MARSHALLS ONLINE STORE

TJX Companies - Marshalls

While TJMaxx and some of the other brands under TJX Companies has live online stores, Marshalls did. We were hired to review the TJ Maxx website and find areas of opportunities that could be improved through the new development of the Marshalls online store. We did a thorough customer experience assessment of their website, did multiple strategic workshops, interviewed customers, and provided a brand new website design for their launch in Fall 2019. We also created two brand new features that would benefit customers and set the website apart from competitors.

My role in the project was lead user experience designer. I was responsible for designing the website information architecture, wireframes for mobile and desktop, testing with users, and creating the new features.

Stakeholder WOrkshops:

The project began by getting an understanding of the Marshalls brand and what the client was looking for.

Reviewed existing brand experience
Walked through a store
Rose, Bud, Thorn workshop
New Features concepting workshop

CONCEPTING:

Once we had a list of ideas for new features we started sketching them out.

Initial hand-drawn sketches with descriptions
Voted and narrowed to 12 options for testing
Updated and made medium-fidelity mockups

USER TESTING:

With the new feature concepts hashed out, we tested them with Marshalls shoppers.

Live user interviews
Received customer insights and feedback
Narrowed down 2 features with the highest customer and business value

Wireframing

Once the discovery workshop was complete I launched into wireframing the full desktop and mobile website along with the new features.

Desktop & mobile wireframes
Client reviews and feedback
Invision prototypes
User testing

VISUAL DESIGN

Visual designs of the screens with an adaptive style guide were provided to the client through Invision