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.

 
 

 

OPPORTUNITY

 

OUTCOME

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.

 
 

 

Discover

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

 
 

 

Analysis

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

 
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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

 
 
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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.

 
 
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Deliver

Shopper personas

Brand voice & style guide

SEO key words

Landing page re-design

 

Core Shopper

 
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Brand Voice

 

FRESH | BRIGHT | CASUAL | CAPTIVATING | PERSONABLE

 
 

Recommended Redesign

 
 
Petite Ave - Homepage.jpg
 
 
 

Let’s talk! maaloumi@gmail.com

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