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.
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
Even shoppers familiar with the Petite Ave website struggled to identify products they wanted to purchase.
Clearly Communicate the Value-Add
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
The clothing shoppers select are brand specific. Casual and informal styles dominate the market by a wide margin.
Purchasing Habits of Petite Ave shoppers
Brands on Offer at Petite Ave
Brands Petite Ave Shoppers Buy Most
Petite Ave needs to shift to a casual and informal style to achieve product-market fit.
Casual and Informal Styles Dominate the Workplace
Buying habits for work and daily life are nearly identical.
The Pattern Holds Across the Country
Buying habits are related to type of location, not geographic region.
Define & Develop
Ranked choice product sorting
Customer journey mapping
Involving key stakeholders in the shopper workshop afforded an essential path to buy-in for the research findings.
Brand voice & style guide
SEO key words
Landing page re-design