Interaction Design
Customer Research
Systems Design
I led design for the Vistaprint cart and checkout team for three years. During this time, we significantly enhanced the user experience for two million unique visitors each month across 22 countries.
Returning customers wanting to quickly reorder from Vistaprint encountered unnecessary friction. They were forced to navigate multiple steps to complete their purchase, even though the system already had all the necessary information needed to get them checked out and on their way.
Our team saw an opportunity to build 1-click checkout option. Something that had never existed with within the product. Our goal was to increase customer satisfaction and purchase conversions by at least 3%, while also gaining insights to scale this experience across parts of the Vistaprint platform.
Throughout the design process, I collaborated with product management and engineering teams to address unique customer experience challenges and develop a solution that allowed customers to access detailed product information directly from their cart without interrupting their shopping journey.
We quickly identified and addressed key issues, particularly around shipping method selection where customers struggled to find and modify their preferred options despite the system's convenience of pre-selecting their last used method, leading us to launch a revised UI that made the shipping selector more visible and accessible.
Although we built this feature specifically for the re-order experience we quickly saw the promise of having a fast and efficient method for signed-in Vistaprint customers to checkout with 1-click. Like add-ons to their cart, digital product and service upsells, and more.
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.
Product design