VISTAPRINT
Product Site Experience Overhaul
Business Need Identified
The organization was at a pivotal moment in growth where old foundations in technology and the experience needed to change to meet the needs of customers. This resulted in a brand refresh, overhaul of the UX, and re-platform from custom code to a scalable CMS platform built off of Sitecore.
My Role
I was a leader in the core team charged with conducting a deep dive on the product model and making a recommendation to the business on the new framework for pages in the product flow. This resulted in spearheading the developing of new templates for the upper funnel of the site, including the homepage, family page, category page, and product page tiers.
Outcomes
The UX Strategy was defined based on this work, establishing a premium and standard product page framework that made production and adding products to the site from the PIM turn-key, improving conversion rates by 20% for high-value items.
Established the first PIM, modeling product attributes to the UX of the experience.
Accelerated the release of the first design system, propelling design and dev efficiency by upwards of 30%.
Established new photography standards for page templates, resulting in a ~35% improvement in user engagement metrics for visually-driven content
The Experience Before
The site experience at a starting place was extremely custom, time-consuming to update merchandising and product images, non-responsive, and in need of aesthetic changes to present the brand in a new and modern light. A sample of product flow of the upper funnel is featured below.
A Better Way to Shop.
Premium product way finding and purchase experience
The overhauled site experience centered around the product detail page, which enabled users to configure their products, and either design a product from a vast set of templates, or upload custom artwork of their own.
The project entailed;
creating the product model from scratch, which would become the backbone for how products were fed into the PIM, feeding product experience templates with dynamic and enriched data
established a set of product page templates; standard, premium, and complex, that met the needs of the business and the range of product attributes, so the experience was lightweight in configuration
fed new UI and components into the early versions of the design system
leveraged this work to establish a new set of product photography standards for both lifestyle and still images.
