Shutterfly Premium Content

Design is about being contextual and transparent.

Shutterfly had not charged users for content; design elements and components were a differentiator and there was a user expectation that they paid for the products and the design choices provided were part of the cost. To be able to spend more on developing custom elements and templates the company needed to figure out a financially scalable model. The UX challenge was to inform users, at the same time not give them the feeling of being nickel and dimed.

An extremely successful project and now ~50% customers opt for a premium elements or a premium template (Storytelling)

My role: Principal UX Designer