OBJECTIVE

Re-imagine the Avery consumer online experience which would increase consumer
loyalty and succesfully scale as they enter non-traditional markets

CURRENT CHALLENGES

Shopping experience did not support ease in finding or discovering products and services was

Content on site did not engage users nor did it provide the right content to inform purchasing decisions

Buying and designing labels online experience was not seamless 

Website lacked engaging inspirational content and features for growing DIY customer segment 

Expansion into other markets limited due lack of research and insight into target users needs and challenges 

Website is not responsive for desktop and mobile

THE APPROACH

DISCOVER

Interviewed stakeholders to understand business goals and drivers, competive landscape and project success criteria 

Defined baseline personas and journey maps to understand gaps in our understanding of the current customer experience

Conducted Contextual Inquires to understand current brand experience, customer needs, and new markets.

ALIGN

Reviewed outcomes of the user research with key stakeholders and SMEs to align on findings, personas and user journey's

Conduct workshop with project stakeholders to priortized website requirements and define project scope

Completed content inventory to identify existing content and gaps in order to define the website infomation architecture and navigation framework

DESIGN

Defined responsive website to ensure easy access to products and services across multiple form factors

Led design reviews with project stakeholders to ensure project remained in scope, met users and business needs

Conducted usability tests of the designs to identify potential issues and address opportunities for improvement

DESIGNS

Designing the Homepage

The new homepage design would provide the marketing team with the flexibility to easily update Avery's products or services promotions as needed. Inital promotions were focused on creating awareness of their label design and printing service (WePrint) to drive customer loyality and increase sales. The team also considered adding a popular and new module which would provide single-click access to to promote those types of items resulting in improved findability and discoverability on the site.

Refining the Navigation Framework

Outcomes of a content inventory guided the discussion and recategorization of products into category labels in users language which increased findability and discoverability of products on the website. Introduced mega menus to allow users to quickly navigate, scan, and understand how the site is organized and promote other products. 

Improving the Shopping Experience

We focused on redesigning the shopping flow for Avery's most popular product - Labels. The navigation framework and page templates from the design supporting this flow would be reusable for other products to ensure a consistent shopping experience on the website.

Landing page
Simplifed the layout to allow users to easily shop by the shape of the label or by how they would use a label. This provided a path to direct purchase of a blank label or to explore labels based on how the user imagined they may need to use it.
Avery's Design and Print service was promoted on this page as well as the list and details pages to increase awareness of this service in context of shopping for a label and drive usage.

Landing Page

List Page
Improved ability to filter over 300+ different types of labels to narrow down to specifc attributes based on users needs. Each product module provides key Label attributes to increase user confidence in selecting a label which best matches what they need.

Details Page
Included more label details and provided ability to select the right attributes prior to purchase. 
Attributes would be pre-populated based on filter selections on the List page.

Improved awareness of purchasing a single sheet of labels instead of purchasing a pack.

Enhancing Customer Engagement and Brand Awareness

Customer research identified several enhancements to the templated label designs offered on Avery's website to increase customer enagement and signup for online accounts.

The enhancements supported:

• Previews of alternative versions of a design prior to deciding if they wanted to access the theme.
• Favoriting and personalization which would be available once users signup or signed into to the website.
• Sharing a design or uploading your own design were considered by the team to increase brand awareness and website engagement.

Label Design Template (Details Page)

Label Design Templates (List Page)

Enhancing Customer Engagement and Brand Awareness

Expanding into Other Markets

Avery wanted to expand and grow their customer base into the Industrial market. Through our user research with these customers we identified content needed to drive ease of product selection to increase online purchase, awareness of online label design tool and account creation. The Label List page template was reused to support the shopping experience for an Industrial customer with relevant content needs.

Industrial Labels (List Page)

OUTCOMES

Developed a scalable navigation framework with categorization of products in user's language to increase product findability

Design and usability tested reusable and extensible templates for product list and details pages to provide a consistent shopping experience on the website

Customer feedback during usability tests confirmed website redesign vision and notable increase in findability and discoverability of Avery product's and services

Identified enhancements and content to increase customer engagement, drive account creation, and improve Avery's online shopping experience

Defined a foundational set of user personas and user journey's to guide UX and design requirements.

Shared ownership of designs throughout the project increased successful handoff of design strategy and vision to stakeholders and in-house design resources

Customer quotes from Usabilty Test 

“This has been eye opening, I would not have considered buying labels online unless I was sick or had a broken leg. The custom label is very interesting.”

“I’ve known of Avery for labels, I had no idea they had office supplies and things to organize or for industrial.”

“I had no idea that this type of stuff (design templates) was on the site. 
This is great!”

“Wow, I didn’t know they would put a design on the label for me! I’ve always gotten a blank template.”

Icons from Noun project