Work     About
MACY’S MEDIA NETWORK

Boosting brand's growth and awareness

Macy’s media network(MMN) connects Macy’s shoppers to the brands through a wide range of advertising services driven by data. First-party data help find the perfect audience and share just the right content. MMN digs into how the content is performed through something called closed-loop analysis that works hard as it can to generate online & in-store sales for thier business.



Live site example: Ralph Lauren, Dior




My Role

I led the design of Basic, Enhanced microsite templates that brands to choose from and designed premium tired landing pages from scratch. Numerous brands used the services including Estée Lauder, L’Oréal, Ralph Lauren, Gucci, Chanel, Dior, and more. We are evolving as an in-house design agency that caters to top-notch brands that request challenging design and functions.

What we aim to accomplish

I learned the goal of this business is to accelerate participating brands’ growth by partnering with data-driven advertising services provided by Macy’s. Not only did I supervise banners, social media, and display ads vendor guidelines, I came up with an appropriate design that is an approachable tier with templates and custom-designed premium for a better revenue stream to help businesses. The ask was to create a module system that works across various purposes as well as screen sizes.

The strategy behind the product

We divided tiers and the most popular template was the enhanced tier. I designed the product browse page that works for showcasing many products with the right content (campaign image, video, gif) to make customers engaged. I also came up with Key product page within the enhanced level that serves important product launches.

Design process

I used the existing grid and product row to respect other macys.com web pages. In order to keep the ratio of contents for mobile design as much as possible, I sketched a number of possibilities before deciding the options. It also has to fit horizontally, so we removed options of some odd number key products.



Execution and Learnings

Within Enhanced tier I came up with 7 sets of templates that works fully responsive. Categorized by multiple product with or without editorial story and single or few products with video or static banners on top. This was narrow it down version from previous templates as it had way more modules and mix match options with possibilities that makes harder for client to choose and burden for development team.




Wireframes examples: Enhanced Product browse, Key products with multiple options

Results and Future Plan

MMN accomplished milestones in the first year.

  • Developed and delivered a suite of vendor offerings that generated ~$1M revenue in ‘21: More than 35 campaign landing page


  • Enhanced landing pages are very popular among high-end vendors such as Ralph Lauren, Loreal luxe, Chanel, and Dior. It allowed storytelling their own brand identity for gifting inspiration, new product launches, beauty, and fashion offerings on macy’s.com


  • Macy’s see 30% increased conversion rate when driving to these landing pages compared to PDP or standard search results page


    • MMN was planing to create a website that is equivalent to Walmart connect and amazon ads in 2022 and I was the lead designer for the project. Besides that trendy functions like Livestream integration, quizzes, polls will be added to the service.