Traffic Safety Store, Muv's main brand, prints custom graphics on traffic cones, helmets, barricades, safety vests, and more. I spearheaded the UX research and UI design on a new online app that makes customization easier and more fun for users.
Problem
Why Aren't There More Orders?
Traffic Safety Store wanted to increase the amount of custom orders they received from users. They believed it could be a viable revenue stream, but one they didn't know how to capitalize on.
The current process required the customer to email their graphics to Traffic Safety Store's customer service representatives. The in-house graphic designer created proofs and would message the customer back and forth until approval. Printing would then begin, followed by shipment.
Subjected to long email chains, phone tag and design errors, we suspected this process could be optimized.
Research
Does This Work for Our Users?
Although we have many users across different demographics and industries, I decided to focus on the three groups who ordered custom products the most. They are small business owners (ex: car washes, dealerships), brand managers (at larger companies like Chik-Fil-A and Toyota), and graphic designers (at government agencies and universities). I took care to reach out to both repeat and first time customers.
After finding about five people from each core group, I conducted one-on-one 30 minute zoom interviews about our current ordering process.
I then crafted three personas, user stories, and problem/hypothesis statements based on research.
Solution
The Goal Became Clear
Our users wished to design their products through Traffic Safety Store's website. They desired an experience similar to RushTees and Custom Ink.
Our goal became to offer a responsive customization module that will allow users to upload graphics and design their chosen safety products in real time. We hypothesized this will positively affect order accuracy and shorten shipping time by eliminating communication and design errors.
Success will be measured by the number of custom orders received.
Details
Enabled seamless uploading of logos, text editing, and real-time proofing with intuitive controls.
Integrate Cloudinary to support color and file management, enhancing the customization experience.
Provide error guidance and easy access to customer service representatives for troubleshooting, ensuring usability.
Feedback
User, Engineer, and C-Suite Feedback
Upon testing wireframes, engineers researching what is technically possible, and the C-Suite defining their goals, changes to the user flow were made.
Change “Silkscreen” to “Single Color”.
Have customers select between “Single Color” and “Full Color” on the Product Detail Page.
No “Lettering” in V1. Integration will be considered in V2.
Change “Lettering” to “Position”, and allow customization on multiple sides of the product.
Add controls: “Remove Background”, “Reduce Borders”, “Photograph”, and a reset button.
Do not have buttons hang off the side bar.
Make the module full screen. Add the company phone number and "Chat Now" information to navigation.
Replace “Save Design” with “Quantity” and “Add to Cart” CTA.
KPIs
KPI's Met… and Exceeded!
WOW! Achieved a 15% increase in custom orders within the first month post-launch.
Earned customer recognition for top-tier user experience, reflected in multiple 5-star ratings.
Positioned the company as an industry leader in safety customization, driving brand trust and loyalty.
UI/UX elements easy enough to implement into back end software that supports the customizer.
Traffic Safety Store had to buy new sublimation printers to handle the demand (whoops!)
Reflection
Reflection: Success, and the One Big Oversight
With a higher increase in sales than expected, who wouldn't break out the champagne glasses?
I was so focused on creating this new tool for customers that I completely forgot to factor in the print shop's capabilities in handling an increased work load. Not only did more orders come in, but frequently these orders were between 100-500 units large. Two of the geriatric printers broke down four days after launch, and the team had several hair-pulling weeks of keeping up while waiting for new printers to arrive.
Through their ingenuity and skill, they managed to stay on time while maintaining quality.
Still, had I considered this beforehand, we may have been able to avoid the fire alarms that caused more beers than usual to be opened at the end of the night. While it's important to keep the customer experience front and center, it's important to analyze ALL processes of an order when designing a new product. Perhaps there would have been a better way to make sure the print shop was prepared.
What I Think is Necessary for Version 2
I believe it is imperative to reintegrate the ability to add text to the design. Engineer limitations made it not possible in the agreed upon deadline.
However, customers gave us feedback that they not only want to add text, but they also want to add graphics at the same time. We are actively pursuing how we can accomplish this while keeping the experience user friendly.