Redesigning My Account Experience

Helping users to effortlessly complete tasks and achieve their goals with ease

Role

Timeline

Platform

Tools

Product Designer
User Researcher
Jan - April 2021
Macys.com
Figma, Miro, UserTesting

Overview

At Macy’s, we wanted to deliver a frictionless and contextually relevant account experience that allows our user to access the information they are seeking and perform essential functions that enhance their Macy’s shopping experience.

RESULTS

In the months of September-November 2021, the exit rate from the My Account home page of Desktop & Mobile Web dropped from 14% to 10%. Desktop and mobile conversion rate also saw an improvement resulting in expected annual revenue growth of $4M.

Challenge

To understand customers' response to the Macy’s My Account web and mobile experience, discover pain points and device a solution to improve their experience.

What I Did?

Before

After

KPIs

Research

I started with the evaluation of Medallia reports to identify user pain-points and collaborated with the product managers, stakeholders and research team to identify the problems to solve and design a product that will make our customers’ lives better.

Competitive Analysis

The goal of this competitive analysis was:

Insights

Recommendations

  • Easy to scan info like Open Orders, Items Delivered, Buy Again, Return and Cancelled orders under Purchase history
  • Usage of Card Layout is easier to understand compared to Lists
  • Most retailers display a left navigation, which is faster and more efficient for users
  • Amazon, Best Buy and AirBnb highlights the available Gift Cards/Credit Balance/Points which catches users attention
  • Retailers display shipping services info (e.g UPS, FedEx etc.)
  • Most retailers offers users a hassle-free experience to manage (add/edit) their Payment and shipping address
  • Highlight content like Order, Returns, Credit card management on dashboard
  • Elevate dashboard design with consistency in card size, amount of copy used and descriptive text about each section
  • Provide a consistent left navigation throughout to enable users quickly find the information they are looking for
  • Highlighting the available balance/points might be beneficial for the customers
  • Allow users to manage their Payment Methods/Shipping address/Offers easily

Problem Statement

Shoppers feel that the current account dashboard experience is confusing, overwhelming and difficult to navigate. They don’t feel confident in completing account related tasks efficiently. They also believe that current website fails to provide a modern, personalized experience & have usability issues.

Solution

To provide a modern, simple, and reliable dashboard experience, which would not only reduce Macy’s Customer Care Support (MCCS) inquiry rate and result in cost benefits for the business but also create a positive experience with the customers by matching to their expectations.

Wireframes

Based on research findings, we started ideating the initial wireframes that will help shoppers to navigate easily and complete account related tasks efficiently. This included:

MObile Web Concepts

Desktop Concepts

Usability Test

Testing the new dashboard experience

After ideating on various concepts for both mobile & desktop, we paired up with the UX Research team to conduct a usability test to evaluate the new My Account designs to learn:

Applying Consumer Feedback

  • Simplifying profile & loyalty section
  • Removing tabs & updating carousal experience to reduce unnecessary clicks & reveal important information upfront
  • Increasing the font sizes & adding icons to facilitate text comprehension and reduce cognitive load

Testing the updated prototype's usability

We conducted a 2nd round of unmoderated user research via usertesting.com to understand its usability among 42 users.

Study Goal

  • Continue to test prototype usability and get user feedback
  • Determine overall impression & expectations of the designs by completing few tasks

Task Findings

  • Participants continued to like star rewards tracker, and understood it’s purpose
  • They liked exposed card design because it was instantly informative, easy to navigate & visually appealing
  • They liked how Promo codes are readily available for use

Updated Mobile Web Designs

Mobile Web Design

Desktop Design

Based on our user research findings for mobile web designs, I started re-iterating the Desktop dashboard designs by implementing the open card design.

A Glimpse...

When working on a complex area of the site as account dashboard, it takes dozens of iterations. Here is a precise view of all the wireframes I had created for Macy's My Account Dashboard.

Learnings