J.Crew Digital Ecosystem
After years of propelling itself into one of fashion's most respected American houses, it was time for J.Crew to redefine itself. To accompany the launch of "The New Crew," a fresh responsive site design was created, along side an app and Alexa Show skill concept.
The site was created to be an inclusive and inspirational digital experience. It's loaded with new brand partnerships, engaging user reviews, product videos, inclusive sizing with custom fit models, and lifestyle content. We created an immersive shopping experience that both elevates the brand and tailors itself to user needs.
The Ask
Develop and test a customer-beloved ecommerce concept to relaunch the jcrew.com experience. Create an on-brand design system to be launched on J.Crew’s existing digital properties. All solutions must be flexible enough to be expanded into subsidiary brand web platforms.
TIMELINE: 2 WEEKS
The Process
Empathize & Define
J.Crew had a considerable amount of existing customer research to work off of, including personas and user journeys. We collaborated with client stakeholders to refine and workshop the existing content based on remote video interviews with J.Crew and competitor customers.
Activities:
Current-state heuristic and competitive audits
Best-in-class retail store inspiration visits
In-store observations
Research synthesis
Persona and journey refinement
Client ideation workshop
Concept & Design
Design, strategy, and development resources were split into 3 agile pods to complete a 36-hour hackathon, resulting in 3 unique clickable concept prototypes. We conducted a client prioritization workshop to narrow focus towards the top features and concept.
Activities:
Pod brainstorms
Design and develop clickable prototype
Prioritization workshop
Develop & Iterate
Stakeholder feedback was implemented, and the winning concept was refined to include more interactions, pages and states.
Activities:
Concept refinement
Creative direction
Content development
Deploy & Test
With refined concept in-hand, we turned back to our users and conducted qualitative concept validation testing for the features, and usability testing on the prototype. The resulting findings were presented, and features were put into a product backlog for implementation.
Activities:
Testing moderation
Testing results synthesis
Product backlog and roadmap
The Site
The winning concept was a fully-responsive design that captured the brand’s sense of Northeastern Americana. The page templates included Home, Product Listing and Product Detail. The experience featured shoppable videos, “see it in my size” options, and personal stylist recommendations.
DESKTOP
MOBILE
The Alexa Skill and App
Based on account data including location, past purchases, and purchasing habits, and their day’s events, the user can set their Alexa Show skill to display a daily outfit recommendation that shows up as soon as their alarm goes off.
The mobile app’s expanded features include in-app purchasing, outfit “kit” recommendations and real-time stylist consultations.
