This project was a redesign of the Nordstrom online credit card application, plus the addition of a feature to allow approved customers to immediately use their new card in store. This was also an effort to collect accurate customer data for the Nordstrom Rewards program records. The platform I was designing for on this project was responsive web.
Another goal of the Apply & Buy project was to reduce wait times in store due to customers filling out paper credit card applications at the register. The customers could now either text a number to receive a link to the application or use an in store tablet to apply.
We conducted several rounds of usability tests on this project, and learned that our customers preferred a more guided experience where the application was broken up into three categorized steps and a review page. I also recommended a persistent banner displaying card benefits on the left side of the desktop comps.
The most challenging portion of this project was finding an unobtrusive way to collect rewards information, verify existing memberships, and create new memberships prior to the customer ever reaching the credit application. This was a large effort across several departments including our security and multi-factor authentication teams.
The UX process I used during this project included:
Brainstorming Sessions
Wall Walks
User Flows
Storyboarding
Wireframing
Prototyping
Usability Testing (both in person and remote)
If you would like to learn more, please reach out via my contact page.