The document provides details about the work experience of Keri Carpenter as a user experience designer. It summarizes her role in designing a new online application for Macy's that allowed customers to design and purchase custom engagement rings. Key aspects included conducting a competitive analysis, creating wireframes, delivering the final design, and calculating return on investment. The experience increased sales by $16 million with a $200,000 investment.

1. managing and designing user experiences for mobile and web
KCKERI CARPENTER
I make experiences that succeed

2. I am a mid career web designer. Every two weeks, I launch features to a website used by 600
million people annually that generates over $5.6 billion dollars in sales annually. I personally
am responsible for launching features that have been used by 6-7 million people and
generated over 16 million in verifiable sales. I design mobile first, from 320 pixels to desktop
sizes of 1660 and every screen size in between. My designs go way beyond the web. I
design emails, texts, In Store Point of Sale machines, facebook messenger automated chat
interactions, website chatbot interactions – any user touchpoint. Responsive is my middle
name. I launch features every 2 weeks in a lean/agile development environment. I use every
tool, every method, every trick in my arsenal to get things done faster and communicate
better – photoshop, illustrator, sketch, invision, axure, omnigraffle or the new tool that
everyone is “into” next week, I do it so I can launch features. I am best working with a team
of dedicated product owners and engineers to deliver given ridiculously relentlessly tight
launch dates when business requirements are changing on an hour to hour basis. I lead my
teams to make the calls that move projects forward and get features launched when nobody
thinks it can be done. I still produce design deliverables, but right now I lead teams of 6-8
designers to architect and deliver larger engagements and get features launched. I’m the
point of contact for business leaders who need features developed. I architect the
engagement – bring the right resources to the table, through the design to delivery through
launch, getting and analyzing the data after launch and using that to strategize what
direction of the features will sell next to the business to meet user needs.
I launch features on huge ecommerce sites

3. Macy’s Style Your Ring Experience
Use the released
Experience on
Macy’s.com!
Desktop Experience
Mobile Web Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder analysis,
wireframes and initial comps.

4. Tinder for Macys
UX Designer on project which
introduced a tinder-like product
experience into Macys browsing.
I produced all communication and
design deliverables for project, tested
in production and calculated the ROI
for the project. Created a
$16,000,000 revenue increase on a
$200,000 spend.
Tinder for Macy’s

5. Macy’s Style Wizard
UX Designer on a new interaction style which
allowed customers to walk through a wizard to get
to recommended styles.
My Style Wizard

6. KCKERI CARPENTER
I have created experiences for

7. RECENT WORK
Macys’ Style Your Ring Experience
Link to experience - https://www.macys.com/social/style-your-ring/

8. KCKERI CARPENTER
The Challenge
Allow customers to design and purchase a custom engagement
ring on macys.com. We had two weeks to architect the major
components of the end to end experience.
We could leverage existing macys.com patterns which would be
cheaper and easier or architect an entirely new experience
which would be harder but might serve the customer better.
First, I decided to survey the competition.

9. Competitive Analysis
Assess the strengths and weaknesses of your competitors’ experiences
Link to experience - https://www.macys.com/social/style-your-ring/

10. KCKERI CARPENTER
Decision: Architect A New Experience
After surveying 6 competitor experiences, I determined I had to
architect a new experience rather than use Macys.com’s existing
patterns. I presented my findings to the stakeholders to align on
direction.
I sketched out the new architecture on paper and again
presented the concepts to align on direction.

11. Initial Wireframes
Visually communicate abstract ideas and concepts to users and team members
Macys’ Ring Design
Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder
analysis, wireframes and initial comps.
Link to experience - https://www.macys.com/social/style-your-ring/

12. KCKERI CARPENTER
Design Delivery
I developed a set of wireframes in OmniGraffle and over
successive iterations finalized the major components of the
experience and answered all existing questions from
stakeholders and development.
I delivered a final set of fully annotated wireframes articulating
the components of the experience.
Walkthrough with developers who were concurrently beginning
to code the experience and the visual designer who created the
icons.

