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Macy's

Creating the future
of retail.

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Building engaging, immersive experiences across Macy's online and offline channels.

 
 

DEFINE

Problem

With technology evolving so fast, people are buying more frequently online and on their mobile phones. Millennials are also shifting their spending from materialism to experiences and meals with friends. This indicates a higher need for meaningful interaction and has a direct correlation with the global rise in conscious consumerism, eco trends, and mindful lifestyles.

ENVISION

Solution

To give shoppers a reason to visit physical stores, we must focus on what matters most...human connection. People are becoming more conscious and not as interested in materialism. Therefore, there must be a deeper reason for people to shop. Stores need to be more exciting and focus on shopper needs and wants to give customers a reason to shop more often across all channels.

CREATE

Results

Create new experiential store environments that immerse every shopper in engaging, personalized, and valuable experiences. Focus on global causes, networking events, eco fashion shows, emerging technology, education, and customizable collections. Offer workshops to demonstrate products, interactive spaces to showcase the latest trends, and master classes around wellness.
  

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Team

Executives
User experience design
Product management
Customer data
User research
Technology
Marketing

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Leadership and Management

Director of UX Design: 15+ years of experience

 

PLAN

Strategic Management

• Create, lead, and manage strategic and UX design vision
• Strategize and innovate digital/physical customer experience
• Define business goals, customer needs, and success metrics
• Partner with executive leadership and senior management
• Evangelize importance of UX design across company
• Serve as thought leader and expert in UX design innovation
• Present at conferences, teach, and inspire community

IMPLEMENT

Execution Management

• Lead and manage user experience design implementation
• Drive digital/physical customer experience action plan
• Meet business goals, customer needs, and success metrics
• Partner with product, tech, data, and research management
• Oversee user experience delivered by UX design team
• Develop UX design processes and solutions for success
• Inspire company-wide collaboration and communication

LEAD

People Management

• Lead, manage, and develop talented world-class teams
• Inspire teams to achieve exceptional experiences and results
• Hire, retain, and manage top talent, consultants, and vendors
• Coach teams to align with business needs and strategic vision
• Mentor team members to support individual career aspirations
• Ensure team performance and on-time project completions
• Guide processes, methodologies, and engagement models
 

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Fortune 500s and Global Brands

Hired, led and managed teams of 30+

 

GALVAGNIZED

My role: Director / Founder
Reported to: My agency
Hired, led and managed: Strategy, Execution, People (30+)
Collaborated with: CEOs, Executives, Management

APPLE

My role: Lead
Reported to: Senior Leadership
Led and managed: Strategy, Execution
Collaborated with: Executives, Management

DISNEY

My role: Director
Reported to: Vice President
Led and managed: Strategy, Execution, People (3+)
Collaborated with: C-Level, Executives, Management

WARNER BROS.

My role: Director
Reported to: Vice President, Group Creative Director
Led and managed: Strategy, Execution, People (6 -10+)
Collaborated with: CEO, President, Executives, Management

RWB AUTOMOTIVE // FORMULA ONE . LEXUS . TOYOTA . VOLKSWAGEN

My role: Director / Head
Reported to: CEO
Hired, led and managed: Strategy, Execution, People (30+)
Collaborated with: CEO, Executives, Management

ETHOS DESIGN // BANANA REPUBLIC . FERRAGAMO . LOUNGE 22 . INTEL

My role: Lead / Director
Reported to: CEO
Led and managed: Strategy, Execution, People (3+)
Collaborated with: CEO, Executives, Management

DEMASQUE PRODUCTIONS

My role: Director / Founder
Reported to: My agency
Hired, led and managed: Strategy, Execution, People (10+)
Collaborated with: CEOs, Executives, Management

PUBLICIS GROUPE

My role: Director
Reported to: Director General
Led and managed: Strategy, Execution
Collaborated with: Executives, Management
 

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Results and Success

Empower teams to be their best and achieve world-class results

 

STRATEGIZE

Develop and lead a collective vision and success metrics to drive the future of retail as a global industry leader.

UNDERSTAND

Empathize with executives, teams, and customers to understand problems and focus on solutions.

SOLVE

Champion omni-channel customer experience design solutions that deliver value to business and customers.

Collaborate

Lead regular design workshops to build relationships, foster collaboration, and create internal alignment.

