Omnichannel Fulfillment
Problem
Customers could not easily discover in-store inventory while shopping online. This made it difficult to decide how and when to get an item, slowing purchase decisions and limiting visibility into store inventory.
Goal
Enable customers to discover and purchase from over 100+ million in-store inventory by connecting digital discovery with physical stores.
My contribution & Impact
I led the redesign of Nordstrom's omnichannel discovery experience, shifting fulfillment decisions earlier in the journey and connecting store inventory to the digital experience across web and app. This enabled customers to see store availability, sizing, and pickup timing before purchase.
Unlocked $100+ million in store inventory visibility, contributed $10.1 million in profit, and enabled customers to make faster, more confident purchase decisions based on nearest stores.
Launched
2024
My role
Design lead
Who I worked with
Researcher
Analytics
UX Writer
PMs
Engineering manager
Why customer struggle to discover store inventory?
High drop-off occurred during discovery because customers couldn't easily determine if items were available in nearby stores
Store inventory represented significant untapped value but was largely inaccessible through digital channels. Customers could not easily discover nearby store inventory. This created friction in the purchase journey and limited the role of digital experiences in supporting store sales
Using journey mapping and research insights, I identified where customers needed store availability information most and introduced omnichannel signals across the journey. My focus was discovery, addressing the highest drop-off point, while partnering with product detail and checkout teams to ensure a cohesive experience.
Before
Discovery was the highest friction point for fulfillment decisions
Research showed customers made fulfillment decisions based on urgency and store availability, but this information wasn’t visible during discovery. Without visibility into nearby inventory, size, or pickup timing, customers couldn’t confidently make fulfillment decisions, leading to hesitation and drop-off at the highest point in the journey. This also left valuable store-only inventory inaccessible digitally, limiting engagement and sales
After
Making store inventory actionable during discovery
I focused on discovery and introduced omnichannel signals that surfaced nearby store inventory, pickup eligibility, and size availability while customers browsed. This allowed customers to evaluate real-world availability earlier and confidently choose how to receive their items. It also enabled access to inventory that was previously unavailable online, increasing engagement and driving higher sales.
