MACY’S

Omnichannel Retail Experience Redesign

CLIENT

Macy's

ROLE

Senior UX Designer

PLATFORM

Responsive Web

DATE

10/30/2020 – 2022

For the 2020 holiday season, the Macys corporation wanted to enhance its web presence to reflect its new holiday Inventory, seasonal specials, and the recent Acquisition of the Toys R Us brand. It was confirmed to create a new seasonal web IP that would operate like an online brochure.

Macys realized due to Covid restrictions in-person shopping has decreased 60% nationally and most holiday sales are made online between Black Friday and New Years.

The initiative is to engage potential customers, unify mobile and desktop experiences and drive holiday sales.

Project Overview

Macy’s wanted to modernize their online shopping experience to support mobile-first users and unify their retail and digital channels. I designed key flows to improve product discovery, checkout, and loyalty engagement.

My Role & Contributions

• Led UX flow optimization for product pages and checkout.
• Designed navigation systems supporting omnichannel shopping.
• Conducted usability testing to validate interaction patterns.
• Collaborated with product, marketing, and engineering teams.
• Introduced design system patterns for scalability.

Key Challenges

• Reducing cart abandonment rates.
• Ensuring consistent experience across mobile, tablet, and desktop.
• Aligning retail promotions with online UI in real time.

Solutions

• Simplified checkout flow from 5 steps to 3.
• Integrated loyalty and promo programs at the decision points.
• Implemented dynamic product recommendations.

Impact

+22% increase in conversion rates.
–31% reduction in checkout abandonment.
Improved customer satisfaction and repeat visits.

Mobile experience

The objective was to mirror the impact, usability and festive style of the desktop version into a compact experience.

The challenge was to simplify the desktop experience into a mobile footprint but maintain equal amount of accessibility and content for the target user.

Alterations such as:

• Simplifying the header region by using only icons.

• Modifying image and font size.

• Making key components scrollable.

Desktop experience

The objective was to create an experience that guides the user to purchase seasonal products with ease. The Homepage is divided into 5 sections that would allow the customer to access key sales and additional top level sections within the Macy’s catalog.

The festive mood adds a level authenticity as well as the brochure layout style.