Spotify's Unlocking On-Demand Apple's Recognition Program Apple's Support Redesign Macy's Purchase History
 

Macy’s Store Purchase History

 
 

Duration
Apr - Oct 2018

My Role
Lead App Product Designer

Team
1 UX Researcher, 1 Design System Rep,
1 Copywriter, 3 Product Managers,
2 Front-end Devs, 10 Backend Devs,
1 QA Engineer,
3 Store POS System Reps

Deliverables
User flows
Lo-fi wireframes
Hi-fi wireframes: iOS + Android
UI Style Guide

Tools
Sketch
Invision

As a part of Macy's Omni-channel strategy, implementing past store purchases into Order History supported their mission to create a unified hub for customers across their mobile app and
in-person experiences.

 
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Macy’s shoppers want an omnichannel experience
for past purchases.

40m+ of Macy’s shoppers want convenience when accessing their
past store transactions. However previously, there was no way
to access these purchases online. Customers had to call customer service to do so. This was very time-consuming and caused friction.

 
 

Insights that informed what platform and features to build.

Purchase History in Macy’s mobile app would be the most useful where 35% of all purchases are made.

90% of customers want a ‘Buy Again’ feature through Purchase History.

20% of customers have a need to conduct frictionless in-store returns.

 
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Depicting user flows across
in-store and online interactions.

I mapped out how users would navigate in-store and online to
conduct the primary use cases of Buy Again, Returns, and Exchanges of purchases.

 
 
 

Creating the blueprint for initial user feedback.

I created lo-fi wireframes to gather initial reactions from stakeholders and
user testing on this new feature and components.
I partnered with our researcher to conduct remote user interviews with 12 app users
from our customer base ranging from 25-65yrs old. 

 
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Iterating design decisions
based on user feedback.

Based on user feedback, I was able to make informed decisions on improving the content strategy,
messaging, discoverability of components, and simplifying checkout, in collaboration
with our Copywriter, and Design Systems Manager to create high-fidelity designs for both iOS and Android.

 

Creating a Style Guide as a foundational source.

I created style guidelines leveraging Macy’s design system to inform final designs for iOS and Android platforms.

 
 
 

Macy’s New In-App Purchase History

 I was then in a solid position to create finalized interaction designs and specs for my development team to reference. I worked closely with them to scope and prioritize feature implementation,
feasibility, and functionality capabilities.

Final UI for iOS

Final UI for Android

 
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Achieving Macy’s Omni-channel strategy by driving success.

Once we launched the app, we were able to measure a 51% increase in engagement which resulted in 3.4% conversions ($10M in revenue) of buying an item again, increased retention by 22%, and an NPS of 43%.

Overall, we found this new feature reflected Macy’s omni-channel strategy which was a huge value-add and had a positive impact on the shopping experience. 

 

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