Macy's Media Network
Branded Landing Page Templates
Project Partners: Product Designer(myself), Creative Director
Services: Product Design, Template Design, Driving Client Success
Duration: 3+ months
Overview
Bridging Style and Innovation
Macy’s Media Network (MMN) is a style destination inspiring customers to discover new brands and products. With first-party, data-driven advertising, MMN drives awareness, consideration, and conversion among valuable audiences at scale, making it a trusted partner for iconic brands.
Roles & Goals
Versatile Template System Catering to Brand Needs
I was tasked with leading the design and scalable templates for top-notch brands through Macy’s Media Network (MMN). I designed a three-tiered branded landing page system, creating a flexible, modular website with Basic, Enhanced, and Premium options. For premium clients like Estée Lauder, Ralph Lauren, and Dior, I delivered custom designs that captured and reflected their unique brand identities.
I was tasked with leading the design and scalable templates for top-notch brands through Macy’s Media Network (MMN). I designed a three-tiered branded landing page system, creating a flexible, modular website with Basic, Enhanced, and Premium options. For premium clients like Estée Lauder, Ralph Lauren, and Dior, I delivered custom designs that captured and reflected their unique brand identities.
Working closely with brand teams, I made it a priority to understand their goals (accelerate growth through one-stop ad service), address their needs, and deliver designs that hit the mark. For example, Ralph Lauren wanted their landing page to closely mirror the look and feel of their website. To meet this need, we created a custom slideshow module that functioned and looked almost same as theirs.
Working closely with brand teams, I made it a priority to understand their goals (accelerate growth through one-stop ad service), address their needs, and deliver designs that hit the mark. For example, Ralph Lauren wanted their landing page to closely mirror the look and feel of their website. To meet this need, we created a custom slideshow module that functioned and looked almost same as theirs.
The Strategy
Easy-to-Build Optimized Browse Page That Tells a Story and Sells
To maximize customer engagement and highlight key product launches, we developed a tiered approach to product discovery. The strategy behind that were 1. Flexible Browse Page Framework – A scalable, content-rich layout that adapts to various brand aesthetics while maintaining clarity and engagement.
2. Tailored Key Product Pages – Dedicated spaces for major launches, allowing brands to showcase their unique identity through rich media. By integrating these elements, the each tier serves a flexible yet high-performing framework that meets both business and customer needs which is brand storytelling while optimizing the path to purchase.
The Process
Grid-Based Design for Flexibility and Adaptability
Respecting Macys.com's design system, I utilized the existing grid and product row structure. For mobile optimization, I explored multiple layout possibilities to preserve content ratios while ensuring a seamless fit. To achieve horizontal alignment, we excluded layouts with an odd number of key products.
The Process
Grid-Based Design for Flexibility and Adaptability
Respecting Macys.com's design system, I utilized the existing grid and product row structure. For mobile optimization, I explored multiple layout possibilities to preserve content ratios while ensuring a seamless fit. To achieve horizontal alignment, we excluded layouts with an odd number of key products.
Execution & Iteration:
Refining Enhanced Tier Templates
I developed seven fully responsive templates within the Enhanced Tier, categorized by multi-product layouts with or without editorial stories and single or small product showcases with video or static banners. Through iterative refinement, I streamlined previous designs by eliminating excessive modules and mix-and-match options, making selection easier for clients while reducing development complexity.
Execution & Iteration:
Refining Enhanced Tier Templates
I developed seven fully responsive templates within the Enhanced Tier, categorized by multi-product layouts with or without editorial stories and single or small product showcases with video or static banners. Through iterative refinement, I streamlined previous designs by eliminating excessive modules and mix-and-match options, making selection easier for clients while reducing development complexity.
Results and Future Plan
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
A Full-Cycle Product Launch Experience
In 2022, MMN planned to launch a website equivalent to Walmart Connect and Amazon Ads, with me as the lead designer. The platform was set to feature modern interactive elements, including livestream integration, quizzes, and polls.
I learned that thoughtful product development, coupled with great UX, is a powerful driver of business growth and measurable success. Seeing tangible results beyond the finished design is especially rewarding, as crafting a new product’s user experience requires creativity and a leap beyond existing solutions. Additionally, streamlining templates simplified client decision-making and reduced development overhead, reinforcing the importance of strategic design constraints in large-scale implementations.
Results and Future Plan
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
A Full-Cycle Product Launch Experience
In 2022, MMN planned to launch a website equivalent to Walmart Connect and Amazon Ads, with me as the lead designer. The platform was set to feature modern interactive elements, including livestream integration, quizzes, and polls.
I learned that thoughtful product development, coupled with great UX, is a powerful driver of business growth and measurable success. Seeing tangible results beyond the finished design is especially rewarding, as crafting a new product’s user experience requires creativity and a leap beyond existing solutions. Additionally, streamlining templates simplified client decision-making and reduced development overhead, reinforcing the importance of strategic design constraints in large-scale implementations.
Results and Future Plan
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
A Full-Cycle Product Launch Experience
In 2022, MMN planned to launch a website equivalent to Walmart Connect and Amazon Ads, with me as the lead designer. The platform was set to feature modern interactive elements, including livestream integration, quizzes, and polls.
I learned that thoughtful product development, coupled with great UX, is a powerful driver of business growth and measurable success. Seeing tangible results beyond the finished design is especially rewarding, as crafting a new product’s user experience requires creativity and a leap beyond existing solutions. Additionally, streamlining templates simplified client decision-making and reduced development overhead, reinforcing the importance of strategic design constraints in large-scale implementations.
@ 2023 Tavares
@ 2023 Tavares
@ 2023 Tavares