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 that 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 on board, but the site platform could not handle a significant visual or navigation overhaul.