Stefanie Lo

Macy's Thanksgiving Day Parade

Macy's Thanksgiving Day Parade

3D sitelet that promotes the Macy’s Thanksgiving Day Parade and celebrates its 90th anniversary. Hosted all the official event information for customers planning to attend the parade in New York City, as well as interactive content surrounding Macy's 90+ years of parade history.  Visit Site ›

  • Roles
  • UX
    Art Direction
    UI Design

Concept & Wireframes

Concepted and created presentation deck for senior management, to secure funding for the project. Wireframed the entire sitelet before the start of design. 



Landing Page

Users can navigate through the path of the parade in this 3D city view. Designed the user interface; the bottom collapsable drawer features CMS content that's flexible to accomodate marketing activations and event updates. 


Decade Pages

Once the user clicks into a decade, they are transported into Herald Square. They can explore the parade scene in 360° and discover extended content—videos, facts & stories—via hotspots.



Researched media, facts, and conducted interviews with Macy's employees about the parade over the past 90 years. Developed themes for each decade of parade history and selected the most engaging content to feature. 


Responsive Design

Worked with development to refine UX across all devices. Mobile and tablet functions like desktop, but with touch & 360° gyroscope-enabled interactions. Also prepped lower-res assets for an optimized experience for mobile and tablet.


Art Direction

Managed a team of 3D artists to create the balloons, city, and Herald Square scenes from photo references and sketches. Developed and refined the overall style for the environment. Also provided animation direction throughout the sitelet.



Composited 360° skyboxes for every decade, each with distinct lighting & color treatments to reflect each era. Digitized & silhouetted over 1,000 photos from the Macy’s archive.



Won three Webby awards in the events category for the desktop and mobile sites. The 21st Annual Webby Awards accepted 13,000 entries from all 50 U.S. states and 70+ countries—the Macy's Parade Desktop sitelet was nominated by the International Academy of Digital Arts and Sciences and awarded as a Webby Winner. Public voting deemed us People's Voice Winner for both desktop & mobile. 



Webby Awards Winner

Events - Website


Webby Awards People's Voice Winner

Events - Website


Webby Awards People's Voice Winner

Events - Mobile Sites & App

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