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