JD Sports - My Account
Context
During a major replatforming, My Account had diverged across web and native app — structurally and visually.
The brief was “alignment.”
I saw a bigger opportunity: not just consistency, but structural correction.
The Real Problem
Research showed:
Customers primarily visited to track orders and manage returns
Key actions were buried
Wishlist wasn’t cross-platform
Account management felt fragmented
This wasn’t cosmetic.
My Account is a retention surface — it impacts repeat purchase behaviour and customer trust.
Alignment alone wouldn’t solve that.
Approach
1. Reframe the Brief
In kickoff, I aligned the squad around redefining structure — not refreshing screens.
We used replatforming as a chance to rationalise IA rather than replicate legacy decisions.
2. Ground in Evidence
I synthesised:
Historic research
Customer feedback
Competitor benchmarking (10 retail platforms)
Patterns were consistent:
Order tracking prioritised
Clear transactional vs preference separation
Cross-platform structural consistency
3. Align Stakeholders Through Evidence
I ran a remote card sort with customers — then repeated it internally.
The exercise exposed misalignment between business assumptions and user expectations, particularly around the prominence of orders and support.
Research became a tool for alignment, not just insight.
Strategic Decisions
From synthesis, I proposed:
Re-prioritising Orders & Returns as the primary entry point
Consolidating personal data into a unified “My Details” section
Separating transactional actions from preferences
Introducing consistent iconography across platforms
This shifted the mental model from fragmented settings to structured account management.
Delivery Under Constraint
Third-party integrations limited backend flexibility.
Rather than over-designing edge cases, I:
Prioritised hierarchy over micro-optimisation
Validated navigation through prototyping
Scoped ambition against delivery risk
We focused on high-leverage structural change within real constraints.
Outcome
Web and app structures aligned
Order tracking surfaced as primary behaviour
Reduced fragmentation across account management
Clearer cross-platform experience
We didn’t ship a visual refresh.
We shipped a structural correction.
