Disassembled and reassembled

PRAS - about how he "rebuilt" the website of the printing house in a new way

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Proper online printing is a handy thing, a cool tool for realizing printing ideas. There is a designer right in the system: you choose a template, edit it, and send it off for production of a print run. No sitting next to a nervous designer and looking at last year's gloss while everything is printed, and then a deep sigh under "now we will cut more" - the way from the thought "I need a business card" to a warm set of business cards on the table is a couple of clicks.

RPAS has been rebuilding typography the wrong way and shares the lessons learned.


The customer appeared in PRAS' office with a purchased template of the online printing service and doubts: is something wrong with someone or it just doesn't work? Technically - it almost worked, but in general everything was wrong. An experienced programmer penetrated into the code, removed the burdock, sewed in the binding fibers. The service moved its fingers, but did not start smiling. The user would never figure out where to click, what he was offered and where he was.

Who needs it

We rejected the hopeless option and estimated that people would come to the web-typography with a clear designer:

  • when there are no skills in working with graphic editors, but there is confidence in the sense of beauty:  you can choose and edit templates;
  • a self-made layout is ready, but it is scary, far away, and there is no time to go with it to live printing people;
  • it is scary, far away, no time and you just want a professional design.

Walls, windows, doors. And paths.

In accordance with the conditional user groups, three groups of requests were identified: "[Something printed] according to a template", "[Something printed] according to your own layout", "Order the design of [something printed]".

Disassembled and reassembled the home page. We opened a view of the service's capabilities: we showed product types, ordering scheme, thematic selections. We laid out communications: now each of its blocks leads to a page with request buttons.

Examples of printed products were placed in the menu squares at equal distance from the user: business card, booklet, calendar or poster - it doesn't matter, with online printing, it's all equally easy to make and produce, and in fact, here it is, right in front of you - just stretch your hand to the mouse.

Electricity, paint, contact

Back to the "who" and "why" questions, but from a different angle. Regrouped. We're targeting

  • people in the business who need a quick fix;
  • young people outside the profession who are looking for something lively and fresh for congratulatory invitations.

With this in mind, we thought about the design not only of the site, but also of the template layouts.

The site was drawn in such a way as to minimize the noise level, but at the same time not to wipe off the paint: the printing house is first of all about high-quality printing. We made sure that it came out to the point and in sync with the feeling that should be experienced when looking at the work of a new digital printing machine.

Added easy-to-read icons: the user catches a simple semantic presentation, and the threshold of his doubts becomes lower - why not try to work with this easy-to-contact site, for example, he thinks.

And here and ready-made sets of templates. The first hundred - also our handiwork, and justified: went to social networks - remembered how young people (we all have gray beards, and you thought) congratulates with holidays and invites you to visit; observed what color scheme prevails in their network positioning. As a result, live examples that fit into the current context emerged.


The results are expected, as well as the response of the interface made according to all the rules of UI-design. Templates are being edited, design requests are coming in, the service is developing. And competitors of the printing house call us and ask about "something similar".

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