TK

Tereza Konecna

Graphic DesignerLondon, United Kingdom
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TK

Tereza Konecna

Graphic DesignerLondon, United Kingdom
Projects credited in
  • TK Maxx Christmas campaign 2018Photographer - Aleksandra Kingo Set Designer - Amy Friend
  • TK Maxx: EcommerceExperience 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. https://static1.squarespace.com/static/56bcaf5af850822e57ff5d66/t/56c3aff2859fd092ec19fa09/1455662937743/?format=1000w 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. 
  • TK Maxx AW17 "Seasonal cool"Mid-season campaign shot by Jimmy Marble, styling by Rachel Davis, grooming Kristina Ralph Andrews and Gow Tanaka on hair
  • TK Maxx - Comic Relief T-shirts
  • TK Maxx - an ode to giving upDir/ DP online spot for TK Maxx, produce by Hogarth.
  • Grazia x TKMaxx EuropeFor this multi-market campaign spanning the UK, France, Germany as well as Polen, I acted as lead for all production. All assets inclusive of concept, copy and imagery were produced by the Grazia team in the UK and then translated for the different markets in their relevant language. Throughout the production cycle, I handled all client relations both internally and externally.
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