In my 8 years at Tjmaxx, I have redesigned the homepage and landing pages numerous times. In the same way that our brand image changed and evolved, so did our customer base. The qualitative and quantitative data played a pivotal role in determining a layout that was both inspirational and transactional.
The most tested homepage component has been the secondary navigation. Initially, this element was mocked up based on an evolving brand identity and competitive analysis performed by me and the web operations team.
In order to continue the shopping experience, our competitors found secondary navigation to be necessary. We wanted to replicate this success and provide users with an easy-to-navigate experience. This component contributes to the second most interactions on the homepage.
Throughout the years, I've maintained a mobile-first design approach. T.J.Maxx has limitations when it comes to responsiveness. It was necessary for us to simulate a responsive layout for mobile devices as designers. Thus, we had to conduct a great deal of testing. Whether it was content block sizes, secondary menus, CTA sizes, typography, or branded shapes, readjusting to conform to consumer data was key. It was a process of trial and error, but in the end we were able to create a responsive experience that was optimized for mobile.
It was a challenge, but one that we were ultimately able to overcome. We applied user experience techniques by conducting thorough usability testing and gathering feedback from real users. This allowed us to identify pain points and make data-driven adjustments. Additionally, we implemented A/B testing to compare different design variations and determine the most effective solutions for enhancing user satisfaction.
