Jocelyn CheungSenior Product Designer

Posters eCommerce Website was a pioneer in the online movie poster world when it began its online store in 1995. I helped rebrand and redesign the site to better search, customizations and checkout.
Team2 designers, 2 engineers, 1 project manager
ROLEUser profiles, task flows, site map, wireframes, UI, branding
STATUSLaunched in 2019

New featuring multiple poster collections and framing in home environment on the homepage.

Blast to the Past

Before this project, the company’s website was outdated and needed an overhaul. As new competitors enter the space, needed to be competitive in its image, offerings, and web experience. Some of the key problems the client looked to solve include optimizing search for different customer types, upselling customizations, and clarifying US and Canada checkout.
Old homepage. The old homepage is optimized for movie lovers and their lifestyle posters are not featured here. 

Old product page. Customizations options and related content are less visible as text links in the old product detail pages.

Beyond Movie Buffs serves not just movie buffs but also collectors, decorators, and students. With a heavy emphasis on cinema, the old website wasn’t appealing to other customer types. 

Understanding that customers differ in their needs, we created personas per objectives and browsing behaviours—from entry to checkout. (Example: How might we help interior decorators curate harmonious poster sets based on period, colour and style?—Response: we mocked up posters in home environments, curated lifestyle themes, and experimented with colour search.)

Too Many Posters

With over 70,000 posters, it can be overwhelming to navigate and locate posters. Differences in user needs further complicate poster search.

Armed with user insights, we worked with engineers to implement live search and category navigation. The new header allows searches by decades, condition, print runs and more.

Confusion in US and Canada Checkout

How do we reduce US and Canadian checkout confusion?

In addition to adding a currency selector in the header, we included currency, shipping and tax information throughout the checkout process. From wishlist to cart, we considered decision branches and backward navigation, allowing us to identify friction points before committing to design.

Selling More Frames

Customers can add framing to their posters. On the old website, this feature was not very visible. 

We redesigned the product page to visualize posters in frames and included thumbnails as an add-on. A design challenge balancing information and clutter, we utilized an accordion component to disclose framing customizations.

Trivia: A 1958 Attack of the 50-Foot Women poster cost over $15,000 at the time of the redesign.

A Cinematic Entrance

I’m a fan of 90s aesthetics and the original site embodied this style. Entering this redesign, we were tasked to give a new look.

Inspired by cinema, the new site donned a new logo and a black-and-white palette. We wanted to create a sense of drama without overshadowing the posters.

Coupled with our functional revamp, we looked to catapult against newly propped-up poster businesses. This website has since been launched and is in use to this day.

Reflection and Improvements

Analytics was not part of this case study. We made every effort to extract insights from customer service experts. In absence of analytics, we optimize for ease and task completion against competitors. I strongly advocate for measuring design and engineering effort in feature implementation. Given the budget and scope, we could benchmark and compare search results quality, utilization of add-ons, and checkout completion.

For full case study, contact me

Blending systems thinking and team processes to deliver products used by markets vast and niche. Worked at Connected (Thoughtworks) and Labfront.

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