Freelance · Siteworx for Avery · UX research
Journey maps for five kinds of Avery customer
Avery sells to everyone from a parent planning a birthday party to a chemical plant that has to pass a safety audit. I mapped how five of those customers find, research, use and come back to Avery online, and named 21 opportunities for the new site to win their loyalty.
- My role
- UX designer and author
- Engagement
- Freelance, through the agency Siteworx
- Date
- January 2015
- Deliverable
- Journey map book: 5 personas, 4 stages, 21 opportunities
Doing, thinking, and what Avery could do next
Each map follows one persona through four stages of their relationship with Avery on the web. At every stage it records what they do, what they think and feel, and where Avery has an opening to make the experience better.
- AwarenessHow they first come to Avery
- ResearchComparing products and options
- ExperienceDesigning, ordering, printing
- LoyaltyWhat brings them back
The concrete steps: social media, search, product pages, templates, ordering.
Their thoughts and emotional state at each touchpoint, in their own voice.
Specific improvements for Avery's product, marketing and web teams.
Five customers, five markets
Jan Westoff
Hybrid mom · Consumer marketPlanning a superhero party for her son and wants to make the decorations herself. She finds Avery through Pinterest, browses templates, pulls her contacts in from Google and Constant Contact, and finishes her designs on a tablet at soccer practice.
Bobby Jenkins
Print shop owner · Printer marketWants to grow his shop into labels for local food makers. He needs stock certified for his Ricoh press, templates his designer can use in Adobe tools, and samples to show customers.
David Greenly
Plant operations manager · Industrial marketHas to keep chemical labels compliant ahead of a regulatory review. He searches by temperature and surface, and finds Avery's GHS labeling software.
Emily Brinker
Bath and body maker · Small business marketHer Etsy and eBay sales have outgrown home printing. She moves to professional printing and roll labels, and shares her account with a new assistant and a designer.
Mary Stevens
Office manager · Office marketPlanning a client event on a deadline. She imports a mailing list from Salesforce, then makes name badges, branded binders and water bottle labels from the same design.
Each persona, stage by stage
Each page traces one persona from first awareness to repeat purchase, with their thoughts at every step and the opportunities it reveals. Select a map to open it full size.
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(opens full size in new tab)The same openings, across very different customers
The five maps produced 21 opportunities. Laid side by side, they came down to four themes that cut across every market.
Let people start before they sign up
The design tool required registration before anyone could try a template. Postpone it, let customers start a project right away, and prompt them to register when they want to save.
Jan · EmilyBrowse by purpose, not by product
Customers think in terms of a party, a compliance deadline or an event, not a label SKU. Group templates and products by occasion, application and industry, with landing pages for each.
Jan · Bobby · David · MaryFit into the tools they already use
Contacts from Google, Constant Contact and Salesforce. Templates for Adobe. Printers they already own. Make each connection direct, and show what works with existing equipment.
Jan · Bobby · David · MaryTurn a project into a relationship
Proof prints before big orders, shared accounts for assistants and designers, sales tools for printers, and timely offers tied to what each customer actually makes.
Bobby · Emily · Mary