B2C | DESIGN TOOL | STARTUP
B2c / E-Commerce / PRINT-ON-DEMAND

Jiffy Design Studio

Jiffy Design Studio

Jiffy Design Studio

COMPANY

Jiffy

ROLE

Senior Product Designer

YEAR

2024

Jiffy, the #1 blank apparel reseller in the USA, serves 100,000+ daily active users with DTF (Direct-to-Film) transfers. Executive leadership identified an opportunity to capture customers from design competitors by building an integrated design-to-print solution. I defined the vision and led cross-functional discovery, reframing leadership’s initial “Canva-like editor” idea into a DTF-first workflow strategy that focused on differentiation and ecosystem retention.


Project Status: MVP completed and validated through extensive testing; full-scale development paused due to strategic roadmap reconsideration. This case study demonstrates the depth of research, strategic thinking, and design craft applied to complex product challenges.

RESPONSIBILITIES

Research & strategy

Design & prototyping

Usability testing

Stakeholder alignment

Tools

Mixpanel

Hotjar

Figma

Userlytics

TIMELINE

6 months

The challenge

JiffyTransfers, our DTF printing service serving 100,000+ daily active users, revealed a critical gap: users were designing on external platforms then uploading to Jiffy files that were not optimized for DTF printing.


This resulted in:


  • Inconsistent print quality due to unoptimized files (low resolution, wrong sizing)

  • Workflow fragmentation across 4–5 tools

  • Lack of DTF-specific guidance during design

  • Loss of customers to all-in-one ecosystems

Project goal: Build a DTF-first design tool that simplifies apparel design and print from idea to print, reducing time, cost, and uncertainty.

Jiffy, the #1 blank apparel reseller in the USA, serves 100,000+ daily active users with DTF (Direct-to-Film) transfers. Executive leadership identified an opportunity to capture customers from design competitors by building an integrated design-to-print solution. I defined the vision and led cross-functional discovery, reframing leadership’s initial “Canva-like editor” idea into a DTF-first workflow strategy that focused on differentiation and ecosystem retention.

Project Status: MVP completed and validated through extensive testing; full-scale development paused due to strategic roadmap reconsideration. This case study demonstrates the depth of research, strategic thinking, and design craft applied to complex product challenges.

Jiffy, the #1 blank apparel reseller in the USA, serves 100,000+ daily active users with DTF (Direct-to-Film) transfers. Executive leadership identified an opportunity to capture customers from design competitors by building an integrated design-to-print solution. I defined the vision and led cross-functional discovery, reframing leadership’s initial “Canva-like editor” idea into a DTF-first workflow strategy that focused on differentiation and ecosystem retention.

Project Status: MVP completed and validated through extensive testing; full-scale development paused due to strategic roadmap reconsideration. This case study demonstrates the depth of research, strategic thinking, and design craft applied to complex product challenges.

RESPONSIBILITIES

User research & competitive analysis, product strategy & positioning, prototyping & validation,

design system development

Tools

Mixpanel, Hotjar, Figma, Maze, Miro

Mixpanel, Hotjar, Figma, Maze, Miro

TIMELINE

6 months

6 months

The challenge

The challenge

JiffyTransfers, our DTF printing service serving 100,000+ daily active users, revealed a critical gap: users were designing on external platforms then uploading to Jiffy files that were not optimized for DTF printing.


This resulted in:


  • Inconsistent print quality due to unoptimized files (low resolution, wrong sizing)

  • Workflow fragmentation across 4–5 tools

  • Lack of DTF-specific guidance during design

  • Loss of customers to all-in-one ecosystems

JiffyTransfers, our DTF printing service serving 100,000+ daily active users, revealed a critical gap: users were designing on external platforms then uploading to Jiffy files that were not optimized for DTF printing.


This resulted in:


  • Inconsistent print quality due to unoptimized files (low resolution, wrong sizing)

  • Workflow fragmentation across 4–5 tools

  • Lack of DTF-specific guidance during design

  • Loss of customers to all-in-one ecosystems

Project goal: Build a DTF-first design tool that simplifies apparel design and print from idea to print, reducing time, cost, and uncertainty.

