Macys – Online Shopping App

UI and UX Design | Mobile App Design | eCommerce App Development

Macy’s is an iconic departmental store chain. As of 2017, there were 660 stores in the US with more than $2.5 billion in sales worldwide. Macy’s offers clothing for both casual and formal occasions and is the lead sponsor of the world’s largest parade every year in New York City.


Macy’s wanted to make an eCommerce platform that delivers a consistent shopping experience across all devices


Digital Experience Design, Mobile App Development, 3rd Party API Integration


Market Competitive Analysis, Brand Identity, Brand Story Update, Consistent Visuals, Sketch, InVision For Collaboration

Original Image

The Requirement

It was critical for the app to match Macy’s brand identity. It was also imperative for our team to learn exactly where Macy’s brand fits among its competition in the retail sector. Blue Whale also needed to create a prototype that not only enhanced customer experiences for Macy’s, but also fit well with the rest of its online and offline offerings. Some additional requirements for the project are listed below:

  • Push Notifications
  • Social Media Integration
  • Social media integration
  • Payment Gateway Integration
  • Web Services
  • Admin Panel
  • Cloud Solution

The Solution

A prototype was developed to fit within the Macy’s brand guidelines. It was designed to focus on creating an engaging customer experience while increasing customer interaction. Blue Whale Apps built a native mobile application with a personalized UI by harnessing Magento web services. The app incorporates all the features of the Macy’s website, while also accommodating new ones, such as product videos and social media channels. We also helped Macy’s optimize its checkout experience and integrated mobile payment gateways to enhance overall conversions. The result was a robust and highly-scalable mobile application that delivers an engaging customer experience. Some additional features we included are listed below:

  • Allows Merchants To Adjust Product Inventory, Track Sales, And Add New Items In Just One Click
  • Simplifies Viewing Products And Services
  • Provides A Smooth Checkout Process
  • Stripe/Apple Pay Payment Methods Are Supported

The Results

The prototype fits well within Macy’s overall strategy and matches its brand identity. The final execution runs flawlessly, provides a luxury experience for customers, and increases engagement. Some additional benefits are listed below:

  • Transactions Increased By A Staggering 75%
  • 90% Increase In Revenue
  • Website Traffic Increased By 95%
  • Easy Promotional Updates And Push Notifications
  • Seamless Checkouts With Fewer Cart Abandonments
  • Streamlined Product And Inventory Management
  • UX Consistency Across Multiple Channels And Touchpoints

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