NORDSTROM RESERVE & TRY
My role: UX Writer
As a UX writer on the project, I worked with two designers and a dedicated UX researcher to develop content for the end-to-end Reserve & Try experience. It included content for the app experience, an internal tool and store wayfinding. I was responsible for the copy and information flows.
Launching a new service
Reserve & Try in Store was launched in 2016 on Nordstrom’s iOS and Android apps. Shoppers can shop the app and reserve items to try in store without having to purchase them. Once items are available, shoppers can try what they reserved in a pre-set fitting room that is ready for them within 2 hours (during open store hours). With more people shopping online, the goal of this service was to bridge the digital and in-store shopping experiences because shoppers still want to try and feel out an item before buying it.
I was responsible for the content of the story and worked with a designer to visualize it.
Situation: solving for location services
In several rounds of usability testing, it became clear the location services requirement flow needed extra care and consideration. Users were reluctant to share their location which was necessary to prepare the fitting room ahead of customer arrival, and a requirement to continue the reservation. We tested numerous language options of the location services notification. It had to work double duty to communicate the requirement to share location and a pre-set fitting room being ready upon the shopper's arrival.
The team worked together to define a more seamless flow. I was responsible for the language, notifications and errors. I worked through copy options for testing and stakeholder reviews.
Action: bridging the app and in-store experience
How we spoke about the service stemmed from the language we presented to the user in the app. My role as a UX writer moved beyond the app experience, into internal tools store employees use to prepare for the customer’s arrival and store signage that helps guide customers arriving to try on their reserved items. It was exciting to work on a truly digital to physical, end-to-end experience.
What I learned
I worked with some of the best designers anyone could hope for. They inspired me to take the time to learn UX design and extend my role beyond UX writing.
This project was also a great example of why language matters and should be part of the full UX design process. Testing language proved critical because we were asking shoppers to do something new—to reserve an item on the app and then head straight to a fitting room upon arrival to the store to give it a try.
I also believe that had we used a map of the full end-to-end service for all stakeholders, from development to store design, as the blueprint for collaboration, it would have created more certainty and more efficient communication.
I created the below service diagram retroactively as an example.