Reducing Drop-Off with a Clear Path to “View My Photos”

Background and Context

Prestige (a Lifetouch division) serves high-school seniors and parents across three sites:

• Schedule: book a portrait session

• Shop: claim proofs and purchase

• Prestige (info): prep, FAQs, and links

Problem Framing

Traffic arrived on the wrong site for the “buy/view” task.

• Page language emphasized scheduling, not shopping.

• No persistent affordance to redirect shopping intent.

• Support reported frequent “Where are my photos?” contacts.

To make the problem clear, I mapped the Prestige Buyer Journey to show how online searches were sending users to the scheduling site instead of the shopping site, creating a dead end.

Design Approach

Principles

• Mirror user language (“View my photos”), not internal terms (“Claim”).

• Make the shop path obvious without breaking scheduling flow.

• Ship a low-lift, brand-aligned pattern for mobile and desktop.

• Validate quickly; measure real behavior.

What I did

• Synthesized Google Analytics, Hotjar, and survey insights to define the redirect problem.

• Sketched and produced low- to mid-fidelity banner options in Sketch.

• Wrote three headlines: View My Photos (intent), Start Shopping (task), Claim Photos (system term).

• Designed mobile/desktop banners to the Prestige style guide.

• Partnered with engineering to implement a sticky bottom banner on the Schedule site.

Experiment Design

• A/B/n via Optimizely: three headline variations tested

• Primary metric: click-throughs to the Shop site

• Secondary: bounce reduction and downstream purchase KPIs

• Ran multiple weeks; winner promoted to 100%

Final Designs

• Persistent, dismissible bottom banner; unobtrusive for schedulers

• Winning headline: View My Photos

• Left: icons for Claim Proofs • Yearbook Photo • Shop Products

• Right: Get Started CTA with “Session ID & Access Code” reminder

Responsive, accessible contrast, and targets

Outcome and Impact

• Recognized internally as a Top 5 Prestige win for the year

• Redirect pattern standardized for future use

Reflection

If I had more time, I would:

• User language (“View my photos”) beat internal terminology (“Claim”).

• A small, persistent affordance resolved a cross-site IA gap without a full redesign.

• Next: unify navigation across the three sites, add a global “View My Photos” entry, and keep testing copy/placement.