Macy's
Building a social commerce ecosystem for the Chinese market
Direct Team
1 x Product Manager
1 x Design Lead
1 x Product Designer (Me)
Tasks
Research
User Interview
Digital Strategy
Product Design
Prototyping
Usability Testing
Duration
2017
6 Weeks
The Background
Macy’s is the largest department store in the United States, best known for offering fashion, beauty and lifestyle brands all under one roof. With a strong domestic presence, Macy's began exploring opportunities to expand into the Chinese market as part of its global growth strategy.
The Chinese retail landscape had already evolved into a highly digital ecosystem, where traditional department store models held little relevance.
The Challenge
Entering the Chinese market posed significant challenges for international brands, the market was highly competitive, local brands moved quickly and operational regulations added additional layers of difficulty.
More importantly, Chinese consumers are not just buying products, they are buying into stories and identity. Many brands have built strong emotional connections by drawing on local culture which feels familiar and deeply personal to consumers.
Problem statement
How might Macy's enter China's most competitive retail market in a way that feels distinctive and culturally relevant?
The Research
I interviewed 4 out of 9 consumers within our target demographic, forward-thinking fashion enthusiasts, to better understand their shopping behaviors and expectations of international fashion brands entering the Chinese market.
Key behavioral patterns
Mobile-first by default
All participants primarily discovered and purchased fashion through mobile platforms:
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Tmall
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JD.com
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Little red book
Social validation drives decision
Participants heavily relied on:
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Reviews and ratings
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Influencer recommendations
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Little red book-style content
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Real customer photos
Overwhelmed by unlimited choices
Participants also expressed being overwhelmed by product choices. They valued:
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Clear brand storytelling
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Simplified discovery
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Prestyled outfit suggestions
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Occasion based edits
Expectation of seamless service
Fast delivery and easy returns were baseline expectations.
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Easy, free returns and refund processes
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Familiar payment options
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Responsive customer support through in-app chat
To better understand these expectations, I studied leading local and cross-border fashion commerce platforms, looking closely at how their experiences create inspiration, guide discovery through curation and build trust with their consumers.
One key takeaway was that successful brands in China don’t lead with selling, they lead with storytelling, using narratives that reflect personal values and social identity.
I also found that consumers are highly comfortable navigating digital ecosystems, expecting seamless experiences across content, commerce, and social interaction within a single platform.
These insights led us to position Macy's as a curated lifestyle platform rather than a traditional department store
This shifted the focus towards discovery and emotional engagement, helping users understand not just what a brand offers, but why it matters. Based on this, we identified three key challenges Macy's might face.
Challenge 1
Low Cultural Relevance
Consumers → Low initial interest and weak emotional pull
Macy's → Being overlooked by trend-led platforms and domestic brands
Challenge 2
Choice Overload without Curation
Consumers → Longer decision time and higher abandonment rates
Macy's → Inability to compete with platforms that excel in curated discovery
Challenge 3
Authenticity & Trust Barriers
Consumers → Uncertainty around authenticity and delivery when purchasing from international brands
Macy's → Low purchase rate and customer's willingness to try new categories or higher-price items
Based on our insights, rather than replicating Macy’s existing retail model in the United States, we explored how the brand could be reinterpreted for the Chinese market.
The Approach
We were competing alongside with several consulting teams to help Macy’s define its entry into the Chinese market. Our goals were to understand the consumers, identify the biggest barriers Macy’s would face and turn those insights into a clear market-entry entry.
I started by structuring the features, focusing on the moments that matter most. From discovering the brand for the first time, browsing products without feeling overwhelmed and completing a cross-border purchase with confidence.
Key Experience Principles
Personalized content feed
Real lifestyle photography
Influencer / KOL storefronts
Live streaming commerce
Limited-drops & flash sales
Authenticity & order tracking
Loyalty points system
Direct customer service
For each experience principle, I drew on best practices from leading Chinese commerce platforms and adapted them to align with Macy’s brand positioning and aesthetic.
I designed the core user flows and turned them into a clickable prototype, giving Macy’s a tangible experience instead of static ideas. The goal was to show how each challenge could be solved through real product decisions.
Localizing for cultural relevance.
Fashion is deeply tied to identity, it’s how consumers express who they are and who they want to become. The app opens to a personalized feed shaped by each user’s preferences, browsing behavior and past purchases, no two homepages look the same. Macy’s feels immediately relevant, even for first-time users.
Products are grouped around moments that matter such as seasonal trends, special occasions, limited-time drops and promotions. Users can find what they are looking for without feeling overwhelmed.
Macy's creators are part of the experience through curated lookbooks and livestreams, helping users discover products in a way that feels natural and relatable. By following creators whose style they love, users can shop directly from their recommendations, turning inspiration into action without breaking the flow.
Delivery timelines are transparent with real-time tracking and clear expectations, reducing the uncertainty that often comes with cross-border shopping. Returns are simplified through one-click initiation, reinforcing confidence when purchasing.
Trust is especially important when buying international brands. Each brand is supported with review-driven ratings and authenticity certificates, giving users confidence that products are genuine and officially sourced.
The loyalty program rewards users for actions that build community and trust by engaging with the platform, reinforcing both emotional connection and long-term retention.
The Results
12 Interviews
Conducted with target demographic
3 Challenges
Defined from research insights
1 Prototype
Built to demonstrate market entry vision
Even though the proposal wasn’t selected, it was a valuable learning experience. The process felt like working on a real client project. From consumer interviews to competitive research, digital strategy and a clickable prototype, I gained a much deeper understanding of Chinese consumers and the importance of cultural relevance when entering any market.
Not every project ends in a win, Macy's remains as a strong example of how insights translate into into a clear and compelling product vision.