TJ’s Website Redesign

What we did and why: Trader Joe’s values the experience of the customer and prefers simplicity over excess. Furthermore, their stores have an approachable product selection as to liberate the customer and avoid overwhelm. But, while Trader Joe’s wants to eliminate the frustrations of the customer, the spirit of that sentiment was missing on their existing website. So, with this website redesign we set out to capture the user-friendly experience that is ingrained within the Trader Joe’s culture, and extended it beyond brick and mortar for a better, more useful online experience.

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

Strategy Book w/ Interactive Table of Contents

This book was created from post-consumer materials.

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, book construction
Ben Sash: UI design, animations, copy
Freya Priestly: Icons, photography