The Children's Place
:: responsive redesign, UI/UX
We were tasked with re-thinking every step of the online experience in order to create a best-in-class digital store which would elevate the brand. This required a total digital transformation and redesign.
Outdated backend systems didn't allow the business the flexibility needed to quickly and easily swap out content for promotions or seasonal changes. Additionally, from a customer standpoint, the experience was fragmented—inconsistent or difficult to use filtering, not mobile-friendly, and overall limited functionality.
USERS & AUDIENCE
The largest segment of customers for The Children's Place are younger moms. They typically only have a few minutes here and there to shop, so they expect their online shopping to be quick and easy. Additionally, they're very budget conscious and want to know they're able to extend their dollar and get more.
TEAM & ROLE
Over the 16 week timeline, my role was creative lead. I worked closely with an additional visual designer, as well as being closely involved with the UX team. We also worked side by side with the functional team to make sure requirements were documented and met within the design. We presented weekly to the client, as well as a few executive presentations.
We leveraged best practice ecommerce design techniques at every touchpoint to add function and utility to the experience, delivering a lightweight and intuitive mobile-first website. Our goal was to create a seamless shopping experience that guides the user throughout their time on the site. Some of the ways we achieved this was through the user of micro interactions for user feedback, improved filtering, zero-state curated suggestions in cart, and cross-selling after adding to bag.