Teespring
Goal:
Unify the product design experience for all sellers and creators.
Methods:
Personas, Feature audit, Competitive Analysis, Card Sorting: Generic Naming
Role:
Product Designer
6 months
Challenge
Teespring is an online platform that lets anyone create and sell products online. Teespring sellers are confused by the two different design experiences and supporting both tools is time consuming for engineering and customer support teams. Additionally, the process for creating internationally fulfilled products is complicated.
Solution
By removing the Composer (old design tool) and redesigning the Launcher (new design tool) to accommodate unlimited product types, we were able to create a scalable design experience. Teespring will be able to grow its product selection, which will in turn help sellers be more successful.
Research
Personas
By conducting surveys and user interviews, I was able to gather information and create 3 personas for our design tool.
Feature Audit
Using a combination of google analytics and user interviews, I was able to understand which features were a priority to redesign or remove versus a must-have to keep in the new Launcher design tool.
Competitive Analysis
There are quite a few competitors in the print-on-demand space. I took insights from comparing these websites and looked for features that made them stand apart:
Quickly preview designs on other products
Product selection & organization
Simplified design steps
Text edit tool options
Card Sort
I used Optimal Sort to do a remote card sort, which informed how I organized the apparel items in the Launcher.
Complexity
There were over 100 existing products plus multiple color ways, EU matched products, and the company was adding new product types weekly.
Global Names & Print Styles
I created generic names for global products so users would only see one product listing.
While designing, I kept in mind that we would be scaling up and adding new product types and new printing styles.
Embroidery
Print on multiple areas
All-over sublimation
Die-cut stickers
Design Solutions
Artwork Flexibility:
Sellers will have flexibility when adding artwork and be able to launch higher quality products by customizing artwork for each product type.
Scalable listings:
Sellers will be able to create listings with more than 5 products.
Global selling:
They will be able to create one listing rather than 2 separate listings based on region.
Product Selection
For product selection, we wanted a simple display that showed our catalogue without overwhelming the customer. New additions included:
Ability to view all products in a category with more information on material, size, and shipping options.
Globally mapped products easily marked so sellers know which ones will be purchased internationally.
A new selection for users to choose if they want to Buy or Sell products which brings you into different flows.
Create Your Product
Create your product was updated to include:
Global selling: Set your price for US and EU products.
New Text Edit tool: Add and edit text for all product types.
Add More Products
Add more products now included a more interactive experience including:
Scalable Designs: Preview of your design on all products. No limit on adding products.
Artwork Flexibility: Add and edit products that will be in your listing from this page.
Global Selling: Quickly see which products have EU matching products with the globe icon.
Usability Testing
Tested each change and new feature throughout the design process on Usertesting.com to validate our hypothesis and UI changes.
“It was clear and precise. Design was great. It's hard to get confused, it's so straightforward and easy.”
“Oh wow! you can do housewares and accessories on top of that. I find that very interesting.”
“I love that option that it auto-appears on all the t-shirts.”
“The text tool looked like every other word processing tool I’ve seen.”
Business Impact
Did sellers launching more products per listing result in more units sold?
Still measuring results but so far, yes! Launcher listings are outperforming composer listings.
Are sellers happier with the customized design experience for each product?
Yes, but old sellers are still adjusting to the changes.
Conclusion and Next Steps
Need to redesign the listing page for the buyers to reflect all the new products added and continue measuring results from the updates .