Macy’s Holiday Gifting (2019)
2019 | Retail E-commerce Marketing
Brief
Customer problem statement
Customer feedback indicated the separate and shared holiday gifting initiatives (The Edit, It List, Gift List, Gifts Under and the Gift Guide) are confusing .
Business needs
Ensure the customer journey for gifting and fashion inspiration are not confusing; rather compliments with one and another.
The business wants to understand how the customer perceive The Edit and Gift Guide; Gifts Under and the It List .
Design challenge & hypothesis
The challenge was to figure out how all these holiday gifting initiatives can be structured in one holistic way .
I believe that visualizing the holiday timelines and the customer journey , will align both priorities and win the holidays .
Teams
Design Manager, Brand UX & Design Research
- • Collaborate with stakeholders
- • Lead CCD Process: Discovery, Create, Test/Research, Delivery
- • Manage designers in content creations
Stakeholders
- • Marketing
- • Content Design
- • Program Management
- • Product Management
- • UX Research
- • Market Research
- • Marketing Analytics
- • Legal
CCD (Customer Centric Design) process
Discovery
Gift List, Gifts Under , and the Gift Guide is holiday gifting inspirations.
The Edit and It List is holiday fashion inspirations.
Create
Visualized holiday timelines, customer journey, and prototypes to communicate the needed changes.
Market Research
Survey Research
- • Sample size 3,586
- • Holiday Gift Shopping Timing
Overall the Gift Guide navigations highly received by majority of shoppers; animations/videos didn’t have much impact .
Implementation
Marketing and Creative Leadership Teams
Delivered all the validated marketing research findings, content audits, and customer experience recommendations.
