TJ’s Website Redesign

Trader Joe’s is known for their excellent customer service and fun in-store experience. Right down to their approachable product selection. But, while Trader Joe’s wants a breezy customer experience, the spirit of that sentiment was missing on their existing website. The goal of this website redesign was to translate the in-store Trader Joe’s experience to the digital space.

My Role: Project management, research, strategy, strategy book, information architecture (wireframes, sitemap, etc.), visual design, copy, photography, cutouts, book construction, (group credits @ bottom)

Process Book w/ Interactive Table of Contents

This book was created from post-consumer materials.

♻ Repurposed Trader Joe’s bag to align with TJ’s values
Hand stitched binding for the TJ’s human touch

The book includes: brand research, competitor research, audience research, strategy, a breakdown of TJ’s existing site, a breakdown of the new site, information architecture, and the new visual design. Click below to view the web optimized version of the book.

Micha Lewis: Project management, research, strategy, strategy book, information architecture (wireframes, sitemap, etc.), visual design, copy, photography, cutouts, book construction
Ben Sash: UI design, animations, copy
Freya Priestly: Icons, photography