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This hypothetical project intended to exercise and test my design skills from a user experience perspective.

I evaluated TJMaxx's online shopping experience and explored a few improvements using UX design principles.

The first step, talking to the customers of course!

talking to customers

In addition to talking to customers, I visited multiple TJMaxx stores to gather a better understanding of the store and its customers. This was one of my favorite tasks of this project.


Initial Screening

Received 38 responses for an initial survey that was sent out.


Qualified for usability test

11/38 customers qualified for the usability test.


Target Customers

4 of them were available for testing and represented TJ Maxx’s target audience.
(3 Female, 1 Male)

Reveal The Designer

TJ Maxx does not advertise/publicize the designer brand names on its website because it prefers to save money on licensing fees. This means users cannot search by brand and must “Reveal The Designer” across many products online.

Seasonal Fashion

TJ Maxx’s differentiator is offering “current season designer brands” but these are not prominently displayed on their site (i.e. The Runway)

The Treasure Hunt

Search Engine Optimization

Like their in-store experience, TJ Maxx’s online content is vast and overwhelming. Their target audience enjoys “the treasure hunt” but also does not want to go digging.

TJ Maxx’s desktop website is separate from their mobile site (unresponsive). In order to
rank higher in SEO, they will need to reorganize their content so it is displayed consistently across devices.

Observations from the physical store and the digital website.

target persona

A female shopper aged between 25 & 44, fashion & value conscious, enjoys the experience of hunting for that special item, cross-shops at high-end department & specialty stores for designer brands

*Derived based on research.

UX design processes followed


Information Architecture & Sitemap


Task Flow &

User Flow


Layout Analysis, Feature analysis & Element analysis


Heuristic Evaluation, Card sorting & Usability Testing


Low to Mid fidelity mockups & Usability testing

Screen Shot 2018-08-24 at 2.30.43 AM.png

site map

Decoding the site map and understanding the information architecture was an ardent task, huge in scale. This understanding gave me confidence in generating solutions for the design opportunities as they evolved.

TJMaxx Desktop - User Flow.jpg


You have been invited to your friend's wedding one month from now.

The attire is semi-formal.


Navigate the TJ Maxx website and add a designer dress and shoes of your choice to your shopping bag.

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Layout Analysis

All competitors/comparators take advantage of using the full desktop viewport.

Century 21 & GILT’s landing pages stand out by utilizing editorial imagery that accurately portrays their “high-fashion” positioning.


Nordstrom Rack and GILT utilize a simplified primary navigation bar offering focused categories.

Nordstrom Rack, Century 21, and GILT have clear utility navigation icons in the upper right-hand corner


Nordstrom Rack and GILT offer “Help” and “Leave a Message” for customer service inquiries.

feature Analysis

All competitors/comparators have 4-6 different sort/filter options, allowing customization of the product selection.

Nordstrom Rack, Century 21, and GILT provide secondary and tertiary categories in the left side menu to refine the search even more.


Century 21 and Burlington have a header within the Product Gallery that showcases the product

categories at the top of the page.

Competitive_Comparative Analysis - Feature analysis.png
Screenshot 2023-11-29 at 7.14.48 PM.png

element Analysis

GILT, Nordstrom Rack, and Century 21 provide the user with a visual hierarchy using different colors and font weights which are consistent with their branding.


Century 21 provides a checkout progression timeline at the top of the page so users can track where

they are in the checkout process.

Heuristic evaluation

usability testing


You have been invited to your friend's wedding one month from now. The attire is semi-formal.


Navigate the TJmaxx website and add a designer dress and shoe of your choice to your shopping bag.

4/38 tests

4/4 users completed the task.

The usability test was conducted remotely using with 4 users representing the target audience and selected from 38 prospective users.

"What is the runway?"
"Nothing(Filters) seems to be working, so I am going to look for something red."

I decided to focus on Findability as an opportunity to improve.

"These categories do not make sense and are irrelevant."


The Problem Statement

How might we enable a new customer to perform online shopping at TJmaxx with high accuracy by providing easy navigation and sensible filters so that she might reach the checkout window quickly?


Information overload in each category leads to decision fatigue with excessive categories and sub-categories, irrelevant filters/sorts and also overlooking of information (i.e. The Runway).

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