Role: Product Designer / Responsibilities: User Flow, Data Analysis, E-commerce Strategy Understanding the ObjectivesTo serve the increasing amount of digitally-native customers as well as to streamline the workflows for designers, we redesigned the category page and were able to launch it successfully.The existing category page wielded functionality and structural issues. The page had cramped, orderless content and lacked a responsive design for automatic mobile optimization. Our analysis of the old page’s faults reinforced a new design strategy: reducing purchase friction by providing customers with multiple paths to merchandise via clear visual navigation and shop hierarchy.  User and Market ResearchI worked closely with the customer-centric design team and gained valuable analytics insights. Data like page views, top clicked categories, user flows, etc. illustrated what to keep and what to remove from the original page. (e.g. placing top-selling categories to the first row)Competitor research including Target, Walmart, Nordstrom, and Amazon helped us understand industry standards. We were able to adapt the market’s best practices suitable for Macy’s.  Content taxonomy mind map Ideation and Wireframe Module design options Utilizing key findings and feedback from marketing and merchandising teams, we devised a wireframe with page architecture annotations.  Final Product and Key PerformenceResults: |
