of scope due to development complexity

• Instead, we introduced gift cards, allowing guests to contribute a specific monetary amount along with a personal message

  
  

Registry Management

• Simple dashboard for owners to manage, edit, and track gifts

• Notifications for purchased items and ability to mark items as received

  
  

Guest Flow

• Mobile-first, easy-to-use checkout designed for both tech-savvy and less experienced users

• Clear visibility of available gifts and prioritized items
  
  

Add image suggestions:

• Wireframes or UI screens of registry dashboard

• Guest checkout flow

• Mobile mockups for creating and sharing registry

Key User Flows

1. Create registry – Select event type, add basic info

2. Add items to registry – Online catalog or in-store scanning

3. Guest purchase – Purchase or gift card contribution

4. Registry management – Track purchased items, edit preferences, send updates

5. Registry discovery – Sharing via email, link, or social media

Add image suggestions: Flowcharts or annotated journey maps for each flow.

Expected Impact

Introducing a registry enables Tanagra to participate directly in high-value gifting occasions such as weddings, engagements, housewarmings, and milestone celebrations.

• Simplifies registry creation and gift selection for owners and guests

• Bridges in-store and online experiences, connecting discovery with purchase

• Flexible gift cards allow contributions across varying budgets
  
  

Key success metrics:

• Number of registries created

• Conversion rate of registry visitors to purchasers

• Average gifts purchased per registry

• Increase in gifting-related revenue

• New customer acquisition through registry guests

Add image suggestion: Metrics mockup or anticipated impact graph.

Next Steps / Future Improvements

While the initial registry release addressed core user pain points and delivered a functional, elegant experience, there are several opportunities to advance the product further:

1. Group Gifting

• Revisit group contributions for high-value items.

• This would allow multiple guests to collectively purchase expensive items, enhancing flexibility and increasing average order value.
  
  

2.Omnichannel Optimization

• Introduce in-store registry kiosks or tablets to allow guests and owners to manage registries while visiting boutiques.

• Barcode scanners in store allow customers to scan products they like, which automatically populates their digital registry, connecting physical discovery with online management.

• Connect online and in-store inventory in real time to prevent stock conflicts and duplicate purchases.

Add image suggestion: Concept diagram showing a guest scanning an item in-store and it appearing instantly in their digital registry.