Project goal: Build a DTF-first design tool that simplifies apparel design and print from idea to print, reducing time, cost, and uncertainty.

MARKET

MARKET

Strategic context & market opportunity

Strategic context & market opportunity

Strategic context & market opportunity

The DTF advantage

The DTF advantage

Jiffy identified Direct-to-Film (DTF) printing as a market disruptor:

10x faster than traditional vinyl workflows

10x faster than traditional vinyl workflows

Superior quality with better detail and durability

Superior quality with better detail and durability

Simplified process - no weeding, cutting, or complex prep

Simplified process - no weeding, cutting, or complex prep

Initial market entry: JiffyTransfers

Initial market entry: JiffyTransfers

We launched a DTF printing service where customers could upload designs and receive print-ready transfers.The service achieved strong volume growth, validating market demand for DTF printing solutions.

We launched a DTF printing service where customers could upload designs and receive print-ready transfers.The service achieved strong volume growth, validating market demand for DTF printing solutions.

Strategic insight

Strategic insight

JiffyTransfers success proved market interest for DTF printing, but users were designing on external platforms then uploading to Jiffy. We identified an opportunity to build an apparel-specific design tool with print optimization built in, capturing customers from competitors while leveraging our DTF advantage.

JiffyTransfers success proved market interest for DTF printing, but users were designing on external platforms then uploading to Jiffy. We identified an opportunity to build an apparel-specific design tool with print optimization built in, capturing customers from competitors while leveraging our DTF advantage.

RESEARCH

RESEARCH

Research strategy and discovery

Research strategy and discovery

Research strategy and discovery

Strategic intervention

Strategic intervention

Executive leadership wanted to build a comprehensive design tool immediately. I advocated for a research-first approach to identify our unique market differentiator. This comprehensive discovery phase ensured we built the right solution instead of trying to match every feature that competitors offered.

Executive leadership wanted to build a comprehensive design tool immediately. I advocated for a research-first approach to identify our unique market differentiator. This comprehensive discovery phase ensured we built the right solution instead of trying to match every feature that competitors offered.

Research questions

Research questions

Before building, we needed to understand:

Before building, we needed to understand:

  1. How do users currently move from idea → design → print?

  1. How do users currently move from idea → design → print?

  1. How do users currently move from idea → design → print?

  1. Where is time or money lost in existing workflows?

  1. Where is time or money lost in existing workflows?

  1. Where is time or money lost in existing workflows?

  1. What design features matter most vs. what's just noise?

  1. What design features matter most vs. what's just noise?

  1. What design features matter most vs. what's just noise?

  1. Where can Jiffy add unique value beyond Cricut or Canva?

  1. Where can Jiffy add unique value beyond Cricut or Canva?

  1. Where can Jiffy add unique value beyond Cricut or Canva?

Multi-method research approach

Multi-method research approach

Baseline survey (400 users)

Baseline survey (400 users)

Printing methods, tool usage, spending patterns

System calculates dimensions based on placement and size selection

System calculates dimensions based on placement and size selection

Contextual research (17+ users)

Interviews and screen-share diaries of real workflows

Start simple, reveal complexity only when needed

Start simple, reveal complexity only when needed

Competitive analysis

Deep teardown of Canva, Cricut, Silhouette, Kittl, Printify

Manual dimension input remains accessible for power users

Manual dimension input remains accessible for power users

Targeted surveys

Cricut/Silhouette users ranking feature priorities

Manual dimension input remains accessible for power users

Manual dimension input remains accessible for power users

Features matrix

Usage frequency vs. value vs. feasibility

Manual dimension input remains accessible for power users

Manual dimension input remains accessible for power users

Community research

Reddit, Discord, YouTube for unfiltered feedback

Manual dimension input remains accessible for power users

Manual dimension input remains accessible for power users

RESEARCH

RESEARCH

Research hightlights

Research hightlights

Research revealed users were forced into fragmented workflows across 4+ platforms, spending $100+ monthly and 45+ minutes per design.

