Vistaprint Homepage
During my tenure at Vistaprint, a significant portion of my role involved overseeing and managing the creative merchandising efforts on the homepage. In FY09 I was part of a redesign project aimed at enhancing the visibility of our products and services for customers. Fast forward to FY22, I led the creative testing for the redesigned homepage, which played a crucial role in shaping the current live version of the homepage.
The motivation behind this redesign initiative stemmed from Vistaprint's transition to a new CMS system. This system had already been successfully implemented in our lower-tier markets for a couple of years. As our top markets were also scheduled for migration, I partnered with the Site Merchandising strategist to develop a comprehensive testing plan. Our objective was to identify a more effective layout for the homepage that would yield better performance.
Taking inspiration from our VP of UX, we opted to create a homepage resembling Netflix, featuring multiple product tiles prominently displayed on a single page. Our hypothesis was centered around the belief that a product-centric homepage, with clearly defined areas of interest and a scannable grid, would enable customers to quickly locate the specific products they needed. By eliminating the need for navigation or search, we aimed to facilitate faster access to desired products, ultimately leading to improved downstream product conversion rates.
The evolution
Based on a three-week test comparing two test cells with the control, we discovered that featuring more products on our homepage increased the "made-it-rate" to the studio. The test confirmed our hypothesis. Since the testing was not intended for full rollout due to the need to consider other marketing inputs and design best practices, a second more comprehensive test was conducted. This test, involving UX and incorporating merchandising zones and addressing marketing needs, yielded significant results. As a result, the new template was globally implemented at the end of FY23 Q1.
Merchandising on the homepage
As the Design Director for MX (Merchandising Experience), my responsibility involved overseeing the global teams' output to ensure that the creative work was in line with the brand and aligned with regional campaigns in the market. In addition to maintaining creative quality, I oversaw the templates, collaborating with the strategy team to determine the approach and working closely with technology to enhance functionality.
My role: Creative Strategy and Art Direction
Team members: Mikhail Svetov, Floris te Boekhorst, Everett Roscoe, Laura Frongillo, Ana García Pascual, Camila Sousa, Mohamed Salah Chenoufi, Ahmed Ben Mansour, MX Creative