Motivate

Encourage creativity and imagination, empowering teams to achieve their best work and develop their fullest potential.

Innovate

Evangelize user experience innovation to create a culture of design thinking and drive future-forward transformation.
 

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Thought Leadership

Inspire the retail industry and community

 

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Present at conferences

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Teach and inspire

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Write and engage

 
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Performance Management

Reorient performance toward future achievements

 

Data-driven

Future-focused performance

Guide team members based on a more data-driven approach, free of personal bias and opinions. End-of-year structures that hold people accountable for past behavior do so at the expense of improving current performance. Rather than focusing on past performance, place more emphasis on future opportunity, growth, and development to groom talent for the future.

Personalized

Constructive coaching

Drive a more personalized approach to performance management, tailored to individual growth that aligns with company goals. Provide constructive coaching, transparency, and positive communication to help teams achieve their best results and fullest potential. Support personal engagement and motivation to maximize team and company-wide performance.

Ongoing

Continuous evolution

Performance management needs to help teams adapt to change and inspire people to reinvent themselves continuously. Support honest conversations and frequent interactions with all team members to address real-time performance goals and align with ever-changing business needs. Mentor team members around personal, professional, and career development.
 

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CONNECT

Human experience (HX)

Purpose
Brand strategy
Values, needs, emotions
Experience design
Success metrics

ENGAGE

Customer experience (CX)

Insights
Marketing strategy
Interactive copywriting
Communication design
Advertising campaigns

INNOVATE

User experience (UX)

Journey
Product strategy
Architecture
UX / UI design
Engineering

 

 

Design Thinking

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RESEARCH
Research the challenge, customers and metrics.

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EMPATHIZE
Understand what customers think, feel, do and say.

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DEFINE
Analyze user pain points, wants and needs.

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IDEATE
Explore creative solutions, ideas and strategies.

PROTOTYPE
Build solutions into testable models or prototypes.

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TEST
Get customer feedback and evolve ideas.

 
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Strategy Workshops

Organize and lead strategy workshops with executive leadership and cross-functional teams to define the business goals, brand experience, and problems to solve. Identify customer demographics and strategize a unified future vision to craft successful, industry-leading experiences that deliver value to customers across digital and physical channels.


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Design Workshops

Facilitate regular user experience workshops to foster a culture of design thinking, inspire collaboration, and create innovative customer-centered experiences. Develop a clear strategic roadmap and success metrics for internal alignment to build the future of Macy's in unity.


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Ethnographic Research

Perform an ethnographic study to determine the core needs, wants, and desires of current and future shoppers. Analyze customer data, behaviors, and pain points across digital and physical experiences. Explore relevant and effective solutions to maximize customer engagement, purchases, and loyalty.


 

ONLINE RESEARCH

Digital experience

Virtual interviews
Online surveys and social media polls
Card sorts and tree tests
A/B and usability tests
Eye tracking and screen recordings
Video and mobile diaries

IN-STORE RESEARCH

Physical experience

In-store interviews
Focus groups
Peer parties
Customer journey shopalongs
Immersion events
Real time journaling

GUERRILLA RESEARCH

Marketing experience

Outdoor interviews
Verbal surveys
Conversations
First-time store journey
Product testing
Video impressions

 

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Personas

Develop multi-generational personas based on customer research and strategy workshops.


Baby Boomer

Age: 52 . Married . Hairdresser . Son: 25 . Daughter: 18 . Chicago . Income

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Functional Benefits

Macy's allows me to:

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PAIN POINTS

Current experience:

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Emotional Benefits

Macy's makes me feel:

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WANTS

Key features I want: 

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Self-Expressive Benefits

Macy's suggests I am:

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PRODUCTS

Brands I like:

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Millennial

Age: 32 . Single . No Kids . CNN Journalist . Philadelphia . Income

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Functional Benefits

Macy's allows me to:

...
...
...
...

PAIN POINTS

Current experience:

...
...
...
...

Emotional Benefits

Macy's makes me feel:

...
...
...
...

WANTS

Key features I want: 

...
...
...
...

Self-Expressive Benefits

Macy's suggests I am:

...
...
...
...

PRODUCTS

Brands I like:

...
...
...
...


Generation Z

Age: 19 . Single . No Kids . Student . San Diego . Income: Parents

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Functional Benefits

Macy's allows me to:

...
...
...
...

