Macy’s Money & Star Money
2019 | Retail E-commerce Marketing
Brief
Problem Statement
Customer feedback indicated they do not know the difference between Macy's Money and Star Money Days .
Business needs
Both Marketing programs have different priorities and they need to be met during the holidays.
The business wants all the marketing materials to articulate how both programs will benefit customers during the holidays .
Design challenge & hypothesis
The challenge was to align both business owners’ different priorities in the one big holiday strategy.
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
Macy’s Money is a shopping event for all customers.
Star Money Days is a shopping event for Macy’s Star Rewards loyalty program customers.
Create
Visualized holiday timelines, customer journey, and prototypes to communicate the needed changes.
Test
Unmoderated User Test
- • 5 users each tier (Platinum, Silver, Non-Member)
- • Validate if the materials defined the benefits
Silver and Non-Member customers didn’t know the difference and the results shown that the materials clearly defines it .
Implementation
Content Design Team
Delivered all the validated marketing materials final approved contents.
Business owner
Provide suggestions to both business owners to work more strategically together, consistently.