Wayfinding
My Role: Graphic Design Manager and Principal Designer
Nordstrom Directories
The Challenge: Directories had become a top priority in achieving Nordstrom’s goal of $20 billion in sales by 2020. On the surface, directories might appear like a small detail in the scope of this huge initiative, but leadership believed they symbolized a broader challenge of aligning naming conventions, elevating brands, and promoting services.
Goals:
Align naming conventions
Create a flexible system to support numerous and varied floor plans
Allow for translation into foreign languages
Enable customers to navigate stores on their own
Promote brands and services
Actions: I met with the business leaders to understand and define goals, walked several stores representing a variety of floor plans, gathered an inventory of existing sign holders, and performed a competitive audit. Once the research was completed, it was clear directories needed to be organized by floor and translatable categories. Department names and/or brands could then be listed under each category. Naming conventions were defined based on customer segmentation, merchandising, and interviews with merchants and store managers. After the design was approved by stakeholders, I worked with engineering to create an easy-to-use online ordering system for replenishment.
The Outcome:
A flexible directory design system for 123 stores that worked with low-cost paper as well as high-end finishes
An online ordering system for replenishment
Stores reported a decrease in customer confusion on finding what they were looking for
Directories were translated into Japanese, Chinese, and Spanish, an improvement on service for non-English speaking customers
NYC Wayfinding and Directories
Building upon the success of full-line store directories, I directed my team to expand the system to include maps and additional icons to help customers navigate a segmented floor plan for Nordstrom’s Manhattan men’s store. Weekly reports from the store manager and visual merchandising manager about customer behaviors revealed the system significantly reduced customer confusion, allowing them to navigate the store on their terms.
