Company Context
Shutterfly is a mature consumer photo and personalized products platform with millions of active customers across mobile web, app, and desktop. Its revenue depends on converting photo moments into high-intent purchases such as photo books, cards, prints, gifts, and seasonal holiday products.
Problem
The GM of the Shutterfly mobile app has asked you to recommend which product features should be prioritized for the next two quarters. Mobile traffic is growing, but conversion from photo upload to completed order remains below desktop. Internal analysis shows: 62% of new app users upload photos in their first week, but only 14% start a project and 4.8% place an order within 30 days. Repeat purchasers convert well once they complete one project, but first-time users often drop off during project creation.
You have a shortlist of six candidate features for the Shutterfly app:
- Smart Project Starter that auto-generates a photo book from uploaded photos
- Saved Occasion Reminders for birthdays, holidays, and graduations
- Collaborative Album Selection so family members can add photos before purchase
- One-Tap Reorder for prints and previously purchased cards
- In-App Promo Wallet that centralizes coupons and applies the best eligible offer
- Guided Checkout Progress Bar to reduce abandonment during customization and payment
Customer research suggests three major jobs-to-be-done: preserve memories quickly, create thoughtful gifts with low effort, and reorder familiar products without friction.
Deliverables
- Explain how you would prioritize these features for Shutterfly product development.
- Identify the target user segments and jobs-to-be-done that matter most.
- Recommend an MVP roadmap for the next 2 quarters, including what you would ship first and why.
- Define the success metrics you would use to validate your prioritization.
- Call out the key trade-offs and risks behind your choices.
Constraints
- One mobile product squad, one backend squad, and limited design bandwidth
- Two-quarter roadmap; only 2 major features and 1 smaller optimization can ship
- Must improve mobile conversion before holiday peak
- Cannot require a full rebuild of Shutterfly's legacy project creation system
