Macy’s Wedding Registry


Project

Inspire couples to add items to their registries. Some were abandoning part-way and some were setting it up but then not adding anything. We learned they were overwhelmed.

Approach

I spoke with the in-store registry experts and learned couples were overwhelmed by all the choices, the in-store equipment was outdated, and the website wasn’t organized well. Couples also didn’t know about the in-store experts who were there to help them get all available discounts.

Outcome

We surpassed our goal by $40M.

This cemented my passion for UX and showcased the power of researching the pain points, fixing them, and delivering a clear, pleasing path. 

Step 1: New landing page

I introduced 4 popular style trends, recommended items, and popular brands to help connect them with products they were interested in. Having this new entryway built up their confidence in the product and they began to add more items.

Step 2: Simplify and beautify

I created a new end-to-end flow that helped guide and delight the couple and their guests.

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