Homepage & Product Landing Pages JCPenney
Building a Consistent Experience Across Homepage and PLPs
Case Study
Art Direction | UI/UX Design | Website Design | Template Design | Content Strategy Support
Objective
Design a flexible homepage system and product landing pages that drive seasonal campaigns, spotlight trends, and convert. Create desktop and mobile experiences that load fast, read clearly, and guide shoppers to the right category or offer.
Challenge
Balance weekly promotions, editorial content, and new collections without visual clutter. Build templates the team can refresh quickly while staying on brand across devices.
Process
I partnered with merchandising and marketing to define campaign priorities and designed mobile-first homepage and landing page experiences that highlighted promos, trends, and product benefits. The work emphasized clarity, accessibility, and quick scanning, with space for motion, cross-sell opportunities, and fit details.
Solution
A modular homepage and PLP system that feels editorial and shoppable. Strong hierarchy and bold imagery guide the eye. Clear CTAs move shoppers into categories and offers. The same components adapt across desktop and mobile for a consistent brand experience.
Impact
The redesigned homepage and landing pages elevated the customer experience across devices. Flexible templates made weekly campaign updates faster for the team while maintaining brand consistency. On mobile, streamlined layouts reduced friction, helping customers engage with promotions, explore collections, and shop curated trend stories. The result was improved campaign performance, increased mobile conversions, and a more cohesive brand presence.
