VistaPrint 2.0 Site Migration

How might we ...

Rewrite most of VistaPrint Ireland's website in 5 weeks or less?

Context

VistaPrint was preparing to migrate to a new tech stack, so the migration was a solid time to introduce a new look, feel, and overall sense of cohesion to the the site experience.

The copy asks for this initiative included auditing and updating 170+ product detail pages (PDPs), multi-product category pages, and UX/content design touchpoints.

Here's how we did it.

Given the timing and scope of the copy ask, I took this one on solo. I was going to need to build the plane while flying it, so being able to make decisions in real time and keep moving was key to meeting the deadline. (My copy colleagues focused on the rest of our "business as usual" projects while I dove in here.)

I quickly designed several options for a scalable copy system for our product pages (PDPs), in which we could plug and play with pre-approved copy snippets, based on product priority and customization level. After the winning model was selected, I updated every PDP and category merchandising page accordingly.

I also adapted the overall site tone and style to reflect brand voice and customer insights at the time – making the tone more human, warm, and consistent throughout the end-to-end experience. Finally, I worked with an incredible member of our EU copy team for an extra set of proofreading/UKEN localisation eyes. (Shoutout to Jen Conroy – I wrote a lot of copy docs, and she read every single one.)

Project results & takeaways

Company

Vista / VistaPrint

Year

2019

Project Type

Product Pages, Category Pages, Content Design, Copy Design System

Market / Region

Global

My Role

Copy Lead, Copy Strategist

Project Team

Copy: Vickie Carter | Merchandising Strategy: Jorden Cappiello | Merchandising Project Management: Yassine Hamed | UK Localisation Review: Jen Conroy | Technical Project Management: Kate Rust

170+ pages of unique content within 5 weeks. DONE.
Following launch in Ireland and several weeks of customer feedback/site performance data, I refined the copy system and select pages again. (Shoutout to Jen, who read those pages again.)
This optimized source copy was used to migrate and launch the new VistaPrint website across all European and North American markets.
During the global rollout process, I worked with my copywriting team and cross-functional partners to further develop and enhance copy best practices and creative processes.
The foundations I built during this migration project continue to influence VistaPrint's global merchandising copy best practices and processes.