Kohl's got started on the web early. And that's awesome, but it also means that – over the course of over a decade – layers and layers of systems, design and copy had been stacked upon each other.
In 2014, a new team of UX experts, developers and e-com strategists was built to take Kohl's aging, patchwork web presence and make it a world class experience. For this task, I was selected to be the team's primary source for copy and a liaison for its brand needs.
I led a team of 5 writers and editors as we audited over 6,000 pieces of copy from the entire history of Kohls.com, editing each to align with every other.
While working on that legacy project, I was also teaming with developers and designers to refine the copy for the site's next generation of experiences: an updated checkout, same day delivery, and in-store pickup.
Customer communications needed drastic expansion and revision in support of these new efforts. Working with design teams from Manifest Digital and Fjord, we revamped the entire system of email communications, including targeting messages based on trigger events (like the emails below).
These emails required close collaboration to respond accurately to user testing and to tailor components to the specifics of each scenario.
I partnered with Kohl's mobile UX team as they explored the future of in-store experiences, incorporating customers' mobile devices into easier, interactive shopping.
With an eye toward the future, our work had to be grounded in the current state. Essentially we were designing and writing modular experiences, allowing for concepts to be easily implemented and iterated without breaking the live app.
At a conceptual level, the team worked through the Kohl's customer's journey and I became the keeper of the journey map. (A portion of my document seen below.)
My innovation to the standard form was exploded views of tactics and concepts which we planned to implement to improve the customer's experience.