This project is aimed to transform the Macy's retail environment with an entirely new way to shop. Our focus is mainly
on the clothes section. We investigated
into the existing problems of shopping in Macy's by interviewing Macy's managers and tried to understood its business model. Finally we came up with a new
convenient, personalized and immersive shopping experience with a design of Macy's wearable and mobile app.
We did investigation and brainstormed the ideas together. Then I was responsible for creating various maps, UI design for the
kiosk and mobile app interfaces. I also acted and edited the final demo video.
Literature review, interview, stakeholder map, customer journey map, persona, brainstorming
Paper&pen, Sketch, Photoshop, Rhino, Keyshot, After Effects
Macy’s is an old company which views itself as an innovator and an affordable luxury retailer. Its own brand visions are:
- Macy’s Inc. is a premier omnichannel retailer
with iconic brands that serve customers
through outstanding stores, dynamic online
sites and mobile apps
- We are Macy’s, America’s department store.
We are our customer’s first choice for fashion
and affordable luxury.
According to an Accenture Interactive study,
“56% of consumers are more likely to shop
at a retailer in store or online that recognizes
them by name.” Personalization will become
increasingly important to consumers.
Omnichannel is now the standard. Retailers
will continue to invest in their omnichannel
strategies to provide seamless and consistent
experience across channels.
Data will continue to be a significant
component of retail success. More retailers will
apply data to every part of the retail process,
from the supply chain all the way to the post-purchase
stage of the buyer’s journey.
Customer habits & pain points
Lost in a Maze
In a store
the size of Macy‘s, particular attention
must be paid to helping shoppers navigate the space and find what they are looking
for.Finding the right size or the help of a sales attendant is also time-consuming and frustrating.
Without a Helping Hand
It takes a free hand to grab products from
the rack. With coffee, cell phones, and other items
in hand, customers are not able to easily
gather items to try on and evaluate. It‘s not
uncommon to see a customer with both hands
full and products draped over their shoulders
Shopping is Social
Customers are not making their shopping
decisions alone. They seek feedback on their
selections by shopping with friends, family,
and partners. Groups of shoppers want to
travel the store in packs, but it‘s not very easy
to stay together and keep all parties engaged.
Issues with the Store Environment
Macy‘s offers an incredible variety of items,
which can be exciting and compelling to
shoppers. However, an overabundance of
stimulus is a burden that negatively impacts
the shopping experience.
A Lack of Order and Purpose
Narrow aisles and clothing racks
jammed with items overwhelm customers and
cheapens their perception of the products.
Folded items on tables are quickly turned
to into messy bundles that prevent easy
identification and push customers away.
Customers are searching for an experience that
is directed at their individual needs. Currently,
the layout of Macy‘s does not cater to this
demand. Amongst the vast options offered
in the store, it is difficult to determine which
customers are being targeted.
We had brainstorming sessions to come up with multiple ideas. We finally decided on 3 ones that we thought were most promising.
A single item is displayed as a stand-alone item or together with other
singular items as an outfit. By tapping their cell phone to strategically located sensors near
clothes options, shoppers can save items to their wish list or have them transferred to a
dressing room. Integrating this system will also provide immediate feedback about whether
the item is available in their size, whether it is on sale, and potential matching items that
could assemble into a stunning outfit.
"An assistant will find you"
Shoppers can use the Macy’s
app to request a sales associate who will find
and engage that customer anywhere in the
store. Customers that have an established
relationship with certain associates will be able
to request their help. In other cases, shoppers
will be matched with
The Dressing Room as
In another concept, some dressing rooms are completely redeveloped to accommodate social
shopping. Several dressing rooms are clustered around comfortable, social private areas
that can accommodate groups of friends as they shop. Devices are available to explore
items available in the store and have them brought to the dressing room.
Our final idea is a hands-free shopping experience aided by a smart device which is either a Macy's smart bracelet
or Macy's app on mobile. They can browse and order on the smart device. All the clothes they order will be sent to the
assigned dressing room when they want to try on. They can also order directly in the fitting room for different size or
matched outfit. After they try on clothes, they can decide which clothes to buy and continue shopping without carrying on
the clothes. All they clothes will be packed and handed to them by an associate when they complete purchase.
The Wearable Shopping Experience
The wearable is mainly aimed for new customers who don't want to download the Macy's app. Returned customer who has an app
can also choose to sync the app with the bracelet. With the New Macy‘s Wearable, guests can
shop for items without searching through
densely packed racks for their size or the right
style. With both hands free, they simply tap
their wrist on nearby displays, select their
size and style and their clothes are magically
transported to the dressing room or readied
for purchase. By syncing with the Macy‘s mobile
app, the items on their wish lists can be
waiting for them to try on the moment they
The Mobile Touch Experience
For shoppers that prefer not to use the
wearable, the Macy‘s app can be used instead.
Using this method, customers can even use
their purchase history or upload their size
preferences into their phone and the rack
displays will automatically select the item that
will meets their needs.