Vistaprint Product Model
To drive the next phase of growth while at Vistaprint, we initiated a major overhaul to separate the front-end experience from the back-end platform, rebuilding the website with a new CMS and Product Information Master (PIM). I played a crucial role in this transformation by designing the "product model" and "customer experience flow," which form the backbone of the new system. My work on the information architecture and UX design ensures seamless integration between the front-end and back-end, defining how every product is presented and how customers navigate the purchase process. This scalable and repeatable model enables Vistaprint to expand its product range while offering a flexible and customizable shopping experience.
Role(s): Creative Direction, UI/UX Design, Research, Information Architecture, User Testing (online and in-person
We recognized that designing a scalable and repeatable solution hinged on tackling our most complex product category: Signage. By solving the challenges within this category, we could extend the solution across all products. I meticulously analyzed extensive excel files detailing every aspect of Signage products to define the entire SKU framework, system, and customer flow.
Next, we crafted the customer experience flow using wireframes, prototypes, and visual mock-ups. Throughout design sprints, we employed various user testing methods to gather customer feedback and insights, ensuring our design decisions were well-informed and validated.
Product details, including attributes, configuration choices, options, and accessories, were meticulously developed and rigorously tested against technical, merchandising, and customer experience standards. With the product model established, comprehensive documentation was created to ensure alignment among product, technical, and marketing teams.
The customer experience phase commenced with the development of a holistic customer flow. A scalable flow was initially crafted, then rigorously tested with the Signage category and integrated accordingly.
"We are thrilled to announce that the results from the first Market Sales Report (MSR) confirmed a 1.5% conversion rate increase, translating to $950K in annual incremental bookings for this product group! Consequently, the MSR has been scaled up to 100% for all locales and will be fully implemented by September 28th."
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"This is fantastic news! This marks the boldest change in our customer experience since I joined, and I eagerly anticipate seeing how customers respond. Excellent work in maintaining momentum despite unexpected challenges!"
