Hallmark Business Connections

As a UX Designer with Hallmark Business Connections (HBC), I supported the B2B Shop, Connect and Care experiences.* Beginning with Shop, I reviewed, tested, updated and designed new features for the card personalization process. I developed usability test plans, scheduled tests, analyzed results and reported feedback. Based on the feedback, I was able to suggest changes that have been implemented. Some of these changes included adding action language, updating selection styles, resizing text and updating the review and approve process/design.

I also designed new icons and components, like the “mail to one” toggle, for the design system. I created user flows and prototypes to share with product and development partners.

*Clients who utilized direct mail solutions shared that customer satisfaction improved up to 25% and customer loyalty increased by 10%.

Connect

Continuing with personalization, I started designing a new tool for Automatic Mailings (Shop) and Campaigns (Connect). The goal was to create one responsive design/flow that could be used for both services. Users could personalize, address and schedule or personalize, address and enroll. I designed an address book that could be used across sites. I also designed branded versions of the Connect solution—one design impressed and increased engagement of a Fortune 500 client.

Care

Other projects I worked on included creating new flows for flowers, gifts and bundled products and redesigning the Shop homepage (not yet in production). I improved the Care solution by simplifying the interface for a quicker, easier experience. I created a reporting dashboard for the Care solution, and campaign reporting and account management flows for the Connect solution. Lastly, I worked on an internal tool for designing and preparing cards for production.