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Shutterstock Cart
overview
Recognizing the cart as a crucial point in the user journey for plan modifications, its experience was unified to support the "A Single Shutterstock" initiative's goal of a cohesive user experience, streamlining upsells, and allowing users to scale smoothly across accounts, content, and services.
Complex pricing and separate asset-type purchase flows hindered the company vision and was overly combersome for users.
Streamline the core conversion experience to seamlessly scale user growth, needs, and promoting upsells for a continuous experience on the platform.
Simplify the cart experience to encourage subscription upsells by optimizing for user savings in time, money, and effort.
Customer completion rate, plan growth rate and satisfaction rate.
A unified cart designed to present value clearly and concisely, offer flexible payment options, present add-ons and upsells, and mitigate pain points like unclear auto-renewals.
Shutterstock
Senior Product Designer
Product Vision
Clashing requirements
Discovery began by cataloging all plan types to enable purchasing multiple asset types in a single transaction, aligning with the "A Single Shutterstock" vision. This required minimizing friction to unify flows, either by allowing individual asset purchases or mixed asset plans, resulting in a total of 36 potential use cases. Applying UX principles like Hick's and Miller's Laws, the design focused on reducing user choices to 3-4 options by categorizing plans based on purchase frequency, method, and license types.
The design process began with competitive research, analyzing cart and plan designs. To address stock content complexity, pre-paid methods (like packs or subscription credits, similar to gift cards) were explored, drawing inspiration from Amazon's pre-paid credit system. For the complexity of existing split asset plans, multi-seller marketplaces, notably Etsy, provided inspiration. After sketching and creating hi-fidelity mockups using the new design system (and extending it with elements like savings banners and secondary text for clarity), user testing compared design approaches. The Amazon-inspired concept was favored for its clear option comparison, bundling benefits, unified license selection, and flexible plans.
Although I transitioned from Shutterstock before the full implementation of this design vision, the platform has since incorporated one-time purchases and a similar framework for enabling the checkout of multiple asset types in a single transaction, validating the core concepts of simplicity for this project.
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