As the Vistaprint product catalog expanded with an increasing array of choices, we recognized a growing challenge: it was becoming difficult for our customers to make truly informed decisions. This led us to ask two crucial questions: How can we empower our customers with confidence in their selections? And how can we genuinely help them understand the nuanced differences between these choices?
Our customer research revealed a clear path forward. Showing real-time visualizations of their selections would be one of the most effective ways to build that essential confidence.
Bringing this vital UX pattern to life presented a significant technical hurdle, especially given the complex mix-and-match options available for some products. To overcome this, I collaborated closely with our development team, consistently keeping our customers' needs at the forefront and streamlining the implementation process wherever possible.
Above you can see some of the original concept mockups for referential images.
During this period, I also partnered with our photography team. Together, we developed a system to create consistent, high-quality product photographs, ensuring customers had clear visual references for their choices. Our goal was to make the selection process as intuitive and reassuring as possible, so every customer feels empowered and certain about their final product.