Snapfish Book Builder for Mobile
About this project
When I started at Snapfish, it was already a global company with 50 million+ customers, owned by Hewlett-Packard. To stay a leader in the photo-printing space and to compete with market forces where people increasingly don’t even print photos, it needed to diversify its product offering and evolve into a mobile-first business. Custom photo books you can make and order on your phone was one big step, becoming the company’s third top-grossing product.
The book builder my team built from scratch to support a new back-end platform was created to make the experience as fun and frictionless as possible for the customer and to drive engagement and increase AOV (average order value).
Login screen, lead with a splash
Because logging in is a fiction point for many users, we made it possible to access key parts of the shopping and creation process before a login is required. And to increase regular engagement, we created a splash screen to pop up each unique time you open the app, cross promoting free prints. This added significant AOV, because shipping is charged.
The customer journey: getting started
Working with a talented UX designer and product manager, we created flows and journey maps. I wrote all the experience and merchandising copy for the flow. Size and type selection screen shown here.
Educating customers
Personalized for customers
Personalized for customers
For production reasons, users need to select the sizes and materials they want for their book before they can start to customize it. The most frequent, profitable users know these terms, but a sizable enough portion of revenue comes from long-tail customers, so education through content design keeps the funnel as wide as possible. Educational content for product selection shown here.
Personalized for customers
Personalized for customers
Personalized for customers
Now here’s super fun part: picking your photos! At this point, photos are saved locally on your phone, which optimizes load speed. It’s easy to pick as many photos as you want. Which, of course, means your book will be more pages and increases AOV. Photo selection screen shown here.
Tips to engage
Personalized for customers
Tips to engage
I wrote tips and educational content throughout, to make it easy for non-designers to create their own custom photo books in minutes. Photo sort screen shown here.
Added personalization
Added personalization
Added personalization
Super-fans like to have more custom control, while others just want to pop in their photos and go. Book layout screen shown here.
Page layout
Added personalization
Added personalization
Page design screen shown here.
Usability tips
Added personalization
Usability tips
We added usability tips, because, while it’s quick and easy to create a book on your phone, the visuals can be small. This rotation feature makes it easy to zoom in and see finer details.
The last step: a finished book!
Tap “Order” and you’re done! You’ll head to the cart experience, which I also designed content for.