Work     About
MACY’S SAME DAY DELIVERY

Introducing the new services
effectively and seamlessly

The brand experience team was asked to design the Free Same Day Delivery program, a new product test aimed to boost traffic and sales. I was the lead designer for the assets and marketing materials to execute the test.



Overview

  • Design sprint timeline and resource — Our team had about two weeks to design and brand the initiative. As the sole designer, I was responsible for finding the best ways to promote the program on core pages like Homepage, Browse, and throughout the Macys.com shopping experience.


  • Avoiding user confusion — The Free Same Day Delivery program was not available in all Macy’s delivery areas, so we had to be clear about not misinforming customers as well as covering any legal issues. The lengthy instructional copy and “legalese” type could have been disruptive to the flow of content from a design perspective.


  • Lean testing for the future expansion — To validate the merits of this pilot program, $10M was allocated to this initiative. If the program was a success in limited markets, its full expansion and investment to wider areas in long term would be possible for Macy’s.





    • Customer Personas

    User Journey and Research Analysis

    Our team partnered with the customer-centric design research team to gather information about potential users. These personas are based on customer feedback and interviews. Emma - The Digital Native and Tanya - The Fashion Authority were two key personas in the user group.

    Design process

    As the landing page structure was simple and not the main part of this program, I wanted to focus on determining the most appropriate visual symbol. In selecting iconography, candidates included packages and clocks. Ultimately, we choose a delivery truck with trailing lines, indicating speed. Additionally, the truck was the only real-world object that could accurately depict movement.



    Icon options for same day delivery



    I added the truck icon seamlessly into the typography to create lock-up and promoted the word FREE by emphasizing in bold for hierarchy.

    Deliverables

    Successfully delivering email campaigns, banners, and landing pages that connect with customers’ shopping behaviors and effectively communicate through a simple visual language was a challenging but highly rewarding achievement.