Digital wayfinding isn’t a new concept with even the most timeless brands dipping a toe into the mix. Nordstrom approached us to participate in an RFP to partner with them on a new digital wayfinding experience, so upon being awarded the project, we immediately jumped at the opportunity to not only work with this iconic brand, but to expand their digital footprint, both literally and figuratively.
Working with the Nordstrom teams, we crafted a new strategy that elevates a traditional wayfinding experience into a complete touchscreen digital directory experience. This included the design, development, and UX behind the experience as well as working with the fabricators to ensure the intersection of physical and digital was indeed, beautiful.
The experience essentially serves three major roles:
- Digital wayfinding for departments and brands
- A concierge service so shoppers can quickly find information and get personal assistance
- Analytics into their customers shopping behaviors thus giving insights into their individual store operations
By understanding the customer and realizing their specific path to purchase is not linear, we set out to meet them on their terms by designing kiosks that fit within the aesthetic DNA of a typical Nordstrom store. We had to ensure we were creating continuity between the past, present and future, all through a digital lens.