Printerous E-commerce Website
Redesigned an online printing platform’s creation flow for a 92% faster experience
Product Design
Web Design
Printing
How might we improve the product creation experience so users can complete their orders without confusion or unnecessary steps?
About Company
Printerous began in 2015 offering personal photo printing personalized print products. As demand grew, it evolved into Indonesia’s leading online printing platform, now connecting over 200 print partners with 5,000+ businesses across 20 cities.
My Role
Website Product Design Social Media Motion Design
Overview
Printerous identified a major problem in the user journey and set out to improve the journey for users creating print products online. The focus was on simplifying the process, reducing drop-off, and making it easier for users to complete their orders.
1.07%
conversion rates (3 months post-redesign)
1.7 → 1.4
customer effort score (CES)
23 → 57
net promoter score (NPS)
The Problem
Users experienced major issues navigating the product creation flow, leading to a noticeable breakdown in completing purchases.
Data revealed a 53% drop-off rate before items were added to the cart and a 76% cart abandonment rate, underscoring how the current experience discouraged users from finishing their orders.
Research
User research began with a clear purpose: to uncover what prevented users from completing orders and how their experiences could be improved.
Insights were gathered through quantitative surveys for respondent screening, followed by qualitative phone and in-depth interviews. I also watched user session recordings through Hotjar to observe how users interacted with the platform in real situations. A total of 75 users aged 21–35 from across Indonesia participated in the study. This approach allowed me to capture recurring behavior patterns and uncover specific pain points that hindered users from completing their product creation journey.
The Brand
The project included a platform revamp and a brand refresh in collaboration with a third-party branding agency to build a cohesive identity across all business lines.
As Printerous expanded its services, the absence of a unified design system led to inconsistent components and visuals across products. To address this, the UI/UX team developed Prodigy—our first comprehensive Design System—to ensure consistency and scalability across all platforms. Accessibility was also a key focus. Since the brand uses vibrant blue tones that can appear differently across CMYK and RGB formats, distinct color definitions were created for each. For UI/UX, we followed the WCAG 2.1 guidelines to ensure the platform remains inclusive and accessible to all users.
Solution
The website was redesigned with a clear focus on user needs.
To improve the experience, key interaction points were refined and the overall content structure was simplified.
Streamlined Request Forms: Custom request forms are now directly below product specifications, enabling quick action when standard options aren't enough.
Automated Location Input: Geolocation integration reduces manual data entry.
Clear Pricing & Delivery: Content is restructured to show base pricing upfront with an express delivery option.
Flexible Templates: Template selection is optional, letting users upload their own files for faster processing.
Boosted Trust: Product pages now feature embedded reviews and detailed information, fostering confident purchasing decisions.
Results
Usability testing showed positive outcomes in how users navigated the new flow. The updated design supported this by enabling a smoother product creation process, reflected in the following results.
In numbers, the product creation process became 92% faster and Average Order Value increased by 74%. Customer Effort Score dropped from 1.7 to 1.4, Net Promoter Score climbed from 23 to 57, and Customer Satisfaction improved from 4.6 to 4.8. These results helped Printerous secure Series A funding in 2020 and maintain business stability during the COVID-19 pandemic.
"Aurelia brought significant impact to the project by revamping the platform, making it easier for users to create products and place orders. Her exceptional skills in user research, product analysis, and design implementation were evident throughout."
— Kevin Osmond, CEO of Printerous
Printerous E-commerce Website
Redesigned an online printing platform’s creation flow for a 92% faster experience
Product Design
Web Design
Printing
How might we improve the product creation experience so users can complete their orders without confusion or unnecessary steps?
About Company
Printerous began in 2015 offering personal photo printing personalized print products. As demand grew, it evolved into Indonesia’s leading online printing platform, now connecting over 200 print partners with 5,000+ businesses across 20 cities.
My Role
Website Product Design Social Media Motion Design
Overview
Printerous identified a major problem in the user journey and set out to improve the journey for users creating print products online. The focus was on simplifying the process, reducing drop-off, and making it easier for users to complete their orders.
1.07%
conversion rates (3 months post-redesign)
1.7 → 1.4
customer effort score (CES)
23 → 57
net promoter score (NPS)
The Problem
Users experienced major issues navigating the product creation flow, leading to a noticeable breakdown in completing purchases.
Data revealed a 53% drop-off rate before items were added to the cart and a 76% cart abandonment rate, underscoring how the current experience discouraged users from finishing their orders.
Research
User research began with a clear purpose: to uncover what prevented users from completing orders and how their experiences could be improved.
Insights were gathered through quantitative surveys for respondent screening, followed by qualitative phone and in-depth interviews. I also watched user session recordings through Hotjar to observe how users interacted with the platform in real situations. A total of 75 users aged 21–35 from across Indonesia participated in the study. This approach allowed me to capture recurring behavior patterns and uncover specific pain points that hindered users from completing their product creation journey.
The Brand
The project included a platform revamp and a brand refresh in collaboration with a third-party branding agency to build a cohesive identity across all business lines.
