2024
Customily
https://www.customily.com/
Background
Customily is a B2B platform that allows print-on-demand (POD) businesses to offer customizable products through their e-commerce stores. While the tool is powerful and flexible, many users—especially those without a technical background—struggled to understand how to create a product from scratch. The experience felt overwhelming due to the amount of configuration required and the lack of clear guidance throughout the process. As a result, some users abandoned the platform before completing product creation, and others relied heavily on customer support for help. It became clear that the product creation flow needed to be more intuitive, streamlined, and aligned with users' mental models to improve adoption and reduce friction.
Core problem
The problem arises when selecting multiple options, as some variants cannot be generated due to lack of availability. This happens because, in the previous flow, only the total number of variants to be created was displayed, without specifying which ones were unavailable, causing confusion for users.
Additionally, interviews conducted with 13 users delved into other problematic areas of the current flow:
Limited selection: Users expressed frustration at not being able to select all the options at once.
Poor navigation: The experience of selecting designs for the Print Areas (printable zones of the product) is uncomfortable.
Lack of summary: There is no consolidated view of the selected options, making it difficult to review or adjust choices before finalizing the process.
These points highlight the need to optimize the flow to improve the user experience, reduce friction, and make the product creation process more efficient.
The solution
The solution implemented addressed the main pain points through several key improvements:
Comprehensive Variant Preview: A clear display system showing both available and unavailable variants before product creation
Streamlined Navigation: Implementation of a tab-based interface that maintains context throughout the creation process
Improved Visual Feedback: Addition of checkmarks and visual indicators to show progress and selected options
Contextual Design Selection: Modal-based design selection that keeps users oriented within the overall process
Enhanced Option Management:
Introduction of "Select all" functionality for efficient batch selection
Clear summary panel showing all selected options
Ability to modify selections at any point in the process
These improvements resulted in a more intuitive and efficient product creation process, significantly reducing user confusion and support needs while maintaining full functionality.
Results and Impact
Since the redesign was implemented, these are the results obtained (first month of implementation):
The chats initiated related to product creation in support were reduced by 93% compared to the previous month.
A satisfaction survey conducted with users who used the new flow yielded the following results:
87% (30/34) stated that they are very satisfied or satisfied with the redesign.
9% (3/34) stated that the redesign was indifferent to their work.
4% (1/34) stated that they were dissatisfied with the redesign.