Research revealed users were forced into fragmented workflows across 4+ platforms, spending $100+ monthly and 45+ minutes per design.

Who we're targeting

Who we're targeting

70% of Jiffy users are Cricut users - vinyl printing users we wanted to transition to DTF.

70% of Jiffy users are Cricut users - vinyl printing users we wanted to transition to DTF.

Current tool usage

Current tool usage

Survey data from 149 Cricut users revealed:

  • 81% rely on Cricut Design Space

  • 84% forced into multi-tool workflows

  • 66% supplement Cricut with Canva

Survey data from 149 Cricut users revealed:

  • 81% rely on Cricut Design Space

  • 84% forced into multi-tool workflows

  • 66% supplement Cricut with Canva

Cost impact

Cost impact

Users spend $100+ monthly across fragmented subscriptions: Canva Pro ($13/mo), Cricut Access ($10/mo), plus purchases from Creative Fabrica, Etsy, and Google for fonts and assets.

Users spend $100+ monthly across fragmented subscriptions: Canva Pro ($13/mo), Cricut Access ($10/mo), plus purchases from Creative Fabrica, Etsy, and Google for fonts and assets.

Time impact

Time impact

The fragmented workflow forces users to spend 45-60 minutes per design across 4+ platforms, turning simple template-based projects into time-consuming multi-tool processes.

The fragmented workflow forces users to spend 45-60 minutes per design across 4+ platforms, turning simple template-based projects into time-consuming multi-tool processes.

Research insights

Research insights

INSIGHT #1

INSIGHT #1

Users need simple workflows, not complex features

Users need simple workflows,

not complex features

Most users rely on basic templates and fonts, not advanced design tools. The real opportunity is making these simple workflows work seamlessly with printing, not building more design features.

Most users rely on basic templates and fonts, not advanced design tools. The real opportunity is making these simple workflows work seamlessly with printing, not building more design features.

INSIGHT #2

INSIGHT #2

Fragmented workflows drain time and budgets

Fragmented workflows drain

time and budgets

Users jump between platforms to find templates and fonts, then struggle separately with print optimization, turning simple projects into multi-tool workflows that eat up both time and their monthly design budget.

Users jump between platforms to find templates and fonts, then struggle separately with print optimization, turning simple projects into multi-tool workflows that eat up both time and their monthly design budget.

"I use Canva, then Cricut, then go to Etsy for mockups. It's exhausting and could take hours."

"I use Canva, then Cricut, then go to Etsy for mockups. It's exhausting and could take hours."

INSIGHT #3

INSIGHT #3

Design tools don't optimize for DTF printing needs

Design tools don't optimize for

DTF printing needs

Current design platforms create files that work on screen but aren't optimized for apparel printing with wrong resolution, unclear sizing for shirts, and no way to preview how designs will actually look printed.

Current design platforms create files that work on screen but aren't optimized for apparel printing with wrong resolution, unclear sizing for shirts, and no way to preview how designs will actually look printed.

"CANVA WOULD BE PERFECT if it could save at 300dpi. It only lets me save at 72dpi. It makes my design too small, I have to save it to my computer, then open up in PS, Silhouette, resize, save as 300dpi."

"CANVA WOULD BE PERFECT if it could save at 300dpi. It only lets me save at 72dpi. It makes my design too small, I have to save it to my computer, then open up in PS, Silhouette, resize, save as 300dpi."

INSIGHT #1

Users need simple

workflows, not complex

features

Most users rely on basic templates and fonts, not advanced design tools. The real opportunity is making these simple workflows work seamlessly with printing, not building more design features.

INSIGHT #2

Users jump between platforms to find templates and fonts, then struggle separately with print optimization, turning simple projects into multi-tool workflows that eat up both time and their monthly design budget.

"I use Canva, then Cricut, then go to Etsy for mockups. It's exhausting and could take hours."

Fragmented workflows

drain time and budgets

INSIGHT #3

Current design platforms create files that work on screen but aren't optimized for apparel printing with wrong resolution, unclear sizing for shirts, and no way to preview how designs will actually look printed.

