Macy's Backstage Pass

Role: User Experience Designer

Macy’s Backstage Pass is a mobile platform that enables users to unlock exclusive designer video tips using in-store QR codes and SMS within each designer’s section. Customers can activate the content anytime by scanning QR codes in the shape of Macy’s star logo placed throughout every store. Alternatively, customers can also send a SMS message to receive the information.


IAB Mixx Awards 2011 - Mobile Platforms and Apps, Bronze
Finalist at Cannes in the activation category
Ad Age’s “Ten most important mobile moments of the year”
Contributed to Macy’s being awarded Mobile Marketer of the Year 2011