Vista.com Global Refresh
Connecting with customers through “One Vista”
The business perspective
Build momentum around the “One Vista” brand narrative, using vista.com as a significant, central touchpoint to increase awareness and consideration for multi-category purchases across the company portfolio. Acquire higher LTV customers and increase cohort value as we journey from individual transactions to strong customer relationships.
The customer perspective
Historically known for traditional print products such as business cards, small business owners recognize and interact with Vistaprint at an individual product level. Customers are generally unaware of additional products and services and find it difficult to identify areas that are relevant to them.
The strategy
Recognize our differentiators and communicate core capabilities in print, design, and digital worlds. Become a true partner to small business owners (SBOs) finding new ways to help them stand out. Highlight real SBOs through testimonials and photography, drawing connections to in-market campaigns. Reflect brand values: human, accessible, creative, empowering, and collaborative wherever possible.
The team: agency to in-house
At the time of kickoff, this page was designed and maintained by an external agency partner. As refresh discussions began and initial agency concepts were being shared, the CMO and creative leadership also issued the challenge to internal designers to parallel path additional explorations.
My role
In-house Design Lead
Drive design thinking from project end to end, advocating for customer needs as well as business requirements. Reimagine the Vista experience highlighting print, design, and digital focus areas through visual design, information architecture, low and high fidelity prototypes, and final production.
The work
Evaluating the original site
The site experience introduced Vista as a partner in marketing, design, and more, but did little to drawn connections between each offering and present a benefit or cohesive story to the customer. The focus was directed toward the sub-brand names instead the capabilities the business wanted to emphasize.
Design explorations
A team of designers jumped on this challenge and produced over 30 layouts within days for an initial core team review. Those concepts were narrowed down to 13 and shared with creative leadership. Designs ranged from “mild,” using entirely the existing design system, to “spicy” out-of-the-box thinking. Feeling excited by the energy of our internal team, the decision was made to bring concept through delivery fully in-house.
Several additional creative shares were quick to follow, each fueling further refinement of the messaging and layout. As the focus narrowed, the design team did as well. Myself and another designer stepped in to lead work on our top two concepts alongside our Creative Director.
Design systems
As the project progressed there was a growing desire to minimize custom development and find efficiencies by aligning more to our existing design system. This would help create a cohesive feel as customers navigated through different brands within the Vista ecosystem and ease future updates or additions. We substituted existing components where possible, made minor modifications to others, and fought for additions that truly brought new value.
User testing
We conducted several rounds of user testing letting the data guide our next steps. We explored layout, imagery, content, CTAs, and more, refining creative and/or copy with each test. While testing indicated that both experiences helped educate customers on additional products and services in the Vista portfolio, there was mixed feedback between both options and no clear winner. Listening to our customers, we ultimately married the best parts of each into one final concept.
Concept 1
Condensed, alternating layout
Concept 2
Expanded storytelling, full page scrolling card style with sticky nav
Concept 3
Combined layout incorporating design system
The final product
A new site experience designed to educate, inspire, and help small business owners stand out. Creative tied directly to in-market campaigns, and media spend was planned to drive to this page.
Launched September 2022
The team
Creative direction: Karen Kukta, Design: Miguel Marques, Copy Lead: Vickie Carter, SEO: Josh Grant, Internal engineering: Dan Baker, Xavi Ivars, External engineering parter: Jonathan Soper, Base Nine Studios, Design ops: Jenn Gehring, Merchandising strategy: 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.