Role
UX Research
Product Design
Team
1PM
4 Engineers
Results
+17% builder success rate
60% of Print Orders Come from Customers Uploading print-ready files
Problem
The new Upload Your Own (UYO) builder solves the needs of the 60% of customers who arrive with print-ready files, replacing the legacy builder originally designed for creating from scratch.
It delivers a streamlined experience for uploading, previewing, and finalizing designs.
Outcome
The new builder first launched with Posters, then expanded to Flyers and Postcards, and is now rolling out to Cards and Invitations for the upcoming holiday season.
Clarity through Fullstory and Lean UX workshop
The legacy builder was slow, rigid, and included tools that most customers didn’t need. To build alignment, I reviewed Fullstory sessions to surface where users struggled most.
From there, I led a Lean UX workshop with PMs and developers to map journeys, prioritize pain points, and align on opportunities. We identified the upload-first experience as the main focus, and building on a modern React framework not only solved immediate challenges but also created a flexible foundation for future growth.
Opportunity
The legacy builder wasn’t just misaligned with customer needs — it also limited how far the product could grow. Rebuilding presented an opportunity to solve today’s friction points while laying a foundation for the future.
Performance-first framework
Build in React to improve performance, modularity, and scalability, enabling future enhancements with greater efficiency.
In-builder product configuration
Allow users to change size, orientation, and other product options directly within the builder, preserving progress and reducing context switching.
Mobile experience optimization
Design for a responsive, mobile-optimized experience that allows customers to upload, preview, and finalize designs seamlessly across devices.
Keyboard accessibility
Implement full keyboard support to ensure an inclusive experience and compliance with accessibility best practices, making the builder usable for all.
