Lex Roman


Connecting Macys customers to their local community



The Goal

Macys.com came to our team at Neo to learn about lean startup techniques. Their team had already established an internal innovation lab that was running with new ideas. They wanted to learn more about how they could employ customer development and lightweight testing to iterate faster. They asked our team to develop a new concept and validate that there was a market for it.

Team Ideation


My Role

Our team of two included a tech lead and myself with three executives from Macys.com. I facilitated ideation, customer development and led interaction design. 


  • Customer development
  • Facilitating workshops
  • Ideation and concepting
  • Content strategy
  • Wireframing
  • Visual design


We began by heading out to Union Square near their flagship store to talk to shoppers. From tourists and locals alike, we found an interest in unique San Francisco style and products. With this learning, our team came up with the concept for Heirloom, a curated store of local products presented alongside Macy's core offering. We tested a simplified microsite of the experience with a targeted newsletter to existing customers.

macys concept