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Vistaprint Pride Month
Vistaprint made its debut in supporting the LGBTQIA+ community during Pride Month in June 2021 by showcasing its partnership with StartOut, a non-profit organization that aims to empower LGBTQIA+ entrepreneurs. As a key member of the team responsible for executing and implementing the landing page and overall campaign, my role involved end-to-end support.
In addition to ensuring that the partnership was clearly explained and that the campaign conveyed a cohesive, empathetic narrative, my primary goal was to distinguish between product sales and community engagement. The live site resulted from high-level stakeholder reviews, countless hours of iterations and revisions, collaboration between various creative teams, and, most importantly, direct engagement with Vistaprint's internal Pride Employee Resource Group.
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Vistaprint Homepage
Vistaprint provides a unique and constantly evolving homepage experience for its new users every month, called the New Visitor Homepage (NVHP). Although the NVHP layout follows a standard template, the content is highly customized to ensure that new visitors are met with a trend-tailored narrative and shopping experience.
Strategically placed assets are designed to maximize click-through rates and encourage visitor engagement. These assets include visually appealing graphics that showcase both consumer and business products, and each asset is thoughtfully crafted to create a narrative that spans the entire page.
We continuously experimented with different approaches to the on-screen narrative, such as consolidating all assets under a specific brand that is currently trending in a particular industry during a specific month. Overall, our goal was to provide new visitors with an engaging and personalized experience that showcases Vistaprint's products and services.
