T.J.MAXX STORE LOCATOR
Redesign of the T.J.Maxx Store Locator Pages
CHALLENGE
A visual redesign of the T.J.Maxx store pages and an updated user flow was needed
A visual redesign of the T.J.Maxx store pages and an updated user flow was needed
STRATEGY
The store pages for TJMaxx.com were a bit dated in terms of aesthetics. They also were not as engaging as they could be, considering the amount of product and great deals on the site. The information pertaining to the stores was useful, but the user was presented with a bit of a dead end.
Working with a team of developers, projects managers and an analytics team, we identified an opportunity to further engage with the customer when they are searching for a store through suggested categories and suggested product based on browsing history, nearby stores for potential in-store sales growth, social sharing for visibility across platforms, and store announcements for communicating specials or holiday hours.
EARLY STAGE SKETCHES
A few early stage sketches that helped to shape the final product. Sketches based on customer feedback, analytics, stakeholder requirements, and desired customer UX.
SOLUTION
This project was also a visual refresh. Increase white space between elements, clearer CTA on inputs, increased prominence of iconography key, and typographic changes helped the page to be more visually appealing, more credible, and aided in scanning content quickly.
Injecting product and suggested categories into the page increased engagement with other areas of the site. A re-working of the page hierarchy was also in the scope of the project. More pertinent information like store hours, "open until", and phone number were reordered to be at the top of the page. Directions followed store info, then the page rounded out with engagment content like product suggestions. These decisons were based around feedback from customers and what they are looking for most in a store page and its information.
Injecting product and suggested categories into the page increased engagement with other areas of the site. A re-working of the page hierarchy was also in the scope of the project. More pertinent information like store hours, "open until", and phone number were reordered to be at the top of the page. Directions followed store info, then the page rounded out with engagment content like product suggestions. These decisons were based around feedback from customers and what they are looking for most in a store page and its information.
Mobile design largely mirrored desktop design, with slight tweaks for mobile optimization. Ability to toggle between list and map view, prominence of most heavily used buttons, and bottom-center placed actions on modals in places such as the share button all aided in mobile or one-handed use. Directions button would open navigation in the platform preferred maps application.
