Macy’s
E-commerce Experience Improvements
Senior UX Designer (Freelance)
Delivered UX improvements for a high-traffic consumer e-commerce experience, focusing on reducing friction in key shopping journeys and improving conversion and engagement.
Impact:
Increased conversion by ~18% in tested flows
Drove ~25% increase in new buyers
Reduced friction across high-traffic product and checkout journeys
My Role & Scope
I worked as a Senior UX Designer, contributing hands-on design across discovery, interaction design, prototyping, and delivery. I collaborated closely with product managers, engineers, and analytics partners to design, test, and ship improvements to high-traffic e-commerce flows.
Context
This project was delivered as a freelance engagement, working with Macy’s teams on specific UX initiatives rather than as a full-time role. Because of this, the work is represented here as a project-based case study and is not listed in my résumé or LinkedIn experience.
The Problem
Despite high traffic, key shopping journeys contained unnecessary friction that impacted conversion and new buyer acquisition. Information hierarchy, interaction patterns, and flow complexity made it harder for users to move confidently from discovery to purchase.
The challenge was to improve conversion and engagement without disrupting established systems, while validating changes through testing and real user data.
Key UX Metric
Success was measured through:
Conversion rate in targeted flows
New buyer acquisition
Drop-off reduction across key journey steps
Design decisions were evaluated through experimentation and performance data rather than opinion.
Design Decision 1:
Reducing Friction in Flows
Analysis identified friction points in product discovery and checkout that slowed decision-making and increased abandonment.
I simplified information hierarchy, clarified primary actions, and reduced unnecessary steps in purchase-critical flows. It contributed to an increase in conversion and improved flow completion rates.
Design Decision 2
Supporting Faster Purchase Decisions
User behavior showed that shoppers needed clearer signals to evaluate products quickly.
Design updates focused on surfacing essential information earlier, reducing visual noise, and making next steps more obvious. This helped increase engagement and supported significant growth in new buyers across tested experiences.
Outcome
The delivered UX improvements reduced friction and improved performance across high-traffic e-commerce journeys. The work demonstrated how targeted, data-informed UX changes can significantly impact conversion and acquisition in large-scale consumer platforms. In-house testing indicated up to 25% increase in new buyers.
25%
Disclaimer
This case study reflects freelance UX work delivered for Macy’s. Visuals are simplified and do not include confidential or proprietary information.