Fintech
NFTs
Closed
Product Funnels & Builder
Berlin's leading online print shop - offering everything from business stationery and calendars to large-format advertising materials. We redesigned their core product funnels and built a custom in-platform product builder, putting creative control directly in the hands of end users. Our design is not yet live.
role
UX/UI Lead
At Fram Creative
Scope
Funnels
And a new Builder
Market
Germany
Berlin Based
Industry
Online print
overview
Turning a complex catalogue into a seamless order
Laser-Line has been a trusted name in German professional printing for decades, offering a wide catalogue spanning business stationery, calendars, brochures, advertising materials, and large-format print. With that breadth comes significant complexity: thousands of product types, each with its own configuration options, paper stocks, finishes, and quantities.
Our scope was focused and surgical. Rather than redesigning the platform wholesale, we were brought in to fix the two areas creating the most friction: the product ordering funnels, and the absence of a self-service design tool for customizable products like calendars.
The Problems
Product configuration flows were long and using outdated. Drop-off was high at the specification stage, and customers frequently contacted support to complete orders they should have been able to finish quickly.
The Goals
Redesign the funnel experience to reduce configuration complexity and build a visual product builder that allows end users to customize printed items like calendars without requiring design skills or external software.
Reflection
Focused scope, meaningful impact
Print e-commerce carries a unique design challenge: the product is physical, the consequences of a misconfigured order are costly, and the user base spans from design professionals to people ordering their first business card. Getting the balance right between expert efficiency and newcomer clarity required careful decisions at every step.
The product builder in particular was a meaningful addition to the platform — shifting a category of customers from dependent on external tools or support, to fully self-sufficient within the Laser-Line ecosystem.