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JCP App: Price Check Feature Redesign

Providing price clarity to store shoppers

6 Months
UX Research Design
Mobile App
Context
The JCPenney mobile app drives strong sales, with higher conversion rates and average order values than other channels, prompting the business to invest in growing app engagement.
Problem
Contextual inquiry revealed that JCPenney shoppers often experience confusion around pricing due to inconsistent signage across the store and an overwhelming amount of information on the signs.
Price signage paptured at JCPenney store location in Frisco, Texas
While in-store signage could use an update, the business team has prioritized enhancing the JCPenney App’s price scanner to provide more accurate and transparent pricing. The current experience has notable gaps, with several potential pain points including:
  • Poor scan prompt visibility - the scan prompt text lacks a solid background, making it difficult to read.
  • Disruptive navigation flow - After scanning, users are redirected to a product description page, requiring them to tap the back button to scan additional items.
  • Missed savings oppurtunity - The scanner does not display “after coupon” pricing, which could lead to missed savings opportunities for users.
Solution
Business Goals & Requirements:
  • Enhance the app's price check feature to provide clearer, more accurate in-store pricing, including “after coupon” prices for scanned items.
  • Provide any applicable coupon to help users maximize savings, stay within budget, and purchase more.
  • Drive reward account sign-ups by making the price check feature an exclusive member perk.
During discovery, my co-designer and I visited JCPenney and other major department stores to assess the price check experience, evaluating both iOS and Android versions to identify strengths and improvement areas.
JCPenney
Target
Walmart
Macy's
Before starting visual design in Figma, we created user flow diagrams to clarify navigation, align on key interactions, and structure our design approach.
The newly proposed price check feature enables users to view 'after coupon' pricing and build a personalized scan list—allowing them to curate items of interest and receive tailored coupons based on their scan list items.
First Iteration
We tested the initial prototype directly with shoppers in the store environment and observed that they tended to skip reading, and focused mainly on adding items and retrieving the coupon. Thus, we simplified the flow based on user expectations.
Second Iteration
Here’s the final prototype flow recommended by UX:
Outcome
Price Check enhancement MVP launched in April 2025 🚀
Several elements from the recommendation will be included in fast-follow updates post-MVP launch, as time constraints prevented their inclusion in the initial release.
We anticipate these changes will positively impact engagement. However, their success will depend on store marketing efforts, so UX is actively exploring collaboration with the marketing team to strategize the best approach.
Selection Error Improvement
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