LUX - 44hr Macys.com Redesign Concepts Challenge

Welcome to the "LUX - 44hr Macys.com Redesign Concepts Challenge"! In this LUX challenge, we are looking for design concepts and ideas to redesign macys.com, ones of the most recognized brands in the world. We have a few key areas and features that we would like to focus on for this challenge, but we are ultimately looking for new modern and fashion-forward ways to design and present macy.com. This should be a really fun challenge. Good luck and ask any questions in the forum.

What is a LUX Challenge?
The LUX (Live User Experience) challenge takes place during a live event with Topcoder and our customer. The LUX Challenge Series provides you with an opportunity to show digital leaders from some of the largest companies in the world just how good your user experience (UX), concepts, and user interface (UI) design skills are.

LUX challenges are fast, fun, and have more chances for you to capture prize money!

Note: You do not need to have LUX challenge experience to join this challenge - Just jump in and give it a try! Make sure to follow the challenge details, the challenge forum and ask questions.

Who is Macy's?
Macy's is a retail icon with a storied history focused on fashion, value and stellar experiences. Macy's first opened its doors in 1858 and continues to be one of the most recognizable brands in the U.S. and the world. Macy's department stores are known for providing consumers with a large variety of high-quality retail goods, with a focus on apparel for him, her, kids and home.
 
Macy's operates a successful digital business as well, via macys.com and the Macy's app, which together provide customers with access to the brand's goods,
In this challenge, we are looking to redesign Macy's most important digital asset, macys.com!!! In partnership with Topcoder, Macy's wants to explore new concepts and user experiences that will transform the consumer journey on the flagship online store.  
 
This design challenge will focus on a few key experiences and goals for macys.com. Macy's is asking for big, bold, daring concepts, so don't hold back and let your creativity flow!
 
Current Website - macys.com is the online hub for e-commerce, information and virtual experiences for the brand. With a goal to be the center of the customer journey providing shoppers with access to millions of products, product knowledge, reviews, value, and social engagement; the site is also transactional and a connector to relevant sales promotions that help enhance and drive customer engagement and behaviors. With a host of needs, the current site layout is of specific interest to the brand, which is looking for additional external insights into new designs and interfaces that can bring together all of the key elements of a successful e-commerce platform with a fresh look, feel and user experience.  

Challenge Goals
The NEW Macys.com will:

• Be more engaging from the very first screen (home screen) all the way through 'checkout'
• Deliver unique, curated experiences to individual shoppers based on their personal style and likes
• Create user engagement and loyalty through personalized interaction and the opportunity for added gamification elements that can be presented throughout a user's journey on the new macys.com
• Allow customers to easily, and in a fun way, put together outfits that fit their style and to do so for specific occasions
• Provide Macy's with consumer data focused on traits, fashion likes and dislikes, so that individualized experiences can be created for each customer
• Drive customers back to Macys.com without the need to rely on sales promotions, but instead driving repeat business because the experience is useful, engaging and innovative!

 
Importantly, the new website will further establish Macy's as THE fashion authority. How this is achieved, is up to you!  Macys.com has been focused on making shopping fast and efficient. However, to elevate the experience and become the hub for fashion authority, the site needs to be more inspirational and engaging. Your design should minimize utilitarian features and be inclusive of a seamless user experience where fashion editorial including trend information, advice, and curation of products, fits into personalized engagement focused on an individual user's style, preferences and needs.

LUX Challenge Timeline and Rolling Checkpoint

• Submission Start: 01/14/2018 at 01:15 PM EDT
• Rolling Checkpoint Start: 01/15/2018 at 01:15 PM EDT
• Submission End: 01/16/2018 at 09:00 AM EDT

We are offering 8 Prizes Placements

1. 1st Placement: $2000
2. 2nd Placement: $1500
3. 3rd Placement: $1000
4. 4th Placement: $750
5. 5th Placement: $500
6. 6th Placement: $250
7. 7th Placement: $150
8. 8th Placement: $100

• Plus 8 placements for Rolling Checkpoint prizes @ $50 each!

 
Note: Important Rolling Checkpoint Details

• tgerring (Trevor Gerring) and the client will be available for early submissions and Rolling Feedback!
• We will answer questions and provide Rolling Feedback as fast as possible.
• You must watch the Forum for your feedback!
• All initial qualifying checkpoint submissions will win $50 (8 Placements)

General Requirements
Screen Sizes

• Desktop: 1440px wide (height can expand as needed)

 
Branding

• Macy's has supplied us with their branding documents and inputs
• There is a lot of information and input here, BUT we should only be following the colors, iconography, and typography. The rest of the UI elements and designs are completely open
• Check Here: http://ui-styleguide.macys.com/

Photography

• You are free to use stock photos for products and related content
• Anything you want to pull from macys.com is also acceptable
• We would suggest using pexels.com, unsplash.com (or any other related stock photo sites) for fashion and lifestyle related content
• Please declare ANY photo that you use in your designs. Even if it comes from macys.com, unsplash, pexels, etc.

