UI / UX Design
eCommerce Print Solutions Experience for Product Clarity and Discovery
Led the UX and visual design of a scalable content ecosystem for print solutions, improving product understanding, search visibility, and navigation into key product pages across multiple industries.
Year :
2023 - 2025
Industry :
Retail / eCommerce
Client :
FedEx Office
Project Duration :
Ongoing
Overview
I designed and launched a scalable ecosystem of Print Solutions pages to help customers understand FedEx Office’s print capabilities, explore real-world use cases, and navigate seamlessly into product detail pages.
These pages serve as critical entry points in the customer journey—bridging the gap between “I need something printed” and “I know what to order.”
Discovery & Research
To identify gaps in product discovery and customer understanding, I combined search analytics, behavioral insights, and SEO strategy:
Adobe Commerce Live Search (AI Overview):
Analyzed real-time user search behavior, including:
high-frequency search terms
autocomplete patterns
zero-result searches
click-through trends
Revealed that users were actively searching for use-case-driven solutions (e.g., “restaurant menus,” “event signage”), but were not being guided to relevant products.
Conductor (SEO Research):
Identified high-intent keywords and content gaps across industries and occasions, highlighting opportunities to improve discoverability and align with search behavior.
Competitive & Product Analysis:
Evaluated how competitors structured solution-based navigation and mapped internal product complexity to identify overlap and gaps.
Key Insight
Customers weren’t struggling to buy—they were struggling to connect their needs to the right products.
Challenges
Complex product catalog with overlapping use cases
Lack of guidance for industry- or scenario-based needs
Weak connection between search intent and product discovery
Inconsistent page structure limiting scalability
Design Solutions & Rationale
1. Solution-Based Content Architecture
Organized pages by industry and use case (e.g., restaurant, events, retail)
Helped users quickly identify relevant solutions
Search behavior is intent-driven, not product-driven
2. Visual Storytelling with Product Context
Created lifestyle imagery and mockups using Photoshop Generative AI
Demonstrated real-world applications of products
Visual context reduces ambiguity and improves decision confidence
3. Structured Navigation & Jump Links
Implemented jump links for quick section access
Supported both scanning and exploratory behaviors
Users navigate differently depending on urgency and familiarity
4. Direct Pathways to Product Pages
Connected each use case directly to relevant PDPs
Reduced friction between inspiration and action
Minimizes unnecessary decision steps
5. Scalable Page Framework
Designed reusable templates in Adobe Commerce (Magento 2)
Enabled rapid creation of new industry and occasion pages
Supports long-term scalability and consistency
Design Strategy
Shifted from a product-first experience to a solution-first content model, aligning navigation and content with how users search and think.
Outcome & Impact
Within the first year of launch:
1.75M total visits across Print Solutions pages
1.46M unique users
1.4M+ visits shortly after launch (October 2024)
Performance & Optimization
Post-launch performance was continuously monitored and optimized using:
ContentSquare:
Analyzed user behavior, including scroll depth, engagement patterns, and navigation paths
→ Helped refine content placement and improve user flowConductor (SEO Monitoring):
Tracked keyword performance, search visibility, and traffic sources
→ Informed ongoing content optimization and discoverability improvements
Performance Improvements
Increased engagement and browsing depth across categories
Faster navigation into relevant product pages
Improved alignment between search intent and product discovery
SEO Impact
Strong performance across:
Paid Search
Paid Social
Organic Search
Pages aligned with:
Google Helpful Content standards
Semantic search behavior
High-intent keyword targeting
Operational Impact
Modular system reduced production time for new pages
Enabled scalable expansion across industries and use cases
Improved efficiency across design and marketing teams
Client Impact
“Crystal builds each page from scratch… creates all the custom imagery… and helps shape how we present our solutions. Her expertise and dedication make these pages possible.”
— Sr. Digital Marketing Strategist, FedEx Office
CLOSING
By aligning search behavior, content structure, and visual storytelling, this project transformed a complex product ecosystem into a clear, scalable, and user-centered experience—helping customers move from uncertainty to confident decision-making while driving measurable growth.
