IR: $104M

CVR: +5.3%

RPV: +6.5%

UPT: +1.0%

Abandoned bag reminder

I designed an Abandoned Bag modal to re-engage returning shoppers who abandoned their bag items.

Company & role

Company & role

Macy's Inc.
Senior UX Designer

Timeline & platform

1 month
Macy's Mobile web

The opportunity

Customers showed intent, then disappeared

Customers frequently added items to their bag but don't check out. Reasons range from comparison shopping to price sensitivity and surprise costs at checkout. My team and I identified the opportunity to remind users of items they already considered.

My approach

Target high-intent users without disrupting discovery

Hypothesis:
If we re-surface abandoned Bag items and introduce urgency or incentive, customers will be more likely to complete their purchase.

Focus:

  • Design an experience that felt timely, not intrusive

  • Reinforce value without cheapening the brand

  • Meet customers while they were still browsing and inspired

Key decisions:

  • Target signed-in users who abandoned their bag

  • Trigger after 15 days of inactivity

  • Limit exposure to upper-funnel (Homepage, PLP, PDP)

  • Pair the reminder with an incentive

What I designed

A reminder that makes checkout feel worthwhile

The Abandoned Bag modal successfully reintroduced customers to their saved items while reinforcing urgency.

The image featured at the top of the about us page #1
The image featured at the top of the about us page #1
The image featured at the top of the about us page #1

Experience highlights

Experience highlights

Familiar product carousel

Familiar product carousel

Why it works: Recall quickly sparks interest

First name personalization

First name personalization

Why it works: Captures attention and increases trust

Optimized copy layout

Optimized copy layout

Why it works: Helps customers quickly understand value

Clear and actionable CTA

Clear and actionable CTA

Why it works: Maintains momentum at a high-intent moment

Impact & reflection

Interruption isn’t aggressive when it’s earned

I very am proud of the phenomenal results this modal produced, check them out:

Incremental revenue

in FY25 since September launch (5 months)

$104M

$104M

CVR

Conversion rate

+5.3%

+5.3%

RPV

Revenue
per visitor

Revenue per visitor

+6.5%

+6.5%

UPT

Units per transaction

+1.0%

+1.0%