Macy's mobile app is a service that allows customers to shop Macy's offerings online. It includes a host of shopping and style-oriented features, as well as augmented reality features from beauty to home furnishings which allow customers to preview products virtually through their mobile device. Feedback from Macy's app users during the discovery phase of the project indicated opportunities to simplify and update the design of the app, while integrating new app features. As part of Macy's app strategy, Macy's launched augmented reality app features for beauty and furniture to help increase user engagement and support Macy's overall app growth strategy.

Macy's mobile app was redesigned with a clean, simple, and fashion-inspired design with a minimalist aesthetic. Augmented reality features allow Macy's users to preview beauty and fashion products through the app. Style Quiz & Inspo offers fun, gesture based interaction that engages users with inspiring fashion.

Feedback from Macy's app users during the discovery phase of the project indicated opportunities to simplify and update the design of the app, while integrating new app features. As part of Macy's app strategy, Macy's launched augmented reality app features for beauty and furniture to help increase user engagement and support Macy's overall app growth strategy.

The redesign of Macy's app was the result of user-centered design methodologies combined with fashion-inspired design explorations. The redesign was carried out initially with stylistic changes, and later followed up with functional design changes. It launched towards the end of 2019.

Key business metrics such as engagement, conversion, and overall sales goals exceeded target goals.