Nordstrom Rack

REDESIGN | DESKTOP WEB

OVERVIEW

This redesign was executed to create an immersive shopping experience that caters to customers' behavioral patterns. Target users are likely to buy products when they enjoy the experience of browsing. This redesign incorporates editorial-style elements and thoughtful language to target these behaviors.

METHODS

User Interviews

Contextual Inquiry

Heuristic Analysis

Competitor/Comparator Analysis

Journey Mapping

Sketching

Wireframing

Rapid Prototyping

Usability Testing

A/B Testing

Card Sorting

Navigation/Information Architecture

Specifications Document

Functional Annotations

User Flows

TOOLS

Sketch

Adobe CS

InVision

MY ROLE

UX Researcher

UX Designer

UI Designer

Finding opportunities for my client's business required

adaptability and creativity in the research phase.

 

WHAT DOES IT ALL MEAN?

When users are inspired,

they browse.

When they browse,

they buy.

APPROACH

The redesign was executed to create a more immersive shopping experience for the user. Based on research, Nordstrom Rack's target consumers purchase the most frequently from sites they enjoy browsing. The new website redesign targeted these behaviors with editorial-style contextual visuals, features like "Recommended for You" and "Complete Your Look," and more customizable filtering options. The following are the major design changes that were made.

USABILITY TEST - USER QUOTES

"I love these images. (Home Page) I almost forgot what I came here for."

 

"I always look at recommended items so I think that feature is so important. I would recommend shopping on Nordstrom Rack to a friend."

 

"It feels high-end despite being a discount site."

FINAL THOUGHTS

The major takeaway from this project was the importance of observing existing behaviors of users when using competitor sites (contextual inquiry). The most valuable data was collected in the research phase when interview questions gave them free range to behave as they would day-to-day. 

The redesign tested successfully per the results above, but further A/B testing with the existing site would confirm the value of design changes. In addition, costs of making these changes would have to be compared to projected revenue and traffic increases. The extensive research conducted during the course of this project makes a strong case for the effectiveness of the changes incorporated.

Working individually on this project was rewarding because I was challenged to test the impacts of multiple design decisions that I made in iterations. Seeing my designs effectively achieve the goal of creating an immersive experience for users validated my thoroughness in the research phase.

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