"CANVA WOULD BE PERFECT if it could save at 300dpi. It only lets me save at 72dpi. It makes my design too small, I have to save it to my computer, then open up in PS, Silhouette, resize, save as 300dpi"

Design tools don't

optimize for DTF printing

needs

PROBLEM STATEMENT

Crafters rely on simple template and font workflows but are forced into fragmented design processes across 3-5 platforms, spending $100+ monthly and 45+ minutes per design without achieving DTF-optimized print-ready files.

This leads to wasted time and budget, repeated platform switching, and print quality uncertainty that prevents users from confidently completing apparel projects.

PROBLEM STATEMENT

PROBLEM STATEMENT

Crafters rely on simple template and font workflows but are forced into fragmented design processes across 3-5 platforms, spending $100+ monthly and 45+ minutes per design without achieving DTF-optimized print-ready files.

This leads to wasted time and budget, repeated platform switching, and print quality uncertainty that prevents users from confidently completing apparel projects.

Crafters rely on simple template and font workflows but are forced into fragmented design processes across 3-5 platforms, spending $100+ monthly and 45+ minutes per design without achieving DTF-optimized print-ready files.


This leads to wasted time and budget, repeated platform switching, and print quality uncertainty that prevents users from confidently completing apparel projects.

Feature prioritization

Feature prioritization

Survey

Survey

To understand which capabilities Cricut users actually needed, I surveyed 140+ users to evaluate 70+ features from the tools they were currently using.

Matrix

Matrix

Based on survey responses, I created a comprehensive features matrix prioritizing the most-used and most-valued capabilities. I evaluated 70+ features across 5 competitors, color-coding priorities and identifying gaps. These findings directly informed our MVP feature set.

Feature evaluation matrix analyzing 70+ capabilities across 5 competitors

Competitors

Competitors

I then conducted a two-part competitive analysis:

Feature availability matrix: Mapped which competitors support each high-priority feature, identifying gaps and opportunities across Canva, Cricut, Gelato, Kittl, and Printify.

Implementation documentation:

Recorded video demonstrations showing how each competitor implements these features, documenting:
• What works well in existing tools
• What frustrates users
• Opportunities to improve for DTF-first users

This systematic approach ensured our MVP scope was grounded in competitive reality, not assumptions.

STRATEGY

Defining our approach

Current user journey: 45-60 minutes across 4+ platforms

MVP strategic principles

MVP strategic principles

These principles formed the foundation of our MVP scope, guiding both design and technical trade-offs.

Integrated workflow reduces tool switching

Integrated workflow reduces tool switching

System calculates dimensions based on placement and size selection

System calculates dimensions based on placement and size selection

DTF print-oriented outputs and formats

Start simple, reveal complexity only when needed

Start simple, reveal complexity only when needed

Performance and simplicity over feature complexity

Manual dimension input remains accessible for power users

Manual dimension input remains accessible for power users

Built-in addets eliminate external subscriptions

Manual dimension input remains accessible for power users

Manual dimension input remains accessible for power users

Competitive positioning

Competitive positioning

vs

vs

Integrated design-to-DTF workflow vs. design-only tool requiring separate printing services

Integrated design-to-DTF workflow vs. design-only tool requiring separate printing services

vs

vs

Open file formats and no hardware lock-in vs. proprietary ecosystem

vs

vs

Complete solution vs. fragmented workflow across multiple platforms

VALIDATION

Lo-fi validation and POC

Lo-fi validation and POC

Lo-fi validation and POC

Build or buy

Build or buy

Prior to development, the team evaluated three implementation approaches: acquiring an existing design tool, leveraging open source solutions, or building from scratch. We identified viable existing tools but ultimately selected open source foundations due to licensing constraints and scalability requirements.

Prior to development, the team evaluated three implementation approaches: acquiring an existing design tool, leveraging open source solutions, or building from scratch. We identified viable existing tools but ultimately selected open source foundations due to licensing constraints and scalability requirements.

Feature prioritization for POC

Feature prioritization for POC

Guided by research insights, I facilitated a cross-functional prioritization workshop to identify the 7 must-have features most critical for both user success and business value including DTF-optimized exports, smart sizing presets, text editing, and background removal.

