Experience design and strategy
Brief
TK Maxx is known and loved for it’s unique in-store experience – a fun and exciting treasure hunt to discover great brands at low prices. The TK Maxx eCommerce experience needed to be refreshed to respond to the needs of online shoppers, and we wanted to deliver a unique experience, true to the spirit and specific characteristics of the TK Maxx ‘off-price’ model
Solution
I led a team of experience designers and proposed a combination of primary research methods, analytics and review of the TK Maxx brand ethos to define a proposition and set of design principles to underpin the experience on the website. We started with the research and definition of personas, each representative of a behavioural archetype, and used them as a tool to keep users at the centre of every design decision made.
We applied an agile approach from the start, forming a multi-disciplinary team of eCommerce specialists, researchers, analytics experts, and even neuroscientists, to develop new proposition concepts and prototypes WE created a full set of wireframes and selected high fidelity designs for key user journeys.
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Results
Our result is a user experience that consumers love, appealing to highly engaged loyalists as much as new comers to the TK Maxx brand. The design is reusing eCommerce components to speed up development and take advantage of the chosen vendor’s out-of-the-box features.
Project Tags
Companies
TK Maxx
- Fashion and Textiles