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Vista recommendations system

Vista recommendations system

Vista recommendations system

Framing Vista’s recommendation framework from the customer’s JTBD perspective

Framing Vista’s recommendation framework from the customer’s JTBD perspective

Context

Vistaprint's Recommendations component, which generated over $90M in bookings last year, primarily offered printed products but underutilized its potential to support broader design and marketing goals for small business owners.


The challenge was to integrate different types of recommendations seamlessly throughout the whole customer journey, aligning with Vistaprint's vision to become the trusted design and marketing partner for small businesses.

process

process

Understanding the internal landscape

Understanding the internal landscape

as the Recommendations Lead UX Designer, I navigated the many internal stakeholders, technical constraints, and opportunities and different data sources. The Vista service ecosystem is complex, implying different companies and Vistaprint alone has more than 70 product teams distributed worldwide.

as the Recommendations Lead UX Designer, I navigated the many internal stakeholders, technical constraints, and opportunities and different data sources. The Vista service ecosystem is complex, implying different companies and Vistaprint alone has more than 70 product teams distributed worldwide.

Scattered design services offer

The variety of design services and products is scattered among different internal companies under Vista’s umbrella (99D, Vista Create, Logomaker, etc..)

Stakeholder complexity

The Recommendation team managed the recommendations component, but each site placement required negotiations with various teams to address differing needs and constraints.

Data resources management and use

The many different data sources from products and customers draw a challenging landscape with a huge potential for hyper-personalization

Customer Journey analysis

Customer Journey analysis

I analyzed the different journeys from the perspective of new and returning customers, identifying key jobs-to-be-done (JTBD) and uncovering customer behaviors, needs, and pain points.

I analyzed the different journeys from the perspective of new and returning customers, identifying key jobs-to-be-done (JTBD) and uncovering customer behaviors, needs, and pain points.

Prioritizing customer problems and pairing pairing them with the company’s strategy

Prioritizing customer problems and pairing pairing them with the company’s strategy

I used the existing customer profiling and market research, leveraged qualitative and quantitative data insights and made customer surveys to come up with an ordered list of top customer problems.

I used the existing customer profiling and market research, leveraged qualitative and quantitative data insights, and made customer surveys to come up with an ordered list of top customer problems.

Design sprint

Design sprint

I organized and facilitated a design sprint with a cross-functional team.


This collaborative effort involved ideation, prototyping, and user testing with high-fidelity prototypes to validate new concepts.

I organized and facilitated a design sprint with a cross-functional team.


This collaborative effort involved ideation, prototyping, and user testing with high-fidelity prototypes to validate new concepts.

On-site sprint workshops

Facilitated a 4-day on-site design sprint including product managers, engineers, and customer strategy managers.

Prototyping and user-testing

Developed a high-fidelity prototype to test the team’s hypothesis with real customers and was involved into customer interviews

I designed a high-fidelity prototype to test the team’s hypothesis with real customers and was involved in customer interviews

Outcomes communication

Presented the full process and outcomes with a proposed roadmap company-wide, including C-level executives.

Strategy Development

Strategy Development

Developed a strategic framework not only for products, but a holistic recommendation system.


This included integrating diverse data sources, leveraging customer insights, and aligning recommendations with hyper-personalized business goals, so the user gets what they need in the exact moment of their journey.

I developed a strategic framework not only for products but a holistic recommendation system.


This included integrating diverse data sources, leveraging customer insights, and aligning recommendations with hyper-personalized business goals, so the user gets what they need in the exact moment of their journey.

Developed a strategic framework not only for products, but a holistic recommendation system.


This included integrating diverse data sources, leveraging customer insights, and aligning recommendations with hyper-personalized business goals, so the user gets what they need in the exact moment of their journey.

Consistent UX/UI pattern

Consistent UX/UI pattern

Outlined a fully scalable and consistent pattern for the component to be ready to integrate in any journey stage using SWAN, Vista’s design system

I designed a fully scalable and consistent pattern for the component to be ready to integrate in any journey stage using SWAN, Vista’s design system.

Outlined a fully scalable and consistent pattern for the component to be ready to integrate in any journey stage using SWAN, Vista’s design system

Outcome

Outcome

A comprehensive recommendation system that provides different types of personalized, contextual suggestions throughout the customer journey.


This new system enhances customer engagement, simplifies decision-making, and opens new revenue streams, aligning with Vistaprint's goal of becoming the top design and marketing partner for small businesses, by providing not only hyper-personalized products and services recommendations, but also guidance and inspiration to customers.

A comprehensive recommendation system that provides different types of personalized, contextual suggestions throughout the customer journey.


This new system enhances customer engagement, simplifies decision-making, and opens new revenue streams, aligning with Vistaprint's goal of becoming the top design and marketing partner for small businesses, by providing not only hyper-personalized products and services recommendations but also guidance and inspiration to customers.

A comprehensive recommendation system that provides different types of personalized, contextual suggestions throughout the customer journey.


This new system enhances customer engagement, simplifies decision-making, and opens new revenue streams, aligning with Vistaprint's goal of becoming the top design and marketing partner for small businesses, by providing not only hyper-personalized products and services recommendations, but also guidance and inspiration to customers.