JOURNELLE

Role: User Experience

Journelle is a multi-brand lingerie company that sells over 90 brands in addition to its own private label collection. With so many brands and products to sift through, organizing our products was a challenge. We focused on user personas and wanted to give each of those users multiple entry points from the homepage. 

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USER PERSONAS

We collected data about our customers both in-store and online to create user personas which represented our key audience segments. When designing experiences, we would always reference our personas and they would guide us to target designs around users. 

  • Ashley is the type of customer that wants to browse and has a bit more time to explore. She likes to check out the 'Designers' and 'New Arrivals' sections and also has time to click on the homepage promotional spots. She also follows us on all social media channels and will check out our blog every so often.

  • Jessica is not interested in promotions and tends to use search to look for specific products or use specific categories if she's looking for a certain type of bra. She will occasionally use the 'Designers' section but not to browse - she knows which brands she likes and uses that page as a way to see all products from her favorite brands

  • Diane also uses categories as a way to find things she needs, but relies heavily on reviews and likes to see what our favorite items are both online and in-store.