Redefining the digital shopping experience at The Children's Place to improve efficiency for busy moms, our team of UX and Visual designers worked together to create a responsive site, enhance the cart and checkout process, and simplify the steps of viewing and adding a product to cart. This was a 16 week engagement.     
 

My Team
Associate Creative Director: Adrian Valencia-Folk, Preston Grubbs; UX Designer: Amir Doleh, Alivia Duran, Saaket Unadkat; Product designer: Allie Jernigan
 

My Role
As a product designer, I helped out with both UX design and visual design. I worked closely with our ACD Preston Grubbs to define the look and feel for the responsive redesign for The Children’s Place. Our goal was to design a clutter free experience to help busy Moms easily and quickly browse and purchase clothes online. Their exiting design was very loud and had a lot of visual noise as a result of the wide variety of apparel designs, their digital style guide consisting of bright colored CTA’s and vibrantly styled promotional elements. Not only were the visual elements distracting, the site’s IA lacked proper hierarchy and organization resulting with a broken and confusing experience. For the product list pages, I felt that a card based approach would create a more organized and clutter free experience due to the amount of variables relevant to each individual product. The product’s variables: long product names consisting of gender/catgory, product name and color; regular price and sale price; multiple alternative product images; up to 12 colorways; various sizing/fits; add to bag; favorite; pick up in store. With the card design we were able to create a modular approach that neatly contains all of the requirements and allowed for new functionality to quickly add to bag directly from the product list page. I helped brainstorm and concept a tagging approach on product list pages to allow the user to easily filter down through the vast product catalog and find the products they are most interested in. In most cases, Mom’s shop seasonly and have specific clothing they want to quickly buy. The tagging approach and card designs allowed for a quick, easy, and smooth "find and add to bag" experience.  

Approach

My goal in approaching a seamless shopping experience was to guide the user throughout their duration on the site, whether that was creating micro interactions for feedback, zero-state curated suggestions in cart, or cross selling after adding to bag.