MELBOURNE, AU
Next steps from project completion
Meaningful pathways for users at a high-intent, sense of achievement moment in the experience
ROLE - ON THE TOOLS | VISTA & 99d
The challenge
The 99designs platform was great at helping people get a design, but provided few paths for clients to actually use their newly minted assets. Users who complete a logo on 99designs typically have a great experience collaborating with a freelance designer. However the vast majority then leave the platform and we had a low repeat rate.
Customers were largely unaware of Vista’s huge print and web services portfolio. This was a missed opportunity to provide a full-service experience and unlock significant revenue by connecting 99designs clients directly to Vista’s product catalog.
The design process
The 99designs platform was great at helping people get a design, but provided few paths for clients to actually use their newly minted assets. Users would complete a logo design on 99designs with the vast majority then leaving the platform.
Old project completion landing experience
Through analytics and continuous discovery interviews we identified that a dedicated project completion screen, with next steps, was the right place to do this. The point where a logo is finalized is a high-intent period for the customer - they feel a sense of achievement and with a finalized asset are in a position to bring their logo to life. We realized we needed to meet them at this moment of heightened engagement.
We designed a new project completion experience to serve as a strategic bridge between the two platforms. With this design we achieved several improvements:
Celebrate the Win - We updated the interface to acknowledge the successful completion of the project, creating a positive final touchpoint
Visualize the Potential - Rather than a generic links or CTA, we previewed the client’s actual logo on physical products
Direct Pathway - We implemented a clear pathway to VistaPrint product pages easing the transition to Vista
Maintain Relationships - Improved pathway to re-engaging their designer for follow on design work and improved entry point for reviews
The outcome
With the implementation of the project completion screen, the number of 99designs clients converting on Vista doubled. This was a huge win for the team and helped prove that we could increase customer lifetime value by deepening the connection between the two platforms.