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 roadmap for CX—discovering insights and developing thoughtful strategies for execution—enabled them to cross their goal lines.
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 at CapTech 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 FOReCommerce 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.
ApproachMultiple work streams
Work Stream OneExperience design
Visual design, flow, and mechanics for the future state of Jostens.com
Research & Insights
Functionality & Architecture
User Interface Design
Product Rendering
Work Stream TwoContent 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 FloresA comprehensive approach to content strategy creates a more usable, engaging and personalized experience for users—leading to more business value.
“Web copy is just one element of a content strategy.”
Content Strategy Overview
Wireframing + User Testing
Visual brand language + design system development
Visual Design System
A tiered brand strategy, design and communications approach provides design flexibility for the broad ranges of products and audiences associated with the Jostens brand
Organizational Change Management
