Buying Experience for Photography

SmugMug’s customizer is extremely powerful, option-rich and with the capability of building a website experience from scratch. With that power comes complexity. If a customer wishes to make simple changes to an existing design template, they are presented with hundreds of different customization options. Great for designers and although photographers are creatives and have their craft, they are not designers. 

The goal of the new customizer was to give the customer enough options to add their own personal taste and brand as well as their preferred method of displaying photos but without bogging them down with endless options. We balanced between enough options that the customer feels gratified and say “I have built this!” but not too many that they could accidentally hurt the viewing experience with too many customizations. By limiting the customization options, the customer can do no wrong. No matter what option is enabled or displayed, no matter what the type treatment is selected, they photography website will look amazing. 

We did not want to build WIX or Squarespace. We wanted to build a personalizer that’s incredibly easy to make it your own so the photographer can concentrate on photography. This redesign has not launched yet but user testing has been done and we received a lot of positive feedback as well as adding and removing some customization options. One of my favorite user testing quote was “I love this! This is exactly why I am paying for SmugMug. I don’t want to build anything. I just want to add my touches.”