E-Comm Redesign — Kennethiscreating

E-Commerce Redesign

The established Heritage Fortune 500 giant Macy's has grown stagnant, not only in its digital branding but also in its customer perception. The look and feel of its online presence are outdated and lacking. Propose a revamped e-commerce user experience for Macy's to appeal to a younger demographic while also retaining its current customer base.

Background

Objective

Revamp Macy's e-commerce user experience to attract audience under the age of 40, while also maintaining existing ones.

Product type

Homepage, landing page, category page, PDP, quick shop, shopping cart, browse page, navigation & etc.

Platform

Responsive E-Commerce Website desktop & mobile

Timeline

10 Weeks - Sketch, Wireframes, Flow, Testing

18 Weeks - Development execution

Problem

Rethink based on User’s Journey to make a more inspiring and easier to use experience overall

When

Spring 2020

User Testing

8 Participants of 10 sessions

Process

User Feedback Analytics

Initially, as we browse Macys.com, several immediate impressions and paint point came to our mind which shaped our strategy.

Overly cluttered interface. How can we simplify both the UI and the path to browsing and conversion? Why does the site structure appear this way? Should we reconsider the user's exploration and browsing experience?What essential information does the user require for browsing or swift conversion?
Is there potential to simplify the UI or develop a more cohesive design library? The current appearance seems outdated and lacks consistency.
Emphasis solely on sales which reduced user engagement and satisfaction: Without personalized recommendations or content tailored to individual preferences, users may feel less connected to the website and less likely to return.
Excessive clicks required to reach desired items. Experiencing an overload of unnecessary information during cart/checkout. Can we prioritize the most crucial information for the user?
Research indicates that a significant portion of Millennials do not view the Macy’s brand as innovative or trendy. The brand over-reliance on flash sales undermines product value perception.
Targeted buyer are female, ~42+ years, lacks millennial shoppers; competitors target younger demographics.

Current State Competitor

Amazon Marketplace

Walmart + Jet

Competitive Analysis

Amazon

Nordstrom

Walmart

Competitive Research

Ideation Analysis & Strategy

The Fortune 500 giant's heritage has stagnated not only its digital brand but also its reputation among customers. The feel and online experience are outdated and lackluster.
Nordstrom, Amazon, Zara, Walmart, Kohls, JCPenny, and many other department stores.
"Users perceive the website as unattractive, difficult to navigate, and cluttered. It's challenging to move from start to finish, and there's an overwhelming amount of advertisements. Improvements are needed to enhance the overall user experience, making it easier to access and digest content, including processes, products, copy, checkout information, and promotions."
Rethink the wheel (based on User’s Journey) and make a more inspiring and easier to use experience overall by making the main necessities digestable.
Address each page iteratively, incorporating user feedback and ideation to reimagine every detail and requirement. Strive for an inspiring and enjoyable shopping and browsing experience that prioritizes ease of use. Conduct frequent iterations and testing to refine Macy's.com towards the optimal user experience.
10 Weeks;
4 Designers,
2 Directors,
2 VPs,
2 Project Managers,
2 Developers

Competitive +
Non Competitive Market

(”Screen is the competition”)

"After extensive research and focus groups, we identified three primary personas: a younger browser (Elle), a working woman in her 30s, and an older woman aged 50-70. Given the tight 8-week deadline and the approaching Prom season, we opted to prioritize Elle, the younger persona."