Managing brand identity is labor intensive and time consuming.
Business owners often upload assets and select the same colors and typefaces multiple times.
Business owners know brand consistency is important but struggle to find the tools and time to achieve it.
hypothesis
A place where customers can upload a logo and select colors and fonts for use across the site will increase the number of customers completing their designs (as measured by MIR to design review).
We wanted configuring the brand kit to feel snappy and easy. We used the same tile style for adding different kinds of elements.
We didn't want to overcrowd the interface with repetitive overflow menus. We kept element-level configurations inside panels.
This was my first project at VistaPrint. It took some time to get acquainted with the design system and the capacity of the front-end teams.
We were able to re-use a standard tile component as well as color and font pickers from our studio experience.
role & process
I joined this effort after a discovery and requirements gathering process was completed. I was brought on to design an MVP enabling users to configure four brand elements: business background, colors, logo, and type.
After an interaction and pattern audit of six competitors, I iterated and refined concepts over four weeks. I presented weekly to my squad for general feedback and to the Brand Kit Design Manager for refinements based on his discovery research.
site-wide personalization
Allowing customers to switch between mulitple kits was a key requirement. The primary brand kit's logo, colors, and fonts are easily accessible in Vista Studio.Throughout the site, brand kit aattributes are applied to product recommendations and incorporated into design templates.
+425
brand kits created per day
+8%
made-it-rate to design review
$45,000
est. annulaized revenue