Customer Knowledge Library
What began as a series of assembly tutorials quickly grew into a comprehensive knowledge library. By identifying recurring questions throughout the wedding stationery journey, I created interactive resources covering invitation etiquette, wording, suite components, envelope styles, mailing, and assembly—giving customers the confidence to navigate every step of the process.
The Challenge
Luxury wedding invitation suites often include multiple pieces, specialty papers, ribbons, wax seals, and other embellishments. After orders arrived, our team frequently received questions from customers who wanted reassurance that they were assembling everything correctly. While these conversations were valuable, they revealed an opportunity to create a more consistent and scalable support experience.
My Role
As Creative Designer and Project Lead, I identified recurring customer questions, planned the educational experience, and directed the creation of a comprehensive resource that combined print, web, and video. My goal was to help customers feel confident while reducing repetitive support requests for our team.
The Approach
Rather than jumping straight to video, I focused on understanding how customers naturally moved through the assembly process. I grouped common questions into logical steps and looked for ways to support different learning styles, recognizing that some customers preferred written instructions while others needed to see the process demonstrated.
The Solution
The project began with a printed instruction guide included in every shipment, complete with written directions, illustrations, and a QR code linking customers to additional resources. As the educational experience evolved, I designed a dedicated landing page that organized each topic into a series of short instructional videos and step-by-step tutorials, giving customers one place to confidently assemble their invitation suite from start to finish.
The Outcome
The final experience became an evergreen customer education resource that empowered couples to assemble their invitations independently while extending Shine's customer support beyond individual conversations. By combining print, digital, and video into one cohesive experience, we created a scalable solution that improved confidence and reinforced the premium experience our brand was known for.
Impact Areas
Customer Education | Knowledge Management | Process Improvement
UX Thinking | Creative Direction | Cross-Functional Collaboration
Role: Creative Direction, Customer Experience, Instructional Design, Web Design, Video Production
Company: Shine Wedding Invitations | Timeline: 2022 | Project Type: Customer Education, UX, Content Strategy
Deliverables: Landing Page, 7 Instructional Videos, Print Guide, QR Experience
Primary Goal: Increase customer confidence while reducing repetitive support questions
