Macy's Case Study: Macy's Money & Star Money

Retail E-commerce Marketing



Stakeholder Brief



Problem Statement


How can we clearly articulate the benefits of Macy’s Money for Star Rewards Members and the stackable value for Platinum Star Rewards Members as Macy’s Money & Star Money currencies can cause confusions.


Objective


In addition to communicate the stackable value with two different currencies, we also need to communicate the Star Rewards program’s benefit to increase awareness and engagement.


Challenges




Business Goals




Users





Project Scope



Workflow




Partners







Discovery



Customer Feedback


Collected customer’s feedback from the Forsee Survey platform. Synthesized into actionable keywords.




Marketing Research


Collected Marketing Research with Macy’s Panel of 2000 participants. Research done on both Macy’s Money and Star Money Days.




Consumer Insights


Visualized Macy’s Customer Base including Star Rewards Bronze, Silver, Gold, and Platinum Members.




Competitor Research






Performance Data






Timeline


Matched customer holiday shopping behavior with Macy’s Money and Star Money Days holiday campaign timeline.





Create



User Flow


Macy’s Money Earn & Redeem flow





Wireframes


Based on the research in the Discovery phase, we were able to create quick sketches and wireframes to addressed what customers are looking for.



Comps


With the quick wireframes, we were able to focus more on creating high fidelity comps for the test.



Prototypes

Platinum Earn: https://macys.invisionapp.com/share/-------
(Assets are not currently live and it can't be shared at this time)



Test



Plan & Scripts






Test


Launched a pilot test prior to ensure the test is running smoothly before fully launching to all targeted users.






Findings Report






Design Audit


Customer’s feedbacks from the test are applied to the test comps. Since the content received positive comments from customer, mostly the comments are to enhance the visual appearance on the Marketing assets.








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