Ace-Kauffman Stamp and Seal Company is one of Colorado's oldest companies, and one of America's oldest stamp companies. It was founded in 1872 as the Denver Novelty Works Company. As commerce practices have changed, they have seen a shift to e-commerce, but have lagged on updating their website. I was tasked with updating their aging site, and finding ways to increase their online purchases.
- UX Strategist
- UX designer
- Visual Designer
- Wireframe Prototype
Before diving into the redesign, I wanted to watch other people use the current site to locate pain-points and areas of confusion.
Ace-Kauffman stakeholders said that they wanted the "Stamp Design Wizard" displayed more prominently, as it was the most used feature. People I tested said that the homepage was overwhelming and confusing as to where to start the process.
confusing Product Variation
The current site had people select from three types of stamps before they started the design phase. Though all stamps are available in the three different types, there was no explanation of type advantages or how that affects price.
intimidating Technical Interface
The interface for uploading personal designs and entering lines of text was intimidating to many of the people I tested.
Personas were based on people I interviewed, real-world situations and problems. My personas help me figure out what features are necessities and which ones can be left for later development.
Office Admin Allison
Allison has worked at a large contracting company for the past 7 years as an office administrator. She is a notary public and LEED certified. She checks lots of documents in her day-to-day life and uses stamps in her work frequently.
Stamps are still the best way to add ink to things that are already printed.
Only uses adobe acrobat to look at pdfs. Shops online for speed.
Allison needs to be able to reorder stamps from the past when stamps are lost or damaged. She has been looking at the old stamp and “redesigning” the stamp on the site every time she needs to order a new one.
“I find myself reordering the same stamp over and over and wish I could just save my custom stamps.”
Mark works for a start up that prides itself on being paperless. He has never used stamps for logistic purposes but likes the nostalgia of rubber stamps in the same way he likes playing vinyl records.
When I host events or have people over for a dinner party, I should give them something to remember the occasion.
Writes name/return message inside books he lends to people. Have custom printed t-shirts made for events.
Fresh ideas for give-aways.
“With stamps you are celebrating the material more than you are obscuring it, like you are with a sticker… stamps aren’t covering something up.”
From data gathered during interviews and contextual inquiry I synthesized a list of priorities for the redesign.
Ability to quickly upload custom design
Ability to create a profile and save designs
Inspiration for future projects
confirmation of uploaded and what design will look like
Open and closed card sorting with 15 people led me to an intuitive navigation and user inspired information architecture.
Sketches & Wireframes
I started with hand sketches to quickly visualize concepts and ideas for the redesign. From hand sketching I moved to digital wireframes and started user testing and ideating as soon as possible. three rounds of user testing lead to a smoother user paths and informed browsing.