Fulfillment America Inc.
2022-2023
Graphic Designer
Prepress
Stakeholder interviews
Competitive Analysis
Mockups
Style Guide
Prototypes
Executive presentations
Final specs
Preparing your dream wedding can be stressful and expensive throughout the process before the big day. After picking a vendor and date, most engaged couples then make the decision of ordering printed wedding stationeries to mail out to their invited guest before their big day without going over their budget.
I was brought on board to develop creative designs for a new stationery line, Kleinfeld Paper—a licensed partner of the well-known Kleinfeld Bridal brand. During my time with Kleinfeld Paper I was responsible for working with retailers across the country and providing them custom designs and setting up print files for personalized stationeries for their client's needs. This product gave a large availability to mix different digital and specialty printing (Engraving, Letterpress, Foil Stamping, Blind Embossing, Thermography, etc.) with a full assortment of embellishments (edge painting, hand bordering, pockets, layers, ribbons, and more) so that clients were not stuck to one print technique throughout their order.
Our goal was to create a beautiful, lasting product that a bride and groom will keep as cherished memories. Some couples will order from our retail albums, but many brides will be looking for something unique and high-end that will impress their friends and family. It is up to the retailers and designers to work together in tailoring their invitations to the couples taste, while upholding the integrity and reputation of our brand.
Creating a user journey helped us place ourselves in the user's shoes by understanding pain-points with other competitors and define what the best solution would be for each of these problems.
Our team was tasked to create and print wedding stationery albums that included suites of different categories that are located in retail stores across the country for their clients to customize and order from us to print.
Our team designed an informational page for 30+ wedding stationery suites mounted in Kleinfeld Paper’s wedding albums that show elements, papers and print techniques of what each wedding suite’s item consists of. This will help retailers and clients gather information quicker to place an order.
We will know this to be helpful for users by;
• Seeing an increase in orders
• Reducing calls and emails to our customer service team about questions from retailers.
• Fix confusion with understanding print technique, paper type, and elements used.
• Help retailers efficiently understand how their clients can have alternative options creating their custom wedding stationery order.
A few months after the launch we noticed a 125% increase of orders for specialty printing. We also had less retailers contacting our service team with questions, which we could redirect the ones who still did to view our other detailed booklets for information.
Overtime our production team has grown and we are now the #1 vendor producing products for larger e-commerce companies, such as Minted and Zola to help produce their large volume of wedding stationeries.
My teams task was to design an informational page for 30+ wedding stationery suites mounted in Kleinfeld Paper’s wedding albums for retailer stores across the country. Since different suites can have different paper and print capabilities, this page was meant to have details as shown of what each wedding suite’s item consists of.
By providing this information to the retailers, it will help:
After gathering information on how our competitors showed information in their albums, we highlighted that the retailers were finding it time-consuming to flip from booklet to booklet to gather different information that the designed wedding suite shows.
The solution was to provide information and details to the retailers by designing a page in the album with its corresponding wedding suite that features all the elements each suite offers. By creating a table set up into separate categories, divides those elements, and helps the retailers find information quickly and efficiently.
A couple months after the launch we noticed an increase of orders, which averaged 20-25 orders daily. This was a large increase from our previous average of 5 daily orders. We also had a less retailers contacting our service team with questions, which we could redirect the ones who still did to view our other detailed booklets. Over time our production team has grown and we now work with larger e-commerce companies, such as Minted and Zola to help produce their stationeries of hundreds of daily orders.
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