For our Macy’s Personalized Offers program (PZO), I partnered with UX, CX and Creative teams to develop a new, cohesive PZO banner design

We conducted a STAR panel survey of our loyalty customers to understand what is and isn’t working in our current PZO Banner. Results were as follows:

UX Research Findings:

Old Banner:

  1. Added “Sign in” language

  2. Removed the callout to “Find code in wallet”

  3. Swapped “select” for “qualifying” to convey more directly that the code will only be applied to items in bag that qualify for the offer

Key Updates to the Design:

The new banners utilized the optimized copy, “exclusive offer” language and a yellow underline to connect marketing assets to actual products eligible for PZO on site ​

Ease of narrowing, coupons valid, and clarity of price/promos are still relatively low scoring metrics, and trouble applying promo codes or loyalty awards is the #1 cited checkout issue as reported by our CX Team (35% of customers with issues in last 2 months to date experienced this). Our Opportunities moving forward include:

  1. Create a filter option that allows customers to easily get to a product pool that includes what the they want to see in order to make it easy/intuitive for them to navigate applicable items

  2. Make the offer more clear so that customers can see how much items will cost as they are shopping

  3. Apply “no offer” messaging if the items in bag aren’t applicable for an offer. Currently, if you land in bag and your items aren’t applicable, there is no messaging and customers find the experience of applying offers and having them rejected frustrating

Opportunities and Next Steps:

Our CX Team reported two key improvements post implementing the new copy and corresponding badging to offers on web:

  1. Ease of narrowing down products – many customers come to our site specifically seeking to take advantage of an offer they saw, so showing badging makes it really clear what products are relevant for them/their intent

  2. Coupons valid on what customers wanted to buy & ease of checkout – by narrowing customers into specific relevant products earlier, they are less likely to end up selecting inapplicable items and ultimately become disappointed when checkout out

Results of the Updating Messaging and Design: