Modernizing Kirklands
Starting in 2017, I led ecommerce design for Kirklands Home, a publicly traded home specialty retailer. I helped rethink the shopping experience from the ground up, incorporating years of great feedback from internal stakeholders and our loyal shopping base.
New Look & Feel
Outdated styling can detract and distract from a brands’ appeal, message, and perceived value. As one colleague put it, Kirkland.com felt like shopping in a bowl of oatmeal. My first job was to begin a visual refresh — a signal of change to come.
2018
2020
Mobile-First
The site had been built a decade ago on a legacy Oracle commerce platform. Modernizing the site — especially building for new technologies, such as mobile, personalization, and variants — was challenging.
Personalized Experience
We wanted to create a more personalized digital shopping journey, but only 3 to 4% of our users logged in. The first step was to define and design features that increase the value of logging in.
Favorites
We discovered that customers value the shopping ritual of browsing, saving, and comparing items before making a purchase. We introduced the “Favorites” feature, enabling shoppers to gather and organize their options before making a decision.
Loyalty Program
We designed a new loyalty program to celebrate and reward our most passionate customers. By earning points for purchases, referrals, and engagement, brand advocates can enjoy exclusive perks while sharing their love for Kirkland’s.
Recommendations
We introduced personalized shopping recommendations to make finding the perfect items easier than ever. By tailoring suggestions to individual preferences, we help shoppers discover products they’ll love, creating a more curated and enjoyable shopping experience.
The Business Impact
These new features significantly boosted user engagement. Now 15 – 18% of customers log into their accounts to enjoy a more personalized, seamless, and rewarding experience.
Omnichannel Experience
The pandemic of 2020 ushered in the rise of omnichannel. Users needed to shop, buy, and receive products in more ways than ever. We launched shop your store, buy online + pick up in store, curbside pickup, and more features. When COVID hit, we were ready.
Buy Online, Pick Up in Store
Shop Your Store
White Glove Delivery
