Printerous E-commerce Website
Redesigned an online printing platform’s creation flow for a 92% faster experience.
Printerous began in 2015 offering personal photo printing personalized print products. As demand grew, it evolved into Indonesia’s leading online printing platform, connecting over 200 print partners with 5,000+ businesses across 20 cities.
Service & Industry
Product Design
Web Design
Printing
Role
Website Product Design Social Media Motion Design
The company identified a major problem in the user journey when creating print products. The focus of the redesign was on simplifying the process, reducing drop-off on the product detail page, and making it easier for users to complete their orders.
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 Foundation
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.
The 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.
Automated Location Input: Geolocation detects user location to minimize manual entry.
Clear Pricing & Delivery: Content is restructured to show base pricing upfront with an express delivery option.
Streamlined Request Forms: Custom request forms are now directly below product specifications, enabling quick action when standard options aren't enough.
Flexible Templates: Template selection is optional, letting users upload their own files for faster processing.
Embedded Product Knowledge: Clear information on materials and specifications supports easier comparison and quicker decisions.
1.07%
conversion rates (3 months post-redesign)
1.7 → 1.4
customer effort score (CES)
23 → 57
net promoter score (NPS)
The Impact
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.
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Printerous E-commerce Website
Redesigned an online printing platform’s creation flow for a 92% faster experience.
Printerous began in 2015 offering personal photo printing personalized print products. As demand grew, it evolved into Indonesia’s leading online printing platform, connecting over 200 print partners with 5,000+ businesses across 20 cities.
Service & Industry
Product Design
Web Design
Printing
Role
Website Product Design Social Media Motion Design
The company identified a major problem in the user journey when creating print products. The focus of the redesign was on simplifying the process, reducing drop-off on the product detail page, and making it easier for users to complete their orders.
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 Foundation
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.
The 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.
Automated Location Input: Geolocation detects user location to minimize manual entry.
Clear Pricing & Delivery: Content is restructured to show base pricing upfront with an express delivery option.
Streamlined Request Forms: Custom request forms are now directly below product specifications, enabling quick action when standard options aren't enough.
Flexible Templates: Template selection is optional, letting users upload their own files for faster processing.
Embedded Product Knowledge: Clear information on materials and specifications supports easier comparison and quicker decisions.
1.07%
conversion rates (3 months post-redesign)
1.7 → 1.4
customer effort score (CES)
23 → 57
net promoter score (NPS)
The Impact
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.
Prev
Jamieson Edwards Builders
Next
Horego
Printerous E-commerce Website
Redesigned an online printing platform’s creation flow for a 92% faster experience.
Printerous began in 2015 offering personal photo printing personalized print products. As demand grew, it evolved into Indonesia’s leading online printing platform, connecting over 200 print partners with 5,000+ businesses across 20 cities.
Service & Industry
Product Design
Web Design
Printing
Role
Website Product Design Social Media Motion Design
The company identified a major problem in the user journey when creating print products. The focus of the redesign was on simplifying the process, reducing drop-off on the product detail page, and making it easier for users to complete their orders.
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 Foundation
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.
The 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.
Automated Location Input: Geolocation detects user location to minimize manual entry.
Clear Pricing & Delivery: Content is restructured to show base pricing upfront with an express delivery option.
Streamlined Request Forms: Custom request forms are now directly below product specifications, enabling quick action when standard options aren't enough.
Flexible Templates: Template selection is optional, letting users upload their own files for faster processing.
Embedded Product Knowledge: Clear information on materials and specifications supports easier comparison and quicker decisions.
1.07%
conversion rates (3 months post-redesign)
1.7 → 1.4
customer effort score (CES)
23 → 57
net promoter score (NPS)
The Impact
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.
Prev
Jamieson Edwards Builders
Next
Horego
