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.
My Role
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
I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Augmented Reality
I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Styling + Outfitting
I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Store Mode Enhancements
I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Streamlined Cart + Checkout
Various touch points in the path to purchase were optimized including the cart and checkout.
The Impact
This work ultimately secured $60M+ in funding for the app’s evolution on the 2019 product roadmap.
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.