Project
JCPenny Website
Account Redesign
JCPenney receives tons of customer service calls a day, which leads to long waiting periods for customers to get the help they need. However, most of the calls they receive are from customers requesting information that they already have access to through their customer account management (CAM).
Info
Role
UX/UI Designer
Timeline
Aug/2019 - March/2020
Tools
Figma, Illustrator, Photoshop, Miro, Figma Jam
Overview
Problem
The old CAM was outdated and difficult to use
Customers preferred to wait on calls with customer service rather than using the website. This led to mass abandonment issues and poor sales.
Goal
The goal was to redesign CAM in order to increase usage, self-service capabilities, accessibility, and compliance.
End Result
Final application designs & solutions
By implementing an Enhanced Customer Account Management System with a strong focus on usability, accessibility, and information availability, JCPenney can reduce the volume of unnecessary customer service calls and enhance the overall customer experience. This solution not only streamlines customer interactions but also empowers customers to access the information they need at their convenience.
Dashboard
Current Dashboard
Even though a landing page with a left rail was clearly preferred in the benchmark study, we wanted to make sure that a traditional dashboard was not preferred.
Rewards
Old Design
Changes include an effort to simplify rewards for customers, adding self-service features such as missing rewards, and adding progress for card member status.
New Design
My Order Page
Old Design
My Order was redesigned to mirror users’ primary concern: “When will it get here?”. The ability to reorder and cancel items was also added.
New Design
My Info Page
Old Design
The My Info area was modernized, simplified, and consolidated to include account details, addresses, and email/mobile notification preferences.
New Design
My Info is currently split into three sections: addresses, profile settings, and notifications.
My Wallet Page
Old Design
My Wallet includes all payment methods and savings, including saved credit cards, gift cards, reward certificates, and coupons.
Several different layouts were usability tested before the following design was landed upon.
New Design
Currently, there is no “Wallet” area of CAM. Saved payment methods, rewards, coupons, and gift cards are in separate areas of the site.
My List Page
Old Design
Several rounds of usability studies were completed. New features include Edit Options, Add Back In Stock Alert, and Price Drop Alert.
New Design
Pain Points
Pain Points
After several rounds of in-depth interviews, researchers found the following issues with the old CAM
Access to information
Navigational inconsistency
Lack of information architecture
Non-intuitive patterns and terms
Uncovering Issues
User research — findings & insights
Now that we had an understanding of the issues with our designs, we wanted to figure out how our competitors were dealing with these pain points. We recreated prototypes of four leading retailers and conducted a usability study with our customers.
The research team conducted open and closed card sorting to learn where users expected each account-related action to live (Orders, Wallets, Listings, etc.)
Open & Closed Card Sort
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