VistaPrint
Web Redesign Case Study

Screenshot of key screens within the Gatorade Gx mobile app experience.

Overview

VistaPrint needed to redefine its core e-commerce experience — modernizing a platform used by millions of small businesses and consumers to design and order custom products. The mandate was ambitious: rethink the shopping journey from the ground up while building the infrastructure to support the platform's continued evolution.

Role

Lead Product Manager

Company

Work & Co.

Client

Gatorade

My Contribution

I partnered directly with VistaPrint's leadership to shape product strategy, define the product brief, and lead a cross-functional team of designers, engineers, and researchers across multiple workstreams.

What We Did

User Research & Discovery

We started by understanding how both businesses and consumers were actually using VistaPrint — where the experience broke down, what mental models users brought from other shopping contexts, and where the biggest opportunities for improvement lived.

Modernized the Shopping Journey

We redesigned the core commerce and customization journey to be mobile-first, drawing inspiration from out-of-category experiences users already trusted. The result was a cohesive, design-forward shopping flow that met the expectations of both business buyers and individual consumers — users who increasingly expect delightful, user-centric experiences regardless of platform

Data & Requirements Translation

A core part of the engagement was establishing a shared design language across VistaPrint's platform. We created a componentized design system — 700+ components and variants — that gave designers and developers a library of reusable building blocks. This accelerated the pace of product work, enhanced consistency across the platform, and made it significantly easier to add and evolve features over time. It was infrastructure work as much as design work.

Outcomes

60% lift in holiday purchase completion attributed to new product gallery features

700+ components and variants created as part of the new design system
A modernized, mobile-first shopping experience now serving millions of small businesses and consumers