Untangled for WATG

Role: UX Writer and Interaction Designer , Video Editor + Voice

Experience Design

PROBLEM SPACE

Untangled is a supplementary application, used in tandem with written patterns that provides the resources knitters need to overcome the barriers of learning written patterns that come with their knit kits. Untangled aims to empower knitters to continue their projects and start new ones.

CONTEXT

Wool and the Gang is a global DIY fashion experience that strives to reinvent the crafting experience by offering handcrafted knitwear and supplies that allow users to knit customizable pieces. Wool and the Gang’s (WATG) website saw a 69% increase in traffic after the trending cardigan.

Large text reads 'The Cardigan' and the hashtag '#HarryStylesCardigan'. Below, there is a paragraph explaining the cardigan designed by JW Anderson, which gained popularity on TikTok using the hashtag. On the right, there is a screenshot of a TikTok search result showing various videos of people wearing and making the cardigan, including a close-up of a knitted piece and people trying to replicate the style.
Text on a plain white background stating: "Wool and the Gang's (WATG) website saw a 69% increase in traffic after the trending cardigan brought in attention. From all ranges, there were occasional knitters who took on the hobby seriously, while a large increase in beginner was also evident."
Quote about hobbies emphasizing effort and difficulty, credited to Professor David Conroy of PSU's Human Development department.

BRAND VALUE PILLARS

Design poster with large bold text 'BRAND VALUE PILLARS' and five columns listing principles: Knitwork Knowledge, Slow Fashion, Make It Fashionable, Gang Related Activity, with descriptions beneath each.

FRAMING THE PROBLEM SPACE

Following our secondary research, we conducted a survey (147 respondents) and a Sprint (7 beginner knitters) to understand what opportunities there are to further support knitters throughout their knitting process. 

From both research and testing, it was found that the main driving factor for knitting is rooted in the desire to knit a specific garment. Survey results presented that 33.6% of respondents reported that issues they faced were pattern-related when knitting.

Survey results showing 147 respondents, with 32% motivated by knitting a specific garment, and a quote from a survey respondent about their knitting habits.
Survey results showing that 46% of people share their projects on social media after finishing, while 73% of knitters find inspiration through others' projects on the internet. The survey was conducted by Wool and the Gang with 4000 participants.

From our secondary research, insights and user interviews conducted, our team was able to develop the scope and focus of our project:

A webpage with the title 'Problem Statement' about knitting patterns, featuring an image of a woman wearing a colorful knitted sweater and jeans, standing in front of a brick wall, holding a green towel. There is a smartphone display showing various fashion sketches, and a PDF icon labeled 'Written Pattern PDF' is visible.
A webpage titled 'Our Framing' from an intervention space discusses providing beginner knitters resources to learn knitting through patterns, with a mobile phone displaying knitting tutorials and images of knitted and yarn-work activities.

THE SOLUTION: UNTANGLED FOR WATG

KEY FEATURES

A webpage titled 'Key Features' titled 'User Onboarding'. Text describes onboarding steps for knitters launching a new app.
White page with black text titled 'Key Features' and heading 'Grasp the Jargon'. Below the heading, a paragraph describes help for beginner knitters understanding keywords and techniques.
A book or magazine page titled 'Key Features: Confronting Problems' discussing how knitters identify and troubleshoot errors in their work, featuring a quote about knitting terminology.
Document discussing key features of visual search for knitters, including a survey of 147 respondents about their inspiration sources and preferences in creating knitting projects.
A webpage titled 'KEY FEATURES' with a heading 'EXPLORE FEED' in large bold text and a paragraph describing the explore feed feature that allows knitters to browse Wool and the Gangs products for knitting inspiration.
Six women wearing colorful, knitted clothing and accessories, standing in various poses on a white background.

ART DIRECTION

A graphic showing typographic principles, highlighting Helvetica Bold Extended in Inter Medium, with an explanation of its importance for contrast and communication. To the right, a mobile app interface displays a clothing shopping site with images of models in colorful outfits, categorized under explore and navigation options.