JACK WILLS
WEBSITE REDESIGN
The brief:
Jack Wills needed a new website with a clearer customer journey, built for its target market and delivered within a tight timeframe. Along with the redesign, the brand wanted new ways to showcase campaigns, collaborations and influencer partnerships.
New ways to shop:
The redesign added custom pages for the moments that drive the brand. Campaign launch pages gave lines like Jack Wills Active their own space. Shop the Look and Edits features made room for influencer campaigns and influencer-curated collections. Collaboration pages, starting with Jack Wills x Sofa.com, gave partnerships a home on the site.
Rethinking the essentials:
Every part of the site was reviewed, including the homepage, navigation and product pages.
New homepage modules made it easier to push trade priorities. A rebuilt navigation with new drop-down menus made categories easier to browse.
Product pages were redesigned around how customers read product information, sales were given a clearer presentation, and accessibility was reviewed across the whole site.
My role:
I led the full redesign, working with the Head of Design, and ran the project from discovery through to launch.
UX and design. Designed every wireframe and visual in Figma, from the key category pages to the new homepage modules.
Customer journey. Shaped a clearer path through the site, from landing page and navigation to product pages.
Custom features. Designed the campaign pages, Shop the Look, Edits and collaboration pages.
Project management. Ran the project from discovery through development and UAT testing, and launched on deadline.
