We helped a pioneering printing company regain relevance in the market through the complete redesign of their online design service.
In the early 2000s, PsPrint had a competitive offering in the form of an online design tool allowing non-designers to craft professional looking paper products such as business cards, posters and more. Since it’s introduction, this space became crowded and users were flocking to competitors. PsPrint came to in hopes of getting back in the game, redesigning their entire platform and serving their customers in new ways.
THE DESIGN OPPORTUNITY
We began our relationship by focusing the team on the core of design innovation – customers. We helped the client learn what people wanted, struggled with and highlighted unmet needs no competitor was fulfilling. We leveraged these learnings and collaborated through several design and research cycles to develop a platform that resulted in a 76% increase in sales.
We began the engagement by facilitating a series of conversations around the business objectives, competitive landscape, and their problems (cart abandonment, limited features, outdated workflows). We explored the problem space together, getting a better understanding of what success might look like. Once we were aligned on what we had to achieve, we dove into the data and developing a rich understanding of the job to be done when customers came to PsPrint and what the current experience looked like from the customer perspective. We quickly identified the need to enhance PsPrint’s insights on their customers from a demographic perspective to a behavioral one that could really drive our design thinking and decision making.
We generated a total of four behavior-based personas which represented different types of design customers. Each persona captured design needs, knowledge and skill levels, aspirations, workflow and pain points.
Design & Refine
The PsPrint team wanted to get design ideas into prototype form as quickly as possible so we began a series of design cycles that allowed us to test different design hypotheses, get feedback from target audiences, and move design to the next step quickly. The information architecture was redesigned to suit a design process that matched the real world – collaborative, non-linear, and filled with inspiration for users who might feel “stuck”. Since this set the foundation for everything to follow, we tested multiple models until we found one that aligned with customers and had the greatest ability to scale with the business.
Sitemap illustrating a new information architecture model, focused on providing a way of integrating the new design tool within the larger marketing website.
User Flows describe how site visitors will accomplish key tasks using the design tool, ensuring we’ve covered all use cases and the architecture will support a streamlined user experience.
Wireframes describe every interface in the design tool, primarily documented in a screen-by-screen static format for technical partners to develop from. We also produced interactive prototypes allowing business audiences and senior leadership to get a sense for the intuitive experience prior to it being built.
When PsPrint relaunched their design platform, sales increased by 76%, exceeding all of their expectations. We were happy to have been a part of helping them to regain their relevance in a crowded marketplace. And, their success has been sustained by a product roadmap which continues to balance product management, engineering and user experience.