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Macy’s Website Redesign - Entry #454031 |
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Macy’s Website Redesign
Macy's Website Redesign is a comprehensive digital transformation project completed in 2019 that revolutionized the online shopping experience through a clean, simple, and fashion-inspired design approach. This significant e-commerce platform overhaul, designed by a team led by Willy Lai and Dave Torres, alongside Agata Krol, Ricky J Li, Hafez Janssens, Philis Liu, Elena Rubtsova, and Stephanie Houle, exemplifies modern responsive web technologies and user-centric design principles. The year-long project, initiated in October 2018, was developed in response to extensive customer feedback and encompassed a complete reimagining of the digital shopping interface. The design process involved comprehensive user experience research, including user surveys, interviews, A/B testing, formal usability lab testing, and in-store guerrilla-style usability tests. The redesign successfully addressed multiple challenges, including creating a user-friendly, fashion-forward design at scale while supporting various business objectives within a complex traditional retail framework. The project's success in dramatically improving user engagement and enhancing the overall shopping experience was recognized with a Silver A' Design Award in the Interface, Interaction and User Experience Design category in 2020, acknowledging its excellence in user experience optimization, visual hierarchy implementation, and innovative functionality. The responsive design implementation ensures seamless functionality across various devices, including laptop computers, tablets, and smartphones, while maintaining a consistent, fashion-inspired aesthetic that differentiates the platform in the competitive digital retail landscape.
Author: Adam Dawson
Keywords: e-commerce redesign, user experience optimization, responsive web design, digital transformation, fashion-inspired interface, retail website modernization
SOURCES:
https://competition.adesignaward.com/94023
Macy’s Website Redesign
Macy's Website Redesign is a significant digital transformation project completed in 2019 that revolutionized the online shopping experience through a clean, simple, and fashion-inspired design approach. The comprehensive redesign, led by designers Willy Lai and Dave Torres along with their team including Agata Krol, Ricky J Li, Hafez Janssens, Philis Liu, Elena Rubtsova, and Stephanie Houle, focused on creating a user-friendly interface that seamlessly adapts across various devices through responsive web technologies. The project, which spanned from October 2018 to October 2019, was developed based on extensive user experience research, including user surveys, interviews, A/B testing, formal usability lab testing, and remote usability evaluations. The redesign addressed complex challenges of creating a fashion-forward digital platform while supporting various business objectives within a traditional retail framework. The new design implementation resulted in dramatically improved user engagement metrics and streamlined purchase processes. The project's success was recognized with a Golden A' Design Award in the Website and Web Design category in 2020, acknowledging its excellence in user interface design, content relevance, visual aesthetics, and mobile responsiveness. The redesign process incorporated inspiration from premier fashion media and leading consumer technology products, establishing new standards in e-commerce website design through its innovative approach to digital retail experiences. The project's scope extended beyond mere visual updates to include comprehensive cultural transformation within the organization, ensuring successful operationalization of the new design principles.
Author: Adam Dawson
Keywords: e-commerce website redesign, user experience optimization, responsive web design, fashion-inspired interface, digital transformation, retail website modernization
SOURCES:
https://competition.adesignaward.com/93996
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