TeePublic Favorite Designs Feature
TeePublic is a B2C e-commerce print-on-demand marketplace, featuring creator-generated artwork on apparel, accessories, and home goods for customers to purchase.
I led the design of a highly-requested favoriting feature that contributed to an overall 4% increase in customer orders by the close of FY24, as a result of higher engagement.
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Company
TeePublic
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Industry
E-Commerce
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Platform
Website
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Project
Case Study (2024)
Customers, for many years, frequently requested the ability to save their favorite designs while browsing TeePublic. This feedback was received through customer interviews, product surveys, and support team tickets.
As the design lead, I evaluated the site’s technical foundation by working with the team Product Manager to understand the product requirements, and met with Engineers to understand current tech debt of site components to support favoriting. This initial research defined the scope of work. I also guided a fellow product designer on supporting design system component work, which was completed as a later phase of the overall project.
I collaborated with the team to define each release of the feature in phased rollout. The first phase focused on signed-in user favoriting functionality, which included the “favorite” option on Product Detail Pages, and an editable list of favorites in accounts.
This allowed us to release the feature and measure immediate engagement and adoption, while completing the remaining work on Product Listing Pages. Once the component work was completed, we released favorites to the broader browsing experience.
Left: A live product detail page with the Favorites feature visible. Right: An account page showing real examples of user favorited designs.
An example of the production-ready handoff Figma file for the Engineering team. Key information was organized to match the release phases of the technical work.
📊 Project Results & Impact
The release of the favoriting feature led to more signed-in customers, signaling higher engagement.
Customers also expressed satisfaction with the feature, rating the experience a 4.3 (of 5 stars) in an on-site product survey.
35% increase in signed-in customers post-release in June 2024, moving substantially from 5.08% to 6.88%.
Amplitude (FY24 Q4)
197% CVR improvement for signed-in customer order completion, from 3.8% in January 2024 to 11.2% in June 2024.
Amplitude (FY24 Q4)
Disclaimer: Some specific project metrics are confidential.
