As the complexity of Vistaprint's business card offering has grown, the standard configurator page had become rather unwieldy for customers to navigate.

On the original page paper choices were made with text buttons, and since paper type and weight were two separate choices, it was easy to make incompatible selections. There was also no information on the different paper options—visual or otherwise.

Our hypothesis was that organization would do a lot to help customers understand the options they have to choose from.

By organizing the standard and premium paper stocks into a tab component we were able to give customers a clearer idea of what papers are available in each category. We also replaced the text button selectors with images. This helps give customers a visual reference of their options. Finally, we utilized our main image area to reflect customer's choices along with a description of the selected paper. This was hugely important as now there is information about the paper at the point of selection which really helps reduce cognitive load and speed up decision making.