Nordstrom Homepage

Project

Create a new toolkit of guiding principles for all content on the Nordstrom homepage, along with a new visual design and layout that can also eventually be translated and rolled out across the entire site. With success metrics based on Bounce Rate and Demand.
 

Nordstrom Homepage April 2016

Overview:

To help define the problem space and uncover restraints we have today we asked all teams - business owners, product managers, UX, Digital Design - to participate in a brainstorm for pain points, job descriptions and concepts to move forward with. Below is a high level overview of what needs to be achieved.

Driving Questions:

Why do people come to our homepage?
What do customers want out homepage to do or provide?
Do our customers want the homepage to contain more content about them, Nordstrom or the fashion industry?
What types on content would bring customers back habitually?
What content do customers expect to see on the homepage?
How frequently would customers want the homepage to updates?
How do we create a template that is flexible to create unique homepage/customer needs?
What is the right balance of personalization vs business driven content?
 

Problems to solve:

• No clear education or inspiration:  We need to provide customers with a clear and easy homepage, where they can consistently identify what they are looking at and looking for on every visit
   
• Not enough Shoppable Content: Right now content can only really be shopped on product pages, changing this to make content shoppable across all editorial content.
   
• Site doesn't provide a personalized experience: Every customer receives the same homepage regardless of who they are.
   
• Hard to Evolve: Our current Homepage does not allow us to adapt as we discover new customer and business needs.
   
• Not Cutting Edge: Our competitors are ahead of us in terms of  style and relevance, we need to be fresh, cutting edge, beautifully functional and intuitive.
   
• Inadequate search: Our search feature does not return any editorial content only basic product information.

Goals:

• Strengthen Nordstrom Fashion Authority: Showcase Nordstrom's elevated brand and key points of differentiation through a best in class digital experience.
   
• Reenforces the Nordstrom brand: Make the site feel like a true Nordstrom flagship experience.

• Tailor to Customer Need: Orient customers and offer a personalized experience that meets the specific, current needs of each HP visitor. (e.g., fashion inspiration, directive search, account information).

• Drive to Action: Allow customers to access all there needs within the page.

• Generate Engagement & Recurring Interest: Generate engagement by capturing interest, providing a reason to return and ultimately growing organic traffic. 

• Support an Omni-Channel Experience: Seamlessly supplement the One Nordstrom experience.

• Create a strong sense of hierarchy and a design toolkit: Provide easily identifiable titles and page structures that continue throughout the site and are timeless, not trend based.

• Intuitive search functionality: Providing the customer the ability to search the entire site and not just products.

• Enable customers to easily tell us what they like and what they don't: Have the ability for customers to actively highlight what they want to see without us having to guess.

Competitive Analysis:

Vision:

• A homepage that truly reflects Nordstrom's brand and promotes it's fashion aunthority .
• Personalized homepage for every customer.
• Understand a customers goal for shopping.
• Getting a customer to purchase a product that's right for them, create a relationship and improve their next visit.
• A page that reflects previous shopping experiences.
• A hierarchy that is relevant to the customer and emphasizes what's relevant to the customer.
• The ability to search through all content including blog posts, editorial content and landing pages, not just product.
• Flexible framework supports special events or holidays.
• Dynamically populated page.
• Integrated storytelling.
• Customers to have the ability to inform us of what they like in an easy and intuitive manner, gaining better customer insight.
• Highlighting partner brands to strengthen and secure vendor relationships. 

Homepage Version one:

Prototype below, please interact with.

Homepage Version 2:

Prototype below, please interact with.

Version 3 Homepage:

Prototype below, please interact with.