Vistaprint → Vista
I joined the Vista Consumer team during an exciting transformation. While more commonly known as Vistaprint, recent partnerships and acquisitions of key digital products including Crello (rebranded as VistaCreate), 99designs and Wix, have expanded Vistaprint’s product offerings, taking the focus off print. The projects outlined here include key initiatives with Design Studio, Vista’s online creation tool and Custom Wall Calendars, a top performing consumer product.
Design Studio + Quick Studio
Vista’s Design Studio offers a range of features to customize and create your own designs for various products, but it can be overwhelming for those who only want to personalize a template. Vista has made efforts to simplify the customization process while still offering advanced options for those who want them.
To make the customization process easier, we collaborated with members of the Design Studio team to create Quick Studio, which lets customers select a template, add their information, and make simple changes such as switching colors and adding images. This feature saves time and reduces complexity by making the need to navigate the full range of Design Studio features optional.
Quick Studio: Mobile Proposal
We designed Quick Studio v.1 as a single, responsive experience that works well on desktop and mobile. But we wanted to make sure that this wasn’t just good on mobile; we wanted it to be the best on mobile. So we explored an optimized mobile experience thinking that this will increase conversion rate.
Below illustrates one of the options we explored, a long scroll experience that feels lighter, makes better use of screen size, and places more emphasis on streamlined photo uploading that feels more “familiar” — like posting on Instagram.
Design Studio: Mobile Bridge to Desktop
As we took steps to optimize the personalization flow with Quick Studio, we continued to address Design Studio issues. A common problem we identified for customers who begin projects on a mobile device prefer to continue designs on desktop. Below illustrates a feature for customers to easily share designs across devices or with others, without authenticating, by copying a link, native email, messaging and more via the share sheet.
Custom Wall Calendars
With calendars representing a high volume of product demand, we receive an abundance of feedback in regards to potential experience enhancements and new functionality requests from customer service and other internal partners. As a result, we took a step back to observe the end-to-end journey from product discovery through design and adding to cart from a true customer perspective. To do this, the Consumer Product and UX Design team conducted the first of many live moderated user research sessions, to observe customer behavior and pain points while shopping for and personalizing Calendars on Vista and competitor sites.
A readout of synthesized, qualitative data from the first round of moderated user testing for the Custom Wall Calendar product to purchase flow. It includes highlight reels to summarize key moments during testing to emphasize high points, pain points and insights.
DESIGN UPDATES BASED ON DATA
Our Custom Wall Calendar galleries are unique and do not utilize the gallery experiences that our other products leverage across Vista. We require customers to select their product options and then they are taken to a gallery where they select their design or template. Additionally, we’ve discovered that customers prefer to browse our designs first prior to selecting product options. With this being the case, we would like to test an experience that allows customers to begin by browsing designs as an initial step in the flow to see how this performs against the current calendar experience.
