MOO Digital Printing
MOO provides high-quality digital printing products from business cards and postcards to greeting cards and business stationary. Almost half of their customers have no design experience resulting in lots of user mistakes … and expensive reprinting.
THE CHALLENGE
A core challenge to Moo’s business is inspiring customers with no design training to feel confident with creating their vision online. Inspired customers become bolder in their designs and order more products. That said, their existing online design tool lacked a clear “process” for customers to follow and provided guidance that was often unclear or too technical. Customers often failed to complete their online design or had to settle with a result that did not match their vision.
MOO supports an online design tool that guides users step-by-step from product selection through paper types and finishes. Visual design by MOO.
THE SOLUTION
This project unfolded in two phases: immediate improvements to the existing tool and longer term thinking about the future experience. The short-term improvements focus on insights into the customer mindset about the design process. The mental model follows from completing a “front”, a “back”, choosing paper and other speciality items, and then completing the order. This provides a clear, step-wise structure which helps customers proceed from idea to purchase.
A completely redesigned experience emerged from the idea of a flexible “design space” within which creators could explore ideas and inspiration, seamless move between fronts and backs, view their entire designs on a single screen, and quickly experiment various papers, finishes, and specialty effects. This approach pulled from existing tools such as PowerPoint or Keynote that allow non-designers to “design with guardrails” and included features such as auto-alignment, image libraries, and color recommendations. Lastly, a simplified mobile version was created to support customers on the go.
ROLE
Lead UX designer
ACTIVITIES & DELIVERABLES
Competitor Analysis, Customer Research, UX Strategy, User Journey Mapping, Experience Design, Wireframes/Prototype, User Testing