Once our M4B MVP was validated we set out to make large format print products like letterheads and flyers available to our users who were clamoring for this enhancement. I led two separate workshops where we looked at how a user might go about selecting a template given that they would now have several product categories to choose from instead of just business cards. The other workshop focused on how to customize your product once selected which would entail the re-design of the actual builder that needed to accommodate the creation flow for multiple products with varying sizes.
Based on the outcome of the first 1/2 day workshop, I quickly whipped out a prototype for selecting a product which then went into a series of user testing with our customers. We looked at two different approaches to selecting a product template. One was more of a browsing experience whereas the other was a series of category tabs with filtered lists of templates to choose from. Most said that while they liked the visual aspect of the browsing option, the tabbed category lists allowed them to make a selection more quickly. So there was a clear preference for efficiency and speed over the visual aspect of the grid.
It turns out the product team was not really considering how people actually thought about their stationery as we were too engrossed in flows and features. Our researcher suggested a card sorting exercise to explore this a bit more. Alistair Cohen, our Product Manager, walked each customer through the process of grouping their products using a PowerPoint file. We observed that the majority of our customers would group letterheads and business cards in one bucket with the notion that these are standard stationery items that needed to be consistently restocked versus other products such as greeting cards and flyers that were grouped together and thought to be more like one-offs for marketing campaigns or special seasonal events. Although this empathy component did not inform any direct design decisions with regard to this scope of template selection, it was reassuring to know that we could use these findings in the future, especially with regard to product positioning or categorization or perhaps distribution throughout the creation flow.