End Result

Final application designs & solutions

By transforming the native apps into a user-friendly, responsive, and personalized shopping platform, JCPenney can effectively compete with other retailers in the digital space. This solution aims to capture and retain a digital-savvy customer base while offering a convenient and enjoyable shopping experience.

Final Product

HomePage Wallet Recall

Pain Points

Pain Points

For years the homepage was used as a newsfeed and every new feature was slapped onto the homepage. This caused it to be excessively long with repetitive information.

Uncovering Issues

User research — findings & insights

Homepage is a very subjective aspect of the app and every retailer uses the homepage to generate their brand identity. The research team conducted a usability study to determine what are the best practices to help create an intuitive and inspirational experience.

Researchers spent a couple of weeks conducting interviews and usability tests, we identified the following issues with the old homepage -

Competitive Reseach

Screen Flow

Site Map

Based on competitive research and deep discussions with engineers, I finalized the following flow.

Concepts and Iterations

Iteration

Based on the user flows, I sketched wireframes and conducted multiple rounds of feedback with designers, developers, and product owners. I wanted to level-set development efforts with engineers early in the process and have an understanding of the technical feasibility of the designs.

After multiple rounds of iterations on low-fidelity wireframes, I finally moved on to designing the final prototype by incorporating elements from the desktop experience and the new design system. The idea was to create an omnipresent experience and give users an idea of the JCPenney brand.