Apparel & merch

Enhancing Customer Ordering Journey for Embroidery and Printing Services

Doves Print & Embroidery Ltd. provides high-quality garment decoration services, specializing in screen printing, embroidery, and sublimation, aimed at business clientele seeking branded apparel solutions. The company's commitment to in-house production ensures a streamlined process that promotes efficiency and sustainability. With a clear customer journey—from initial quote requests to final fulfillment—clients can easily engage with their offerings. CMSMART played a pivotal role in refining this ordering journey, enhancing online engagement. Through improved service discoverability and a user-friendly interface, customers can easily navigate product categories, configure their orders, and upload artwork seamlessly. This refinement not only facilitates a smoother customer experience but also positions Doves Print & Embroidery as a prominent player in the garment decoration market.

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Enhancing Customer Ordering Journey for Embroidery and Printing Services - project preview

The challenge

Challenge

The garment decoration industry is competitive, requiring businesses to deliver an outstanding customer experience while efficiently managing orders. Doves identified the need to enhance their online presence and streamline their ordering workflow, aiming to simplify the process for clients looking to place orders for personalized garments. Ensuring that customers could easily discover services and submit designs was crucial for seamless operations.

Goals

Doves sought to improve their online ordering system to better serve both individual and corporate clients. Key objectives included increasing service visibility, improving the customer ordering experience, and facilitating quicker turnaround times while maintaining high service quality.

The solution

Company Overview

Doves Print & Embroidery Ltd. operates as a specialist in garment decoration, providing services such as screen printing, embroidery, and DTG printing. Based in Suffolk, UK, the company caters to various clients including corporate buyers, sports teams, and promotional product developers. With a focus on quality and sustainability, Doves offers an extensive array of service options, from high-capacity embroidery to eco-friendly printing techniques.

Solution Overview

CMSMART’s approach to enhancing Doves' online platform involved a comprehensive redesign of the ordering process, focusing on business-specific improvements. By restructuring the catalog and simplifying navigation, we created a user-friendly interface that mirrored the company’s commitment to quality service. Key features implemented included clearer categories for services, an efficient artwork upload system, and enhanced product configuration options.

Implementation Approach

The implementation was carried out in several phases, including:

  • Assessment of current ordering processes and customer needs.
  • Redesign of the online storefront to improve user navigation.
  • Integration of streamlined artwork submission features.
  • User testing to ensure the ordering process met client expectations.

How it fits the order workflow

The refined ordering flow integrates seamlessly into Doves Print & Embroidery’s existing customer journey, enhancing the steps from initial quote requests to final production. Clients can now expect a structured process that includes order confirmation, visual proofs, production, and expedited fulfillment, all while experiencing consistent support and guidance.

Outcome

The collaboration with CMSMART led to significant qualitative improvements in Doves' online ordering system. Customers experienced reduced friction during the selection of service options, contributing to a more satisfying interaction when placing orders. The clearer portfolio structure allowed Doves to effectively showcase their capabilities, helping potential clients navigate their extensive offerings with ease.

What the workflow covers

  • Faster ordering with less back-and-forth

    Reduces the time spent chasing details by capturing product choices, decoration method, and artwork requirements early in the journey.

  • Cleaner artwork collection and tracking

    Keeps customer artwork organized and linked to the correct order so your team can move from quote to proof without hunting for files.

  • Proof-first workflow to reduce costly mistakes

    Builds an approval checkpoint before production, helping prevent incorrect logos, placement issues, or wrong decoration methods.

  • Clear order summaries for production

    Produces an easy-to-read summary including variations (size/color), quantities, and design notes—supporting smoother screen print and embroidery prep.

  • Improved multi-option ordering experience

    Supports structured selection and review steps, making it easier for customers to configure branded garments without confusion.

  • More consistent internal handoffs

    Standardizes what gets passed from sales/admin to production and finishing, reducing missed details and rework.

  • Better readiness for finishing and packing

    Helps capture finishing requirements such as relabelling, retail-ready packing, and polybagging notes so fulfilment runs smoothly.

  • Scales with higher order volume

    As orders grow, structured summaries and automated notifications help maintain service quality without adding excessive admin time. Pro plans add monitoring for stability.

What clients say

Much clearer customer journey

The ordering flow feels more guided, and customers can find the right decoration service without getting lost. It’s easier to collect what we need upfront.
wtmcgraw

Order summaries are production-friendly

Size/color quantities and design details show up in one place, so the handoff to embroidery and print prep is smoother and faster.
lucile

Artwork approvals stopped the confusion

Having a defined proof and approval step reduced misunderstandings and helped our team avoid starting production with incomplete information.
manodolph

Better handling of multi-step and bundled selections

The flow supports customers configuring more complex orders and reviewing everything before committing, which reduced follow-up questions.
msohailismail

Great foundation, needs light tailoring

It worked well out of the box, but we still needed some adjustments to match our exact product options and internal process. Once tuned, it’s very dependable.
Napoleon Cornejo

Questions about this project

No. It improves how orders, artwork, approvals, and internal handoffs are managed around your existing storefront. If you need deeper customization in your store experience, a paid plan can include priority guidance.

It supports sending a proof for review and recording approval (or revision requests) before production starts. You can configure who gets notified and what happens after approval. A Pro plan helps with tracking and reliability during busy periods.

Yes, the workflow can capture and organize artwork uploads and keep them linked to the order. You can also add checks for common file types and required details. For larger files and more robust storage/notifications, consider a Pro plan.

It’s ideal for garment decoration businesses handling screen printing, embroidery, transfers, DTG, or sublimation—especially when orders require artwork checks, proof approvals, and clear packing/finishing instructions. If you want more reliability and monitoring, a Pro plan is recommended.

Yes. It can be configured to start from an enquiry/quote request and then move into proof approval, order confirmation, and production handoff. For advanced routing (by service type, turnaround, or account tier), Pro plan features are helpful.

Yes. It’s designed to capture variations like size and color with quantities and present them in a clear summary for customers and production. If your catalog has complex bundles or multi-step ordering, Pro plan support speeds up setup.

It can be configured for multi-step flows (for example: choose products, add decoration, then review a final summary). The exact steps depend on your storefront setup. For more complex logic and testing, Pro plan is recommended.

Sales/admin teams benefit from fewer manual follow-ups, while production teams benefit from clearer order summaries and fewer artwork misunderstandings. Packing/finishing teams benefit from consistent notes for retail-ready and eco packaging options.

Use clear naming rules, structured order summaries, and routine checks for failed notifications or missing files. For monitoring, alerts, and priority troubleshooting, upgrading to a Pro plan is the safest approach.

Prepare your service categories, common product options (sizes/colors), proof/approval steps, and your preferred notification recipients. Having example orders and artwork files helps testing. Pro plan users typically get faster setup assistance.

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