Michaels Stores is the largest provider of arts, crafts, framing, floral and wall décor, and merchandise for makers and do-it-yourself home decorators in North America. Arts and craft SKUs found in-store range up to approximately 35,000. Online-only SKUs that can be searched within the app range from 750,000.
In collaboration with a digital strategist, we designed the full user experience for the Michaels iOS and Android apps. Our primary challenge was making the app useful in real-time during in-store visits. User testing revealed that the top customer request was help locating products more easily within the store. To address this, we introduced the ‘My Store’ feature, which surfaces aisle-specific product categories at the top of the main menu, customized to each user’s preferred location.
Landing Page & Main Nav
In-Store Location Maps
Having an in-store map in the Michaels app to help users find products is important for several practical and strategic reasons we discovered through extensive user and Michaels employee interviews and A/B testing:
• Improves In-Store Shopping Efficiency: Michaels stores are large and carry thousands of SKUs. A map helps customers quickly find the aisle or department they need. Shoppers, especially first-timers or casual crafters, can feel overwhelmed. A map reduces the chance of giving up or needing staff assistance.
• Enhances the Digital and Physical Retail Experience: Shoppers increasingly use apps while in-store. A map bridges the gap between digital browsing and physical shopping. If a customer orders online for in-store pickup, the map can show where to pick up the order or guide them to complementary products.
• Drives Sales and Impulse Buys: A map can highlight popular or seasonal areas and route customers past complementary items. “DIY Project Paths” or curated map views can promote product bundles and drive higher cart values.
• Reduces Strain on Staff: Fewer customers asking for directions means more time for employees to focus on stocking, checkout, and specialized customer support.
• Supports Accessibility: A digital map helps customers with mobility limitations plan the most efficient path through the store. Useful for parents with kids, seniors, or anyone who benefits from clear directional guidance.
App Coupon Functionality
Over 88% of in-store customers expect to use a coupon at checkout, making coupons a key driver of return visits and overall store loyalty. As a result, coupon delivery became a central focus of the app’s design. The experience needed to make coupons easy to find, understand, and apply, especially since most users access them while standing in line or during payment. Ensuring quick, intuitive access to relevant offers was critical to meeting user expectations and supporting Michaels’ promotional strategy.
Creative Project Search, Inspiration, Difficulty, Timing and Supply List
The app also needed to inspire creativity. Seasonal craft ideas and project searches populated the user’s feed with relevant, timely projects. Each project card provided all the necessary details—including difficulty level, estimated time, and step-by-step instructions. To support in-store shopping, a corresponding materials list was generated, making it easy for users to gather everything they needed to complete the project.
