Petite Ave


Petite Ave: Identifying Shoppers, Defining the Brand


Petite Ave is an early stage start-up that asked for help conducting its first end-to-end branding effort in order to solidify its market position.






Petite Ave was ready to emerge from its start-up bootstrapping phase and refine its product-market fit by developing a cohesive brand presence.


Together we identified Petite Ave’s core shoppers and dug into their needs, preferences, and behaviors. This gave Petite Ave brand and style guidelines for for reaching its target market.



Research Strategy


The larger goal for this project was to enhance Petite Ave’s financial traction through validation of product-market fit so that it could then identify ways to accelerate growth and begin to scale.




Remote user interviews

Cognitive walk throughs

Key Insight

Even shoppers familiar with the Petite Ave website struggled to identify products they wanted to purchase.


Clearly Communicate the Value-Add


Participants said…


How do I find the products?

I see lots of options, but none I really want

I would leave the site to go make my purchase directly from the retailer

The landing page feels like a lifestyle blog, not a website to buy things from


Brand Determines Fit. Fit Generates Delight




User survey, n=531

Key Insight

The clothing shoppers select are brand specific. Casual and informal styles dominate the market by a wide margin.


Purchasing Habits of Petite Ave shoppers

Screen Shot 2018-11-08 at 7.15.05 PM.png

Brands on Offer at Petite Ave

Screen Shot 2018-11-08 at 7.15.28 PM.png

Brands Petite Ave Shoppers Buy Most


Key Insight

Petite Ave needs to shift to a casual and informal style to achieve product-market fit.

Screen Shot 2018-11-08 at 7.15.47 PM.png

Casual and Informal Styles Dominate the Workplace

Screen Shot 2018-11-08 at 7.16.06 PM.png

Key Insight

Buying habits for work and daily life are nearly identical.


The Pattern Holds Across the Country

Screen Shot 2018-11-08 at 7.16.27 PM.png

Key Insight

Buying habits are related to type of location, not geographic region.



Define & Develop

Shopper workshop

Ranked choice product sorting

Affinity mapping

Prioritizing features

Customer journey mapping


Key Insight

Involving key stakeholders in the shopper workshop afforded an essential path to buy-in for the research findings.




Shopper personas

Brand voice & style guide

SEO key words

Landing page re-design


Core Shopper

Screen Shot 2018-08-18 at 2.56.40 PM.png

Brand Voice




Recommended Redesign

Petite Ave - Homepage.jpg

Let’s talk!