JCPenney was evolving its Lincoln Design System (LDS) following years of platform inconsistency and brand instability. I was brought in to focus on the Product Detail Page (PDP)—a high-impact screen in the e-commerce funnel.
February 2022 — 6 Months
CLIENT
American Family Insurance
Role
Senior UX Designer
DELIVERABLES
Auto Tool Redesign
Figma Dev Training
Agile Workflow Shift
Budget Proposal Deck
UX Analytics Review
Design-Led Syncs
JCPenney’s design team was at capacity. With a growing number of components and limited documentation, the shift toward Atomic Design was stalling. My role was to help modernize the system, reduce decision fatigue, and make the PDP scalable across thousands of product variations.
Atomic Design Foundations
Using the existing Atomic Design framework I created consistent, reusable elements for the PDP. My focus was on aligning new components to the system’s evolving standards—supporting scalability without introducing unnecessary complexity.
Component Library Expansion
Delivering clean, modular components supported a range of product types. These ensured flexibility, responsive behavior, and clarity in design handoff.
Comprehensive Documentation
Clear usage guidelines and spacing specs to reduced guesswork in implementation and improved developer confidence across breakpoints.
Core Customer
Midwestern moms, JCPenney's long-time loyal shoppers, are returning thanks to the resurgence of couponing and enticing sale codes.
Core customers took to new platforms like TikTok to share their experience.
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