Vistaprint is one of the leading global e-commerce companies producing physical and digital marketing products for businesses and consumers.

At the inception of this project, Vistaprint was looking to launch bundles and subscriptions as an effort to forge stronger, more long-term relationships with their small business customers. Bundles could offer their small business customers a solution that is tailored, professional, cost-efficient, and time-efficient.

To create these all-in-one bundle solutions that could address small business needs or problems, as a team we established 3 primary focuses – curation, personalization, and education.

Through curation, we would help users discover what they need by providing thoughtful, data-driven, professionally designed bundles. We would also personalize solutions to the user’s brand, and help educate users around the benefits of good design for their business, and thus how our solutions can help them achieve their business goals.

We established our audience based on where they were in their journey of building their business. Therefore, our main 3 audiences were: those who are just getting their business started, those who have just launched their business and need material, and those who already have an established business, but want to take it to the next level.

I then conducted a competitive analysis on the most popular competitors, which allowed me to get a first-hand understanding of what did or didn’t work for competitors and generate ideas on how to leverage Vistaprint’s unique features to differentiate us from and outperform competitors.

Consequently, to ensure a seamless experience, Vistaprint's bundle builder should excel in three key areas: offering robust item preview with user branding to boost purchase confidence; being explicit about whats included in each kit, and making it easy to add or remove items; providing a digestible and concise user flow.

When ideating the bundle builder, I began brainstorming the types of items to include, the information users would need to provide, such as contact details, colors, logos, etc, as well as items’ needed customization functionalities.

Next, I explored different approaches to bundle creation—from a quick, user-friendly option, to a more guided, experiential flow that builds excitement around launching a new business.

After presenting all iterations to the team, we chose the most efficient solution which enables users to input their business information and customize options within a side panel, while previewing changes in real-time on the other side of the screen. This streamlined approach minimizes confusion by reducing the number of steps and pages in the builder.

I then enhanced the design, incorporating essential PDP elements such as reviews, ratings, and item descriptions to build purchase confidence. I also iterated on and refined the input fields for visual consistency and scalability across mobile devices, as well as ensuring ample whitespace and clear separation between sections for a clean, focused user experience.

To facilitate rapid and straightforward digestion of logo placement on items, I created item illustrations for the buttons, reducing cognitive load by eliminating the need for users to mentally visualize placements. I also added a subtle tag indicating the most popular placement to help guide undecided users without creating too much visual prominence.

Given the fixed customization options in this builder, we integrated a link to Vistaprint’s advanced editor for users needing more detailed editing features.

I concluded the page with a review module to enhance clarity, reduce cognitive load, and boost user confidence in their purchase.

The following is a clip from our final prototype. While the project has yet to be launched, the feedback from the Vistaprint team has been overwhelmingly positive, and they are eager to advance their business with the support of our designs. This project provided me with a valuable opportunity to explore how to harness a company's unique features to stand out in a competitive market. It also offered valuable insights into balancing powerful functionality with a digestible user experience. I am eager to see the upcoming launch and look forward to its impact in shaping Vistaprint’s future direction.