Macy's & Bloomingdale's
Aligned teams to deliver one consistent experience
Macy's & Bloomingdale's
Aligned teams to deliver one consistent experience
Macy's & Bloomingdale's
Aligned teams to deliver one consistent experience
Summary
Clarity that restored momentum
Macy’s and Bloomingdale’s operate iconic retail brands with massive digital reach. Growth wasn’t the issue. Fragmentation was.
As teams and channels expanded, experiences drifted. Messaging varied. Journeys felt inconsistent. Internal alignment slowed execution.
Variate helped both brands realign brand, product, and experience so customers could move with confidence and teams could operate from shared direction.
Summary
Clarity that restored momentum
Macy’s and Bloomingdale’s operate iconic retail brands with massive digital reach. Growth wasn’t the issue. Fragmentation was.
As teams and channels expanded, experiences drifted. Messaging varied. Journeys felt inconsistent. Internal alignment slowed execution.
Variate helped both brands realign brand, product, and experience so customers could move with confidence and teams could operate from shared direction.
Summary
Clarity that restored momentum
Macy’s and Bloomingdale’s operate iconic retail brands with massive digital reach. Growth wasn’t the issue. Fragmentation was.
As teams and channels expanded, experiences drifted. Messaging varied. Journeys felt inconsistent. Internal alignment slowed execution.
Variate helped both brands realign brand, product, and experience so customers could move with confidence and teams could operate from shared direction.
How We Did It
We focused on the decision moments that most affected adoption, trust, and conversion across both brands.
Customer Research & Insights
CX Strategy & Journey Design
Product & UX/UI Design
Experience Standards & Patterns
Cross-Channel Experience Alignment
This work aligned teams around a shared way of designing and evaluating experiences, reducing friction without flattening brand distinction.
How We Did It
We focused on the decision moments that most affected adoption, trust, and conversion across both brands.
Customer Research & Insights
CX Strategy & Journey Design
Product & UX/UI Design
Experience Standards & Patterns
Cross-Channel Experience Alignment
This work aligned teams around a shared way of designing and evaluating experiences, reducing friction without flattening brand distinction.
How We Did It
We focused on the decision moments that most affected adoption, trust, and conversion across both brands.
Customer Research & Insights
CX Strategy & Journey Design
Product & UX/UI Design
Experience Standards & Patterns
Cross-Channel Experience Alignment
This work aligned teams around a shared way of designing and evaluating experiences, reducing friction without flattening brand distinction.
Results That Matter
5
Employee facing experienced redesigned
5
Employee facing experienced redesigned
5
Employee facing experienced redesigned
1
new design system for two brands
1
new design system for two brands
1
new design system for two brands
65+
Accessibility best practice training for designers
65+
Accessibility best practice training for designers
65+
Accessibility best practice training for designers
6
Services redesign in mobile app
6
Services redesign in mobile app
6
Services redesign in mobile app
Speed
Customer decisions
Speed
Customer decisions
Speed
Customer decisions
Trust
Across platforms
Trust
Across platforms
Trust
Across platforms
The Challenge
Fragmentation was eroding performance
Digital complexity made experiences harder to manage and harder to trust. Journeys varied across channels. Messaging drifted between teams. Hesitation replaced momentum.
These weren’t isolated UX issues. They were decision issues playing out at scale.
The Challenge
Fragmentation was eroding performance
Digital complexity made experiences harder to manage and harder to trust. Journeys varied across channels. Messaging drifted between teams. Hesitation replaced momentum.
These weren’t isolated UX issues. They were decision issues playing out at scale.
The Challenge
Fragmentation was eroding performance
Digital complexity made experiences harder to manage and harder to trust. Journeys varied across channels. Messaging drifted between teams. Hesitation replaced momentum.
These weren’t isolated UX issues. They were decision issues playing out at scale.
The Solution
Decision Design™ for modern retail
Using Decision Design™, Variate helped establish a shared framework for how experiences were shaped and decisions were made.
We aligned:
Emotion, so experiences felt familiar and trustworthy
Structure, so teams worked from shared standards
Behavior, so journeys reduced hesitation and improved adoption
The result was not more process. It was fewer obstacles to confident action.
The Solution
Decision Design™ for modern retail
Using Decision Design™, Variate helped establish a shared framework for how experiences were shaped and decisions were made.
We aligned:
Emotion, so experiences felt familiar and trustworthy
Structure, so teams worked from shared standards
Behavior, so journeys reduced hesitation and improved adoption
The result was not more process. It was fewer obstacles to confident action.
The Solution
Decision Design™ for modern retail
Using Decision Design™, Variate helped establish a shared framework for how experiences were shaped and decisions were made.
We aligned:
Emotion, so experiences felt familiar and trustworthy
Structure, so teams worked from shared standards
Behavior, so journeys reduced hesitation and improved adoption
The result was not more process. It was fewer obstacles to confident action.
The Impact
Confidence replaced complexity
When experiences aligned, hesitation dropped and momentum returned.
Faster customer decisions across key digital journeys
Stronger trust and consistency across platforms
Higher conversion through reduced friction
Aligned teams operating from a shared framework
Sustained momentum without sacrificing brand distinction
Customers moved more easily. Teams moved faster. Growth became easier to manage.
The Impact
Confidence replaced complexity
When experiences aligned, hesitation dropped and momentum returned.
Faster customer decisions across key digital journeys
Stronger trust and consistency across platforms
Higher conversion through reduced friction
Aligned teams operating from a shared framework
Sustained momentum without sacrificing brand distinction
Customers moved more easily. Teams moved faster. Growth became easier to manage.
The Impact
Confidence replaced complexity
When experiences aligned, hesitation dropped and momentum returned.
Faster customer decisions across key digital journeys
Stronger trust and consistency across platforms
Higher conversion through reduced friction
Aligned teams operating from a shared framework
Sustained momentum without sacrificing brand distinction
Customers moved more easily. Teams moved faster. Growth became easier to manage.
The Takeaway
Alignment is the growth advantage
For large retail organizations, growth breaks down when experiences fragment. It accelerates when teams share a common way to decide.
Macy’s and Bloomingdale’s didn’t just redesign journeys. They realigned how decisions were made across brand, product, and experience.
That’s what Decision Design™ makes possible.
The Takeaway
Alignment is the growth advantage
For large retail organizations, growth breaks down when experiences fragment. It accelerates when teams share a common way to decide.
Macy’s and Bloomingdale’s didn’t just redesign journeys. They realigned how decisions were made across brand, product, and experience.
That’s what Decision Design™ makes possible.
The Takeaway
Alignment is the growth advantage
For large retail organizations, growth breaks down when experiences fragment. It accelerates when teams share a common way to decide.
Macy’s and Bloomingdale’s didn’t just redesign journeys. They realigned how decisions were made across brand, product, and experience.
That’s what Decision Design™ makes possible.
What Our Clients Say
"Variate aligned our teams and made growth feel manageable again."
VP, UX at Macy’s & Bloomingdale’s
"Variate aligned our teams and made growth feel manageable again."
VP, UX at Macy’s & Bloomingdale’s
"Variate aligned our teams and made growth feel manageable again."
VP, UX at Macy’s & Bloomingdale’s
Other Case Studies
See What’s Possible
When clarity replaces noise, customers choose
faster, stay loyal, and drive growth.
When clarity replaces noise, customers choose faster, stay loyal, and drive growth.