As our customers lifestyle are becoming more busy, customers expect Nordstrom

to support any of their retail needs at any point of their purchase journey.

How might Nordstrom provide a One-stop-shop for the Time Starved

and Self Directed Shoppers?

THE CONVENIENCE CENTER

SPEED & CONVENIENCE

CUSTOMERS IN CONTROL

SERVE CUSTOMERS ON THEIR OWN TERM

INITIATION CUSTOMER DISCOVERYEXPLORATION REFRAME & REFINE CUSTOMER VALIDATION RECOMMENDATION

Frame opportunity based on insights

Competitive analysis across retail stores and analogous experiences

In-home interviews, and shop-alongs with customers across our segmentation

Employee interviews with SEMs, ASEMs, Concierge, Designer stylists across Store 1, Bellevue, Northgate, and Vancouver

Synthesis and insight session to push design concept creation, design brainstorm, and co-creation session

Build functional prototypes in the CEC

Define CEC test plan

Bring customers and store employ-ees through CEC for testing and feedback.

Iterate and refine prototypes for in-store testing

6-week redlining process to deter-mine in-store test locations. (Holiday season delay + Executive team sign-off)

6-week in-store test process to gain customers and store employees feedback

Findings summarized and recommendations proposed

Advanced development continues based on insights

Develop roll-out plan, and steward-ship plan

CUSTOMER DISCOVERY

We interviewed customers, employees,conducted

shop-alongs, and looked for inspiration in competitor stores

and across retail sectors.

SYNTHESIS

We put all our interviews and researchon the wall, found common

themes, and extracted insights

DESIGN

We used our insights to brainstorm ideas and to generate directions

for future concepts

PROTOTYPE & TEST

We brought customers and employees to our lab to test the store experience

journey, learned and iterated on their feedback