UX/UI DESIGN - J.Crew & J.crew factory
Introduction
Working as a Sr. UX/UI Consultant, I got the opportunity to work with all of the J.Crew Brands. Working directly with the VP of Design, I help them with the re-imagination and design for many updates and revamps across their site.
One of my main projects was the reimagination and full design for their new loyalty program J.Crew Passport.
My Role
Sr. UX/UI Designer
Deliverables
End-to-end design, User Flows, Roadmaps, Stakeholder alignments, Low- and high-fidelity wireframes, Style guides, design systems, specs, engineering handoffs, and QA
The Ask
Improve the overall loyalty experience by:
Driving customers to sign up for the program and encouraging conversion
Creating a modern and elevated style that keeps the brand at the forefront
Defining a quick and easy path to purchase that includes sign-up opportunities
Rethinking the edge cases of the program and how we present them across
the site
Offering opportunities to build repeat customers
Providing a platform to reward loyal customers
Ideating loyalty flows and scenarios
We started the process by collaborating with the J.Crew design team by doing an audit of the current loyalty program and weighing it against competitive research.
Visual designs and UX best practices were presented to the stakeholders for sign-off on initial ideas.
In order to define the happy path and possible edge cases/detours for the end user, the Capgemini, and the J.Crew teams spent many hours collaborating to create the final solutions for the entire site and each flow.
Iterating through detailed wireframes
Wireframes were created to flesh out all the ideas and possible layouts for the site. We had several rounds of design, each one adding more detail and helping to explore all the possible design avenues.
We explored different point meters to show the user how many points and rewards they have.
After several explorations, we landed on a speedometer design to show the user's progress.
Crafting creative designs
Part of the redesign was the look and feel of the program. J.Crew wanted a new look that felt fresh and captivating, integrating nods to travel. We created a new style guide, helped with color and accessibility standards, and created icons to match the new aesthetic.
The checkout flow included multiple touchpoints for the user to sign up or sign in to not miss out on using their rewards. We incorporated application buttons and checkboxes to streamline the use of rewards and create a faster checkout experience.