These defined the scope for our lo-fi prototype and the first engineered POC build, ensuring alignment between design intent and development effort.

Guided by research insights, I facilitated a cross-functional prioritization workshop to identify the 7 must-have features most critical for both user success and business value including DTF-optimized exports, smart sizing presets, text editing, and background removal.

These defined the scope for our lo-fi prototype and the first engineered POC build, ensuring alignment between design intent and development effort.

Li-Fi → POC development

Li-Fi → POC development

I created a lo-fi MVP prototype focused on these essentials, which engineering used for early feasibility testing. This phase allowed us to:


  • Confirm technical viability (text manipulation, sizing, export)

  • Identify early performance risks (e.g., font rendering, resizing)

  • Accurately scope delivery timelines and resource needs

I created a lo-fi MVP prototype focused on these essentials, which engineering used for early feasibility testing. This phase allowed us to:


  • Confirm technical viability (text manipulation, sizing, export)

  • Identify early performance risks (e.g., font rendering, resizing)

  • Accurately scope delivery timelines and resource needs

POC validation

POC validation

I conducted structured usability sessions with six internal crafters to evaluate usability, mental models, and the conceptual clarity of the design-to-print workflow.


Testing surfaced several high-value insights:

Pattern breaks

inconsistent interactions between text and shapes

Pattern breaks

inconsistent interactions between text and shapes

Usability friction

Usability friction

difficulty resizing or duplicating elements

difficulty resizing or duplicating elements

Mental model mismatches

unclear canvas settings locations

unclear canvas settings locations

Icon and layout confusion

users struggled to recognize certain icons and expected key actions

users struggled to recognize certain icons and expected key actions

These findings directly informed MVP feature refinements, improving interaction consistency, control discoverability, and print-readiness cues.

Pattern breaks

inconsistent interactions between text and shapes

Usability friction

difficulty resizing or duplicating elements

Mental model mismatches

unclear canvas settings locations

Icon and layout confusion

users struggled to recognize certain icons and expected key actions

Outcome

Outcome

The POC validated the technical feasibility and product-market fit of a DTF-first design tool. It also established a clear differentiation framework that positioned Jiffy to own the full design-to-print journey, reducing dependency on external ecosystems.

RESEARCH

Research hightlights

Research revealed users were forced into fragmented workflows across 4+ platforms, spending $100+ monthly and 45+ minutes per design.

Who we're targeting

70% of Jiffy users are Cricut users - vinyl printing users we wanted to transition to DTF.

Current tool usage

Survey data from 149 Cricut users revealed:

  • 81% rely on Cricut Design Space

  • 84% forced into multi-tool workflows

  • 66% supplement Cricut with Canva

Cost impact

Users spend $100+ monthly across fragmented subscriptions: Canva Pro ($13/mo), Cricut Access ($10/mo), plus purchases from Creative Fabrica, Etsy, and Google for fonts and assets.

Time impact

The fragmented workflow forces users to spend 45-60 minutes per design across 4+ platforms, turning simple template-based projects into time-consuming multi-tool processes.

EXECUTION

EXECUTION

Building, refining, and validating the MVP

Building, refining, and validating the MVP

Building, refining, and validating the MVP

High-fidelity development & cross-functional collaboration

High-fidelity development & cross-functional collaboration

After validating the POC, I transitioned into high-fidelity design and worked closely with engineering to bring core interactions to life.
I partnered with developers daily, reviewing every feature and micro-interaction to ensure design accuracy, performance efficiency, and visual consistency.
This hands-on collaboration helped us resolve usability gaps early and maintain alignment between user experience and implementation.

After validating the POC, I transitioned into high-fidelity design and worked closely with engineering to bring core interactions to life. I partnered with developers daily, reviewing every feature and micro-interaction to ensure design accuracy, performance efficiency, and visual consistency.
This hands-on collaboration helped us resolve usability gaps early and maintain alignment between user experience and implementation.

