Macy's wanted to add financing options for Macy's Credit Card holders. We worked to add these options into the purchasing flow for three categories of high-priced items; Furniture, Mattresses and Fine Jewelry. My team collaborated with legal, brand and product to reach the best case scenario.
I held the visual end of our project working closing with our content strategist, Donna. The legality of copy was largely restrictive so we had to balance our legal team requirements with our brand voice, while keeping our information concise and clear for users. On top of that, we were open to critique from Product, UX and Brand management. Many voices were present in our meetings and managing expectations was a challenge.
Our project scope started when the customer had added an item that fell into one of our three aforementioned categories to their cart, or bag in Macy's case, and ended after they had reviewed their bag and decided to proceed to the check out flow.
The first concept I presented focused on the items our user could purchase using the financing options. Donna and I agreed the user's goal isn’t to sign up for a payment plan, it’s to furnish their apartment or buy an engagement ring. By using images of the products they are interested in brings the story back to their end needs rather than the means of getting there.
Feedback included concerns that imagery was clouding the overall message and there were requests to see versions with copy only.
In our next product meeting I presented two alternative designs. With plans for Macy’s rebrand to take affect in 2020, there would be more full bleed photography included in brand and marketing. For the UX team I presented a copy only version to satisfy their concern for clarity in the messaging. For the Brand team, I used the staged photography Macy’s is more known for. Presented with these alternatives, the group agreed the my initial concept was the most successful and we prepared to take it to the final product review.
I flushed out the entire set of assets for Rebecca to implement in her prototype. My contract ended as this project was getting wrapped up so I missed seeing the impact of the roll out.
Macy’s was proposing a partnership with Afterpay as an additional flexible payment option for Macy’s customers in 2020. The challenge here would be to clearly show the differences between Afterpay and Macy's own financing options while still prioritizing benefits for Macy’s Credit Card holders.
