Willy Lai and Dave Torres · CLIENT: Macy's
Macy's App is a mobile shopping application that was redesigned in 2019 for Android and iOS devices. The application allows customers to browse and purchase fashion, beauty and home products from a smartphone or tablet. The layout is clean and simple, and takes visual cues from fashion media and consumer technology products. Camera-based tools support scan and pay, and augmented reality features allow customers to preview products before purchase. The redesign was based on extensive user research and on customer feedback, and user engagement increased after the launch.
Press Kit
- Unique Properties
- In 2019, we redesigned Macys app in direct response to customer feedback that our site was in need of improvement. We launched a new app design that was clean, simple, and fashion-inspired. User engagement increased dramatically following the launch of the new design.
- Dimensions & Packaging
- We developed native apps for Android and iOS platforms.
- Tags
- Macys, Macys App, App, Redesign, UX, user experience, fashion, e-commerce
- Production Technology
- We utilized native app technologies, including camera-based features for scan and pay, and augmented reality features.
- Design Challenge
- The creative challenges for this project included creating a user friendly, fashion-inspired design at scale while supporting a variety of business goals for a large and complex traditional organization. Culture transformation was crucial to realize and operationalize the new design.
- Project Duration
- The project started in October 2018 and finished in October 2019. The team members were based in San Francisco and New York.
- Operation Flow
- Users can access the app via a smartphone or table. The new app design streamlines user purchases through a simpler, cleaner, and fashion-inspired design.
- Research
- Extensive user experience research was performed over the course of the project, including user surveys, user interviews, A/B testing, formal usability lab testing, remote usability testing, and guerrilla-style usability tests conducted at Macys stores.
- Inspiration
- The design of our new app was inspired by premier fashion media and leading consumer technology products, and our goal was to create a clean, simple, and fashion-inspired design that would help differentiate Macys from it's competitors.
- Image Credits
- Images courtesy of Macys.
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