Company

Macy's Inc

Year

2015

Role

Researched and designed

The Story

It had been decades since macys.com was redesigned. As the UX lead in a lean team of eight, we devised a new brand play. Our goal was to reimagine a shopping experience for our current Macy's customer based on how people are more likely to shop, retaining our current customer while converting new.

The project itself emerged as a concept, injecting learnings into the current site.

Our Customer

70% of Macy's customers were women, between the ages of 30 and 60, a third of them parents. Loyal shoppers return for Macy's offerings, consistently delighted to see how much they're savings. As one woman mentioned, "It's like gaming the system!"

Our Process

We vetted each idea with customers, iterating our designs based on what we learned.

MVP Designs

We removed visual clutter and prioritized products as the key visual hierarchy.

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