Pain Points | Nordstrom Rack app
ISSUE 01 | 15 MINUTE SHOP TIME
Heuristic Evaluation: User control & freedom
A time limit is unnecessary for online shopping. The company should not put a time constraint when they are spending money. Once the time is up, the item is not in the cart anymore, and you have to re-add the item back in.
USER FLOW | WHAT IT DOES VS. WHAT IT SHOULD
To maximize shopping, an extended time button should be added.
REDESIGN
“coulda, shoulda, woulda”
Added a extend time button, for when time runs out. I feel it’ll create less stress and anxiety to the shopper when using the app.
ISSUE 02 | ITEMS DON’T SAVE IN CART
Heuristic Evaluation: Error prevention, Flexibility and Efficiency of use, Recognition rather than recall
After the 15 minute shopping time limit, items won’t be saved, which creates an issue to the online shopper. You have to re-add the “expired” item, but then the timer starts all over again! Ugh!
USER FLOW | WHAT IT DOES VS. WHAT IT SHOULD
Even though I highly disagree with having a time limit when you shop, a better way of shopping would just eliminate the “add it again,” and should just go straight to check out.
REDESIGN
“coulda, shoulda, woulda”
Simply taking out the “Add it again,” feature will create a better design. Now the shopper won’t have to worry about adding the item again since it will always stay in the shopping cart until purchased or removed.
ISSUE 03 | FILTER OPTIONS
Heuristic Evaluation: Flexibility & efficiency of use
The filter options need to be more defined. Below is an example for looking for pants. Size, color, price, women, men, kids, should not be the only options.› The company should categorize by dress, casual, swim, etc. Thousands of items show up, and with only a 15 minute window to shop, it’s unrealistic to look at all the items.
USER FLOW | WHAT IT DOES VS. WHAT IT SHOULD
It is completely unnecessary to go through SO MANY filter options, when it can be resolved by using better organization. Home, beauty, tech accessories, lingerie, etc, should not be included when searching for “pants.”
REDESIGN
“coulda, shoulda, woulda”
By condensing all the filters, this will save time for the shopper. Skipping all those unnecessary steps looks cleaner as well.
ISSUE 04 | ONCE AN ITEM IS SOLD OUT, THE ITEM SHOULDN’T BE LISTED
Heuristic Evaluation: Error prevention
When online shopping, we shouldn’t be teased with items that we can’t purchase. The company should eliminate the item once it is sold out. Or at least provide a submit button for a notification for restock.
USER FLOW | WHAT IT DOES VS. WHAT IT SHOULD
Instead of just teasing us with items that we originally wanted and can’t have, a restock button should be available so the shopper can be notified.
RESDESIGN
“coulda, shoulda, woulda”
The Nordstrom Rack app should only display items that are for sale. When it’s sold out and it can still go in your cart, it will only confuse the shopper.
ISSUE 05 | ONE HELP OPTION
Heuristic Evaluation: Help & documentation
A FAQ should be an option for customer care. With only one option for help, this could take time on the phone when if something would be listed, it could help the user for assistance quicker.
USER FLOW | WHAT IT DOES VS. WHAT IT SHOULD
A phone number should NOT be the only way to get in contact with Nordstrom Rack. Other options should ALWAYS be available. What if the user is unable to use a phone? An email would be nice. Or maybe they are old school and want to write a letter. Who knows, a phone number just isn’t enough and FAQ’s are always helpful, because it makes you feel that someone else has struggled, like you.
REDESIGN
“coulda, shoulda, woulda”
Adding more options for the customer when needing help is essential. Listing all the options clearly will help the shopper have a better and faster time rather then just having one option. We all hate being on hold, so might as well having a variety of solutions.
