Macy’s App Redesign Redesign

Macy's App Redesign Redesign is a comprehensive mobile application transformation project that exemplifies excellence in digital retail experience design, completed in 2019 after a year-long development process. This significant redesign initiative, led by designers Willy Lai and Dave Torres along with their team, focused on creating a clean, simple, and fashion-inspired interface that seamlessly integrates advanced features such as augmented reality for beauty and home furnishings, enabling customers to preview products virtually through their mobile devices. The project, which earned a Silver A' Design Award in the Mobile Technologies, Applications and Software Design category, represented a substantial advancement in retail application design, incorporating extensive user experience research including user surveys, interviews, A/B testing, and both formal and guerrilla-style usability testing conducted in retail environments. The redesign process prioritized user-friendly navigation while supporting various business objectives within a complex organizational framework, utilizing native app technologies for both Android and iOS platforms. Notable features include camera-based scan and pay functionality, streamlined purchase workflows, and sophisticated augmented reality implementations. The project's success was demonstrated through dramatically increased user engagement following its launch, setting new standards for digital retail experiences. The design team's approach was inspired by premier fashion media and leading consumer technology products, resulting in a distinctive solution that effectively balanced aesthetic appeal with functional efficiency. The comprehensive development process, spanning from October 2018 to October 2019, involved team members collaborating across multiple locations, demonstrating the project's scope and complexity in transforming the digital retail landscape.

Author: Adam Dawson

Keywords: mobile application design, user experience optimization, retail technology innovation, augmented reality integration, digital transformation, fashion-inspired interface

SOURCES:
https://competition.adesignaward.com/94021

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