Apparel & merch

Improving User Experience for Custom Merchandise and Online Design Ordering

CMSMART collaborated with a client specializing in custom merchandise and design services to improve their online ordering process and enhance their overall portfolio presence. By refining the product catalog structure and streamlining the ordering journey, customers now experience a more intuitive and efficient workflow. The updated user interface facilitates easier product categorization and submissions, ultimately leading to a better customer journey and enhanced service discoverability.

Improving User Experience for Custom Merchandise and Online Design Ordering - project preview

The challenge

Background

The client operates within the custom merchandise and design sector, offering a diverse range of products including business cards, flyers, posters, and signage. Their goal was to revamp their online presence to better serve their customers while optimizing the ordering process for efficiency.

Challenges

Previously, customers faced difficulties in navigating the product offerings and completing their orders smoothly. Issues included unclear service categorization and multiple steps required for artwork submission—hurdles prompting potential customer drop-off.

Project Goals

The project aimed to enhance user interaction throughout the ordering process, focusing on the following objectives:

  • Improving the structure of the product catalog for easier navigation and selection
  • Streamlining the artwork submission process
  • Optimizing the online design capabilities and overall user experience

The solution

Solution Overview

CMSMART's intervention included a comprehensive redesign of the client's online interface without utilizing specific internal tools but by fostering clarity and simplicity in the customer journey. Key enhancements involved catalog reorganization, a simplified ordering flow, and intuitive design upload functionalities.

Implementation Approach

The implementation was executed in phases, beginning with an assessment of the existing system, followed by design and development of improved customer flows. User testing ensured that the new features met the expectations of end-users and addressed prior pain points.

Outcome

Outcomes

The enhancements led to a notable improvement in the customer journey. Users experienced reduced friction during the ordering process, facilitating quicker selections and artwork submissions. The business enjoyed better service visibility, resulting in a more portfolio-ready structure to showcase various services offered.

Conclusion

Overall, CMSMART’s strategic improvements effectively addressed the client’s challenges, enhanced their online ordering experience, and positioned the business for ongoing success in the competitive custom merchandise market.

What the workflow covers

  • Faster product discovery

    Organizes offerings into clearer categories so buyers can find the right custom item or design service quickly, improving conversion and reducing confusion.

  • Smoother ordering flow

    Reduces friction by simplifying steps from selection to submission, helping customers complete requests without abandoning the process.

  • Cleaner artwork submissions

    Guides customers to upload the right files and details upfront, minimizing missing assets and preventing delays when preparing proofs.

  • Fewer back-and-forth messages

    Clarifies what’s required at each stage so your team spends less time chasing specs, formats, and confirmations.

  • Better internal handoffs

    Keeps order details and files organized for smoother transitions between design, production, and fulfillment teams.

  • More consistent customer communication

    Supports timely updates and clearer next steps, reducing status-check requests and improving trust for repeat business.

  • Improved service visibility

    Creates a more portfolio-ready structure that highlights the breadth of services—helping customers understand what you offer and how to buy.

  • Scales with order volume

    Standardizes the ordering and submission process, making it easier to handle more requests without increasing manual effort at the same rate.

Questions about this project

It’s ideal for businesses selling custom merchandise, printed materials, signage, or design services that need a clearer catalog and a smoother order-and-artwork submission experience. For higher volume, a Pro plan helps with reliability and monitoring.

It focuses on better product/service categorization, fewer steps to start an order, and a simpler way for customers to submit artwork and details. If you want advanced notifications and tracking, a Pro plan is recommended.

Yes. You can adapt the catalog structure to separate “print-ready” orders from “design-needed” requests, so customers choose the right path. Pro plans are helpful when you need more complex routing and approvals.

Not necessarily. You can support guest ordering or account-based ordering depending on your storefront preference. If you want stronger tracking, saved reorders, and better reporting, consider a Pro plan setup.

It can be implemented with your existing branding guidelines and UI preferences, focusing on clarity rather than a total redesign. If you need deeper branding work and ongoing support, a Pro plan is recommended.

The workflow is designed to make file submission straightforward and reduce missing specs. You can connect it to your preferred storage approach. For better stability and fewer upload issues at scale, Pro is the safer choice.

Yes—by collecting required specs upfront, organizing products clearly, and standardizing what customers must submit before production begins. Pro plans can add stronger checks, alerts, and audit visibility.

It supports a cleaner path to request proofs and collect approvals by making submissions and next steps more obvious. If you want more robust approval reminders and tracking, Pro provides a smoother experience.

Basic setup can be done quickly if your catalog and order steps are already defined. If you want a more tailored structure and stronger routing, plan additional time—Pro support can help reduce risk.

A clear catalog structure makes scaling easier, and you can extend categories as you add services. For frequent changes and better operational control, a Pro plan helps with stability, oversight, and support.

Enhancing Online Ordering and Service Discovery for Custom Merchandise - project preview
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