Optimizing and Extending the Label Shopping Experience: Ecommerce

🧭 Overview

As the lead designer on Avery’s ecommerce optimization initiative, I redesigned the filter and product detail page (PDP) experiences to help users find and configure the right label products faster—whether blank or custom printed. I focused on simplifying complex interactions like material comparison and custom sizing, across key flows like filter pages, PDPs, and the material selection tool.

🧩 The Challenge

The legacy experience made it hard for users to confidently find the right product:

  • Users had to scroll through long, paginated lists to try to find a size match.

  • Filter sidebars were rarely used and cluttered the layout.

  • Material selection lacked comparison tools, leading to support calls.

  • The PDP lacked clarity around options like size, quantity, and material type.

These issues created friction in both self-service and customer-supported paths—especially for customers transitioning from packaged labels to ecommerce.

✅ Results

  • 📈 10%+ increase in year-over-year ecommerce revenue

  • 📈 48% increase in System Usability Scale scores

  • 📉 42% reduction in support ticket volume

  • ⚡ Faster, more confident product discovery and selection

View live site

View live site

Execution

  • Filter Pages
    → Added size/shape search and replaced cluttered sidebar with a cleaner popover filter.

  • Product Detail Pages
    → Streamlined configuration (format, size, material, quantity) for both blank and custom products.
    → Linked to material detail modals and a comparison tool.

  • Material Comparison Tool
    → Rebuilt into a mobile-friendly, filterable experience replacing the dense legacy table.

  • Shop-by Pages
    → Designed flexible pages to quickly browse or compare materials.

Filter Page

One of the things we found through a combination of heatmaps and user testing was that customers were not utilizing the filters when they were placed in a side pane and ultimately needed to continuously scroll through a large list of products.

Product Detail Page

Customers can configure their product with options like format (sheet, roll, or sticker), shape, size, material, and quantity to meet the needs of their product.

Custom Printed Products

For customers that want their labels or stickers professionally printed for them, Avery provides this option where you can configure any size and multiple designs in an order to save on cost. I worked on the updated design, custom size integration, and supporting experiences for finding the right material for the customer's product.

Blank Label Products

Each blank label product is associated with a particular SKU number and ultimately template to support their printing process. Customers choose what type of material they would like for their selected size, which printer they use, and in which amount they want it in. This page intentionally inherits the same patterns and components as the custom printed products as they share the same page type.