Marvin is central to VistaPrint’s knowledge management strategy

VistaPrint's research and design teams use Marvin to redefine their workflows to conduct and share research

Customer outcomes

• Slashed time spent on analysis by 50%
• Delivered insights within 12 hours of completing interviews
• Published reports faster and more consistently

Finding the right tool to support a strong research culture

VistaPrint, a Cimpress company, helps small business owners create expertly designed custom marketing materials — often without the expertise of a professional designer.

From the first click to the final delivery, the entire ordering journey needs to feel simple, clear, and intuitive. Product, design, and research collaborate to create this seamless experience. They run interviews, test usability, and ground decisions in real customer feedback. “From discovery through delivery, user research is at the core of everything we do,” said Kara Hiser, Lead Product Designer.

Before adopting Marvin, VistaPrint stored all its research in Confluence. Insights, usability sessions, and findings were scattered across multiple pages and folders.

“It was difficult to maintain, hard to navigate, and time-consuming to locate the right information — especially when referencing research across projects or trying to share insights with cross-functional partners. This created friction and slowed down our workflow,” Kara said.

VistaPrint needed a way to keep pace with product development. That’s when they decided to bring on Marvin.

Leveraging interviews with automatic recording and transcription

Síofra Baker, a senior UX researcher at VistaPrint, collaborates with design to improve the site's UX. Apart from conducting strategic research, she analyzes user feedback sessions to find helpful insights. Before Marvin, she spent hours manually processing the interviews. An unreliable transcription tool meant that Síofra often had to relisten to recordings and type transcripts.

Marvin’s automatic transcription is changing this workflow, “The ability to simply invite Marvin and have it automatically handle the recording and highly accurate transcription is a massive time-saver,” she said. After transcribing, she began the real work — highlighting key insights, quotes, and themes and synthesizing them into actionable notes. To collaborate with the whole team, she used to take the notes to a separate workspace, like Miro.

But on Marvin, Síofra can directly link notes to transcripts and research questions on a single, central platform.

“I love the functionality of uploading our discussion guide directly into the platform. This allows me to pre-structure my notes around the questions in the guide, ensuring I capture relevant clips and quotes directly tied to our research objectives.” — Síofra Baker

She can also instantly highlight key quotes, sentiment, and recurring themes with AI summaries and thematic analysis.

Linking user interviews to insights

With Marvin, VistaPrint is completely restructuring their knowledge management strategy.

Researchers see an opportunity to do more analysis as they no longer have to spend hours cleaning up transcripts. Multiple collaborators can tag key moments to contribute to analysis. VistaPrint uses Marvin to evaluate how they can do more research and gain more insights from existing data.

“Having all our research needs met in one contained, easily accessible space for all necessary stakeholders is a tremendous advantage,” Síofra said.

Stakeholders are discovering more customer feedback with Marvin as researchers share clips. VistaPrint is using this feature to increase the scale and adoption of their research, and have it play a role in strategic decisions.

For synthesis, they can rely on the automated summaries and key takeaways as a starting point and add their own observations. For Lead UX Designer Tan Chan, this change sped up research synthesis by 50% on a study. Instead of waiting weeks for findings to solidify, Tan found answers to the research question in hours.

“We were able to validate a UI choice within a week because of the AI synthesis capabilities,” Tan said.

Sharing research in easy, digestible formats

As the teams extract insights faster, they’re also using Marvin to make research  easier to share.

Kara realized stakeholders acted on feedback most quickly when they heard it directly from customers. Before, she spent hours producing a single 20-second clip in Premiere Pro to validate a pain point.

“With Marvin, that entire process is effortless. Creating playlists feels almost magical—what used to take hours now takes minutes, and the result is cleaner, clearer, and far easier to share with stakeholders. This feature alone has transformed how I communicate insights, and without it, I’d feel completely lost.”

Designers are using the company’s research to build polished reports directly in Marvin.  They can search across the repository and, combine playlists, notes, and user quotes in one place. Stakeholders can quickly scan high-level insights or dive deeper into linked evidence to understand exactly what customers experience. The design and research teams see these reports as a way to build trust in their decisions and communicate their vision to stakeholders.

“Marvin is changing how we share and socialize research across the organization,” Kara said, “Sharing insights with stakeholders used to feel fragmented, but with Marvin, the process is seamless. We can easily distribute insight reports, and honestly, it now feels like something is missing when we’re not using Marvin in our workflow.”

Making research accessible with AI-powered search

VistaPrint always knew the importance of centralizing research in one place. But non-research teams didn’t have access to insights on demand. With Marvin, they can empower product managers and designers to use Marvin’s AI-powered search to directly ask questions. Marvin instantly surfaces relevant insights across reports to answer these questions.

Instead of navigating scattered documents, anyone with access can quickly open a report, watch playlists, and understand customer pain points in minutes. Marvin is central to VistaPrint’s strategy of using shared knowledge to increase trust, alignment, and speed across teams.

Síofra explained how stakeholder can access discovery sessions more easily:

“The low-effort, low-stakes research approach allowed all stakeholders to easily query the findings across all 10 sessions to address their specific questions.”

With Marvin’s integrations, teams are finding ways to analyze qualitative insights with quantitative inputs. They use centralized analysis and tagging to map Excel files directly to research workflows. By linking existing data, VistaPrint has more scope to understand customer problems deeply.

They can automatically share these insights to Confluence, Slack, and Jira to prevent duplicate work.

Scaling research with development

“What I appreciate most about Marvin is how intuitive and thoughtfully designed it is,” Kara said. “It removes friction and lets me focus on uncovering insights rather than managing tools.”

Síofra appreciates that she doesn’t have to hop between tools to conduct and share research. She now invites Marvin into sessions, upload discussion guides, and easily categorize insights. By the time a session ends, clips, quotes, and evidence are already tied directly to research objectives.

As VistaPrint’s products and experiences continue to evolve, the team sees Marvin as foundational to scaling their customer-centric approach. Marvin’s ability to quickly surface insights, identify root problems, and validate decisions ensures that research remains central to VistaPrint’s work

To learn how you can scale research like VistaPrint, book time with us.

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