Macy's website allows customers to shop Macy's offerings online, and includes a host of shopping and style-oriented features. Feedback from Macy's customers indicated that the site was cluttered, difficult to use, and outdated-looking.

Macy's website was redesigned with a clean, simple, and fashion-inspired design with a minimalist aesthetic. The audience comprised both existing and prospective Macy's customers, primarily consisting of women of all ages.

The scope of the redesign prioritized key funnel screens, particularly the upper funnel screens. The new design was launch in late 2019.

As a result of the redesign, key business metrics such as user engagement and conversion rates increased dramatically following the launch of the new design.