Staples Printing Services
Online Document Printing
Since 2007, Staples had used a third-party platform to offer an online document printing called EFI. This tool allowed their customers to upload their files and customize them by adding multiple finishing options, paper types, and accessories.
The lack of EFI’s customization options and optimization was affecting the overall performance of the document printing service. It was too complicated and technical for some users to customize their document and place an order. Still, EFI sales represented a 23% overall conversion to the company.
COMPANY
Staples Print & Marketing US
ROLE
Product Designer
DATE
2019-2022
BRIEF
Replace the existing third party platform with a Staples owned builder that could meet a minimum of 24% conversion rate and a business value of $2M in savings.
After defining our goal and objectives, it was time to become a document printing master and understand how this service operates. It was essential to know how all the products, accessories, and finishing options look, feel, and work together.
By conducting stakeholder interviews with store associates, business managers and merchants, I was able to understand how these products were categorized, and the ideal use cases for each of them.
This information was crucial to map out the first content diagram and categorize the new product assortment of the new platform.
Research
Competitive analysis
From the beginning, we defined that this project was all about creating a user-centred design. We began the process identifying key trends among competitors and researching best practices. We used methods to sort our product categorization including card sorting and affinity diagramming and a user flow diagram. I also mapped out a comprehensive IA diagram of all the product assortments.
Card Sorting
Affinity Diagram
From this point, I knew I was in a position to begin mapping out the IA and user flow. This would help me organize the categories in a hierarchy of importance. From there I began to wireframe quickly to start testing usability and naming conventions.
Planning
Protype Development
Usability Testing
The new document printing service finally went 100% live in 2020. The results have been positive and are above the original team estimates, reaching an overall conversion rate between 27% to 30%, which means good-bye to EFI and welcome Staples “Hercules” to the document printing business.
It's been great hearing positive comments about the work that took more than two years to complete, but when you work with such a fantastic team, friends, and lovely people, it's even nicer.
Results
