• Tappable prototype using Invision

  • Design annotations

  • Wireframing in Omnigraffle

  • Whiteboard wireframing

  • IA Workflow

  • User workflow

  • User persona

  • Stakeholder review

  • Thematic understanding

  • Customer and stakeholder interviews

  • Establish project goals and available resources


A two week design sprint to research, re-imagine, craft, and present key aspects of a next generation Macy's iPhone experience.

We began with the Macy's stakeholders to discuss their goals before taking to the streets to understand their customers.

By understanding their aspirations, preferences, expectations and behavior, we crafted a sample user story, designed a high-fidelity prototype, and included our design notes for their reference.


The design strategy and prototype was well received by Macy's stakeholders and we were subsequently engaged into the next stage of the project.




UX - Pauly Ting

UI - Omar Jalalzada