After the acquisition of a robust design tool, a platform for clients to hire freelance designers, and needing to refresh the legacy brand Vistaprint, a multidisciplinary team set out to envision the future experience of One Vista. We sprinted to define:

Within our market segments, who are we solving for?
How would we solve for them (DIY, service, and a hybrid of both) ?
What could this look and feel like under the single brand, Vista?
How do we, Vista, begin to make it real?

Research & Activities:

Rapid synthesis of existing research and strategic plans across the organization and its subsidiaries
1:1 IDIs with new and existing small business owners
Ongoing concept testing with customers to generate and refine prototypes
Led workshops with internal teams to “unpack” the strategy and connect to respective domains

Results:

Data informed narrative of Sam, a small business owner, growing their business – highlighting critical opportunities for Vista to build a relationship while providing products, design tools, and/or design services.
Proposed framework for a single Vista platform
Aligned leadership on the vision and exposed gaps
For domain team, provided focus areas to accelerate near-term work on desired customer outcomes

Vista moves from e-commerce to a full service platform

Aligned teams and technologies to customer outcomes

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