Nordstrom Preference Center


Nordstrom Preference Center

The project: web design for Nordstrom’s email sign-up page

My role: senior designer at Responsys


Nordstrom's email opt-in form was difficult to find on their site, and their subscription rate was correspondingly low. Our team was asked to redesign the page with two goals in mind: improved form prominence and enhanced data collection.

Concerned that site visitors may balk at the sheer number of requested form fields, my team proposed a simple multi-page experience that breaks the steps down. The only truly required information — the user's email address — is requested on the first frame, while frames two and three visually manage expectations and track progress. 


Proposed creative.

Art Director: Tanya Williams
Copywriter: Alissa Kline