Helping customers understand the benefits we offer is essential to Nordstrom's exceptional service

Discovery

Customer problem – many customers do not understand how coming into their local Nordstrom store may fit into the picture when shopping digitally

Low discovery

Store info and services are buried

Dead ends

Missing tablestake details and booking options

85% of our customers live within 10 miles of a Nordstrom store

This presents a huge opportunity to target our app customer segments first, who are usually our most loyal customers and most likely to go to our stores and use our services.

Yet most consumers aren't aware of the services we have to offer at our stores

Our goal is to have at least 30% of consumers aware of the services we have to offer.

Our vision

We want the customer to feel like they're being taken care of by a salesperson regardless of channel

Alignment

There were two competing agendas with the customer and business that meant leading with a tab labeled Services or Stores

Design

Building convenience and connection

Building convenience towards pickup

Our long term goal for the new tab will be to provide convenience for our customers. Customers want to engage with their pickup and purchase experience to be efficient and convenient.

Building connection to our services and brand

We want to ensure that customers are connected to our brands and can engage with them to look good and feel their best. These features will allow customers to engage with services and promotions.

Results

Design impact

We migrated our existing Store Hub experience from the home page widget as a new tab, offering a bigger presence of our digital and in-store services offerings and building upon our vision of convenience and connection for our customers.

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