Nordstrom - Serendipity 

2012. 10

- Redesign the retail shopping experience for the millennial generation 

OUR SOLUTION

Nordstrom Serendipity is an online service that enhances the online shopping experience by bringing a bit of the Nordstrom personal fashion touch and surprise to the online shopper. 

Video passcode:  yesand


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Team JAZI: Julia (MBA), Andy (Fellow), Zayne (MS&E), Ivy (LDT/Education) 

Nordstrom serendipity is the 3rd design project in ME377 Design Bootcamp 2012 at Stanford University. It is for the challenge to redesign the shopping experience forthe millennial generation. It is supported by Nordstrom Innovation lab.

DESIGN METHOD 

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IN A WORLD WHERE...

More and more users are turning to online shopping, but they miss out on one of the greatest emotional rewards of shopping -- the joy of surprise -- and one of the greatest strengths that differentiates Nordstrom -- the in-person customer services.

MEET EXTREME USER...

Jessica, who struggles with balancing the satisfaction of efficiently controlling her purchases online and the excitement of finding unexpected treats in store.

 

Our extreme user: Jessica, who has large feet and over 100 pairs of shoes, usually shops online at night because of her tight schedule. Also, she tries  to avoid the disappointment when finding something she loves but could not fit her feet, so, instead of shopping in store, she makes use of filters to get rid of the things that don't fit her when shopping online.  

Our extreme user: Jessica, who has large feet and over 100 pairs of shoes, usually shops online at night because of her tight schedule. Also, she tries  to avoid the disappointment when finding something she loves but could not fit her feet, so, instead of shopping in store, she makes use of filters to get rid of the things that don't fit her when shopping online.  

In store shopping provides opportunities for unexpected surprise: new shoes, new matchings etc, and chances to get help from experienced Nordstrom' fashion experts.

In store shopping provides opportunities for unexpected surprise: new shoes, new matchings etc, and chances to get help from experienced Nordstrom' fashion experts.

EVOCATIVE STATEMENTS FROM USERS

- “I don’t want to fall in love with something I can’t have.”- why Jessica shops online and whyshe filters her searches?

- “The best part of shopping in store is finding something that you had no idea you wouldleave with… it’s like a present”- what she misses from in store shopping?

- “I always hope I might be surprised”- why a male shopper goes to various departments in Target, when he did not plan on getting something from them.

- "I love Nordstrom's because it has the best return policy you could imagine." But she won't shop online. "I have to try things on to make sure I like them." - a 32-year-old fashionista.

- “Sometimes I just need someone to tell me what this all means! I like that there is someone to help me here” - a 28 yr old lady searching for a dress for black tie optional

INSIGHTS

- Control is key to online shopping. Our user can shop when she wants and avoid the disappointment and embarrassment of in-store shopping.

- Yet people are finding ways to make it similar to the in-store experience on their own. Our user has essentially begun creating her own at-home fitting room. She'll order two pairs of the same shoes in different sizes so she can try them on, and just send back what she doesn't like.

- The next thing that's missing then from the in-store experience are those great little extra recommendations that Nordstrom's experts provide you with in the fitting room, a key thing that sets Nordstrom apart yet hasn't made it to the online experience.

OUR SOLUTION

Nordstrom Serendipity is an online service that enhances the online shopping experience by bringing a bit of the Nordstrom personal fashion touch and surprise to the online shopper. 


How does it work? Follow this simple demonstration.

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The serendipity box, which contains a small box with additional items selected by Nordstrom's fashion expert, complements the  shopper's original order. 

The serendipity box, which contains a small box with additional items selected by Nordstrom's fashion expert, complements the  shopper's original order. 

And it also comes with a card from the fashion expert to build up customer connection.

And it also comes with a card from the fashion expert to build up customer connection.

The easy-return label comes with the box, so shoppers can return the items that they don't like very easily with no extra charge. 

The easy-return label comes with the box, so shoppers can return the items that they don't like very easily with no extra charge. 

USER TESING & FEEDBACK...

All of our testers like the idea to delivery items home for free. Most of them are willing to try serendipity part, to let fashion experts to choose extra iterms for them. Only one man prefers do all selection by himself.

During the testing, we also found testers thought the original brand: "fitting room to go" for the delivery box and "open to serendipity" for additional items are too much and isolated. We took their feedback and simplify the brand to just "Serendipity".

 

The user testing was conducted in Nordstrom department store Palo Alto and in private apartment.

The user testing was conducted in Nordstrom department store Palo Alto and in private apartment.

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NEW QUESTIONS UNCOVERED...

How long is an appropriate amount to keep the clothing before having to return or the card charged?

How will items be selected? 

Our design provides precious in-store experiences to Nordstrom online shopper, but can it also bring more customers into real Nordstrom store?