Collection Pages
Improving Content Discovery
Collection Pages were a new shopping experience at Vistaprint, designed to help customers discover products by use case, rather than browsing item by item.
The goal: translate strategy into a flexible design system that could handle diverse products while staying on-brand.
My role: I led the end-to-end design — interpreting the brief, defining the page structure, art directing the photography, and shaping the visual language, while coordinating closely with production and retouching teams to ensure the imagery matched the curated feel of each collection.
What started as a pilot became a company-wide reference, adopted by teams across different countries and still used internally today.
ROLE:
Senior Visual Designer
CLIENT:
Vistaprint
TEAM:
Category Manager, Retouching, Production Artist, Ops.
TIMELINE:
2024
Challenge
Each collection combined items of varying formats, styles, and quality, requiring a flexible template that maintained clarity and visual appeal. With implementation across 11 languages, the design needed to remain globally consistent, avoiding localisation, specific elements while preserving a strong, recognisable brand identity.
Curating the Experience
Each Collection Page was built by selecting a relevant brand from our library and using its color palette as a unifying thread across all products. A mix of studio and lifestyle photography kept the layout engaging and easy to navigate, resulting in a curated, cohesive experience aligned with the brand story.
🔍 BRANDS SELECTION
📷 PHOTOGRAPHY SELECTION
Experience Delivered
The Collection Pages shifted shopping from individual products to use-case-based discovery, making it more intuitive and engaging. The concept was well received across markets and adapted locally, and now serves as an internal reference for a scalable framework combining curated collections, product launches, and brand services.
