The Problem

Customizing products in the mobile experience was a major pain point for our users and oftentimes they would drop off without converting.

My Role

The mobile product owner was working with an agency, 64Labs and requested my teams’ expertise in the product personalization experience. In collaboration with the Associate UX Director we were tasked with:

• Generating design ideas to make it easier to customize a T-shirt on the Visaprint mobile website.

• Build consensus around simplifying the mobile studio experience

• Inform 64Labs’ work on an upcoming mobile studio test.

To execute on this we created a paper prototype and brought participants in.

Research

By watching customer sessions on FullStory we were able to see how users were interacting with Vistaprint’s product personalization and where they were struggling most. So many tools were crammed into the limited space that users weren't interacting with. I held a MoSCoW session where we identified exactly what tools the users needed from a customer's perspective.

Paper Prototyping

Following a browse our design T-shirt user flow, we created an end-to-end mobile studio paper prototype experience to test:

How might we simplify the mobile studio experience to promote greater customer satisfaction and increase customization success rates?

User Testing

Warm up
Participants were asked to describe their ideal mobile t-shirt design experience. I brought their ideas to life on the whiteboard and we co-created an experience they wanted.

Test and sketch along
The customer was asked to interact with the screen the same way they would their phone and I played the role of the computer, responding to the user’s requests with the paper prototype screens and screen elements. A second team member observed what the user preferences were and where the paper prototype could be improved.

Results

Based on learnings from the paper prototype exercise we created a high fidelity clickable prototype that we shared with 64 labs to continue to iterate on and test.