JCP Digital eCommerce Strategy

Web experience

JCP

e.commerce platform
R/GA 2013
Role: Design Direction

The Brief: 
Develop the e.commerce strategy for the proposed rebrand of JCP.  
JCP wanted to identify a new breed of customer the new brands will attract.  

 Approach:

This engagement included:
Identifying the new JCP customer and creating personas for this new customer

Developing an information architecture that supports the planned launch of 80+ new brands in 2013

Designing a series of experiences designed to increase conversion 

The Challenge: 
New brands were coming onboard but the site platform cannot handle a significant visual or navigation overhaul. 

The site and organization did not support editorial or curated content

Providing strategically placed vehicles for building richer customer profiles

Browse category template

Product detail template

early mock-ups