Information architecture and web design for Nordstrom's email opt-in experience.
Nordstrom's existing email sign-up form is difficult to find on their site, and the opt-in numbers are correspondingly low. Our client hoped to improve prominence of the form and collect additional user information with a new design.
Concerned that site visitors may balk at the sheer number of form fields, my team developed a simple multi-page experience that breaks the steps down. The only truly required information — the user's email address — exists on the first frame, and frames two and three visually manage expectations and track progress.
Senior designer on the project.
Art Director: Tanya Williams
Copywriter: Alissa Kline
Proposed creative only. Designed at Responsys, winter 2013.