Price Check Experience

Context

The JCPenney mobile app has proven to be a significant channel for driving sales, with app users demonstrating a higher conversion rate and higher average order value compared to non-app users. The business aims to leverage this strong performance by investing in growing app engagement.

Problem

Contextual inquiry revealed that JCPenney shoppers often experience confusion around pricing due to inconsistent signage across the store and an overwhelming amount of information on the signs.

Price signage paptured at JCPenney store location in Frisco, Texas

While in-store signage could use an update, the business team has prioritized enhancing the JCPenney App’s price scanner to provide more accurate and transparent pricing. The current experience has notable gaps, with several potential pain points including:

Poor scan prompt visibility - the scan prompt text lacks a solid background, making it difficult to read.

Disruptive navigation flow - After scanning, users are redirected to a product description page, requiring them to tap the back button to scan additional items.
Missed savings oppurtunity - The scanner does not display “after coupon” pricing, which could lead to missed savings opportunities for users.

Solution

Business Goals & Requirements:

Enhance the app's price check feature to provide clearer, more accurate in-store pricing, including “after coupon” prices for scanned items.
Provide any applicable coupon to help users maximize savings, stay within budget, and purchase more.
Drive reward account sign-ups by making the price check feature an exclusive member perk.

In close collaboration with another designer, we translated business goals and UX recommendations into an initial prototype, which we tested directly with users in the store environment. 🛒

The newly proposed price check feature enables users to view 'after coupon' pricing and build a personalized scan list—allowing them to curate items of interest and receive tailored coupons based on their scan list items.

First Iteration

Following the first round of testing, we significantly simplified the flow, as users tended to skip reading and focused primarily on adding items and retrieving the coupon.

Second Iteration

Here’s the final prototype flow recommended by UX:

JCP App: Price Check Feature Redesign

Providing price clarity to store shoppers