PAIN POINTS

Current experience:

...
...
...
...

Emotional Benefits

Macy's makes me feel:

...
...
...
...

WANTS

Key features I want: 

...
...
...
...

Self-Expressive Benefits

Macy's suggests I am:

...
...
...
...

PRODUCTS

Brands I like:

...
...
...
...

 

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Customer Journey

Develop an engaging omni-channel journey that aligns with customer needs, wants, and desires for a seamless shopping experience across mobile, web, and physical stores.


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Mobile App and Website

Redesign the Macy's mobile app and website with an optimal product architecture, seamless navigation, and innovative features to drive the future of retail and customer-centered experiences.


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Engineering

Collaborate with product management and engineering to develop the new native app and web experience.


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In-Store Experience

Create transformative omni-channel experiences based on the ethnographic research and testing, to drive the future of retail and engage new generations of shoppers around the world. 


Conscious consumerism

Mindful and sustainable

Social, environmental, and cultural awareness have now become the new consumer capital. Conscious consumers are on the rise with an increasing interest in sustainable products and the ethical practices of brands. Modern shoppers are more mindful of their purchases and are choosing products that are good for the environment, sourced responsibly, and support a cause. 

• Purpose-driven brand storytelling
• Sustainable conscious brands
• Purchases supporting global causes
• Mindful lifestyle celebrity ambassadors
• Eco fashion shows and events


Curated collections

Convenience and originality

Modern shoppers are inundated with product choices. In the interest of time, most will choose to buy from leading stores with inspiring curated collections that align with their needs, wants, and desires. Offer smart curated collections, both online and offline, to provide shoppers with the right products and create more effective and engaging shopping experiences.

• Personality
• Style
• Mood
• Purpose
• Seasons


Values and passions

Meaningful and experiential

There’s a global generational shift happening, and people are interested in brands that align with their values and passions. Consumers, especially millennials, are shifting their spending habits away from apparel/products and more into experiences. Immerse consumers in experiential shopping experiences that create an emotional connection and fuel brand loyalty. 

•Social networking events
•Immersive movie screenings
•Speaker series events
•Cafes to work and network
•Professional development


Technology

Experience-enhancing innovation

Elevate the retail space with experience-enhancing technologies and transform shopping into fun, relevant, and entertaining experiences. Engage and inspire consumers with immersive shopping experiences that leverage the latest innovations in AI, AR, and VR. Use the internet of things to create a more seamless and connected retail experience: store, home, lifestyle.

• Virtual fitting rooms (mobile, web, in-store)
• Immersive VR experiential spaces
• Smart augmented experiences
• Personal AI shopping stylist
• Seamless contactless checkout


Health and wellness

Active and healthy lifestyles

People are now placing more importance on health and wellness than on owning material objects. Focus on consumers' growing desire for natural, organic products and wellness experiences that nurture their health and wellbeing. Offer educational classes and functional technologies to fuel consumers’ healthy and active lifestyles, while providing relevant product recommendations. 

•Wellness workshops
•Yoga classes online and in-store
•SoulCycle spinning classes
•Virtual consultations and recommendations
•Mobile fitness and wellness tracker


Personalization

Customization and individuality

Consumers are searching for more personalized shopping experiences they can connect with to express their uniqueness and individuality. Modern customers place more value on experiences over physical items, so they want products to be unique, tell a story, and compliment their lifestyle. Enable shoppers to build and customize products online and in-store.

• 3D printing
• Personalization
• Material and patterns
• Colors
• Styles
 

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Brand Strategy

Define brand experience and establish continuity

 

The Magician

This brand archetype is inspired to make dreams come true.

Motto

Everything is possible

Personality

Clever
Transformational
Visionary
Charismatic

Application

Visionary brand and company
Catalyst for change
Transformational, user-friendly experience
Help consumers expand their consciousness

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Brand Promise

Make shopping an unforgettable experience.

MISSION STATEMENT

Inspire customers in new and innovative ways.

BRAND GOAL

Deliver the best brands and personalized experiences.

 

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Brand Attributes

Fashionable
Understanding
Connected
Engaging
Innovative
Trendy
Visionary


 

Visual Language

Inspiring
Modern
Simple
Colorful
Minimal
Clean
Engaging

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Results

Engage customers with immersive digital and physical experiences, maximize sales, and evolve as a global industry leader.