Macy’s
Various Art Direction projects I’ve worked on for macy’s.com as a member of the Digital Product Enhancements team from 2016-2018 range from fashion and beauty Art Direction to complex user interaction design to heading up a rebranding team for the SVP.
Home and RTW Editorial Summer
As leader of the team created to explore a rebrand of the way thinks of editorial content from a visual perspective at Macy's I began by exploring all of the very different styles of content that was being produced by countless departments and devised a way to bring it all together with one unifying look. Here you can see women’s RTW and Home (to FOB’s or family of business) able to exist on the page together with color and type and graphics pulling it all together.
Illustrating the Issue
Above- I pulled screenshots from all of the different FOB’s or family of businesses currently live to illustrate all the types of photo style, typography, and colors being used due to teams not communicating with each other on a common theme for season asset creation. The overall site look is chaotic.
Problem Solving
Slide shared with Macy’s SVP - what I proposed was to pull all of the different work together into families that could exist together on the site looking all under the Macy’s brand.
Home and RTW Editorial Summer
Here you can see women’s RTW and Home (two FOB’s or family of business) able to exist on the page together with color and type and graphics pulling it all together.
Kids Summer- mobile layout
Men’s Summer
Centercore and Beauty
Shoes belong to the FOB called Centercore. Now Beauty and Shoes look like they are coming from the same brand though the product is very different and from various brands under the Macy’s umbrella.
Summer Styleguide
A style guide I created that was shared with all of the teams of every FOB or family of business at Macy’s as a guide for them to plan their colors and graphics for the summer editorial work keeps all on the same page and able to exist together on macys.com
Texture and Pattern Styleguide
The colors, textures and pattern references I created for all teams at Macy’s to use as a reference when choosing photo locations and back drops.
Typography References
Pulling examples of the type of typography that can be used to bring this theme together I shared this with all teams to get their thoughts and help me narrow down what we would use for the summer editorial work.
Editorial Photo Moodboard
Working with the fashion office and their trend forecasters I created this mood board to help solidify the Summer Stripes concept and shared it with all teams responsible for content creation.
Style Comes Together
Across four categories of Men, Women RTW, Kids and Shoe the theme is applied in creative ways by each team to contribute to a harmonious seasonal look on macy’s.com
The War Room
Above are images from the room we took over at Macy’s to display all of the competitor research, data we had on our own customers and user personas in order to prepare for a total redesign of the UX of Macy’s. The output is detailed below.
UX Redesign
Concept work done while on the Digital Enhancements team at Macy’s for a top-down redesign of macys.com. Here you can see an expandable drawer at the top with all of My Macy’s info scrollable within. The home page is customized for the user with suggested products relating to their past purchases, season and likes.
For this user, Sale banners have been minimized based on learning that she relies less on promotion and more on trend.
Loved products within lists created by user, seasonal themes with whole outfit & Beauty collections and Just In releases are all suggestions to tailor the Macy’s homepage experience to the viewer’s tastes.
Pages with tappable editorial photography and copy and seasonal party whole looks
Created for Macy's Mobile Landing Page
A sitelet designed to showcase collaborations between Macy’s and other iconic brands allows the user to peruse all of the collections and tap to go deep into each collaboration.
Daily Remix
Concept for a mobile “Daily Remix” feature where macys.com will remix product based on social media accounts the user has connected to.
Mommy and Me
Full scroll of the Mommy & Me storyline with editorial photography and shopable product carousel below.
Macy's Spring 2017 Dress Edit
Fully Responsive site lives within macys.com showcasing dress trends for Spring Summer 2017
Desktop & Mobile
A free flowing loose grid system lets your eye roam over the page as you scroll on desktop imitating the in store experience of browsing. For mobile I converted it to full bleed images and changed type to a more readable grey for the titles.
