Since August 2022 until present day, I have been working as the sole designer of Woolit. This has been one of the most rewarding and also challenging projects to date. Woolit is not a simple product. It is both a knitting ecosystem (shop, app, "knit for me") embedded together with a design program. During my time working at Woolit, I've had the opportunity to work on a wide variety of projects from rebranding, ordering flows, app design, social media management and marketing, UI/UX for Woolit Design Studio, media campaigns at New York Fashion Week and with Magnus Carlsen and Nakamura during Norway Chess - just to name a few!
Here are some of my favourite designs from my time at Woolit.
Woolit Design Studio is the cornerstone of Woolit. Although this program already existed when I joined, (Woolit has existed since 2016) during my time at Woolit we have created multiple new features. Knitting templates, the diagram library, design library and the subscription model were some of the core features I've designed.
Another major task with Woolit was rebranding. Much of the Woolit brand was scattered from many different designers working on different aspects of the company. I wanted to make the brand new whilst still maintaining the core traits that clients had come to associate with Woolit. For example, the brown, green and orange colours were inspired by the old brand. I drew the playful illustrations shown above to visualize Woolit's many functions, along with the trademark "looping threads" to maintain an approachable and warm feeling. It was important to me to create a brand that welcomed knitter's of all generations.
The Woolit app has also been redesigned during my time at Woolit in order to make it more functional for the multiple use cases of Woolit. The Woolit app is a place to shop, knit for yourself or others, order knitwear, or even sell your knit designs (created in Woolit Design Studio) in the Woolit shop. In the redesign of the app, we tried to maintain as much as possible of the old design, but added more menus and segmented controls. The goal was for the app to feel effortless to navigate, whilst still allowing for many complex options for many different types of users.
Woolit is not a traditional knitting store. Instead of customers simply buying yarn, designs are sold with affiliated yarn packages. Above you see an ordering flow for purchasing multiple tailored yarn packages at a time, for different sizes and color combinations. It should be just as easy to order for a teacher supplying her whole class for a knitting project as it is for a solo knitter.
The Woolit Shop was also redesigned. There was a lot of information overwhelm with information about both the yarn package, the knitwear design and all the different yarn options. In the new shop there is more of a visual hierarchy along with more drop-down options, to make the purchasing process more enjoyable. With more space available, we were also able to add more product recommendations to encourage more sales. We created a whole separate shop for knitting equipment with a thorough search section, so users could efficiently find what they were looking for.
