Leading Innovation for the Macy's App
Macy’s sought to transform its mobile app into a truly omni-channel retail experience — one that not only supported online purchases but also enriched in-store shopping.
Client
Macy's
Year
2019
Industry
Tech
e-Commerce
Retail
AR/VR
Team
Bi-coastal cross-functional team (7 product designers, engineering, product, stakeholders)
My Role
As Design Manager, I led a team of 4 product designers that reported directly to me and led the cross collaborative vision for the MVP of each new feature. I was responsible for:
Product Vision
Shaping the product vision and translating it into design strategy.
UX/UI Design
Leading day-to-day execution and hands-on UX/UI design.
Stakeholder Partnership
Partnering closely with stakeholders to align on goals and secure roadmap approval.
Presentation
Presenting concepts and prototypes to leadership to gain executive buy-in.
Experimentation
Experimenting with workflows and design processes to optimize delivery.
The Challenge
The existing app wasn’t driving adoption or engagement, putting quarterly sales and growth targets at risk. My team was tasked with reimagining the UX/UI, exploring emerging technologies, and developing a compelling vision to secure internal buy-in and funding.
Despite its strong retail presence, Macy’s app adoption lagged behind competitors. Customers felt overwhelmed by product choices, struggled to evaluate items online, and experienced inconsistent service levels in-store.
Leadership needed a strategy to improve usability, grow the active user base, and boost conversion — while demonstrating a clear ROI for a significant technology investment.
Modern Product Grid + Pages
Shoppers told us the app felt overwhelming. We rebuilt the product grid and product pages around faster scanning: cleaner cards, clearer pricing and smarter filters, so finding the right item takes fewer taps and less effort.
Augmented Reality
We brought try-before-you-buy into the app. Shoppers could test lipstick shades on their own face and preview furniture in their own space, which cut the guesswork that keeps people from saying yes.
Styling + Outfitting
Not everyone wants to style an outfit alone. We added styling help (outfit ideas, stylist chat and style appointments) to recreate the confidence of shopping with an expert, right from your phone.
Store Mode Enhancements
Most Macy’s shoppers still visit stores, so the app needed to work in the aisle. Store mode surfaces what matters in person, like finding items, checking availability and getting through checkout faster, connecting the app to the store instead of competing with it.
Streamlined Cart + Checkout
Various touch points in the path to purchase were optimized including the cart and checkout.
The Impact
By simplifying discovery, adding AR and styling help, and connecting the app to the store, we turned an app shoppers weren’t using into a strategic priority. The work secured major investment in Macy’s 2019 mobile roadmap and earned two International Design Awards, Gold and Bronze.