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Amy Mills

Design

Laura's Journey

Her journey starts in real life, when she realizes that Mother's Day is coming up sooner than she expected.

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She knows and trusts the beloved brand that she knows, but she doesn't have time to find and go to the brand store, and isn't quite sure exactly what she wants to send.

1 : The realization

Page : Homepage

Man, Mother's Day is coming up fast! With work and the kids activities, I'm too booked to go shopping anytime soon, but I do want to get this checked off my to-do list. Plus, I really owe it to Mom to do something special this year. Let's see what I can do online...

Laura heads to the .com

2 : Discovering the website

This site is lovely! And this calendar feature is exactly what I need to stay on top of things. I'm definitely marking Father's Day so that doesn't fall off my radar. 

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But first, let me find Mom a card...

UX/UI Highlights

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  • The addition to a guided selling module features prominently, helping Laura get to the right place quickly and easily.

  • A calendar timeline reminds Laura of the most common, upcoming occasions, and allows her to add her own event dates to get reminders.

  • In case Laura is not sure what she wants, an inspirational section is prominently positioned on the page to cross-sell popular or relevant products.

Page : Homepage

Laura heads to the .com.

3 : Finding what she needs

Oh—this is great! Maybe I can save some time and see what options I have by using this tool.

UX/UI Highlights​

  •  The module asks Laura four questions on occasion, recipient, card type, and delivery date to reduce any friction later in her journey.

  •  Her answers will inform the next step in her journey and will lead to a pre-filtered product listing page that will display the options most relevant to her.

  •  Each questions is kept on its own step to reduce cognitive load. While the exposed “pill” design reduces clicks and maintains high readability.

Page : Homepage

She explores the Guided Selling Module.

4 : Selecting a card

How Helpful! I must have answered everything correctly because I'm loving these options!

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Photo Cards look interesting, but I'll check that out on another day. Let me see about Video Greetings...

UX/UI Highlights

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  • Laura arrives on the PLP and sees all her requirements from the guided selling module applied on the PLP.

  • She is able to remove any requirements, adjust filters, or even start over.

  • As she starts her journey of comparing the different card option she clearly understands the different card formats available with the use of icons on the product cards to help her identify her different product options.

  • Laura is intrigued by the Photo Cards tile, she didn’t know HMK did that. She plans to look into that at a later time.

Page : Product Listing Page

5 : Shopping the greetings

This is something I didn't know this brand had, and might be a fun idea for Mom someday. But for now, I know how much she enjoys displaying cards so I'll go back and find a more traditional option for her.

UX/UI Highlights

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  1. Laura decides to explore a Video Card product detail page and is able to preview the video right there on the page.

  2. She sees that she is able to personalize it with copy, music, and photos or videos.

  3. As she reviews the page, she sees that prominently displayed is the option to send the video greeting along with a physical card.

  4. She also sees opportunities for cross-selling which inspires her for later in her shopping journey.

Page : Product Listing Page

6 : Finding the one

This one is perfect! And look at all of those options I have to choose from. I don't need it right away, so let's see if I can make this card even more personal for her.

UX/UI Highlights

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  1. Laura found the perfect card and looks at her option as to how to send it.

  2. She scrolls through the photo gallery and clicks through the different views of the card.

  3. She notices the Video Greeting Cards banner and thinks that may be a fun option for another time.

  4. Laura is easily able to see the different options of format, add ons, and delivery - which confirms her need for the card to arrive on time for Mothers Day.

  5. Excited, she chooses Sign & Send for extra personalization, to be sent directly to her Mom.

  6. Once Laura makes on her selections, she clicks “Begin Customizing Now”.

Page : Product Listing Page

7 : Making it just right

Neat! This is an easy way to get extra brownie points with Mom. I'll write something special just for her.

UX/UI Highlights

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  1. Once Laura navigates to the customization experience, she is able to clearly understand that there are 5 steps she needs to go through.

  2. She is able to either hand write or type a message, with spell check there to catch any of those pesky mistakes.

  3. She plays with different fonts, sizing, and alignment to make her message even more personalized.

  4. If at any point Laura changed her mind there are several CTAs on screen for her to exit without loosing her design or to change the card out.

  5. Everything is looking great, so Laura chooses “Next: Envelopes” to continue her customization.

Page : Product Listing Page

8 : Don't forget

Great, added! Oh wait, that candle would be absolutely perfect on her kitchen island. Added, let’s keep shopping!

UX/UI Highlights

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  1. After Laura adds her card to her cart, she is taken back to the PDP and a fly-out drawer displays to confirm her customized card has been added to her cart.

  2. Other products related to her purchase are presented in a product carousel beneath the message. She has the ability to quickly add other products to her cart and can toggle between various product categories. This provides not only easy accessibility but helpful pathways to keep shopping for her mom.

Page : Product Listing Page

9 : Remind me

Before I go, I should set a reminder so I don’t forget Steve’s Birthday this year. I almost forgot last year—he’d never let me off the hook if I did that!

Page : Homepage

She customizes her experience with key dates and occasions she'd like to remember.

A few months later...

10 : A friendly reminder

Oh that’s right, Steve’s Birthday is coming up. I’m so glad I added this reminder to be sent to my inbox! It was so easy getting Mom’s gift, I’ll do the same for my big Bro.

UX/UI Highlights

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  1. With a friendly “ping!” notification, Laura sees that she has an email from HMK, reminding her of Steve’s Birthday coming up.

  2. The reminder is prominently displayed, very clearly at the top of the email so that it’s easy for Laura to identify.

  3. A CTA is easily located to begin her new shopping experience.

  4. Additional cross-selling opportunities are featured in the email to inspire more purchase options.

Page : Email

Laura heads back to the .com

And Laura's Journey starts all over again

Easy peasy, that was quick!

UX/UI Highlights

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  1. Laura found the perfect card and looks at her option as to how to send it.

  2. She scrolls through the photo gallery and clicks through the different views of the card.

  3. She notices the Video Greeting Cards banner and thinks that may be a fun option for another time.

  4. Laura is easily able to see the different options of format, add ons, and delivery - which confirms her need for the card to arrive on time for Mothers Day.

  5. Excited, she chooses Sign & Send for extra personalization, to be sent directly to her Mom.

  6. Once Laura makes on her selections, she clicks “Begin Customizing Now”.

Hallmark Customer Journey

The challenge was to find a sustainable and consolidated approach to numerous site streams for site of the oldest and largest manufacturer of greeting cards in the US. We quickly gathered a team of UX and UI talent to identify areas of improvement, specifically in regards to cross selling and upselling throughout the site, while also reducing site friction.

 

We created a unified site ecosystem, written and presented by myself on three separate occasions, narrating the story of a customer.

 

The result: We won the opportunity to replatform the global brand website, taking the lead from the work below. In addition to the website, we have also been asked to create the brands very first app.

My Roles : Creative Director, Creative Strategy, Copywriter

UX Designers : Sydney Debolt, Lucas Barrie, Carolyn Aluotto

UI Designers : Suki Soo, Joseph Paquette

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