The Shutterfly Address Book enables hundreds of cards to be addressed in minutes, or for gifts in the same cart to be sent to different addresses. Entering addresses requires a time commitment on the part of the user, but once a customer has entrusted Shutterfly with this information, they have a 68% chance of coming back the following year.
This is a multi-phase project with the goal of increasing card addressing by 12%. This replaced an existing Address Book, which had much less functionality, and had been built using an expired style guide. I was the lead UX designer for this project.