Refresh Omnichannel Experience



Consumer Packaged Goods

Retail & Consumer Products


Commerce Enablement

Content and Creative

Customer Experience (Cx)



JOANN Fabric and Craft Stores opened its doors in 1943. Today, JOANN is a leading fabric and craft specialty retailer with locations in 49 states.


BORN was tasked with updating navigation to accommodate easy wayfinding of extensive catalog (+200,000 items) and UX of purchase journey (PLP, filtering, PDP, cart, checkout) to focus on omnichannel experience (BOPIS), along with moving from Demandware to SFCC.


The overall goal was to increase the website’s effectiveness by making the experience compatible with omnichannel and updating the platform, mobile optimization, checkout, look & feel, class registration process, and PLP experiences. All while keeping ADA compliance in mind.


It was critical to ensure users are aware of omnichannel purchasing options by incorporating all available options throughout the purchasing experience clearly and effectively. This was achieved by enhancing the mobile and desktop experience and search functionality (200k SKUs).

New Navigation

Updated the shopping experience to make it easier for customers to find and access the full line of products.

Customer Rewards

BORN updated the loyalty and rewards tracking experience to help with customer satisfaction.


BORN examined how buying online and in-store relate. Then redesigned the purchasing experience to focus on buying online and picking up in-store (BOPIS).

Custom Fabric Tool

Created a unique online experience where customers can upload custom fabric styles.


For this project, BORN conducted discovery sessions, onsite tours of imagery, and two rounds of user testing, which provided insight into the best way to enhance the overall website experience. Our team increased the capabilities of the platform to work seamlessly with all available omnichannel purchasing options.


As a long-standing client of BORN, JOANN Fabrics has benefited from ongoing optimization. With the most recent update, the website supported a massive spike in sales (77%) during the COVID-19 pandemic. Having focused on BOPIS was key to the success.

Long-term value

By focusing the latest update on enhancements to the purchasing experience and BOPIS capability, customers can now easily search the entire inventory and choose their buying preference. This allows for an adaptable environment when online sales experience fluctuations.