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PARTYCITY.com Personalized yard signs
PartyCity.com had a poor experience for the Personalized Yard Sign product so I was tasked to redo the experience from start-to-finish, to make it more user-friendly and more aesthetically pleasing. This update was focused on a strong mobile experience and allowed the customer to make all changes from one screen without having to make multiple clicks to edit sections of their product. The other problem with the first experience was the text editing area wasn’t clearly defined and users had added an unfinished product to their cart, purchased it, and received it with the incorrect content. In this rendition, I added fail-safes so the user wouldn’t be allowed to add an incomplete product to their cart and each editable area was clearly defined. The customer would also go through a couple rounds of confirmations and artwork approval prior to adding to the cart.
What was I trying to solve?
The customizable fields were not required aspects to fill in so some customers accidentally ordered products with the default text that was utilized in the text fields
Call-to-actions were not streamlined and certain CTAs were displayed that would interrupt the customer purchase experience
Incorporate ways for customers to personalize their party supplies across all relevant PDPs rather than making separate PDPs for personalized and non-personalized products
Allow customers to create personalized banners and yard signs
Incorporate a user friendly tool for the customer to customize directly on PartyCity.com
Increase overall sales for personalized products
Incorporate end-to-end experience for personalized products
Keep personalization preview in front of customer as customer is designing their product
Research: Competitor Research
At PartyCity.com, I start all projects by looking at our competitors and analyzing all the functionality as well as user interface to make sure the experience that will be created will be industry-standard, or better. I look at areas of improvement and ways to make the Party City experiences stand out from the rest of the competition. I want all of the experiences I create to be user friendly and aesthetically pleasing so the customer wants to come back and shop. From this research, I’m able to compile a list of recommendations that should be included in the final product. Even though this particular experience had many touch points throughout the site and many products that a variation of this experience would apply to, there were some elements that were required across each user journey.
Header should be moved to top of page rather than in the middle, should be consistent with rest of site
When there’s areas for the customer to customize, have default text say “Customize Text” and require the fields to be interacted with so the customer doesn’t accidentally order an incorrect item
Simplify the call to actions and remove what’s not needed - original iteration had an unnecessary button to show the same image in a different browser tab which could frustrate the customers
Minimize confusion for customer and allow customer to personalize directly within the PDP
Need to give font previews because customers don’t know off-hand what fonts look like and shouldn’t have to click on each to find out
Incorporate info buttons next to each customizable attribute so customers can have any questions answered without getting frustrated and leaving the site
To simplify the “Upload Your Image” column and reduce clicks for user, put image specifications in below “Upload Your Image” text and when you click the section, it’ll go directly to your device photos rather than an interim pop up with details
Functionality:
Customizable experience that includes text customization as well as photo upload
Error and approval overlays for customer to acknowledge before they can proceed to add to their cart
Complete cart overhaul to include all customizable fields displayed for the customer as a last check
