Easy Canvas Prints is a discount brand offering customizable photo canvases. At the beginning, we had two clear business needs. Firstly, highlight the actual, physical product and make sure people understand the diversity and quality of what we had on offer. Second, update the UX to be more in-line with home decor sites. I oversaw the buildout of a product photo library, and was also in charge of multivariate testing different layouts with users. This ended up being iterated upon for many years, and led a refined customization tool and responsive experience. Other long tail projects were to create a mobile site, and to create and deploy a rebrand; all with a view towards improving conversion. The branding the site are still going strong to this very day.
The primary function of the home page is to drive users towards the customization tool. Imagery has a strong product focus; with the emphasis being placed on materials and quality of build rather than context.
The tool has gone through multiple rounds of prototyping and validation. Among the elements tested were setting the canvas into a room scene, prominence of various UI and upsell aggression.
The latest version of the design tool is the product of 3 years of multivariate user testing. In the end, keeping it simple has been more effective in this context. Multiple, single function screens are therefore more useable than a single, more complex interface.