*The visible project doesn’t include a brand name or logo because I am not permitted to use it.
* When I refer to the project, I use ‘we,’ which refers to the team that worked with me, typically including a developer and a strategist.
About…
This brand is centered around helping the journaling and DIY community express their creativity through specialized products. Their bestselling portable mini printer, paired with an app, allows users to create personalized visuals for their DIY projects and journaling. The product range includes various types of printing paper and accessories, which made it easier to increase average order value (AOV) and upsell additional products in the post-purchase funnel.
The main challenge was to capture the attention of the highly creative journaling and DIY audience by positioning the product as an essential tool for enhancing their projects, even though it wasn’t solving a specific problem. The focus was on highlighting how the mini printer and its accessories could help users take their creativity to the next level.
The problem…
The primary task was to build a connection with the journaling and DIY community, offering them a creative tool that would allow them to express themselves in a fun and innovative way. Unlike products that solve practical problems, these items relied on the users’ desire for creative freedom and personal expression, so we needed to appeal to their passion for DIY projects and personalized journaling.
The goal…
The main goal was to inspire the target audience with new ideas and demonstrate how the mini printer and other accessories could enhance their creative projects. By positioning the brand as a resource for journaling inspiration, we aimed to build a strong connection with the community and drive sales through creative storytelling and product demonstrations.
The audience…
The target persona was Sophie Carter, a 26-year-old Social Media Manager and Content Creator from Portland, OR. Sophie is a creative individual who loves journaling and DIY projects, often sharing her work on her personal blog and Instagram. She’s always on the lookout for tools and accessories that can help her make her journals, planners, and DIY projects more personalized and unique. Sophie values products that are not only creative but also portable and easy to use, making the mini printer a perfect fit for her needs.
Sophie represents a larger audience of tech-savvy, creative millennials who are passionate about DIY projects and self-expression through journaling. By appealing to this group’s love for personalization and creativity, we could create a compelling story around the brand’s products.
The process…
To engage this audience, we focused on making the website feel like an extension of their journaling world—a place filled with inspiration, ideas, and creative tips. The website was designed to function almost like a journal itself, filled with DIY projects, tips, and ideas that would inspire the user to take their creativity to the next level. Every part of the site was crafted to encourage exploration and show how the brand’s products could fit seamlessly into the customer’s creative process.
We developed blog posts that featured DIY project ideas and journaling tips to inspire visitors. These posts were paired with landing pages that explained how to get started with journaling and how to use the brand’s products to elevate your creative journey. For those already experienced in journaling, we provided content focused on advanced techniques that could be achieved using the mini printer and accessories
To make the brand’s products stand out, we created a variety of content that highlighted the creative potential of the mini printer and accessories. This content included:
- How-To Guides: Step-by-step guides on how to use the mini printer and accessories for different DIY projects, from personalized stickers to customized planner layouts.
- Inspiration Posts: Blog posts filled with ideas for journaling and scrapbooking, showing users how to get the most out of their products.
- Advanced Techniques: For seasoned journalers, we created content that demonstrated how to combine different products to achieve professional-level results.
- User-Generated Content: Encouraging customers to share their own creative projects using the brand’s products, which helped build a sense of community and gave potential buyers ideas for how they could use the products in their own work.
This content-driven approach helped establish the brand as more than just a seller of journaling products; it became a source of inspiration and creativity for the journaling community.
We conducted A/B tests on different landing pages to understand which elements resonated most with the audience. By testing various headline styles, product descriptions, and visual elements, we were able to find the perfect balance between minimalistic design and playful, creative layouts that appealed to our audience’s aesthetic preferences.
We also tested different upsell strategies in the post-purchase funnel, offering complementary products like printing paper and journaling accessories. This approach not only boosted the average order value but also introduced customers to other products in the brand’s lineup that they might not have initially considered.