My Macy’s & My Bloomingdale’s
How might we reimagine the account and loyalty space to provide an experience where our customers can connect directly with our brands and fulfill their most personal needs.
Platform: Responsive web
The Problem
The account and loyalty hub pages are outdated, clunky and are not aligned with recent 2.0 UX updates made across the Macy’s and Bloomingdale’s experiences. How can we take this opportunity when redesigning them to infuse and utilize our account and loyalty experiences to better suit our customers personal interests within our experiences - taking moments to surprise, delight, inform, and inspire our customers to explore new styles, deals, and rewards.
The Project Vision
How might we in vision sitting down with our customer and having a two way conversation about their personal desires, needs, and interests.
Loyalty is personal. My points. My rewards. My status. In exchange for my purchasing and advocacy. Do you value me?
Account is personal. My orders. My credit card. My offers. my lists. My personal info. Can I trust you?
Style is personal. My wardrobe. My outfits. My fit and flattery. My home. My family. What from the brand meets what I already have. Do you get me?
The Project Plan
Develop a north star vision for our digital experience that optimizes a one on one relational growth between our customers and our brands. Taking moments to surprise, delight, inform, and inspire our customers to explore new styles, deals, and rewards
Conduct a one week design sprint to define and refine the problem, design strategy, and identify customer needs.2
Design two to three concepts to be user tested with existing customers, and gather feedback on where we went right and where we missed
Take learnings from the user testing to further refine the design adding further fidelity, bringing the design into a second round in-depth user testing with new and existing customers
Utilize the findings of the discovery effort to inform and plan how we can evolve our account/loyalty experience and features to provide our customers with a more personalized and modern experience.