PRINTPLACE · ECOMMERCE · UX · CREATIVE DIRECTION

PrintPlace — Reengineering Web-to-Print

Modernizing a mature e-commerce platform without separating the interface from the complex printing workflow underneath it.

PrintPlace combined fast-turn digital and offset printing, direct mail and a proprietary web-to-print system. As Creative Director, I helped lead multiple generations of the brand and customer experience, culminating in a major redesign that went beyond visual modernization and reworked the end-to-end purchasing workflow.

Editorial cover for PrintPlace — Reengineering Web-to-Print

MORE THAN A VISUAL REDESIGN

Reengineering how customers moved through the product.

Because the proprietary web-to-print workflow was deeply connected to the e-commerce experience, updating the site meant reconsidering the system screen by screen.

Every major interaction—from labels and buttons to cart, checkout and account experiences—went through testing and revision as we worked toward a more current, usable product.

PrintPlace ecommerce homepage — E-commerce homepage and product-discovery experience.

PrintPlace product configuration page — Product selection and print configuration.

RESPONSIVE ECOMMERCE

I designed a new responsive grid system that could support the wider information requirements of a print e-commerce experience while adapting across desktop, tablet and mobile.

The interface was intentionally structured around how user needs changed between devices rather than simply shrinking the desktop layout.

My role included design and oversight across:

Product-selection experiences
Cart
Checkout
Account pages
Responsive UI patterns
Customer-facing visual systems

PrintPlace ecommerce cart — Cart and order-summary workflow.

PrintPlace account address book — Customer account and address-management experience.

THE BRAND BEYOND THE CART

The redesign also extended through the marketing ecosystem.

Internal, transactional and promotional emails were updated to match the refreshed brand. We created standardized landing-page systems that could be adapted by campaign, along with industry-specific vertical experiences aimed at small businesses that did not have dedicated marketing teams.

Those initiatives also extended into physical sample packs and supporting sales materials for specific market segments.

PrintPlace direct mail services page — Direct-mail service and campaign experience.

PrintPlace experience displayed on a laptop — The customer experience extended into physical samples and sales materials.

MY ROLE

Creative Director · PrintPlace / Digital Room · 2007–2015

Creative direction
E-commerce UX / UI
Responsive web design
Cart, checkout and account experiences
Brand systems
Email and campaign design
Landing-page systems
Print and digital marketing
Team leadership and mentoring
Engineering and business collaboration

WHAT THE WORK DEMONSTRATES

E-commerce UX · Web-to-Print · Creative Direction · Responsive Design · Conversion-focused UX · Brand Systems