VISTAPRINT

DIFY Websites Sign Up Experience

Sign-up and design brief submission experience for Do-It-For-You website design services.

BACKGROUND
Do-It-For-You website design is a service that connects customers with designers who deliver complete websites based on the needs of the customer. In order to deliver a website that customers will be satisfied with, the customer needs to submit a design brief when siging up for the service.
PROBLEM
In order to deliver better websites to customers, the initial MVP had a simple form that collected basic business information; the design brief. A significant percentage of customers that purchased the service, never competed the design brief.
RESEARCH
To better understand the best way to collect customer information regarding their ideal website for their business, we created several mockups, which were tested using UserTesting.
HYPOTHESIS
Based on general feedback from the MVP of DIFY, we had a hypothesis that if we provided customers with the ability to submit information about their business, such as general info and design taste, such as colors they would prefer to use, or images and logos, then customers would be more likely to complete the design brief. We tested several designs, 2 of which are shown below:

TEST 1: Rencently purchased print product selection » Industry selection » Matching sample website » Consultation
TEST 2: Industry selection » Logo/ Icon selection » Color palette »Sample website > Consultaion
LEARNINGS
Test 1:
  • Picking a previously purchased print product was received well by the users as a matching source for their website.
  • Users were excited to see matching websites, but wanted to make sure a designer would make the final changes to customize it for their business.
  • Scheduling the call was simple to understand, however they were not very clear as to what the next steps were.
Test 2:
  • Ability to add their own logo or choose from library of icons was received well, however not everyone had assets ready, so this would slow down the process to submit the design brief.
  • Although they liked seeing color palettes based on the colors of the logo they uploaded, they would rather a professional designer pick the colors for them.
  • For test #2, the templates shown to users were less about matching, and more about layouts. This was received well, but users concentrated on images too much, rather than the layout.
NEXT STEPS
Based on all the customer feedback, we went back to the drawing board and drastically simplified the steps. After several tests and multiple revisions, we landed on the following designs.
VIEW DEMO
CONCLUSION
We learned that users were interacting better when we asked them questions about their business in a text form. Instead of asking them to choose fonts, colors and icons, we had better results by asking them to pick a few words that described their website’s style. For users that wanted to skip the information process, we gave them the option to schedule their call without submitting business information, and do it over the phone instead. The new design flow is still collecting analytics, however we are seeing a significant increase in design brief completion compared to the control.

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