Paperless Post -
PRODUCT DESIGNER (DEC 2013 - PRESENT)
Paperless Post is a company that delights millions of card and invitation receivers every year. I joined Paperless Post about 3 years ago in search of a Product company. Having worked in an agency for 2+ years, I was yearning to be a part of a company where I could see my designs come to life.
Requirements gathering - The design process starts with gaining good understanding of our users. To gather requirements, I talked to our in-house support team to understand the pain points on the existing host flow. I also consulted with the data team to understand where in the funnel we had most drop offs (hosts leaving the site). The data team also helped me look at what the most and least used different features on Paperless Post were.
Competitive Analysis - After gathering requirements, I perform competitive analysis to make sure our features are comparable with other products in market. With the requirements gathering and competitive analysis, I end up with a core set of features that we want to support and build.
User Flows - Next, I make a list of use cases for each feature and map out user flows for each of the use cases. User flows are detailed and include notes on functionality and edge case scenarios. I introduced the process of making user flows as part of every project at Paperless Post because it helps a great deal with understanding how a new feature impacts the rest of the user’s journey.
Wireframing - After making detailed user flows, I brainstorm (sometimes with other designers or developers) and make wireframes detailing functionality of the feature. Wireframes are made using Sketch.
Visual Design - I am a beginner in Visual Design and have taken a few courses in Typography and Editorial design to improve my understanding of type and layout. At Paperless Post, I am able to take the style guide and successfully apply it to my wireframes. With any new features that go beyond copying styles from a style guide, they are passed to a visual designer on the team.
Development and Testing - The annotated designs and notes on functionality along with user flows are sent to developers. I work closely with developers during design to ensure the feasibility. During development, I pair with developers to answer any questions regarding design or functionality. After development is completed, I am involved in a final round of testing to ensure everything is built according to specifications.
My first project at Paperless Post was to customize the digital envelope on the iPad app where users can choose from hundreds of beautiful envelope liner designs made in house by our Content design team. Since then, I became empathetic with the sender, the host, the creator at Paperless Post. I have focused almost all of my time here in improving the UX flow for the host.
We are an Invitations company. Our online invitations are more popular (and generate more revenue) than the cards - since invitations are often sent to more than one person and cards are generally one to one. Unless they are holiday cards, another favorite category with moms.
The host’s journey starts at the homepage. Traffic that comes to the homepage is largely from people who have received our cards/invitations before. Other traffic comes from our marketing emails, SEO and existing users. Data shows that if you receive a kids’ birthday party invitation, you are 70% more likely to send a kids’ birthday party invitation. This meant that we needed our homepage to show that we cater to events such as weddings, cocktail parties, etc. The homepage and navigation focuses on product education and marketing/brand efforts.
1. Discovery at Paperless Post
The focus here is welcoming our users into Paperless Post, educating them of our product and on boarding them through the journey to becoming hosts. While on the discovery team at Paperless Post, I focussed my efforts on a few “quick wins” by conducting a series of A/B tests to understand host preferences while increasing conversion. (Conversion on Discovery was measured by the number of people that move from the homepage to choosing a design for customization). One such test was on the number of cards to display on the e-commerce pages.
Browsing invitation designs
Our e-commerce page is a grid displaying invitation designs. We have over a 1000 designs in each category. Data says 90% of conversion took place in the first 3 pages (containing 28 cards per page). As an experiment to increase conversion, we increased the number of cards in each page to 96. This increased our overall conversion by 3%. Success.
Narrowing your selection
Even with e-commerce fewer pages to click through, browsing over 1000 invitation designs is still no easy task. In efforts to narrow our hosts’ selection, we introduced filtering capabilities. In addition to having generic filters for color, photos, designers, etc, we introduced category-specific filters like “Theme” and “Age”.
2. Customize invitations
The host can customize the invitation by changing and formating the text on the invite, adding a background, customizing the envelope and the reply card. My task on this team was to help our hosts get through customizing fast. We focused on making the navigation easy to understand and minimizing any clickouts.
Previously, our navigation showed that the host has 5 steps to complete (and they took days do complete customizing their invitation). We reduced the steps to 3 and created clear CTAs to go to the next. This drastically reduced the time spent on customization and consequently increased conversion.
4. Build a guest list and send
The “Delivery” page (where the host makes a guest list and sends an invitation) hadn’t been re-designed for 4 years. There was a lot to do. This page was responsible for most of our angry customer support calls. We started redesign by going back to basics and
Building a guest list
We designed a widget that is used to “quick-add” guests into a guest list. This widget pulls guests from the address book or allows the host to add a new name and email address for a guest. We focused on making this widget fast and intuitive for adding a large number of guests into a guest list.
Sending the invitations
Some of our hosts have large guest lists and the “Send” button would be pushed all the way below the guest list. We made the button more prominent by making it stick to the bottom of the screen while showing all information necessary to send invitations.
5. Manage your event
After sending the invitations, we help our hosts manage their event on the “Tracking” page. This page was also redesigned after 4 years of no love. The purpose of the tracking page is to make sure all the invitations were delivered, show the host how many guests can make the party and help the host manage the event. Management