KOHL’S + SEPHORA LAUNCH AUG 2021
Project
Our team’s objective was to support Kohl’s and Sephora strategic long-term partnership by integrating their e-commerce experiences and elevating omnichannel options at 75% of their physical store locations.
My Role
STAFF DESIGNER
Lead product designer on a multi-discipline product team responsible for driving opportunities in checkout (both e-commerce and in store) in addition to the rewards space.
DESIGN PROCESS
IN STORE OBSERVATIONS: TESTING FOOTPRINT
The designers within the Kohl’s Technology organization mapped out where located throughout the United States. This helped us to develop a testing strategy and expand our reach with in store observations.
mock training session
When I visited the store, I participated in a mock training session as a “new employee” by training on the Toshiba PoC register and engaging with customers.
The goal was to learn the current third party system, access the current screens we didn’t have in Confluence by taking photographs and surface notable changes the associate sees in store. We were able to create an associate Journey map and Flows from these insights.
EMPATHY MAP: STORE ASSOCIATES
PROTO PERSONA: STORE ASSOCIATE
Once we synthesized the data from in store observations, we were able to address some of our implicit assumptions about our employees and the cognitive load they are faced with in the stores. We created a set of “leading” associate personas that we feel best represent the employees in the store who will be supporting the Sephora initiative.
HOW MIGHT WE
WORKSHOPS
2x2 EXERCISE FOR FEATURE RELEASE
In order to help the team surface and communicate the gaps between time, technical constraints and the tradeoffs for the in store experience, I created and facilitated a 2x2 exercise for the team.
The goal was to prioritize a set of Jira stories against each other based on explicit criteria:
Y axis [More likely to impact the OBR vs Less likely to impact the OBR] AND
X axis [More difficult to implement vs Less difficult to implement]
OUTCOMES
BEAUTY INSIDER JOURNEY MAP + FLOWS
Using the prioritization exercise and features map as a guide, I created a diagram to lay out a sequence of movements that indicates the hotspots that connect to the next step in the associate’s task flow. This chart served as a UX deliverable for documenting user workflows and complex interactions on the PoC.
The goal was to make this a collaboration tool in order to surface the gaps, address the MVP thinnest slice and ideate on additional interactions if necessary at each step of the process.
STORE ASSOCIATE EXPERIENCE MAP
The Store Operations Experience (SOE) team needed to create a Kohl’s Process Playbook [training materials] for associates to prepare them for the new features and sales content for the Beauty Insider program.
I created an experience map to understand the series of activities to visualize how multiple converging experiences (tool and specific user agnostic) during the transaction helps our associates accomplish a goal. Our SOE partners were able to leverage this information to fill in the gaps and add useful details to the Playbook.
OUTCOMES
TOSHIBA POC + ZEBRA DEVICES
END TO END EXPERIENCE
PRESS
feb 2022 kohl’s + Sephora unveils 400 locations
OPPORTUNITIES
Want to see the process in more detail? Please reach out.
Until then, see ya later!