Shop By Use Case
Collection Pages
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 brought together items of different formats, styles, and quality, requiring a flexible design template that could adapt without compromising clarity or visual appeal. Since these pages would be implemented in 11 different languages, the design needed to be globally consistent, avoiding localisation-specific elements while maintaining a strong, recognizable brand identity.
Curating the Experience
To build each Collection Page, I started by identifying an existing brand from our library that best represented the use case or industry focus. From there, I used the brand’s color palette as a visual thread to connect all the products and create a cohesive narrative.
The composition balanced studio and lifestyle photography to make the page visually engaging and easy to navigate, despite the wide variety of products included. This approach helped maintain visual harmony and ensured the collection felt curated, relevant, and aligned with the brand story.
🔍 BRANDS SELECTION
📷 PHOTOGRAPHY SELECTION
Experience Delivered
The Collection Pages introduced a completely new way for users to shop—by use-case rather than individual products—making discovery more intuitive and engaging. While the experience was new, stakeholders from other countries were excited by the concept and adopted the framework for their own markets. Today, the Collection Pages serve as an internal company-wide reference, demonstrating a scalable approach to combining curated product collections, new product launches, and brand services in a single, cohesive experience.