More Projects
UI / UX Design
eCommerce Print Solutions Experience for Product Clarity and Discovery
Led the UX and visual design of a scalable content ecosystem for print solutions, improving product understanding, search visibility, and navigation into key product pages across multiple industries.
Year :
2023 - 2025
Industry :
Retail / eCommerce
Client :
FedEx Office
Project Duration :
Ongoing
Overview
I designed and launched a scalable ecosystem of Print Solutions pages to help customers understand FedEx Office’s print capabilities, explore real-world use cases, and navigate seamlessly into product detail pages.
These pages serve as critical entry points in the customer journey—bridging the gap between “I need something printed” and “I know what to order.”
Discovery & Research
To identify gaps in product discovery and customer understanding, I combined search analytics, behavioral insights, and SEO strategy:
Adobe Commerce Live Search (AI Overview):
Analyzed real-time user search behavior, including:
high-frequency search terms
autocomplete patterns
zero-result searches
click-through trends
Revealed that users were actively searching for use-case-driven solutions (e.g., “restaurant menus,” “event signage”), but were not being guided to relevant products.
Conductor (SEO Research):
Identified high-intent keywords and content gaps across industries and occasions, highlighting opportunities to improve discoverability and align with search behavior.
Competitive & Product Analysis:
Evaluated how competitors structured solution-based navigation and mapped internal product complexity to identify overlap and gaps.
Key Insight
Customers weren’t struggling to buy—they were struggling to connect their needs to the right products.
Challenges
Complex product catalog with overlapping use cases
Lack of guidance for industry- or scenario-based needs
Weak connection between search intent and product discovery
Inconsistent page structure limiting scalability
Design Solutions & Rationale
1. Solution-Based Content Architecture
Organized pages by industry and use case (e.g., restaurant, events, retail)
Helped users quickly identify relevant solutions
Search behavior is intent-driven, not product-driven
2. Visual Storytelling with Product Context
Created lifestyle imagery and mockups using Photoshop Generative AI
Demonstrated real-world applications of products
Visual context reduces ambiguity and improves decision confidence
3. Structured Navigation & Jump Links
Implemented jump links for quick section access
Supported both scanning and exploratory behaviors
Users navigate differently depending on urgency and familiarity
4. Direct Pathways to Product Pages
Connected each use case directly to relevant PDPs
Reduced friction between inspiration and action
Minimizes unnecessary decision steps
5. Scalable Page Framework
Designed reusable templates in Adobe Commerce (Magento 2)
Enabled rapid creation of new industry and occasion pages
Supports long-term scalability and consistency
Design Strategy
Shifted from a product-first experience to a solution-first content model, aligning navigation and content with how users search and think.
Outcome & Impact
Within the first year of launch:
1.75M total visits across Print Solutions pages
1.46M unique users
1.4M+ visits shortly after launch (October 2024)
Performance & Optimization
Post-launch performance was continuously monitored and optimized using:
ContentSquare:
Analyzed user behavior, including scroll depth, engagement patterns, and navigation paths
→ Helped refine content placement and improve user flowConductor (SEO Monitoring):
Tracked keyword performance, search visibility, and traffic sources
→ Informed ongoing content optimization and discoverability improvements
Performance Improvements
Increased engagement and browsing depth across categories
Faster navigation into relevant product pages
Improved alignment between search intent and product discovery
SEO Impact
Strong performance across:
Paid Search
Paid Social
Organic Search
Pages aligned with:
Google Helpful Content standards
Semantic search behavior
High-intent keyword targeting
Operational Impact
Modular system reduced production time for new pages
Enabled scalable expansion across industries and use cases
Improved efficiency across design and marketing teams
Client Impact
“Crystal builds each page from scratch… creates all the custom imagery… and helps shape how we present our solutions. Her expertise and dedication make these pages possible.”
— Sr. Digital Marketing Strategist, FedEx Office
CLOSING
By aligning search behavior, content structure, and visual storytelling, this project transformed a complex product ecosystem into a clear, scalable, and user-centered experience—helping customers move from uncertainty to confident decision-making while driving measurable growth.