As Printerous expanded its services, the absence of a unified design system led to inconsistent components and visuals across products. To address this, the UI/UX team developed Prodigy—our first comprehensive Design System—to ensure consistency and scalability across all platforms. Accessibility was also a key focus. Since the brand uses vibrant blue tones that can appear differently across CMYK and RGB formats, distinct color definitions were created for each. For UI/UX, we followed the WCAG 2.1 guidelines to ensure the platform remains inclusive and accessible to all users.
Solution
The website was redesigned with a clear focus on user needs.
To improve the experience, key interaction points were refined and the overall content structure was simplified.
Streamlined Request Forms: Custom request forms are now directly below product specifications, enabling quick action when standard options aren't enough.
Automated Location Input: Geolocation integration reduces manual data entry.
Clear Pricing & Delivery: Content is restructured to show base pricing upfront with an express delivery option.
Flexible Templates: Template selection is optional, letting users upload their own files for faster processing.
Boosted Trust: Product pages now feature embedded reviews and detailed information, fostering confident purchasing decisions.
Results
Usability testing showed positive outcomes in how users navigated the new flow. The updated design supported this by enabling a smoother product creation process, reflected in the following results.
In numbers, the product creation process became 92% faster and Average Order Value increased by 74%. Customer Effort Score dropped from 1.7 to 1.4, Net Promoter Score climbed from 23 to 57, and Customer Satisfaction improved from 4.6 to 4.8. These results helped Printerous secure Series A funding in 2020 and maintain business stability during the COVID-19 pandemic.
"Aurelia brought significant impact to the project by revamping the platform, making it easier for users to create products and place orders. Her exceptional skills in user research, product analysis, and design implementation were evident throughout."
— Kevin Osmond, CEO of Printerous
Printerous E-commerce Website
Redesigned an online printing platform’s creation flow for a 92% faster experience
Product Design
Web Design
Printing
How might we improve the product creation experience so users can complete their orders without confusion or unnecessary steps?
About Company
Printerous began in 2015 offering personal photo printing personalized print products. As demand grew, it evolved into Indonesia’s leading online printing platform, now connecting over 200 print partners with 5,000+ businesses across 20 cities.
My Role
Website Product Design Social Media Motion Design
Overview
Printerous identified a major problem in the user journey and set out to improve the journey for users creating print products online. The focus was on simplifying the process, reducing drop-off, and making it easier for users to complete their orders.
1.07%
conversion rates (3 months post-redesign)
1.7 → 1.4
customer effort score (CES)
23 → 57
net promoter score (NPS)
The Problem
Users experienced major issues navigating the product creation flow, leading to a noticeable breakdown in completing purchases.
Data revealed a 53% drop-off rate before items were added to the cart and a 76% cart abandonment rate, underscoring how the current experience discouraged users from finishing their orders.
Research
User research began with a clear purpose: to uncover what prevented users from completing orders and how their experiences could be improved.
Insights were gathered through quantitative surveys for respondent screening, followed by qualitative phone and in-depth interviews. I also watched user session recordings through Hotjar to observe how users interacted with the platform in real situations. A total of 75 users aged 21–35 from across Indonesia participated in the study. This approach allowed me to capture recurring behavior patterns and uncover specific pain points that hindered users from completing their product creation journey.
The Brand
The project included a platform revamp and a brand refresh in collaboration with a third-party branding agency to build a cohesive identity across all business lines.
As Printerous expanded its services, the absence of a unified design system led to inconsistent components and visuals across products. To address this, the UI/UX team developed Prodigy—our first comprehensive Design System—to ensure consistency and scalability across all platforms. Accessibility was also a key focus. Since the brand uses vibrant blue tones that can appear differently across CMYK and RGB formats, distinct color definitions were created for each. For UI/UX, we followed the WCAG 2.1 guidelines to ensure the platform remains inclusive and accessible to all users.
Solution
The website was redesigned with a clear focus on user needs.
To improve the experience, key interaction points were refined and the overall content structure was simplified.
Streamlined Request Forms: Custom request forms are now directly below product specifications, enabling quick action when standard options aren't enough.
Automated Location Input: Geolocation integration reduces manual data entry.
Clear Pricing & Delivery: Content is restructured to show base pricing upfront with an express delivery option.
Flexible Templates: Template selection is optional, letting users upload their own files for faster processing.
Boosted Trust: Product pages now feature embedded reviews and detailed information, fostering confident purchasing decisions.
Results
Usability testing showed positive outcomes in how users navigated the new flow. The updated design supported this by enabling a smoother product creation process, reflected in the following results.
In numbers, the product creation process became 92% faster and Average Order Value increased by 74%. Customer Effort Score dropped from 1.7 to 1.4, Net Promoter Score climbed from 23 to 57, and Customer Satisfaction improved from 4.6 to 4.8. These results helped Printerous secure Series A funding in 2020 and maintain business stability during the COVID-19 pandemic.
"Aurelia brought significant impact to the project by revamping the platform, making it easier for users to create products and place orders. Her exceptional skills in user research, product analysis, and design implementation were evident throughout."
— Kevin Osmond, CEO of Printerous