J.Jill Site Redesign and Rebrand


J.Jill is a fashion brand beloved by mature women across the country.  Their fashion is designed to help women to feel beautiful and comfortable at the same time, yet their website felt stiff and conservative.  We redesigned the experience to reflect the bold, confident nature of the J.Jill brand.


UX Director

  • Performed stakeholder interviews and user tests to pull insights
  • Helped the brand inspire her customers through shoppable editorial content
  • Designed new “Shop the Look” overlay to let J.Jill focus on content while making entire outfits available to purchase from any context
  • Restructured the taxonomy by style and collection, rather than by clothing size (as it was previously organized)

Created a new, responsive design for the J.Jill website, and refreshed the brand in the process.
Emboldened the brand through immersive imagery and layout.
Introduced shoppable content to help J.Jill inspire her users.
Designed new “Shop the Look” overlay functionality to make shoppable content possible.
Restructured and simplified the taxonomy from a user-centered perspective.


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Award Winner

The Digiday Awards 2018:  Best Branding B2B Campaign

OMMA Awards 2018: Best Business to Business Website

Award Winner

A’DESIGN Awards 2018: Winner, Platinum A’ Design Award

Webby Awards 2018: Nominated

HOW Design Awards 2017: Merit Winner

GOOD DESIGN Awards 2017: Winner, Interactive Media

HORIZON INTERACTIVE Award 2017: Winner, Best of Category: Utility

Award Winner

Forrester 2013: Best Practices for Tablet Financial Apps

The Tabby Awards 2012: Best Financial Tablet App

Award Winner

B2 Awards 2018: Award of Excellence, Web Presence