More Projects
UI / UX Design
eCommerce Print Solutions Experience for Product Clarity and Discovery
Led the UX and visual design of a scalable content ecosystem for print solutions, improving product understanding, search visibility, and navigation into key product pages across multiple industries.
Year :
2023 - 2025
Industry :
Retail / eCommerce
Client :
FedEx Office
Project Duration :
Ongoing
Overview
I designed and launched a scalable ecosystem of Print Solutions pages to help customers understand FedEx Office’s print capabilities, explore real-world use cases, and navigate seamlessly into product detail pages.
These pages serve as critical entry points in the customer journey—bridging the gap between “I need something printed” and “I know what to order.”
Discovery & Research
To identify gaps in product discovery and customer understanding, I combined search analytics, behavioral insights, and SEO strategy:
Adobe Commerce Live Search (AI Overview):
Analyzed real-time user search behavior, including:
high-frequency search terms
autocomplete patterns
zero-result searches
click-through trends
Revealed that users were actively searching for use-case-driven solutions (e.g., “restaurant menus,” “event signage”), but were not being guided to relevant products.
Conductor (SEO Research):
Identified high-intent keywords and content gaps across industries and occasions, highlighting opportunities to improve discoverability and align with search behavior.
Competitive & Product Analysis:
Evaluated how competitors structured solution-based navigation and mapped internal product complexity to identify overlap and gaps.
Key Insight
Customers weren’t struggling to buy—they were struggling to connect their needs to the right products.
Challenges
Complex product catalog with overlapping use cases
Lack of guidance for industry- or scenario-based needs
Weak connection between search intent and product discovery
Inconsistent page structure limiting scalability
Design Solutions & Rationale
1. Solution-Based Content Architecture
Organized pages by industry and use case (e.g., restaurant, events, retail)
Helped users quickly identify relevant solutions
Search behavior is intent-driven, not product-driven
2. Visual Storytelling with Product Context
Created lifestyle imagery and mockups using Photoshop Generative AI
Demonstrated real-world applications of products
Visual context reduces ambiguity and improves decision confidence
3. Structured Navigation & Jump Links
Implemented jump links for quick section access
Supported both scanning and exploratory behaviors
Users navigate differently depending on urgency and familiarity
4. Direct Pathways to Product Pages
Connected each use case directly to relevant PDPs
Reduced friction between inspiration and action
Minimizes unnecessary decision steps
5. Scalable Page Framework
Designed reusable templates in Adobe Commerce (Magento 2)
Enabled rapid creation of new industry and occasion pages
Supports long-term scalability and consistency
Design Strategy
Shifted from a product-first experience to a solution-first content model, aligning navigation and content with how users search and think.
Outcome & Impact
Within the first year of launch:
1.75M total visits across Print Solutions pages
1.46M unique users
1.4M+ visits shortly after launch (October 2024)
Performance & Optimization
Post-launch performance was continuously monitored and optimized using:
ContentSquare:
Analyzed user behavior, including scroll depth, engagement patterns, and navigation paths
→ Helped refine content placement and improve user flowConductor (SEO Monitoring):
Tracked keyword performance, search visibility, and traffic sources
→ Informed ongoing content optimization and discoverability improvements
Performance Improvements
Increased engagement and browsing depth across categories
Faster navigation into relevant product pages
Improved alignment between search intent and product discovery
SEO Impact
Strong performance across:
Paid Search
Paid Social
Organic Search
Pages aligned with:
Google Helpful Content standards
Semantic search behavior
High-intent keyword targeting
Operational Impact
Modular system reduced production time for new pages
Enabled scalable expansion across industries and use cases
Improved efficiency across design and marketing teams
Client Impact
“Crystal builds each page from scratch… creates all the custom imagery… and helps shape how we present our solutions. Her expertise and dedication make these pages possible.”
— Sr. Digital Marketing Strategist, FedEx Office
CLOSING
By aligning search behavior, content structure, and visual storytelling, this project transformed a complex product ecosystem into a clear, scalable, and user-centered experience—helping customers move from uncertainty to confident decision-making while driving measurable growth.