Macy's Customer
Macy's is a beloved brand. People love Macy's for its wide assortments, exclusive products and event experiences. How would you entice customers to shop with them more often without the need to be focused on promotions, sales and discounts as the driver of interactions Generally, shoppers have a high reliance on sales and discounts in the retail industry. Macy's aim is to appeal to shoppers via great fashion, the expertise to help curate and put it together for customers via an engaging user experience, which also includes great value.

Macy's best customers care more about fashion and value than the lowest price

UI and Style

• We want something that is modern and fashion forward
• Easy to use and understand. We have a large catalog of products so exceptional navigation is important
• Current and stylish, Not stale or outdated looking
• Visually engaging experience
• We've put together some sources of inspiration to get you thinking in the right direction 

Required Screens/ Functionality
For this challenge, we are focusing on 2 main areas of the new website. We want to see your ideas and concepts, and because of this, we have left the guidelines and inputs/ requirements fairly open. We don't want to influence your ideas too much. 

01) Focus Area 1: Homepage
The new homepage should be beautiful, very modern, and focused on core interactions. The idea or presence of a personal profile OR need to 'Outfit' yourself to build a personal profile should be explored. Loyalty and gamification should NOT overpower design, but, the notion of progress, perks, earned rewards for actions taken should be used elegantly. Remember, Macy's is the FASHION authority. 

• For the homepage, we want to focus on personalization
• We want the experience to be tailored to each user based on what they shop for, are interested in, their fashion sense, and previous online/ website experiences
• We would like to explore areas that use machine learning/ AI to serve up relevant content to the user - Fashion discovery! 
• The homepage should not be driven by promotions or coupons
• How can the user discover and/ or be presented new products that they would be interested in?
• Are there features like "celebrity shopping lists" or "buy this look" type of content that can be incorporated? We are open to and looking for other ideas.
• Can a user be asked an engaging question right away that moves them to share their style with Macy's? EXAMPLE - "Would you rather" questions like - "You're attending a summer wedding and want something fun, but not too fancy. Would you rather wear ________ or ________."
• Need some way for a first time user to input what their preferences are (location, age, fashion sense or style, favorite colors, body type, etc.). We want to build an online "profile" for the user that we can then use to curate products and content specifically for them. We will use this information along with their shopping habits and purchases.
• Think of this as a "digital sales associate" that can help the user shop/ find what they are looking for
• What types of content and features would be visually engaging and informative for the homepage?
• The homepage should be focused on curation and personalization, yet it must lead to outfits and the desire to shop! 
• Every time a user comes to the online store,  it should feel new, fresh, and like "their store".
• Easily find products that resonate with the user, or would be of interest to them
• Don't want customers to feel they need to wait for sales, but have access to new fashion all the time/ every time they log in
• Users can easily outfit themselves online

02) Focus Area 2: Loyalty

• Macy's has recently launched a Loyalty program for customers
• They want to expand upon this program and see how the idea of personalization and curation can tie into customer loyalty
• What perks or incentives does a customer receive? When do they receive them?
• When can this notion of loyalty be introduced? Is it while building your first 'outfit' 
• Do I receive things for being a great and loyal customer? Live events, early access to sales, etc.
• Transactional (buying items on macys.com and in-store) and non-transactional points. Do I get points for completing my personalization profile? Do I progress, if so, how?
• How do I see and track my loyalty points?
• Is there a social media aspect of the loyalty program? Can I influence my friends and family on Facebook, Instagram, Snapchat, Twitter and beyond with my outfits and sharing of my fashion sense?

03) Personal Profile

• An area where I can view and monitor my loyalty points and progress
• See and edit my personal profile and personalization information
• See my curations and "saved" looks/ items. An online mood board?
• Maybe this isn't a separate section, but weaved and integrated into the overall experience?
• Open to your additional ideas

04) Feature: AI (Artificial Intelligence) Shopping Assistant

• AI or Artificial Intelligence is changing the world. How could a user engage an AI-powered shopping assistant to create outfits and styles they love?
• How would a user engage this AI? Would it be Voice enabled? How would the AI learn about the user's style and then recommend styles based on what is learned?
• How can an AI Assistant continue to 'move' a user towards rewards, points, and more curation of style and fashion?

05) Presentation Screen - 1920x1080 (16:9 Ratio)

• In a LUX challenge, this screen is the way to showcase your concept so keep it simple and make it look good!
• If you were walking into a meeting and needed to sell your idea - use this screen to showcase your concept.

Judging Criteria
Your submission will be judged on the following criteria:

• Overall idea and execution of concepts
• How well does your design align with the objectives of the challenge
• Thoughtfulness put into solving the problem
• Overall design and user experience
• Cleanliness of screen design and user flow

 
Target Audience
Customers and general public
 
Submission & Source Files
Preview Image
Please create your preview image as one (1) 1024x1024px JPG or PNG file in RGB color mode at 72dpi and place a screenshot of your submission within it.
 
Submission File
Submit JPG/PNG for your submission files.
 
Source Files
All original source files of the submitted design. Files should be created in Adobe Photoshop and saved as a layered PSD file or Sketch!
 
Final Fixes
As part of the final fixes phase, you may be asked to modify your graphics (sizes or colors) or modify overall colors. We may ask you to update your design or graphics based on checkpoint feedback.