Macy's Flower Show 2015
Desktop site design for Macy's Flower Show, an annual welcome to spring event in Macy's marquee stores. The show was hosted in 5 cities—New York, Philadelphia, Chicago, Minneapolis, and San Francisco—and each store featured breathtaking floral sculptures and gardens throughout the 2-week event. The sitelet provided the official visitor information, promoted in-store events, and generated excitement for the show.
- Roles UX
Main objective was to provide relevant content that targets the customer in each of the 5 cities through a localized market strategy. Designed landing page and navigation so users can easily filter through to their local city and quickly get to relevant content.
Designed a flexible template to accommodate all five city pages. Since each city has its own event planning teams operating independently, I needed to account for last-minute information flowing in for each section at various times. Thus, all content is tied to a CMS for easy updating, and each section is designed horizontally so it can easily be hidden if there's no content yet. I also worked closely with development, and provided art direction on parallax scrolling and intro animations.
Features flower show history and provide content for users that aren't within each of the 5 major cities.
Worked closely with marketing and met all objectives to align with localized market strategy. +17.6% increase in total sessions for city pages compared to previous year. Generated over $300K in associated sales.