Michaels MakerPlace.com: Built and powered with consumer insights

MakerPlace.com by Michaels is a one-of-a-kind site that allows artists and craftspeople to sell handcrafted goods, teach a class and/or create how-to guides for projects. Site visitors can purchase handmade creations from sellers, take a virtual class or pick up a project sheet along with the needed supplies to create something of their own.

The insights team at Michaels identified four unique creative personas and conducted extensive needs analysis for each persona. This research was used to unearth an opportunity for Michaels to offer MakerPlace.com to fill many unmet needs for the creative personas.

Join the session to learn about each step of the process from the persona development, white-space analysis, wants vs. needs assessment from buyers and sellers as well as UX testing and post-launch VOC metrics.

Key takeaways:

1. Thinking outside the box for persona development to create simple personas that provide meaningful results.
2. Being strategic partners with multiple stakeholders to create an insights plan in lockstep with the project goals.
3. Closing the loop by creating consistent measurement systems to evolve the product from the customers’ points of view.