Macy’s Store Locator Pages

Redesign User Experience + Brand Design for Growth150 Store Initiative

PROJECT OVERVIEW

As part of our store innovation, we reimagined the responsive layout of the Store Locator Pages, Store Finder and specific Store Pages, emphasizing the new G-150 store enhancement and optimization initative.

The Challenge: Growth150 Store Initiative

SUMMARY:

Stemming from the success of the Growth50 intiative which saw our stores becoming modernized wtih an emphasis on Easy Checkout, High-Touch Service, New and Now Shopping Experiences, Events, and updated Community Involvement through local charities and more.

Modernization Required
Clunky UX/UI – better flow of experience needed
Leveraging old page layout that isn’t as wide as expanded pages
Prioritizing SEO over User Experience
Unclear strategy for user to meet needs
Lack of proper hierarchy
Developed on third-party vendor

MY ROLE

Leadership

Creative Direction

Content Strategist

Presentation

Users

ROSE

The Household CEO

Time constraints, enjoys browsing (when possible). Has a higher expectation with Macy's due to long relationship.

CALEB

The Shopper on a Mission

Shopper that re-buys for reliability, comfortable with specific retailers.

KEY PERSONAS IN USER AUDIENCE

These pages are tailored to shoppers on a mission with time constraints and clear needs and goals of shopping. They want a one stop shop to locate store hours, location, services, events – in a specific effort to not waste any time.

Competitive Research

We analyzed several store locator pages, both ones that were competitive in the market and also ones that were also leveraging the services of the same third party provider.

The previous pages that needed redesigned are below. They are clunky and leverage too much red:

Below are specific Store Pages below relevant to a particular store in a specific location:

Macy’s Heard Square: Flagship Store

because we didn’t have much store imagery – only a few key locations, we originally considered using the iconic flagship store image for all store hero main banner images. this, however, seemed deceptive since not all stores look this way.

Design Process

We updated the five core pages of this expeirence including:

General Store Locator Page (Map View)
Store Index Pages by State and City Listings
Enhanced Store Details Page
Basic Store Details Page – Streamlined Content

Initially we aimed for the image of the Herald Square flagship image, because we did not have images of all the store facades. That, however, didn’t feel relatable for most of America. Though nice and branded, it wasn’t familiar or seemingly appropriate for the user.

We also understood the challenge of using campaign fashion imagery here as the campaigns are ever shifting and model rights fleeting. We also didn’t have the budget to frequently update the pages to meet this need.

Creative Direction

We found a middle-ground between iconic and everyday, fashion and relatable, by choosing this black-and-white image spread of various models in an effortless portraiture.

Desktop Store Locator Homepage

Desktop Store Finder Map Homepage

Mobile Store Finder Map Homepage + Mobile Store Locator Homepage

Macy’s Store Locator Pages

As part of our store innovation, we reimagined the responsive layout of the Store Locator Pages, Store Finder and specific Store Pages, emphasizing the new G-150 store enhancement and optimization initative.

The Challenge: Growth150 Store Initiative

Stemming from the success of the Growth50 intiative which saw our stores becoming modernized wtih an emphasis on Easy Checkout, High-Touch Service, New and Now Shopping Experiences, Events, and updated Community Involvement through local charities and more.

Modernization Required

Clunky UX/UI – better flow of experience needed

Leveraging old page layout that isn’t as wide as expanded pages

Prioritizing SEO over User Experience

Unclear strategy for user to meet needs

Lack of proper hierarchy

Developed on third-party vendor

MY ROLE

Users

ROSE

CALEB

KEY PERSONAS IN USER AUDIENCE

Competitive Research

Macy’s Heard Square: Flagship Store

because we didn’t have much store imagery – only a few key locations, we originally considered using the iconic flagship store image for all store hero main banner images. this, however, seemed deceptive since not all stores look this way.

Design Process

Creative Direction

We found a middle-ground between iconic and everyday, fashion and relatable, by choosing this black-and-white image spread of various models in an effortless portraiture.