Forge: Logo Design Experience at Vistaprint
Our first week was structured to introduce stakeholders to the concept and mission of our team as well as how the Forge process would work. This was a hands-on collaborative workshop that covered sprints, HMWs, our approach to competitive analysis, and more.
For our first business engagement as team Forge we landed on establishing a DIY logo creation experience as part of the designing and purchasing lifecycle at Vistaprint. This was a business priority as well as well documented customer ask for a number of months, To date we’d offered a lackluster tool and logo uploads as part of the process but not logo creation as a starting point.
Role(s): Creative Direction, UI/UX Design, Research, User Testing Moderation (online and in-person)
Project run-through video for leadership ~3mins
Weekly sprint summary updates for stakeholders • View full PDF
— Project Hypothesis —
How might we deliver personalized logo creation experiences that excite and empower business owners?
Week 02
After a round of comprehensive competitor audits with our stakeholder team we quickly identified four starting opportunities to prototype against. This included a self-serve builder, a pre-fab display option, remix - which allowed for rapid iteration with quick choice selections, and a more classic option involving a brief ‘quiz’ with outputs to choose from.
The goal is to understand how prominent of a role logo customization should play as you shop and design – and if the levels should differ as you get deeper into the purchase funnel.
We quickly learned that the combination of template-based inspiration paired with a builder for deeper customization was the unanimous favorite among those tested. The linear step-based processes were clear losers.
Weeks 03-04 – Shopping with a logo
A recurring theme for our ‘shop with logo’ research was that most business owners come to Vistaprint with a purpose or event in mind. The main object is to get in and get out vs. shop around. That said, customers liked the idea of getting inspired and seeing their logo come to life on products once their main task is complete. They were more willing to spend time browsing if there was less friction to complete their primary task.
After a day of testing showing concepts that didn’t gain much traction, we added a new prototype that put their primary task at the front of the experience. It still allowed for logo-infused inspiration, but this time in a way that provided relevant alternatives to the product they came to buy. It was a hit!
Week 05
The final week of our pilot project was all about bringing what we learned together into an end-to-end experience. We wanted to show how small business owners could come to Vistaprint to create a logo, then use it to shop and gain inspiration, and deliver a personalized design experience that curates options matching their established look and feel. This tackles customer wants head on while addressing an initially. unacknowledged business need of improved retention marketing efforts.
