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Sr. UX Design Manager


Roadmap Planning

UX Strategy

UX Direction

Stakeholder Reviews


6 Months


Q4 2018


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THE Team

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1. Multiple Text Editor Variants

  • 4 separate editors used for various platforms and engines

  • Inconsistent design and functionality between all of them

  • All use modal metaphor

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2. Disjointed Experience w/

    No Dynamic Text Rendering

  • Dated interface

  • Interface in modal form unnecessarily covers product design

  • Lack of live text preview on product

  • Both lead to lots of pogo-sticking in order to properly preview text.

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3. Unhelpful Text Guidance

  • All fields contain "Enter text here" instruction, but no hint as to what type of text should be entered (e.g. First Name, Family Name, Address, etc.)

  • Error states offer no insight as to what needs to be fixed and how to go about fixing it

  • Users don't realize their text does not fit until they dismiss the text editor

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4. Cluttered and Unclear Text Areas

  • "Enter text here" looks cluttered and redundant

  • Overlapping text fields are difficult to differentiate from each other

  • Solid gray areas obscure design

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Our existing text editor experience is loaded with friction. By providing a more modern, seamless, and intuitive text editor, we can increase speed of text editing, reduce errors, and improve design confidence for our creators.


  • Increase conversion across all heavily text-based products (e.g. Wedding Invites and Birth Announcements)

  • Increase AOV and RPV

  • Reduce time spent during creation

  • Reduce drop-off during creation


  • Modernize dated interface

  • Create universal component used across all platforms



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Instruction: 70+ users were asked to test and compare two different sites of their choice for text editing specifically.


  • All sites are generally usable after some exploration

  • Majority of users want or expect inline editing

  • Users appreciate flexibility in editing options, including the ability to move text around or remove altogether

  • Users assume all text editable, even with the editable text being styled differently than baked-in design text

  • Most frustration was observed with Shutterfly (pogo-sticking)

  • Users expect recently used fonts/colors

  • Overlapping text boxes were frustrating across brands

  • Majority of users want text to auto-fit

  • Mixed preference for contextual vs docked editor


Fullscreen Edit Mode

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Floating Widget

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Side Palette

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"Floating Widget"

Contextual, associative, lightweight, translates well to mobile


Default View

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  • New translucent area styling allows visibility of product design

  • Dashed line better indicator of an area that can be edited

  • No more redundant "Enter text here" default text


Text Area Active

  • Widget closely associated with selected text area

  • Tooltip hint effectively lets users know what type of content they need to input

Text Entry

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  • Showing live preview of text with style applied

  • Text will now resize down automatically to fit the active area (limited to the smallest font size recommended by the content team)

Text Styling Options

  • All previous text style options available in more focused sections

  • Palette can be moved manually by user

  • Widget can be dismissed by clicking anywhere outside of the area or palette, but DONE added as a more apparent backup action

Mobile Translation - Android

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Mobile Translation - iOS

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Using a working prototype, we interviewed another set of users, this time presenting our new text-editing experience, and feedback was extremely positive. Minus a few WIP bugs (eventually fixed), they found editing text was intuitive and met or exceeded their expectations.

A/B Testing:

  • In comparison to our existing control, we found that users were actually spending more time creating (unexpected)

  • Ran more sessions, and we found that, with the new editor, people were more inclined to try out different fonts, sizes, and colors, but they eventually ended with a result that they added to cart

  • After letting the test run longer, we found we were successful in decreasing drop-off and lifted conversion (Add to Cart) as well as average order value

  • Number of CS tickets has dropped significantly regarding text editing during product creation

  • We saw no negative impact on products that were less text-heavy (e.g. Mugs, plaques, canvas prints, etc.)


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Over the years, different teams in charge of different products and categories branched off into silos which resulted in different technology to benefit special needs as well as a break in design standards.


This project was the start of us consolidating down to a singular creation path using shared back end and the components. This means that teams will not need to build a feature several times and will increase efficiency and productivity.

To push this effort, my team and I, together with a small team of engineers, formed a UI Guild that created and compiled a library of react components that developers can pull from and implement into future projects (React).


Thank you!


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