A functional eCommerce experience lets you do something.
A good eCommerce experience may also make you feel something.
But a great experience seamlessly intertwines the two, changing how you see the world.
New CustomInk Design Experience
What happens when you need to airlift the core of your business into the 21st century? A lot of explorations, iterations, and brainstorming.
CustomInk's homegrown Design Lab has not undergone a major renovation since it's inception in 2006, and since that time it has become a cherished but antiquated tool. As we integrate our other businesses and partnerships into the CustomInk buy path, a flexible and capable design experience becomes even more vital. So we ripped down the Design Lab to the studs, and started from scratch on a new experience that could scale and grow with time.
Introducing Multi-Style Ordering
In the beginning there was one - style at a time - and it was good. Then in 2014 CustomInk started to offer multiple colors in a single online order, and eventually multiple styles. The world was happy, but also very confused, because systems weren't built this way originally and the experience was not as intuitive as it could've been.
In a working collaboration with UX and Merchandise teams, we strove to streamline the process and break out of internal lingo to communicate directly and efficiently with customers.
Display / Retargeting Campaign
In order to create a consistent messaging hierarchy for our remarketing pages, I worked with our Social/Online Marketing team to devise a marketing matrix. By grafting our established brand concepts against our marketing funnel, we were able to build out permutations for testing multiple messaging on different marketing channels, at different points in the funnel.
CustomInk Homepage
After 4 years of having the exact same homepage, it was time for a change. With the ask to fix user interaction problems, elevate the content, and assert a new brand, the CustomInk homepage was entirely recreated from scratch.
Finding the balance between pushing the envelope and the approval of 11 conservative stakeholders is no easy task. By going beyond their comfort levels and reeling it in after feedback, we were able to strike a tone that was noticeably progressive for the site with base notes that tied back to the entire experience.
AddThis Site Overhaul
After a huge pivot towards landing an acquisition, AddThis needed to bring back the personality and customer-centric attitude that originally garnered them success. Working with the in-house creative team, I devised a scaled transition to clarify their offering, boost brand recognition, and improve SEO performance.
The result is a more approachable design that actually contains more information and product details. Plus, a sizeable increase in search traffic to the homepage and acquisition pages.