When you’ve procured the world’s largest library of rights' managed photography, sometimes there are business opportunities found in unexpected places. In one of Getty Images' acquisitions, a company was purchased that also owned the naturally poignant domain ‘Photos.com’.

The site was due for a refresh, and I was tasked with redesigning the product pages and completely changing the purchasing model by adding a new subscription service. I performed a heuristic analysis on the existing site and proposed multiple iterations of purchase paths that supported the new business model.

These designs were repeatably fine-tuned and vetted with both other members of the UX team and the business until we had several iterations that we felt confident enough to pass along to be tested and eventually developed.

The outcome was a tight, friction-free purchasing experience that both met the business needs and improved the usability. This resulted in a more than doubling of the annual revenue. A great URL paired with a re-imagined experience can go a long way.