Amanda Parkhurst

UX Design and Research Leader

iPhone App - Nordstrom Rack

The client wanted to launch a new app to alert their loyal customers when new shipments arrived at their stores matching the customers style preferences.

I began with a research plan outlining the steps I'd take to build this new experience. The major components included a workshop with the major stakeholders where we created key customer journeys, captured all of the desired features and then ranked the features since we had a finite amount of time to complete the work.

Following the workshop, I outlined the results from the stakeholder session and then began working on wireframes. Once I had refined the wireframes through 2 rounds of review, I wanted to test the designs with users.

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I proposed a hybrid approach where I created paper prototypes and showed them to 2 groups of 10 users in a focus group setting. I put the groups through a series of activities to find out order preference for screens, where there were usability problems with the design, and which style appealed to the majority of users.

Finally, I presented the findings and recommendations from the focus group/usability test to the Nordstrom Rack stakeholders, took their feedback and created a final set of wires that were given to the design team and the development team. In the end the launch of the new app was a great success and was a featured in the App Store as one of the Best New Apps.