Small Business Solutions by Vista
Transforming tradition through holistic customer journeys
The business perspective
Develop a net new customer-centric experience to improve category awareness and consideration. Move customers from transactions to relationships driving higher multi-product and multi-category sales, increasing average order value while working parallel to strategies around pricing, acquisition, etc.
The customer perspective
When arriving on the Vistaprint site, small business owners often feel overwhelmed by choices and have a difficult time finding complementary products and services that ensure they’re spending their time and marketing dollars effectively. The purchase process is difficult and time-consuming.
My role
Product design + Creative lead
Represent site merchandising, collaborating with UX and engineering on component design and behaviors, aligning to design systems. Influence optimizations of the product template format and function and end-to-end user flow. Lead design direction, aligning creative and business strategies for elevated approach that also aligns to larger Vista brand initiatives.
The work
A new end-to-end customer flow
The team proposed almost an entirely new user flow from the homepage entry point to the final checkout, and we examined all of the possible paths customers could take on on their journey toward multi-product purchases.
Creative direction + visual design
Through rapid design explorations I worked to develop a visual connective tissue that could carry not only directly from entry to end point for one “small business solution”, but also weave the visual thread through the series of eight individual pages each targeting a different business segment. The framework needed to be flexible enough to accommodate future solution segments and design needed to present an elevated, modern perspective on the Vistaprint brand.
Collaborative design sprint
While working through the overall visual direction, we started a parallel path across UX and site merchandising teams to ensure maximum consideration for internal stakeholder feedback, also staying true to providing the most customer-centric experience possible.
User testing
I sought to validate design decisions through several rounds of user testing looking at multiple aspects including photography, content, and component style.
Product images
Lifestyle images
Card content
After testing confirmed that lifestyle photography resonated more with our target customers than standard product imagery, I worked with the brand team to identify real small business owners to feature throughout the experience and lean into more focused visual storytelling. This adds authenticity and credibility and achieves a more relatable, personalized feel for Vistaprint customers.
For product tiles, I shifted the image focus to the individual products instead of a particular business owner. Here the intent is to provide the most easy to understand assortment and quickest access to the most relevant products. Tile designs feature a combination of top performing or predicted up-and-coming design trends for 2023 and custom designs for more specialized products. We also display a different tile treatment to highlight services, keeping them within the product grid, but calling attention to them in a slightly different way.
Design systems
Work was also underway with UX and engineering to ensure our components and templates were feasible in our given time frame. I provided direction on where we could work within our design system to infuse existing components to minimize custom development and ease future updates. With an almost even split of customers shopping on desktop and mobile, we worked to ensure a consistent experience across all breakpoints, keeping accessibility at the forefront.
Original homepage carousel
Carousel format, card style, and interations required custom development.
Optimized homepage carousel
Replaced custom carousel and cards with existing components working within the current design system.
The delivery
1
unified experience
13
net-new responsive pages
280
final visual assets
The final product
An end-to-end experience changing the small business shopping experience with custom curated collections of products and services to help achieve both customer and business goals.
The impact
Small Business Solutions by Vista launched our first test in mid-April 2023. Lasting just under two weeks, the initial learnings indicate positive impact. Among those who engaged with Solutions in the A/B test, this new experience led to a 25% increase in multi-product purchases. We also saw significant improvement in OSAT and NPS. This test also indicated positive lift in customer sentiment and confirmed we delivered new value for our customers.
This project was subsequently placed on hold due to changes in organizational structure.
The team
Visual design support: Karen Kukta, Floris te Boekhorst · UX: Albert Chu, Tom Kurzeka, Camilla Stark · Copy & Content: Allix Tate, Vickie Carter, Tom Ober, Biljana Drndarevic, Rebecca McGarry, Farrah Sun · Brand & Photography: Georgia Cowley, Emily Dyer · Strategy: Celia Misra, Ingrid Simon, Mark Austin-Dolan · Engineering: Traci Kalamajka, Dan Baker, Jason Portilla, Giuseppe Livide, Brian Gusti · Project Management: Jenn Gehring, Amanda Ingalls
I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Vistaprint.