Macy’s Store Mode 2020
{A shopper’s best friend}
Team: Tusanee Garcia-Shelton (Design Lead), David Chavez (Sr. Product Designer), Usman Fahimullah (Lead Interaction Designer), Lily Ngo (Scan & Pay Lead), Sunny Eun (Maps Lead)
The Challenge
The Macy’s app Store tab (ie: Store Mode) is responsible delivering an annualized $395M in app-influenced sales. From helping customers plan their in-store visits to providing effective and intuitive tools for use while in the store. Store Mode enables customers to have a genuine omni-channel experience.
Store Mode is where customers can go to plan their in-store visit, see events and store features, and use app-specific in-store tools.
Question:
Why after introducing these features, our customers report that their main pain-points were not being addressed?
The Approach
Reimagine, then redesign the complete experience for the Macy’s app in-store journey. Bringing to focus our I,C,V,P (Inspiration, Convenience, Value, and Personalization) tenants to our users for use both in-store and at home.
My role:
Being apart of the 2 Month sprint to re-design Store-mode has been the longest undertaking in my career. My role was to lead the motion, help with research, and introduce new interaction models.
We evaluated our current experience based on customer feedback.
Opportunities
01 Shopper on the go
Make it easier to search in-store inventory and checkout using the app
02 Contextual
Present content at the right time to help customers make informed decisions
03 Macy’s gets me
Increased personalized content while also improving the look and feel of the Store Tab
Define
An in-depth field research exercise which lead into an intense 5-day sprint followed by weeks of iterations and testing.
Discovery
This involved first working with product to identify the features we’d evaluate across our competitors then create a detailed research packet containing everything our researchers would need to complete the study.
Field research kickoff meeting — Our researcher going over the information we created for the field research crew!
Research goals
Work with 13 field researchers (across UX/Dev/Prod) visiting 11 stores to evaluate 22+ features
Complete a feature checklist and perform a heuristic analysis against key tasks customers might perform
Gain a better understanding of the current competitive landscape and prepare to share “Big Ideas” in the upcoming week long Design Sprint
Strengthen partnerships with senior leadership in Product and Dev to gain early buy-in and commitment at the start of the redesign project
Iterate, Test, Repeat.
Our Goal with rapid prototyping was to explore and establish a baseline direction for Store-mode that took into account all of our user’s main pain points that was in alignment with stake-holders
Day 01: Defining our goal
Day 03: Silent voting on sketches
Day 05: Testing prototypes with customers
Aligned with 2020 vision
The Store Mode re-design was apart of a larger re-vamp of the Macy’s app. To ensure our redesigns stayed consistent throughout the app, we setup a war room where we’d regularly meet and share our design’s progress.
The Final Designs
After months of iterating, we landed on a design that focused on offering convenience and value to our customers while giving some personalization and inspiration.
It’s alive!!!
Here’s the new store mode in action!
The Customer is always right
We conducted a 2-day testing period for the re-design and gathering user feedback.
Over the course of around 2 hours with each participant we knew what was working with our design and what needed further improvement!
What’s Next
After presenting the Store Mode our VPs of Product & Design, we plan to conduct a similar research study with participants in their homes to learn more about how the updated experience can help customer plan in-store visits.