Macy’s Projects (Scroll︎) 
1 Store Mode Redesign
2 AR Beauty
3 Style Inspo

    1 of 3: Macy’s Store Mode Redesign

I led my team of designers in a complete redesign of the Store Mode
experience for the Macy’s app (functionally & visually). I crafted the

UX strategy & directed all UX from early sketches to final
prototypes. Ensured cross-functional alignment from start to finish.

Store Mode: Bridging the gap between
digital & physical shopping experiences.
The Macy’s app helps the (in-store)
shopper on the go.

     Journey Map

First, we had mapped out the customer journey
and confirmed the key pain points:

How can customers easily search and find
products they’re looking for?

How can we help them find which stores
(closest to them) carry these products?

How can we help customers skip lines
quickly make purchases without store colleagues?

    Goals

Help shoppers on the go.
In many cases, customers have multiple bags in hand, 
kids running around…We want to make things easy & quick.

Contextual
Giving customers what they need when they need it to
help inform their decisions.

Personalized: “Macy’s Gets Me”
Use customer app behavior/usage (over time)
to help personalize and enhance their in-store experience.

    North Star: UX Pillars

Of the 4 pillars, Convenience was key for Store Mode to solve.
The customer’s store visit should be quick & easy – allowing the
most important functions to be at their finger tips. 

     Process

Design Sprints & Cross-Functional Collaboration

UX, Product & Eng teams conducted a 1-week Design Sprint.
This helps us understand the size of the problem we’re tackling
and test some early, sacrificial concepts.

It also helped get everyone together as one larger team 
and catapulted us into the weeks of work ahead.

User Centered Design

Both within the Sprint itself, and in iterations afterwards, 
we continuosly tested our concepts to ensure we’re moving
in a path that resonates with users.

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My Role
UX Director

Platforms
Mobile

Key Screens

    2 of 3: Macy’s AR Beauty

I led/directed the design of this feature. Through multiple rounds
of iterative design & user testing.

AR Beauty: Giving people the ability
to try on, compare and purchase various
make-up combos, all at their fingertips. 

    Goals

Convenience
The ability to try on make up without going to the store.
All at your fingertips.

Intuitive
Natural, dynamic UI allows people to try on make up
and adjust colors, intensity…as they’re seeing how it looks

on their faces.

Purchase
Fast, easy and contextual purchase functionality once
people have chosen what they like .

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My Role
UX Director

Platforms
Mobile

Video / Prototype

Key Screens

     3 of 3: Macy’s Style Inspo

I led/directed the design to complete the current and future/vision
state of this feature. Multiple rounds of iterative design & user testing.

Style Inspo: Taking a fun, engaging
Style feed and expanding its lens to
cover editorial, social , lifestyle…

    Goals

Fashion Authority 
Macy’s want to become a Fashion authority, putting Style 

in the forefront of the experience.

Inspire
To inspire people with the latest trends, ensembles for various
types of outings and expert advice from Stylists & Influencers.

Personalized: “Macy’s Gets Me”
Offer style that elevates people to be their aspirational selves.

Delight

Create more fun, engaging and interactive ways for people to 

browse products (ex: our Style Quiz).

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My Role
UX Director

Platforms
Mobile

    Videos / Prototype

     Key Screens