Designing the Future of Search at Nordstrom
Nordstrom was two years out from launching their Marketplace and needed a superior Search experience. I defined Nordstrom's Search vision in collaboration with director leadership.
Our goal was to gain executive support so we could bring this vision into reality.
ROLE
Senior Product Designer
YEAR
2022 - 2023
TEAM
Directors of Design, Product, Engineering, and Marketing
Impact
The Search Vision gained executive support where Nordstrom then mobilized product, design, marketing, and engineering teams company-wide to deliver on an enhanced and personalized Search experience. Nordstrom Marketplace launched in 2024 with a variety of Search enhancements from this vision.
The Discovery Phase
The discovery phase included a week long workshop with directors across the organization to define a Search Vision.
This collaboration ensured we gained expertise from multiple SME perspectives so that our vision was both expansive in thinking and strategic in gaining executive support.
Image by Marvin Meyer.
1. Began by Defining Our Customer Top Search Queries
I started by looking at Baymard's nine search query types and narrowed them down to the four most relevant to Nordstrom's customers.
One of Nordstrom's most popular search terms was occasion based, which you'll see later is why I designed the prototype with "Fall Wedding Guest Dress" as the search term.
This image is from our workshop, conducted in Mural.
2. Uncovered The Customer's Search Problems
Next, I led a brainstorming session with the leadership team to uncover our Key Customer Search Problems.
I learned that our customers feel overwhelmed by the Search experience. I knew I'd need to keep this in mind during the design phase.
This image is from our workshop, conducted in Mural.
3. Surveyed the Retail Search Landscape - Nordstrom as a Fashion Authority
I also looked at a variety of brands to identify what users expect as foundational to a Search experience, as well as what makes Nordstrom unique as a brand. This helped us define where Nordstrom was lacking, and ideate on features that we could strategically incorporate into the Search experience.
It became clear that our strongest differentiators are Nordstrom's stylists and rich history as a fashion authority. I brought this research to our workshop and led a discussion on how we could ensure we bring Nordstrom's voice as a fashion authority to the design.
This image is from our workshop, conducted in Mural.
4. Considered Gen Z's Search Behavior
Nordstrom was intent on attracting new Gen Z customers, so I considered social media's influence on Gen Z, and also how they incorporate Search into their omnichannel experience.
I learned that the design should include moments of inspiration throughout the customer shopping journey.
This image is from the workshop, conducted in Mural.
5. Reviewed Internal Qualitative and CRI Research
I also reviewed studies from our internal research teams, which helped me gain further insight into our customers.
From these studies, I learned that dynamic filter and sort features would be key components to simplifying the Search experience for our customers.
This image is from our workshop, conducted in Mural.
This image is from our workshop, conducted in Mural.
6. Determined the Search Jobs To Be Done
The Search "Jobs to Be Done" was an essential part of our workshop discussions.
We determined that Find, Listen, Evaluate, and Inspire were to be the key parts of the customer Search experience. This meant we'd want to include Search improvements throughout each step of the shopping journey.
This image is from our workshop, conducted in Mural.
Desiging the Prototype
The Process
With the Discovery Phase behind us, it was time to whiteboard and iterate through weekly design reviews with the leadership team. I kept in regular communication with our team as I moved from lo-fi mocks to a refined Search Vision prototype.
The Search Term and User Story
I based the design off of one of Nordstrom's core personas, Shannon. I wrote that her niece is getting married in the Fall and she’s come to the Nordstrom app to find the perfect "Wedding Guest Dress". One of our most popular search terms was occasion based, which is why this search term was relevant to the design.
Designing Shannon's Shopping Journey
I first designed Shannon's shopping journey in Mural in order to ensure I captured all the key components from our workshop and research. Below is a bird's eye view from Mural, while a touch blurry, it provides an overview of my process.
A bird's eye view from Mural, while a touch blurry, it provides an overview of my process.
The Shop Tab
We determined that Search starts before the customer taps on the Search bar, so I designed a pre-Search experience that includes nudging behaviors while offering discovery moments around style, occasion, and behavior.
Two key features were added to the Shop Tab:
1. Rotating search terms were added to the Search bar to demonstrate Nordstrom’s Fashion Authority, as well as to provide inspiration.
2. We know Shannon searches based on occasion, so I recommended adding personalized content, seen here under "Shop by Occasion".
The Search Begins
1. Shannon Taps on the Search Bar
When Shannon taps on the Search bar, she enters the “Initiate Search Experience”. Here, we want to nudge Search types beyond what’s popular and to anticipate intent.
All Search terms from the rotating Search bar appear under "Search Discovery".
2. She Begins Typing, We Anticipate What's Next
Once Shannon begins to type ‘wedd’ we already begin to anticipate Wedding as a Search term, offering multiple inroads to Nordstrom’s wedding offerings.
3. The “Category” and “Popular” sections are further tailored as she types
We continue to learn more as Shannon completes her search term, and further tailor the Search experience.
Entering the Unified Search Results Page
After tapping "Search" in the Shop Tab, Shannon has now entered the Unified Search Results Page (USRP).
With search results, I wanted to show more than just the products. Rather, I wanted to show all that Nordstrom has to offer.
From our content efforts, to our products, to even search queries like ‘find my order’ - ultimately, the USRP will be determined by the search term.
The Discovery phase revealed that our Search experience was overwhelming.
So We Added Two Key Features:
1. A top row of filters, auto-selected based on what we know about Shannon.
2. The chips below the filters are thematic and represent the attributes of the product search results.
1. Shannon Taps on the Fall Chip
"Fall" has been added to the search term and the results are now focused on fall dresses.
2. She Returns to the Unified Search Results Page by Tapping Again on the "Fall" chip
Below are several other features that appear as the user scrolls the Unified Search Results Page. They are all intended to center Nordstrom as a fashion authority.
Image 1: Nordstrom's blog, "The Thread" was integrated into the USRP.
Image 2: A style quiz lower down the page was recommended to personalize Shannon's experience in the future.
Image 3: I recommended highlighting Nordstrom's stylists throughout the Search Results experience to deepen our voice and fasion authority.
Image 1: Nordstrom's blog
Image 2: Style quiz
Image 3: Stylist highlight
Reflection
This project was an absolute highlight. I grew so much, especially through the close collaboration with diverse leaders and learning about the company's strategy. It was also a perfect opportunity to strengthen my UX Research skills while contributing to some big-picture, innovative ideas. I'm truly grateful for the opportunity to have worked with such a talented team and to see our Search Vision realized.