Ink Cards

Delivering thoughtfulness, one personalized greeting card at a time

ink cards - product lifestyle.jpg

At Sincerely, I strive to make the Ink Cards app the easiest way to send personalized greeting cards.

Here are a few of my contributions:

  • Analyze surveys and key user flows to optimize and create new features.
  • Design and work closely with developers to build features for our mobile app and physical products.
  • Manage and mentor two product designers.
  • Prioritize new features based on company goals. (e.g. new physical product offerings and enhancing existing features)

Problems and Solutions

Selecting a Card Design

My Role: Product Design Lead

Problem: Users are having trouble finding a card design from our assortment of over 500 designs. These designs are spread out over 25 rotating categories based on time of year. The old implementation was attempting to show featured card designs from multiple categories on one screen without a clear separation. It was also showing many cards at once but the thumbnails were too small to be helpful.

Solution: Survey data suggested most users have a specific occasion in mind when purchasing a card. We decided to start the user flow with a list of categories, while also showing a preview of a card from that category. In addition, we added a promotional banner at the top of the category list to highlight important occasions and promotions.

Result: 10% better conversion from app install to card selection over the previous version that showed a grid of featured cards.

Add an Address

My Role: Product Design Lead and designed core address book features

Problem: Addresses are complex. How can we make them feel less intimidating, while also adding features that we hope would increase orders? In a previous version, we hid some optional form fields but users were confused as to where to find them.


  • Help the user complete an address by auto completing contacts from their device.
  • When typing in a street address we help auto-complete it, based on their location and Google map data.
  • Only show form fields when necessary; e.g. when adding a name you don’t need to see all the address form fields. This helps with form field overload.
  • Allow customers to easily import contacts from their device or from a spreadsheet.

Results: We increased conversion by 37%. People took advantage of the auto-complete and import features. The address importing features were especially useful during the holidays.

Add a Premium Card Option

My Role: Designed Premium Card Templates

Problem: Based on user surveys, our most requested features were high quality card materials and envelopes for our cards. To add this feature, we needed to revamp our physical card templates to accommodate a premium layout without compromising usability.

Solution: Redesign our Classic card templates to be more versatile, while allowing our card templates to support a portrait or landscape orientation. To update our Classic card template we needed it to pass USPS's strict mailing requirements. This required detailed communication and testing with USPS’s team.

Results: The new Premium cards increased the average order value by 45%. The redesign also simplified our templates, making it easier for the card designers to be more creative.

Updating Customize Experience

My Role: Product Design Lead

Problem: Card creation was cumbersome. Photo selection was difficult. Users were not able to select pictures easily, pick through photo filters, or customize the font size.

Solution: We highlighted the most commonly used features for the user to make the card creation easier. When adding a photo, the most recent user photos were displayed below their card design. This allowed the user to test a variety of options quickly. Photo filters were downplayed based on user behavior. In addition, the user could edit their message directly on the card. The text automatically scaled based on the length of their message.