MBH, NL Company Merchandise
I led the UX, system design, and Webflow build of Merch by HelloPrint, a B2B merch platform launched as a startup within an established ecommerce business. The goal was to validate a new high value, quote based merch model while moving fast and learning from real customer behavior.
Intro, role & timeline Context:
Merch by HelloPrint was created as an exploration project, almost acting as an internal startup within our organization, to try a new approach to B2B merchandise, focused on more complex, high value and highly customizable orders instead of traditional, transactional ecommerce.
My role
I owned the end to end experience across UX and the Webflow website creation. Amongst other things this included UI design, custom webflow development, defining user flows & personas, CMS development, and close collaboration with developers working on the custom code side of the project.
Timeline:
12 months, from early MVP to post launch iteration and optimizations.
Problem Key challenges:
Ordering print for companies, events and other mediums can be quite complex, our goal was to make it easier than ever. We needed to validate a new merch proposition fast, with real customers, inside a larger organisation. Early user behaviour showed drop offs and confusion in key paths, so we needed a clearer journey from landing to request. The experience needed to feel premium and trustworthy while still allowing fast iteration and change. The website had to act as a lead engine , converting paid traffic into qualified requests without requiring heavy sales involvement. DESIGN & BUILD Build and implementation
Built the marketing and CMS driven experience in Webflow to move fast and scale content Worked alongside a custom codebase using Algolia and other tools for product discovery and configuration Balanced speed and ownership with the complexity of running two tech stacks System and UX decisions
Prioritized a quote first flow instead of a full checkout to support complex & customizable orders Designed modular product detail pages that could evolve in phases post launch analisys & INSIGHTS After launching and to fully understand our user behavior, I combined Google Analytics for high level flows with Hotjar for qualitative and behavioral insights, plus gathering real feedback from our costumers. Key insights:
Most users preferred “Start a project” CTAs over browsing the full catalog Users struggled to understand pricing and next steps without guidance Search was the most used feature inside the configurator Users really liked the fact we had a dedicated customer agent for each project. SUCCESS METRICS After launch and iteration, the platform showed clear validation signals:HelloPrint’s existing ecommerce model was optimized for simple product purchases, not for custom merchandise, bulk orders, or guided decision making.
+370% increase in qualified leadsConversion rate improved from ~0.8% to 3.1% 24 deals closed through the platform in under 3 months Reduced dependency on manual sales during early validation After launch and iteration, the platform showed clear validation signals:HelloPrint’s existing ecommerce model was optimized for simple product purchases, not for custom merchandise, bulk orders, or guided decision making.
