JCPenney Wedding Registry

Project: E-commerce design for desktop, mobile web and iOS apps
Role: Creative Director, Art Director
Client: JCPenney, 2011


Context
While at SapientNitro, JCPenney challenged us to redesign their wedding gift registry. We created a unique, digital, cross-channel experience spanning across desktop, mobile web and iOS. The apps for iPhone and iPad were designed to have both at-home and in-store modes. Easy, right?

Approach
It’s not an overstatement to say that we researched the hell out of it. Visiting competing retail stores, checking out antiquated scanners, walking aisles and chatting with registry associates were all part of the process. Collaborating closely with JCP, we fleshed out the feature set and got to work.

JCP All devices

The experience for iPad was designed for browsing both on-the-couch and in-store, as iPads were chosen to replace the old kiosk displays.

Ditching the old scanners in favor of registrants using their iPhones to add registry items meant less overhead and, more importantly, that people could maintain ownership of their registry at all times.