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  >    >    >  Macy’s App Onboarding Experience

Context and the problem

The onboarding process gives an App the opportunity to introduce the users to the brand and ask for key access that will shape the user’s experience in the platform. Macy’s specifically needed to increase the rate at which users enabled location services, push notifications, and App activity tracking. These were key so that the user could utilize strategic features such as “Store drawer, Ads, Product recommendation,  Notification, etc.”


Design Process 

The main problem to solve was that as UX designers the task is to allow the users to start interacting with the App as fast as possible, the onboarding process needed to be concise, engaging, and effective. To do so we focused on animation to convey the message in a more interactive way (users don’t like to read during onboarding) plus content that will be very to the point explaining the benefits as well. And while we were showing all the options we always allowed the user to Skip the screen if they wanted to,


This project was separated into 3 phases:


1. Research: A secondary research was conducted to understand the onboarding best practices for both iOS and Android and what were the user benefits and pain points when enabling locations, push notifications and App activity tracking. This is what we found:

User pain points:

  • Onboarding is too long, users want to start interacting with the App
  • Fear of granting too much access where users’ data can be compromised
  • The current onboarding is flat, and not engaging. It doesn’t speak fashion

User benefits:

  • Be able to receive product recommendations that align with their behavior
  • Be able to access in-store features seamless such as price checks and the store drawer
  • Be notified of new products, sales, and updates of their favorite products at Macy’s


2. UX Writing: Once we understood the user’s benefits, pain points, and needs with onboarding and the UX best practices, the design focused heavily on the content. I worked hand in hand with the UX writer to make sure the content was providing clearly the benefits of enabling the different services. Making it all about the user and what they would get out of granting us permissions.


3. Animations: Because users might not be inclined to read I created animations that will explain the benefits of granting Macy’s access to the different services.


Final Solution

Because we conducted the secondary research, we had a solid base of best ux practices and the main user pain points and needs in the onboarding process to start designing. We delivered a very engaging experience that takes less than 40 seconds to go through. User can quickly see and understand the immediate benefits of enabling the different services in both a visual and written medium.

Since launch we were able to increase Location enabled services by +22.3% on iOS and +16.4% on Android. and Push Notification by +15.4% on iOS and +9.5% on Android. Both are services that directly impact the company revenue efforts.


Methodology and tools applied
Secondary Research, Prototyping, Figma, After Effects, Lottie Files.


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