VistaPrint
To help guide small business owners towards checkout, I made key information easy to find and digest, and introduced a persistent path to purchase—resulting in a more intuitive, streamlined experience.
Challenges
Research revealed overall friction, lack of clarity, and poor information hierarchy. Additionally, parts of the flow had different product owners with their own priorities and goals, making it difficult to achieve a cohesive experience. saw a low order completion rate of 0.8–9% across their Labels & Stickers vertical.
Significant drop-off rate
Buried product info
Unclear price transparency
Too many decisions upfront
Not seeing design templates soon enough
No clear flow or progression
Tech and visual constraints within this scope
Project
Product configuration flow
Industry
Web-to-Print DTC E-Comm
Role
UX/UI Design Direction
Services
• Data Analysis • UX Strategy • Information Architecture • Responsive Design • UI Design • Prototyping • User Testing
Before & After
Key Insights
Usability testing and competitive analysis found that small business owners wanted most was the desire to see design options sooner, have information available to move to the next step, and price transparency. Less tech-savvy users wanted guidance and assurance.
This redesign focused on three core improvements:
1.
Design options sooner
2.
Easy to find information
3.
Guidance and assurance
Design options sooner.
Seeing designs first was not a possibility due to technical constraints. To work around this, I broke up configuration choices, starting with just two. This also enabled product information to have more visibility. Having less upfront decisions reduced roadblocks, decision overload, and bounce rate.
Easy to find information.
To reduce significant cognitive load, I broke up the numerous configuration choices into manageable steps, introducing them progressively instead forcing the user to make upfront decisions all at once.
Product Information
From product details to comparing options and reading reviews by other customers, information is prominently above the fold, organized in tabs.
Cost transparency
To make it easier for decision makers to understand the bottom line, cost per unit and configuration costs were incorporated, speeding up the potential to "Add to cart".
Guidance and assurance.
• Persistent location for steps and progress
• Persistent CTA area
• Create conditioned reflex
• Unify flow
The configuration experience was disjointed. Visual elements and CTAs were inconsistent throughout. My team could only touch the start and finish of configuration, nothing in between.
In collaboration with our dev team and the other product teams, I proposed a solution that would avoid disruption and be feasible with low effort.
To unify the flow and create learned behavior, I introduced a persistent progress indicator and a sticky bar at the bottom for CTA next steps, helping set expectations, and guide users towards checkout.
Takeaways
This was an unusual new client-agency partnership with much ambiguity. I actively drove progress by continuously asking questions, steering design and process, and fostering collaboration.
My key contributions:
1.
Shifted the experience to customer-centric, rather than manufactuing-led
2.
Created a foundational improvements to test on other product verticals
3.
Tested assumptions and pivoted on the initial ask to align better with end goals