Image Credit : Images courtesy of Macy's.
Project Overview
Macy's website allows customers to shop Macy's offerings online, and includes a host of shopping and style-oriented features. In 2019, the Macy's website was redesigned with a clean, simple, and fashion-inspired design. As a result, user engagement increased dramatically following the launch of the new design.
Organisation
Team
Jill Ramsey, Willy Lai, Dave Torres, Ana Grace, Agata Krol, Ricky Li, Lucy Wilson, Philis Liu, Tussanee Garcia-Shelton, Stephanie Houle, Hafez Janssens, Shirley Schutt, Elena Rubtsova, Kenneth Tse, Amanda Richardson, Paul Chang, Minakshi Mukherjee, Kandice Levero, Jacques Dupoux, Lucas Kim, Rebecca Rosen, Victoria Honey, Aileen Medina, Jazz Ng-Quan, Jasdeep Chugh, Meredith Duncan, Peter Heery, Jeff Byrd, Kathy Rott, David Hughes, Mark Lee, Gargi Godbole, Yasmine Curitana, Til Mauder, Rian Draeger, Olga Guzhavin, Patrick Liang, Henry Kuo, Lin Ong, Saint Hall, Bhavna Sheth, Leopoldo Udan Jr, Tonya Rado, Phyllis Hau, Tracy Reppert, Vlad Kuznetsov, Darin Spicer, Jay Dunlavy, Amy Cheng, Derek Edwards, Justin Wade, Michael Moir, Norman Long, Priya Gupta, Santosh Jhingade, Carolyn Michaud, Leah Bottner, Brett Mercer
Project Brief
Based on customer feedback, Macy's website would be redesigned into a clean, simple, and fashion-inspired design.
Project Need
One of the key project needs for the redesign was to design an experience that would represent Macy’s as a fashion authority, and appeal to both existing and new customers. The redesign project required new thinking and new approaches to design, research, and strategy within the Macy's organization. As a result, many new processes and methodologies were implemented in arriving at the new design. Additionally, after thorough testing and benchmarking of competitor designs, we were able to conclude that our design goals had been met.
User Experience
In late 2019, the Macy's website was redesigned with a clean, simple, and fashion-inspired design. The new design presents Macy’s as a fashion authority through the use of clean lines and white space, simple layouts, and a celebration of crisp product photography. The new design is web responsive, and it’s modular design allows for scalable and consistent interface that is simple and easy to use. Macy's new clean, simple, and fashion-inspired design was it’s first redesign in more than two decades ago. As a result of the redesign, key business metrics and user engagement increased dramatically following the launch of the new design.
Project Marketing
There were limited marketing activities surrounding the launch of the new design. We had collected sufficient feedback from customers regarding the pain points the old design, and after we launched, we monitored customer behavior and feedback very closely.
Project Privacy
The new design was launched publicly on October 1, 2019, and it complies with the California Consumer Privacy Act.
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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