Nordstrom iOS

12 low-dev and long-term solutions driven by data captured through our in-person moderated usability study

How do we increase discovery and bookings for Nordstrom styling services on the iOS app? Over 10 weeks our team of 5 designed and conducted an in-person moderated usability study with 6 participants. Upon completion, we presented recommendations to over 50 Nordstrom stakeholders across UXD, UXR, product management, and in-store styling services.

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The short version

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Problem

Nordstrom offers complimentary services that, once discovered, effectively drive customer loyalty. However, their appointment booking flow has room for improvement, and the Nordstrom team wanted to increase appointment booking discovery and reduce drop-offs.

Solution

We uncovered 12 usability issues in our study of the beauty stylist appointment booking flow from discovery through rescheduling. Some highlights from our research:

  1. Users employed trial and error to find appointment booking

  2. Search doesn’t lead to appointments, causing drop offs

  3. Beyond brands, users expect more information on staff profiles

  4. Users found their desired staff unavailable after selection

  5. After several errors, people were unable to reschedule, leading to cancellations and drop offs.

Impact

After the study, Our team presented our findings and proposed solutions to over 50 Nordstrom stakeholders. Our feedback:

“So glad to have these teams validate what we’ve been wanting for months! – UXR stakeholder

Your research is incredibly helpful and will be referenced again and again” – UXD stakeholder