JCPenney was getting too many phone calls from consumers confused by their JCP Rewards program and web interface. In partnership with Brierley and Associates, we dove deep into the entire user experience and set about re-crafting the site from the ground up starting with information architecture. We crafted 4 user profiles and designed the experience to not only be "on brand" but also address issues such as a wide age-range of users as well as simplifying and visualizing how the program works.
