JCPENNEY
Customer journey maps and blueprints for a marketing strategy reset.
Cracking The Code
JCPenney was recommitting to its roots. In collaboration with the team at SapientNitro agency, we dug into a year of research to surface four shopper archetypes grounded in real behavior. We used journey mapping to uncover what mattered to customers.
Meet the Shoppers
Journey maps reveal where and why people click, hesitate, or bail based on data analysis. I designed these visual tools to support the JCPenney marketing strategy so we could design experiences for customers where change matters most. We developed four archetypes based on shopper behavior.
The Collector
Collectors crave confidence. Reviews, fit, pricing, and vibe, they want the full picture before they buy. They want to feel smart about their choice, not sold to.
The Digiphile
Digiphiles want frictionless control. This shopper wants ease, not bells and whistles. They’re digital-first and quick to leave if something feels clunky or slow. Clean filters, fast shipping, and smart suggestions keep them coming back.
The Hunter
Hunters shop to win. They treat shopping like a sport. They’re tracking, comparing, and timing their moves. The win is finding the best deal. Help them feel like they scored, and they’ll stick with you.
The Socializer
Socializers shop for connection. It’s not just about the stuff, it’s about the experience. They want someone to talk to, something to share. No connection means no sale.
Beyond the Map
Journey maps are great for revealing where things break down and why. After mapping this data, we designed shopping solutions like smarter alerts, personalized tools, and better in-store support aimed at making the experience feel less like a system and more like a partner that gets them.
