Store Reserve highlightsStore Reserve highlights

Problem

How to create a try-on experience that seamlessly connects the Nordstrom app (iOS & Android) UX to the in-store experience?

Role

UX writer

UX designer

 

Tools

Sketch

How we got here

Reserve & Try in Store was launched in 2016 on Nordstrom’s iOS and Android apps. Shoppers could browse products in the app and reserve them to try on in a nearby store. Customers could try what they reserved in a pre-set fitting room that would be ready in 2 hours.

Research

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. Seeing if the customer was close to the store was a core requirement for letting store employees know to prepare the fitting room ahead of customer arrival. The experience depended on locations services being turned on. The locations permissions message we presented customers had to work double duty: let customers know that turning on location sharing was required for the experience and that they could head directly to a pre-set fitting room when they arrived at the store.  

We needed to take extra care to help customers see the value of sharing their location. We tested numerous language options for the location services notification.

Language bridged the app and in-store experience

As we defined the experience in the app, we quickly realized that we needed to have alignment on terms and wayfinding in the store experience as well. This need for consistent language helped our team build a relationship with the store design team. I learned that I loved working on user problems that connect the digital and physical customer experience.

Impact

My main responsibility on this project was creating the content for the customer and store employee experience. I was responsible for the language in the app and in the store, push and in-app notifications, and errors. 

I worked closely with a senior UX designer that focused on the iOS and Android apps, and an internal tools UX designer who designed the in-store point-of-sale devices used by store employees to know what items the customer reserved and when a customer was close to the store. 


Takeaways

This project was 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 in the app and then head straight to a fitting room to give it a try.

I 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 smoothed out our communication.

I created the below service diagram as an example.

Reserve IA service diagramReserve IA service diagram