Website Redesign Case Study

This website revamp case study tells the story of how AdoramaPix, one of the core sub-brands of Adorama Camera Inc, transformed into Printique in record time.

Before becoming Printique, a leading photo printing brand AdoramaPix headquartered in Brooklyn, NY has already gained the trust and loyalty of millions of customers. In 2019, a US design agency offered AdoramaPix a rebranding plan. It would help the company reinvent its brand identity and build the image and name that mirror the top-notch services it provides.

At the same time, implementing website modernization offered the possibility to enhance the online experience for the company’s customers, visitors, site admins and content managers.

AdoramaPix rebranding is not like any other project to redesign the company website. Behind multiple landing pages, photo editing tools and user account pages, there is a loaded web system built on high-end technologies. It is integrated with dozens of third-party systems. A photo printing giant serves thousands of customers and works with gigabytes of image data daily.

Therefore, apart from website and web system redesign, the rebranding project included the revision of the whole infrastructure, integrations, pipelines. The task was to recreate user experience that is responsive, efficient and stable. Additionally, the team was assigned to rebuild the WordPress-based admin area. It would provide content managers with usable tools and templates to update and change website content fast and without coding.

Digiteum implemented the initial scope and deployed the fully-functional Printique website in record 4 months from the beginning of the rebranding project. Today, the team continues working on the functional parts of the system and integrates the new look and feel to the rest of the system.

One of the main challenges of the project was to ensure a seamless transition from one brand to the other one. Apart from implementing website rebranding services, Digiteum team had to work out the strategies for efficient and flawless deployment of the rebranded system. Moreover, it was important to sync it with the switch to rebranded attributes in both online (email signatures, software for the lab, etc.) and physical environment (package, receipts, etc.).

To review system design and performance, two brands were configured to operate simultaneously. At some point, AdoramaPix continued serving customers while Printique was open for stakeholders and teams to test and decide if the website was ready to go live. Additionally, the team configured custom traffic routes to show different versions of the website to the management and customers. This strategy helped implement final reviews and launch the new system without a hitch.