Macy’s Same Day Delivery

Agile Product Test

Branding | Digital Product | UX/UI

OVERVIEW

I led the Creative for an Agile Test to validate if a Free Same Day Delivery incentive would boost traffic and sales to macys.com.

The Challenge

We had a limited time of two weeks to conceptualize and gain senior management approval, which gave little time for the design process and no time for user testing..

Conceptually, the program was not available in all Macy’s delivery areas, so we had to be clear about not misleading the customer and also covering ourselves legally, which from a design standpoint could feel like a loss (when discovered) or too much legal type could be intrusive to the flow of content.

$10M were allocated to validate this incentive for free in select areas and a rollout of the Same Day Delivery capability online followed. Our team branded the initiative and found ways to express it on core pages like Homepage, Browse, and throughout the purchasing funnel.

MY ROLE

Presentation

Design/UX Ops

Content Strategy

Creative Direction

Users

The needs of the Macys.com Same Day Delivery customer might be someone who needs a last minute gift or if you need something last minute to wear to an event or party.

TANYA

The Fashion Authority

Considers herself as fashion forward. Looks for the latest trends. Cost isn't an issue.

EMMA

The Digital Native

Multiple profiles (public/private) to get best out of both worlds. Not influenced by traditional marketing/email. Fair trade / give back.

KEY PERSONAS IN USER AUDIENCE

Advancements to the Macy’s App were tailored to key aspects of our core user group. Above we highlight 2 of 5 key personas.

I am Jane, a Designer based out of London UK and I design beautiful & functional websites and mobile applications

See my works below, learn more about me & get in touch.

Design Process

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Competitive Research

Several mainstream competitors were referenced who offer extesnive capbilities for Same Day Delivery programs. We explored similar elements such as iconography, the process of leveraging this benefit and user flow and experience when learning about it.

Target
Walmart
Amazon

Logo Development Process

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Image Selection

We debated using the photo with just the female model or the two of them together, but we chose the child alone for some of the Marketing materials and cotent visual design.

Same Day Delivery was up 150%.

By increasing the visibility and the prominence of this program we were able to increase awareness and the percentage of our base the utilizes this feature.

Design Solution

Determining the right indicator was a bit tricky, but we ended up going with an extra speedy delivery truck.

Deliverables

Homepage Banner
Email Banner
Iconography on Browse Page
Site Landing Page
In-App Screen
Targeted New York Banners (Browse and Email)

Results

The program performed well and the feature has been used more than ever before today.