Prints - redesigned
Why prints?
A lot of value, and a lot of opportunity.
Value
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Important entry product
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Purchased by a large percentage of customers
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Contributes significant revenue
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Growing for both new and returning customers
Opportunity
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Lower CSAT than other products
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Visually outdated
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Usability issues
Our goal
Increase customer satisfaction and conversion to purchase.
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Make it easier
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Focus on the photos and improve cropping
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Modernize the look and feel
What we did
01
We started with baseline usability testing & competitive reviews
02
We gathered data.
Spoke with customer service.
Clarified goals and requirements with business leaders.
03
We created 3 initial concepts and tested with users.
04
We iterated on the designs and did 2 more rounds of testing.
05
We launched as an A/B test against the original experience.
Our result
37% lift in conversion to purchase.
Increased CSAT
Reduced returns and customer issues.
The original design
Shopping
Photo Gathering
Prints - on load
Prints - on scroll
The new concepts
3 concepts were developed and tested with customers.
Shutterfly
Concept 1
Shutterfly
Concept 2
Shutterfly
Concept 3
People wanted to see their photos larger, but they also didn't want excessive scrolling. We needed to find the balance.
What we learned
We iterated and did 2 more rounds of testing to reach the final design.
Final design
We balanced photo size with scrolling, made sure there are clear calls to add size, edit, and remove, and the ability to get more photos is always available.
Additional screens
Add size
Adding an additional size needed to be obvious, and we wanted the ability to add multiple sizes at once. The most common sizes are displayed, with the ability to see other sizes under 'more.'
Remove print
We wanted to make sure removing a print was clear, and since finding a photo again can be time consuming, we wanted to make sure people could easily change their mind, or correct an unintentional removal.
Order summary
A clear summary of the order, with the ability to select finish per print size.
