After the pandemic, Macy's once-significant Wedding Registry experience was in sharp decline. With Amazon in the competitive driver's seat, businesses leadership wanted to know what kind of registry experience might bring customers back to Macy's. Should it be all digital? Should physical stores still play a role? In an omnichannel journey, what is the right ratio of digital to in-store touchpoints? I co-led the discovery process and in-store prototype to answer these questions and many more.

This simplified version of a wall sized journey map resulted from several days of in-person and virtual workshops with key stakeholders along with customer interviews. We described one of the most significant "moments that matter" as our "Warm Welcome" and defined our unique position or story as "Shared-life Co-creator", producing a 2-week in-store prototype to test an experience that included both physical and digital touch points.

As a result of participating in this prototype, these Macy's customers increased their ARV (Average Registry Value) by 3X. That equates to a predicted impact of $200M on Macy's registry business.

Over the course of 2 weeks at Perimeter Mall in Dunwoody, GA, with minimal financial investment we invited 13 real Macy's registry customers to experience the Registry Lab. Their experience began online with an introductory email from our "Celebration Consultant" and the completion of a "Style Survey" where they provided perspective on their vision and goals for their future shared life together.

The Celebration Consultant used that information to guide a store and curated showroom tour and co-create an interactive mood board to reflect their desired wedding registry with real Macy's products. This magnetized dry erase board and printed product cards were intended to mimic a future-state digital experience depicted by the following simplified user-flow and wireframe.

This Mood-board co-creation activity was the highlight of the experience according to our guests as I helped conduct the post-experience interview process.

Details distinguish a test like this. In addition to providing the big picture vision and much of the customer experience strategy in this experiment, I also leveraged my design experience to create distinguishing details like this printed registry guide and provided simple but meaningful hospitality gestures like ice-cold Cokes and Ghirardelli chocolate to make the Warm Welcome Experience feel extra warm.