Lead Product Designer, 2022 — Present
Designing Vistaprint's first 1-click checkout experience.
I lead design across the Vistaprint.ccom cart and checkout experience, impacting approximately 2 million unique monthly visitors across 22 countries. Inside this team I lead the user experience of Vistaprint's first 1-click checkout solution, enabling customers to reorder products from their accounts with more speed and simplicity.
Eliminating friction in the re-order purchase experience
Returning customers looking to quickly reorder from Vistaprint faced unnecessary friction. To re-order products customers were forced to go through multiple checkout steps despite the system having all the information that was needed.
Our team saw an opportunity to build an “Express Checkout” option, allowing customers to complete purchases with just 2 clicks. Our goal to increase customer satisfaction and reorder conversions by at least 3%, while also gaining insights to scale this experience across parts of the Vistaprint product.
Design, research, and AB testing
Throughout the design process, I collaborated with the product management team to several critical challenges to enhance the customer experience.
I worked with the engineering team to develop a solution allowing customers to access detailed product information directly from their cart without disrupting their shopping journey.
We launched our version which could only support reorders with a single product but we quickly saw how we would need to evolve the experience to address certain issues.
Version 1
Version 2
We discovered that while the system pre-selected the customer’s last used shipping method for convenience, many customers wanted to change their shipping option but struggled to find where to do so. To address this, we launched a revised UI that made the shipping method selector more visible and accessible, making it easier for customers to review and modify their choice.
Understanding the re-order customer
40,000
Customers come to Vistaprint every month to purchase an item from a previous order
$150
Average order value
$1.7M+
Monthly revenue
This experience would specifically target Vistaprint customers with saved shipping addresses and payment methods. We wanted to both reduce the effort and friction the would need to take to conduct re-orders from their order history page.
An experience to serve many teams
- Reduced the reorder process from 5 steps to just 2
- Reordering now took 30% less time on average for customers
- Customers were 20% more likely to successfully complete a reorder on the first try
We also saw demand from other product teams to use this experience outside of our use case. For example the ability to provide a checkout experience for design services so customers don’t have to visit the cart or checkout to take advantage of add-on services.