After validating the POC, I transitioned into high-fidelity design and worked closely with engineering to bring core interactions to life.
I partnered with developers daily, reviewing every feature and micro-interaction to ensure design accuracy, performance efficiency, and visual consistency.
This hands-on collaboration helped us resolve usability gaps early and maintain alignment between user experience and implementation.

Building a design system

Building a design system

As the MVP evolved, I created the Jiffy Design System to keep the product consistent and make it easier for the team to add new features.


I defined clear rules for spacing, colors, typography, and layout, and created a shared set of components like buttons, inputs, icons, and toolbars.
I also added simple interaction guidelines for resizing, selection, and layers, and built a Figma library with reusable styles and tokens.

Together with developers, we began bringing the system into code so the product stayed consistent and easy to update.

As the MVP evolved, I created the Jiffy Design System to keep the product consistent and make it easier for the team to add new features.


I defined clear rules for spacing, colors, typography, and layout, and created a shared set of components like buttons, inputs, icons, and toolbars.
I also added simple interaction guidelines for resizing, selection, and layers, and built a Figma library with reusable styles and tokens.

Together with developers, we began bringing the system into code so the product stayed consistent and easy to update.

Validation and testing strategy

Validation and testing strategy

To validate the MVP before public release, I led a multi-track validation program across three complementary methods:

To validate the MVP before public release, I led a multi-track validation program across three complementary methods:

Dogfooding

Dogfooding

Goal: Can non-designers recreate professional-level results within typical user timeframes?

Method: 30 participants recreated complex designs in 20 minutes in Jiffy Design Studio.

Goal: Can non-designers recreate professional-level results within typical user timeframes?


Method: 30 participants recreated complex designs in 20 minutes in Jiffy Design Studio.

Findings:

Basic task success

Almost all participants completed designs

Basic task success

Almost all participants completed designs

Performance gaps

Font search and text operations slower than expected

Performance gaps

Font search and text operations slower than expected

Missing capabilities

Undo/redo reliability, resizing precision

Missing capabilities

Undo/redo reliability, resizing precision

Basic task success

Almost all participants completed designs

Performance gaps

Font search and text operations slower than expected

Missing capabilities

Undo/redo reliability, resizing precision

Competitive usability testing

Competitive usability testing

Goal: Can Jiffy Design Studio compete with established tools on core workflows?

Method: 14 participants completing identical tasks in Jiffy vs. Canva

Insights:

Onboarding advantage

"Felt familiar like Canva, but I needed time to find things"

Feature gaps identified

Limited asset library vs. Canva's breadth

Performance issues

Font search emerged as major friction point

Navigation concerns

Tool discovery less intuitive than expected

EXECUTION

EXECUTION

Launch & iteration

Launch & iteration

Launch & iteration

Limited beta launch

Limited beta launch

After validation, Jiffy Design Studio launched to real users and ran in production for approximately 2 months. During this period, I:

  • Gathered ongoing user feedback from real usage

  • Tracked and prioritized bug reports with engineering

  • Iterated on features based on actual user behavior

  • Identified which capabilities users relied on most

After validation, Jiffy Design Studio launched to real users and ran in production for approximately 2 months. During this period, I:

  • Gathered ongoing user feedback from real usage

  • Tracked and prioritized bug reports with engineering

  • Iterated on features based on actual user behavior

  • Identified which capabilities users relied on most

Strategic pause & lasting impact

Strategic pause & lasting impact

Due shifting company priorities and roadmap changes, the project was frozen. However, the work created significant value:

  • Validated market demand for design-to-print integration

  • Identified essential features through real user behavior

  • Proved technical feasibility of the core workflow

  • Design system adopted across other Jiffy products

  • Research insights informed future product development

Due shifting company priorities and roadmap changes, the project was frozen. However, the work created significant value:

  • Validated market demand for design-to-print integration

  • Identified essential features through real user behavior

  • Proved technical feasibility of the core workflow

  • Design system adopted across other Jiffy products

  • Research insights informed future product development

© 2025 Anna Vasyukova

© 2025 Anna Vasyukova

© 2025 Anna Vasyukova