In 2018, I worked in a Lean Lab for Macys.com's Stores domain. We were innovating ways to draw users into our digital space. One thing that we did was try to rethink the real estate of the tiny signature pad at point of sale. We knew we had only a few seconds to make our sales pitch to the busy shopper. We employed a QR code to get the customer to start the process for creating an online account and/or signing up for a credit card. These are tough asks, but converting a customer to this level of loyalty triples their spending on average, so we really had to get it right. With 55 million visitors per month, even little wins are worth big money. The trouble is that most people are still not familiar with how to use a QR code. This is where you have to be brilliant at microcopy: in just a few words, I had to not only persuade them to do it, but also tell them. I'm proud to say that our product was rolled out and was ranked the greatest success of our Stores domain in 2018.