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.
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.