MACY'S
A digital experience that curates products and services specific to every user’s life transition.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.
CHALLENGE
With declining traffic in traditional department stores, Macy's needed help transforming their current retail experience –one less concerned about selling products and more about curating life solutions.
WHAT I DID
–Created a whole interactive customer journey
–Created wireframes and mocks
–Created shareable living style guides
–Developed all sorts of low to high fidelity prototypes
–Constant testing and learning
–Conducted store visits and interviews
–Helped establish painpoints and opportunity areas
–Helped establish key audiences and insights
–Built personas and user scenarios
–Competitive research: looking at trends and disruptive brands
–Developed product-service concepts and feature sets
Endless maps, wires, and flows!
OUTCOME
Our user insights brought focus on Macy’s as go-to for important life events. Macy’s is also yet to unleash the full potential of their loyal workforce and vendors in a way that truly enables them to connect more meaningfully with their customers. I worked on evolving their current digital experience by designing features that provide the kind of radical personalization needed to curate products and services specific to each customers’ life transition.
In collaboration with industrial designers, interior designers, developers, and business designers, we were able to come up with an experience design that comprised of digital applications, space design, and IOT tools all working seamlessly with one another.
MACYS.ME
Macys.me is a personalized website tailored to each individual customer. It features editorialized content and tools that cater specifically to your tastes, needs, and existing wardrobe.
STYLIST'S MAGIC APP
Stylists and sales associates are provided with the Magic app–a handheld tool to help them grow professionally within the Macy’s family and connect them seamlessly with clients and co-workers online and offline.
FORWARD FUND
Forward Fund is a component of macys.me that makes everyday purchases more meaningful by putting a portion of each purchase towards your next life aspiration.
work complete at co:collective