Through user research, it became clear that Minted could engage the wedding customer earlier in their wedding journey if Guest List Management was separated from Minted Wedding Websites. It would allow the customer to begin their wedding planning without the requirement of photos and content. It would also enable Minted to deliver on the promise of fully-integrated products: build the guest list once, and access it in any wedding product or service.
Guest List Management at Minted is poised to be best in class due to a set of features that can not be found in any other service, combined with the simplicity of deep integration throughout Minted's platform. Utilizing focus groups and a keen eye on competitors, Minted found a unique opportunity to provide value in an increasingly competitive landscape.