Simplifying the in-store shopping experience.
Challenge
Visiting a store as large as Macy’s can be overwhelming, rethink every part of the shopping journey, from at-home planning to checking out in-store to make it easier and more enjoyable.
Why solve it
Consumer insight reports indicated that customer’s main pain-points were not being addressed.
A massive increase in competitors also targeting the in-store experience.
How it was done
Research (a lot!), Design Sprint, user testing, cross-functional brainstorms & reviews, frequent iterations, competition “killers”, even more testing.
“Never in my 2+ years at Macy’s did I ever see a more detailed competitive deep dive evaluation. It was a thoughtful and practical approach for getting user feedback and driving stakeholder alignment to drive the user experience and vision.”
— Ghalib Hussaiyn | Sr. Product Manager, Stores domain
Final iterations
The final iteration of the Store mode redesign featured an increased focus on improving the convenience & value elements for our customers while also introducing completely new personalization & inspirational features.
Designing for use cases
We knew from our research, customer interviews, and current app metrics that Search, Scanning, Product Location, & Paying were the main use cases for the app. We ensured that the redesign not only updated the Store tab but that we also addressed these important steps in the customer journey. In addition to working on the Store tab page, I specifically focused on search and elements of product location and scan.
What’s next
After presenting the Store Mode our VPs of Product & Design we plan to conduct a follow-up research study with participants in their homes to learn more about how the updated experience can help customer plan in-store visits. We’ll continue to partner with engineering and product to explore more detailed use cases and plan a phased approach for executing the new Store Mode experience.
