The Nordstrom Product Group had a vast amount of high quality content spread across various sites. We had 6 different blogs, Instagram, Facebook, Pinterest and videos on YOUtube. We did some initial user research with other teams which showed that a lot of our users unaware of this content, even though they were consistently on the sites that hosted it. We wanted to aggregate all of this great content and showcase it in one location on the mobile apps as another way to get inspiration and shop. It was a great opportunity to further solidify Nordstrom as a thought leader in the fashion industry and not just another department store.
I was the lead UX designer on the project and worked alongside a UX researcher and also collaborated with another mobile UX designer who was designing the phone experience. We worked closely with the Nordstrom editorial and social content creation teams as well. We had the opportunity to do qualitative research on the project and met with a variety of users that stretched across all of our mobile personas. We produced prototypes early and often to test them with those users. I provided everything from user flows, sketches, wireframes and visual designs. The designs were done with Omnigraffle, Illustrator and Photoshop.
The biggest challenge of this project was to take content that lived on a variety of different media platforms and bring it together into one intuitive experience. We had a combination of photos, videos and editorial content so we had the unique challenge of building an experience that did all three justice. We had to work with a variety of different content producers to make this feature work well in a native environment and create a process for content creation moving forward.
The N Style feature was designed with Nordstroms user personas in mind. We specifically targeted our trend setter and millennial personas for this feature and worked with our voice of customer team to recruit users. Our user testing was done with this target audience.
This was a great opportunity to work with the social media content producers at Nordstrom. We learned the limitations of different social media API’s and were able to build an intuitive and useful experience for our users given those limitations. We learned that not only did our users see us as a great place to buy clothing, but also a great place to get the latest information on fashion.
