A digital transformation fit for champions

From high school class rings to Super Bowl rings, Jostens has led the retail industry in commemorating significant moments since 1897. But even champions have rebuilding years.

So when Jostens needed a complete digital transformation of their B2B and B2C e-commerce experiences, a strategic approach to customer experience discovery, insights, and design helped them win again.

Jostens, like many global retailers, built and modified their e-commerce experiences over multiple decades on multiple legacy systems and platforms.

They had reached the point where it was no longer efficient, feasible, or even (in some cases) possible to improve their existing e-commerce experiences without a complete digital transformation of their front- and back-end platforms. They put out the RFP to find the right partner to help them get there.

Kevin Flores led a team of highly skilled UX researchers, product designers, art directors, and copywriters to create a best-in-class e-commerce experience for Jostens.

OBJECTIVE

Create a next-generation e-commerce experience that serves as a single portal for all B2B and B2C customers, as well as a global field of hundreds of sales reps.

Scope + requirements overview

Personalized and customized content integration

Allow school to add consumer relevant content within the Jostens school store
Provide peer-to-peer collaboration on products and customizations
Up and cross sell products within the PDP and cart experience

Enhanced product design experience

Provide paths to customize products at the school and student level
Display customizable images of school-branded packages/bundles available

Simplified navigation

Add “Find my Rep” feature
Single profile & cart across all Jostens websites

Optimized checkout and cart experiences

Extend payment options: Venmo, PayPal, Apple Pay and P Cards
Add items from multiple wish lists to my cart
Manage my profile and preferences and track orders/returns

Build sophisticated infrastructure/site tools

Add templates to expedite creation/management of school sites
Introduce product ratings and/or product reviews
Introduce “Chat” for improved customer service

Persona development deliverables

THE FORMULA FOR

eCommerce success

Align with
business OKRs

Remain focused
on end users

Stay grounded in
proven data

Integrate solutions
operationally

Take an iterative
approach

Make it
measurable

With the consumer needs and Jostens business goals in mind, Kevin led the development of a strategic roadmap that gave the digital transformation clarity with a mix of near-term wins and long-term initiatives.

Approach

Multiple work streams

Work Stream One

Experience design

Visual design, flow, and mechanics for the future state of Jostens.com

Research & Insights
Functionality & Architecture
User Interface Design
Product Rendering

Work Stream Two

Content strategy

Planning & implementation of the
holistic Jostens.com content approach

Content Analysis
Content Architecture
Content Migration
Content Governance

omnichannel Brand EXPERIENCE

“People expect a seamless experience with your brand across all digital and traditional channels.

It’s not about creating a digital experience for the sake of technology.

It’s about the integration of the right technologies at the right time for a better human experience.”

Kevin Flores

Web copy is just one element of a content strategy.

A comprehensive approach to content strategy creates a more usable, engaging and personalized experience for users that leads to more business value.