Mobile Prints

Context

Prints are a high revenue category widely purchased by both new and returning customers, and an important entry product. There were usability issues in the existing experience and the look and feel was outdated.

Challenges

This was the first time this team worked together, and there were different approaches to design development. We worked on process so we could conduct user testing up front to understand the issues, and on-going to validate designs decisions.

Goal

Improve customer satisfaction and increase conversion to purchase.

Make it easier; improve cropping; focus on the photos; modernize the look and feel.

Our Result

37% lift in conversion.

Design Development

1

We started with baseline usability testing of the existing experience & competitive reviews to understand what customers liked and found frustrating.

2

We analyzed data, aligned goals with business leaders, and explored VOC insights to identify key issues.

3

We created 3 initial concepts that specifically varied in photo size and CTAs for cropping, and tested these with users.

4

We iterated on the design and did 2 more rounds of user testing.

5

We launched the new design as an A/B test against the original experience.

Initial Concepts

3 initial concepts were tested with customers. We specifically wanted to investigate the size of the photos and the handling of the crop CTA.

Shutterfly

Concept 1

Shutterfly

Concept 2

Shutterfly

Concept 3

What we learned

People wanted to see their photos larger, but they also didn't want excessive scrolling. We needed to find the balance. The clear CTA for crop, placed off of the photo tested best.

We iterated and did 2 more rounds of testing to reach the final design.