Redesign of Shutterfly Creation Path

Simplicity can be complex to design.

The creation path allows for personalization of flat and folded cards, home decor and photo gifts on Shutterfly. The task of putting a few photos and text onto a surface is simple but can get complicated if all the features and functionality that increase revenue are not appropriately prioritized. Utilizing core UX principles to keep the design focussed on the primary task while offering quick and easy access to features that were contextually relevant was a key achievement of this design. The redesign was successful in terms of revenue growth and user satisfaction.

My role: Principal UX Designer