Macy’s Website ᱟᱨᱡᱟᱜ ᱠᱟᱹᱢᱤ: ᱣᱮᱵᱥᱟᱭᱤᱴ ᱤᱱᱴᱚᱨᱯᱷᱮᱥ by Willy Lai and Dave Torres is a highly esteemed winner of the very prestigious 2020 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱤᱱᱴᱟᱨᱯᱷᱮᱥ, ᱤᱱᱴᱟᱨᱮᱠᱥᱚᱱ ᱟᱨ ᱵᱮᱵᱦᱟᱨᱤᱭᱟᱹ ᱟᱱᱩᱵᱷᱟᱵ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱨᱩᱯᱟᱤᱱᱴᱟᱨᱯᱷᱮᱥ· 2020
Macy’s Website ᱟᱨᱡᱟᱜ ᱠᱟᱹᱢᱤ: ᱣᱮᱵᱥᱟᱭᱤᱴ ᱤᱱᱴᱚᱨᱯᱷᱮᱥ
Client: Macy's
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱤᱱᱴᱟᱨᱯᱷᱮᱥ Category
Verified Award Winner
Verify Award Status for #94023The Design
About Macy’s Website ᱟᱨᱡᱟᱜ ᱠᱟᱹᱢᱤ: ᱣᱮᱵᱥᱟᱭᱤᱴ ᱤᱱᱴᱚᱨᱯᱷᱮᱥ
ᱢᱮᱥᱤ'ᱥ ᱣᱮᱵᱥᱟᱭᱤᱴ ᱫᱚ ᱢᱤᱫ ᱚᱱᱞᱟᱭᱤᱱ ᱨᱤᱴᱮᱞ ᱤᱱᱴᱚᱨᱯᱷᱮᱥ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱜᱟᱦᱚᱠ ᱠᱚ ᱢᱮᱥᱤ'ᱥ ᱫᱟᱨᱟᱭ ᱮᱢᱚᱜ ᱡᱤᱱᱤᱥ ᱠᱚ ᱧᱮᱞ ᱟᱨ ᱠᱤᱨᱤᱧ ᱫᱟᱲᱮᱭᱟᱜ ᱟ᱾ ᱱᱚᱶᱟ ᱣᱮᱵᱥᱟᱭᱤᱴ ᱫᱚ ᱜᱟᱦᱚᱠ ᱠᱚᱣᱟᱜ ᱯᱷᱤᱰᱵᱮᱠ ᱞᱮᱠᱟᱛᱮ ᱫᱚᱦᱲᱟ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱠᱷᱚᱱ ᱯᱷᱮᱥᱚᱱ ᱢᱤᱰᱤᱭᱟ ᱟᱨ ᱠᱚᱱᱡᱩᱢᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱡᱤᱱᱤᱥ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱮᱨᱚᱱᱟ ᱦᱟᱛᱟᱣ ᱠᱟᱛᱮ ᱢᱤᱫ ᱯᱷᱚᱨᱮᱡ ᱟᱨ ᱥᱟᱦᱟᱡ ᱞᱮᱠᱷᱟ ᱚᱞ ᱮᱢ ᱟᱠᱟᱱᱟ᱾ ᱨᱮᱥᱯᱚᱱᱥᱤᱶ ᱣᱮᱵ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱫᱚ ᱞᱮᱯᱴᱟᱯ ᱠᱚᱢᱯᱩᱴᱟᱨ, ᱴᱮᱵᱞᱮᱴ ᱟᱨ ᱥᱢᱟᱨᱴᱯᱷᱚᱱ ᱫᱟᱨᱟᱭ ᱮᱴᱦᱚᱵ ᱮᱢ ᱮᱢᱟ᱾ ᱡᱷᱚᱛᱚ ᱠᱟᱹᱢᱤ ᱫᱚ ᱟᱹᱰᱤ ᱨᱤᱥᱟᱨᱪ ᱛᱮ ᱯᱟᱦᱴᱟ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱨᱮ ᱩᱡᱟᱨ ᱥᱟᱨᱶᱮ, ᱤᱱᱴᱚᱨᱣᱤᱭᱩ, ᱮ/ᱵᱤ ᱴᱮᱥᱴᱤᱝ ᱟᱨ ᱭᱩᱡᱮᱵᱤᱞᱤᱴᱤ ᱴᱮᱥᱴᱤᱝ ᱢᱮᱱᱟᱜ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱥᱟᱦᱟᱡ ᱜᱠᱮᱛᱚᱸ ᱫᱚ ᱠᱤᱨᱤᱧ ᱯᱨᱚᱥᱮᱥ ᱠᱚ ᱥᱚᱠᱚᱭ ᱟᱨ ᱩᱡᱟᱨ ᱮᱸᱜᱮᱡᱢᱮᱱᱴ ᱠᱚ ᱵᱚᱲᱛᱤ ᱮᱢ ᱟᱠᱟᱫᱟ᱾
The Recognition
About the A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Macy’s Website ᱟᱨᱡᱟᱜ ᱠᱟᱹᱢᱤ: ᱣᱮᱵᱥᱟᱭᱤᱴ ᱤᱱᱴᱚᱨᱯᱷᱮᱥ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Macy’s Website ᱟᱨᱡᱟᱜ ᱠᱟᱹᱢᱤ: ᱣᱮᱵᱥᱟᱭᱤᱴ ᱤᱱᱴᱚᱨᱯᱷᱮᱥ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In 2019, Macys website was redesigned in direct response to customer feedback, resulting in a clean, simple, and fashion-inspired design that dramatically improved user engagement.
- Dimensions & Packaging
- We developed resonsive web design across different devices.
- Tags
- Macys, macys.com, Web, Website, Redesign, UX, user experience, fashion, e-commerce
- Production Technology
- We utilized modern responsive web technologies.
- 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.
- 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 website 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.
- 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 website via a laptop computer, tablet, or smartphone. The new website design streamlines user purchases through a simpler, cleaner, and fashion-inspired design.
- Team Members
- Willy Lai
Dave Torres
Agata Krol
Ricky J Li
Hafez Janssens
Philis Liu
Elena Rubtsova
Stephanie Houle - Image Credits
- Images courtesy of Macys.
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