Omnichannel
Connect customers directly to their local stores digitally by enabling them to shop online and pick up items in-store. This solution centralizes store information and inventory, unlocking over $100M worth of store-only inventory and giving customers visibility into what’s available at their preferred store while supporting an omnichannel shopping experience
Visit this resource to learn more about the in-depth services we launched
Launched 2024
Who I worked with
Researcher
CRI Team (Customer Research Insights)
UX Writer
PMs
Engineering Manager
What led us to improve Omnichannel experience?
Over 70% customers make fulfillment decision early
However, many struggle to discover in-store pick up options, causing confusion
and missed benefits, while stores miss opportunities to drive sales and optimize inventory
Introduce in-store inventory online
Designing a seamless experience that enables customers to discover and purchase store-exclusive pickup items, while building on the existing discovery flow.
Led the end-to-end design enabling customers to easily find and buy items available exclusively for in-store pickup. This feature surfaces previously hidden store-only inventory online helping customers get what they need faster, increasing store visits, and unlocking over $100M in previously untapped in-store inventory. The design focused on early discovery, clear fulfillment messaging, and differentiation between pickup-only and shippable items to reduce friction and build trust in the shopping journey
Challenges and Solutions
Connected customers to store information globally
We found that customers weren’t getting clear info about store perks, pickup timing, or fulfillment options. So, we built a global store locator to bring all that upfront and making it easier to see the value of setting a store and connecting online and in-store shopping. A big design challenge was making the flow feel seamless across different user states, from choosing a store to finding products. By highlighting store benefits early, we helped customers understand what they gain by shopping or picking up in person.
Dynamic Fulfillment Experiences
Customers often found out too late that certain items weren’t available for their preferred fulfillment option and the differences between options weren’t clear. Static store settings also made it harder to discover what was actually available. We needed content that adapted to what customers were filtering for, without showing conflicting messages.
To fix this, I surfaced fulfillment options earlier, added clearer visuals and messaging, and made store selection update in real time—so customers could see what was available right away and shop with confidence.
Learnings and Next Steps
We tested, validated, and successfully launched these experiences on Nordstrom and Nordstrom Rack stores for App, Desktop and Mobile Web
This improved early discovery of fulfillment options and store-specific items. Moving forward, we aim to enhance the global store locator during discovery to make the experience even more cohesive.
Additionally, addressing design debts around filtering fulfillment options will further streamline item discoverability and improve clarity for customers
