R/GA Associate Creative Director
JC Penney Digital Strategy
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.
Creative Director
R/GA
San Francisco
• Led a team of UX, Visual designers, and Prototypers
• Social media activation for The Oscars
• Launch of the Home Store in partnership with Martha Stewart and Jonathan Adler brands
• eCommerce roadmap and design for their eCommerce platform
• North Star vision design for a POS to eCommerce integration
• Mobile first experience
• Recommendations for improvements to their photo styling process for integration with their stock management system
