FOR IMMEDIATE RELEASE

Macy’s App Redesign by Willy Lai

Macy’s app redesign, led by designer Willy Lai, has been awarded the prestigious Silver A' Design Award in 2020 for Mobile Technologies, Applications, and Software Design. The project, which began in October 2018 and finished in October 2019, was based in San Francisco and New York. The redesign was inspired by premier fashion media and leading consumer technology products, with the goal of creating a clean, simple, and fashion-inspired design to differentiate Macy’s from its competitors.

The new app design, which utilized native app technologies, including camera-based features for scan and pay, and augmented reality features, led to a dramatic increase in user engagement following its launch. The app streamlines user purchases through a simpler, cleaner, and fashion-inspired design, available on both Android and iOS platforms.

Extensive user experience research, including user surveys, interviews, A/B testing, formal usability lab testing, remote usability testing, and guerrilla-style usability tests conducted at Macy’s stores, was performed over the course of the project. The creative challenges included creating a user-friendly, fashion-inspired design at scale while supporting a variety of business goals for a large and complex traditional organization. The culture transformation was crucial to realize and operationalize the new design.

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