Kohl's
- allyraydesign
- Sep 30, 2020
- 3 min read
Updated: Apr 14
Sr. UX Product Designer
Jun 2017 - Sep 2020
Menomonee Falls, WI
Advocated for user-centered designs that enhance usability and delight users. Promoted designs and interfaces that encouraged engagement and retention. Collaborated with researchers, developers, stakeholders, and product managers to improve user experiences in Credit and Rewards. Worked on designs for mediums on the desktop, mobile, tablet, kiosk, associate views, and customer pin pad views in-store. I strived to streamline product pages and assist with user research to pinpoint other issues that needed to be addressed. Created personalized experiences that meet customers where they are in the buying journey and connect them to the right destination.
Kohls.com Site
Reimagined interface components with innovative visual concepts, iterating quickly to resolve user pain points and enhance interactive performance. Improved and innovated the homepage, product listing pages, product detail pages, and checkout screens.
Prototyped high-fidelity designs
Credit and Rewards Projects
Collaborated with researchers, developers, and project managers to improve user exeperiences and visually innovate designs in Credit and Rewards.
Side-by-side view of the old Kohl's Charge login screen and the new design I recommended based on usability standards, updated designs, and user feedback for the credit login screen.
One-Time Passcode Updated the credit login pages to include a one-time password for more security.
Pre-Qualification for Kohl's Charge
To increase credit applications Kohl's improved their Pre-Qualifications campaign. They added more places throughout the site to advise the user that they may qualify and to apply.
Credit Application updates with Yes2You Rewards Included
Updated the Kohl's Charge credit application for both desktop and mobile to include checkboxes for users to opt into Yes2You rewards during the application process and receive marketing emails.
Credit Line Increase Project
Requesting a credit line increase can be an uncertain, stressful, and complicated experience. With research and personalization, we were able to provide a better experience for our users.
K-Link (Content Management System and DAM) Kohl's CMS and DAM managed all the content shown on the front end of Kohls.com for both Desktop, Tablet, and Mobile. Managed various user types and their access to information and stages of the publishing process. Controlled data such as SKU, product attributes, collections, history of changes, pack slips, vendor styles, colors, sizes, date and time to publish, approvals by who and when, and more.
Kohl's UX Case Study – Yes2You Rewards
Objective
Fix Y2Y Missing Points, Kohl’s Charge Linking & POC Integrated Enrollment
Working with our great UX Research teams and Business teams we found a way to reduce friction by combining Yes2You Rewards with our new Kohl’s Charge system.
Client/Company/Project type
Kohl’s Charge/Kohl’s Rewards
Project Date
2017
Your Role
I was responsible for User Flows, Wireframes, Testing Options, and High Fidelity Prototypes
Project Summary/About this Project
Customers were missing points, on the backend customers with Y2Y points weren’t always connected to their Charge Account. And when they were signing up for Kohl’s Charge accounts they were not enrolling in Y2Y rewards.
The Challenge
Creating more loyal customers via a reduction in friction. Reduce Customer Service calls. Reduce fraud by attaching missing points to a transaction. New Kohl’s Charge customers avoid friction due to an unlinked Kohl’s Charge card. Provide customers the ability to self-service themselves.
Solution
We gave the customer the ability to request missing Y2Y points via self-service. We also allowed customers to link their Y2Y Rewards account to their Kohl’s Charge via self-service. New Kohl’s Charge applicants who apply at Point of Checkout would be enrolled in Y2Y and Kohl’s Charge/Yes2You would automatically be linked.
Results
We saved the company $1.7 million in decreased call volume over 3 years. By auto-linking the Y2Y we reduced Customer Service calls for Y2Y linking by 34%. Through additional points issued and incremental sales from an increase in Y2Y enrollment we gained $11.5 million in incremental sales. Through the additional Y2Y accounts created during the Kohl’s Charge application process, we saved $59.1 million over 3 years.
Collaborative Ideation, Card Sorts, and Workshops
