Category Authority

CAT for short, was created with the aim of providing a unique and enhanced shopping experience to our valued customers. Our goal was to improve our marketing strategies and brand messaging by identifying the key elements that would establish Vistaprint as a trustworthy leader in various product categories. We initially started with a pilot program for apparel and eventually expanded our efforts to cover all major categories (signage, invitations and announcements, business cards and marketing materials). Since the insights we gained could have a significant impact on other aspects of our business, we collaborated with stakeholders from various teams including photography, design experience, pricing, and more.

The insight learned were documented on an internal site and shared with key stakeholders. Some of these were acted on immediately and others were put into a back-log as the core site was transitioning to a new platform.

Leadership team: Karen Kukta (Design, UX and Merchandising), Michele Federschneider (Strategy), Mau Fontenele (Design and UX),