TK Maxx Mobile App
The Experience team at TJX Europe is leading the development of the TKMaxx ecommerce mobile app in collaboration with UX/UI design experts and developers from TJX USA. Our goal is to create a seamless and engaging shopping experience that delights existing TKMaxx customers and attracts new ones.
Onboarding
As a UX designer within the Experience team, I took ownership of the app onboarding process. My role encompassed crafting a seamless and intuitive user journey, from initial app download to first purchase. This involved conducting user research, creating wireframes and prototypes, and collaborating closely with the development team to bring the onboarding experience to life.
Focusing on Loyalty
A key component of the onboarding process was the introduction of the TKMaxx loyalty program, Treasure. To maximize user engagement, we opted for a separate registration flow for Treasure. This allowed us to effectively highlight the program’s benefits and incentivize sign-ups by creating a dedicated "Why sign up" section.
