Saks Fifth Avenue - Home page redesign
Header image for Nickelodeon
©2020 Hudson's Bay, Inc.

The personas

Persona 1 for Saks David, 46 Owns a production company
He loves to dress well, but finds that most department stores cater to female clientelle.

David's income is $186K, and is not married. He purchases gifts for his sister, is a SaksFirst member, but does not have VIP status. He purchases up to 5 high-end pieces per year.

Persona 2 for Saks Rachel, 51 SVP, tech startup
Frequent spender & engaged across Omnichannel, using ASOS and Trunk Club. She is married with 2 children, with an income of $215k.

She has a SaksFirst membership and VIP status. She purchases 2 high-end pieces per month.

Customer insights

We conducted market research to drive our site redesign

Consumer insights
Offering choice and control

Users expressing have content tailored towards their gender.

Shopping on Instagram

65% of our users explore fashion options via Instagram, with 34% following beauty and fashion influencers.

Desktop or mobile?

50% of users complete their purchases via desktop web, with the possibility that the current app experience is lacking.


Customers are looking for product recommendations to each user’s individual brand, category, size, price and stylistic preference.

Collaborated with Brand to identify visual language

Branding for Saks