Expressionery is a retail personalized stationery property owned by Harland Clarke. The site is the testing grounds and the flagship site for all of Harland Clarke’s white labeled and private labeled stationery sites. Prior to my leaving Harland Clarke, had just undergone a massive development update to the online personalization web service component, and the pre-personalization portion needed both a UI /UX update.

One key factor in the UI overhaul was that the user base had changed to appeal to a younger demographic. Product design had switched to a target demographic of women 18-35 with a primary focus on wedding and baby announcements, as well as holiday and personal stationery.


The UX also needed to change — not only to reflect the change in demographic, but to also streamline the product selection and personalization process to get the user into the cart flow faster while reducing cart abandonment. The UX also needed to introduce the user to the Lowercase Blog, a content marketing initiative to increase brand awareness, and to highlight additional uses of the products. The challenge was to keep the user from leaving the point of product selection, however, as this user group loves DIY and repurposing products, we created a solution to keep them on the page and to select more products.