JCPenney

The Project Yoda Omnichannel Team redesigned the responsive site of JCPenney (mobile, tablet, and desktop) from the top of the funnel to the bottom of the funnel.

Timeline
2016-2017

Role
Interaction Designer

Tools used
Sketch, Principle, InVision

Overview

JCPenney had a difficult time dealing with cart abandonment on their site and the lack of customer loyalty. Many customers would leave their cart not knowing where to move forward or if coupons/rewards were applied to their total amount since the checkout experience was not user-friendly for them. The site was a bit outdated compared to other eCommerce competitors like Macys and Nordstroms. Our team worked together with the internal design team and was able to decipher what was needed to be redesigned including the checkout experience and putting more prominence on coupons.

Research methods

User Journeys
User Validations
A/B Testing

Design methods

Agile
Waterfall
Consulting
Wire-framing
Prototyping
Visual Design
Interactive Design

How might we questions

Decrease cart abandonment so that customers are able to easily purchase items?
Promote a rewards program that increases customer loyalty in the long run?
Provide customers with the greatest savings on coupons when going through the checkout experience?

Design process

The Omnichannel team was broken up into three separate workstreams: Top of the Funnel (Hompage and Product Catalog Page), Bottom of the Funnel (Checkout), and Loyalty (Rewards). I was in the Bottom of the Funnel team with one internal designer from JCPenney and one senior designer from our company.

Majority of the project I was responsible for redesigning coupons, which is a huge deal for JCPenney since they rely on coupons all the time for their customers. The coupons redesign took about 6+ months total to finish since constant approvals were needed from across the board in different departments.

Many limitations were in place like which coupon would be considered the “greatest savings” and which coupons would be used for online only or in-store only or both. Other things we considered were multi-tier coupons, how many coupons can be applied in one purchase, and how to edit coupons during the checkout experience.

Throughout the coupon redesign process, I synced up and collaborated with the Loyalty team on rewards since customers would be using both rewards and coupons simultaneously during checkout. Other responsibilities I tackled from the bottom of the funnel were the pricing summary, confirmation screen, gift registry, BOGO discounts, and kitchen sink scenarios.