Situation
The Custom Ink Design Lab is the core to the business. As an eCommerce-based company, the Design Lab is the differentiator that takes the company a notch above competitors and lookalikes. Not only do all orders get designed, processed, and priced through the Design Lab, but it was also the main attractor as a place of play for new customers.
Task
How can we maintain and empower a sense of play within the Design Experience, while supporting 17,000 SKUs (type and color) and increased save to purchase rate. How can we better understand what clipart and fonts are associated with which segment, to better explore design assets to bring into the Lab.
Action
Working alongside a Sr. Visual & UX Designer, I functioned as the Content Strategist and UX writer ideating and testing new approaches.
Result
The prototype NDX had an increased number of blanks (SKUs), more fonts and clipart chosen, and higher save rates. We saw a flat return compared to the baseline in regards to saved design to purchase rates. Further refinement of the NDX has taken us to where the Design Lab is today.
Below: Explorations and wireframes for the NDX, or New Design Experience, alongside the final deployed Design Lab.