13. Wireframes
Visually communicate abstract ideas and concepts to users and team members
Macys’ Ring Design
Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder
analysis, wireframes and initial comps.
Link to experience - https://www.macys.com/social/style-your-ring/
Highlighted New Patterns:
• Multi-step train leading the experience
• Filters displayed as collapsible boxes
• Sliders and boxes to constrain results
• Common filters expanded by default on
first open
• Multi-select icon picture filters for a
select number of filters
• Grid results updated at each selection,
not activated by an explicit apply button

14. Wireframes
Visually communicate abstract ideas and concepts to users and team members
Macys’ Ring Design
Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder
analysis, wireframes and initial comps.
Link to experience - https://www.macys.com/social/style-your-ring/

15. Released Experience
Macys’ Ring Design
Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder
analysis, wireframes and initial comps.
Link to experience - https://www.macys.com/social/style-your-ring/

16. KCKERI CARPENTER
Team Management
Team leader
– establish standards and guidelines for entire team related to Lean Processes
as teams were converting from a previous waterfall methodology.
- Create evangelizing UX documents to sell process to management and
internal groups
Processes
Expectations
Measurement
User Experience Selling documents

17. UX Standards and Guidelines
Lay out standards and guidelines for Lean Development Process
Macys’ Ring Design
Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder
analysis, wireframes and initial comps.
Link to experience - https://www.macys.com/social/style-your-ring/

18. UX Strategy Documents
Articulate best practices for User Experience to sell User Experience services to traditional print medium groups
Macys’ Ring Design
Experience
I was the user experience designer on a
new application for Macys which allowed
customers to design and purchase an
engagement ring online. I did the
competitive analysis, stakeholder
analysis, wireframes and initial comps.
Link to experience - https://www.macys.com/social/style-your-ring/

19. KCKERI CARPENTER
Return on Investment Calculations
Devotee of analytics – heavy interest and focus on articulating value of user
experiences through impact on KPIs and measuring that impact
Create testable hypothesis
Release Product
Analyze results
Calculate ROI

20. By introducing stars to encourage UGC, customers
will feel valued by Macy’s & recognized
for their contributions, resulting in contribution of
more User Generated Content.
Our hypothesis:
Hypothesis Definition
A testable hypothesis for a feature to test in production

21. - Calculated sales lift of $16,159,134 for Fiscal Year
- Approximate $200K spend
- 2-4X ROI is historically funded
- 3 additional rounds of funding secured for an
additional $1.9M total of project funding based off
continued ROI success for additional features
Return on Investment Calculations
Analysis of data

22. results Reviews conversion
revenue per
session
increase 14.83% 0.74% 1.35%
confidence 99.94% 98.47% 99.64%
Experimentation Results
new reviews new orders AOV increase
33,034 95,904 $1.11
Projected 2017 Results
low medium high
$7,153,286 $14,306,571 $21,459,857
increase in revenue
$16,159,134
@ $168.49 AOV
$14,849,470
@ 13.43 million orders
Eachreviewisworth$433Additionalsales

23. 23
Division Wide Meeting Shout Outs (200+ people)
Keri
Carpenter
“Keri has been working with the Marketing Domain and Loyalty
team around the Loyalty initiative/Star Rewards Release 3 for the
past month and a half. She initially was enlisted to initially support
the Release 3 deliverables and has since gone on to take a
leadership role within the project team. I am glad Keri has been
able to establish herself as a partner with this team and provide
them not only with the various deliverables, as well as a strong
voice of the customer.”
Ben Buja, Senior
Director, User
Experience,
Macys.com
Keri
Carpenter
Keri is a relatively new to this project, but very welcome to the Star
Rewards team. Keri's experience and organizational skills are
helping to align UX, CX and PdM teams more effectively. While the
Star Rewards tender neutral program is intended to be simple, the
business philosophy to let our customer 'have it her way' and the
architecture of Macy's makes 'simple' things like collecting an email
or phone number a challenge sometimes. Thanks, Keri for
accepting the challenge.”
Ginger Sire, Lead
Manager, Product
Management,
Macys.com