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.

A multi-colored area chart depicting different stages of customer journey with categories labeled Digiphile, Hunter, Collector, and Socializer in a legend on the left.

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.

Four grey icons with labels 'Collector,' 'Diphile,' 'Hunter,' and 'Socializer,' depicting different social media or communication personas.

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.

A detailed infographic outlining the customer journey and engagement channels in retail, including stages from discovery to future experiences, with icons, arrows, and text descriptions.

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.

A detailed infographic chart outlining the customer journey from past experiences to future experiences, including stages like browsing, consideration, purchase, post-purchase, and future experiences, with insights on customer needs, engagement channels, and opportunities.

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.

A detailed customer journey infographic illustrating stages from socialization to future experiences, including actions, emotions, and engagement channels.

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.

Logos of SapientNitro and JCPenney side by side.

If you’re working on something where behavior needs to drive the build, let’s chat.

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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.

“Growth is never by mere chance; it is the result of forces working together.”

If you’re working on something where behavior needs to drive the build, let’s chat.

Marketing for legends.

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.

“Growth is never by mere chance; it is the result of forces working together.”

If you’re working on something where behavior needs to drive the build, let’s chat.

Marketing for legends.

**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.