A digital transformation fit for champions

From high school class rings, to Super Bowl rings, Jostens has been at the top of their game in retail when it comes to celebrating moments that matter since 1897. But even champions have rebuilding years.

So when Jostens needed a complete digital transformation of their B2B and B2C e-commerce experiences, a roadmap for CX—discovering insights and developing thoughtful strategies for execution—enabled them to cross their goal lines.

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Like many global retailers, Jostens e-commerce experiences were built and modified over multiple decades—on multiple, legacy systems and platforms.

They had reached the point where it was no longer efficient, feasible, or even (in some cases) possible to improve their existing e-commerce experiences without a complete digital transformation of their front- and back-end platforms. They put out the RFP to find the right partner to help them get there.

Kevin Flores led a team of highly skilled UX researchers, product designers, art directors, and copywriters at CapTech to create a best-in-class e-commerce experience for Jostens.

OBJECTIVE

Create a next-generation e-commerce experience that serves as a single portal for all b2b and B2C customers, as well as a global field of HUNDREDS OF sales reps

Scope + requirements overview

Personalized and customized content integration

Allow school to add consumer relevant content within the Jostens school store
Provide peer-to-peer collaboration on products and customizations
Up and cross sell products within the PDP and cart experience

Enhanced product design experience

Provide paths to customize products at the school and student level
Display customizable images of school-branded packages/bundles available

Simplified navigation

Add “Find my Rep” feature
Single profile & cart across all Jostens websites

Optimized checkout and cart experiences

Extend payment options: Venmo, PayPal, Apple Pay and P Cards
Add items from multiple wish lists to my cart
Manage my profile and preferences and track orders/returns

Build sophisticated infrastructure/site tools

Add templates to expedite creation/management of school sites
Introduce product ratings and/or product reviews
Introduce “Chat” for improved customer service

Persona development deliverables

THE FORMULA FOR

e-commerce success

Align with
business OKRs

Remain focused on end users

Stay grounded in proven data

Integrate solutions operationally

Take an iterative approach

Make it measurable

With the consumer needs and Jostens business goals in mind, Kevin led the development of a strategic roadmap that gave the digital transformation clarity with a mix of near-term wins and long-term initiatives.