Peecho Website Re-design

The problem

Peecho has the interesting challenge of having a very complex offering that suits multiple different user segments. On one hand, it is great that they can cater to so many different user segments, but the biggest problem they are facing is making it clear to each individual user that THEIR specific use case can be fulfilled by Peecho. For example, a user can go to Peecho's site, upload their file, and order a published copy for themselves or family or friends. They could order a hardcover book, a canvas, or a magazine if they wanted. On top of this, users can generate a link so that other's can order their piece of work as well, and get a wholesale price on it from their publishers for better profit. To make things even more complex, apps can also integrate with Peecho's service and use their network of tpublishers for all of these different products, making one of their segments "apps and platforms".

To really understand the complexities behind this product, we first sat down and had a design workshop where we mapped out the user journey, user pain points, and finally defined our design challenges as "How Might We" statements.

Final "How Might We" statements:

1. How might we create a clear flow that segments visitors and guides and educates each segment about how Peecho fulfills their needs?
2. How might we simplify the understanding of our products, features, and services throughout the user journey?
3. How might we build the trust of our visitors from the first website interaction?

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My role

I was a consultant UX designer in this project and my role consisted of running a design workshop for the team to gather their knowledge and understand the problem space, create a proposed new structure for the site and high level wireframes, and give suggestions for UI and what kind of photography style they should look at for their products. At that point I passed the project on to their junior UX designer to continue. For the UI suggestions, I primarily looked at improving their existing branding.

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Deliverables

The process

As stated above, I was only part of the first parts of the process for this project as I was brought in as a consultant to help kick this project off for the team.

Understand / Define

I facilitated a design workshop with the team where we worked together on:

1. The existing user journey and user segments
2. User pain points by segment
3. Reframed the pain points as high level "how might we" questions
4. Competitor analysis

View agenda

On my own following this, I mapped out all of the information that needed to be displayed (user segments, product information, pricing, faq's, etc) and the information architecture for the site

Ideate

During the design workshop, I had the team run a series of quick ideation exercises to start to get their thoughts and collaborate on how the site should look. I put together wireframes for the site to propose to the team a new structure and hierarchy for the navigation and information.

Following this and multiple rounds of feedback from the team, my last task was to put together some UI examples for them to take forward and share with their product photographer for inspiration. At this point, my part in the project was complete as I gave them a solid foundation and a direction for how to move forward.