Wayfinding

My Role: Graphic Design Manager and Principal Designer

Nordstrom Directories

I was the principal designer for directories for 123 stores. I met with the business leaders to understand and define goals, walked several stores representing a variety of floor plans, gathered an inventory of existing sign holders, and performed a competitive audit. Once the research was completed, it was clear directories needed to be organized by floor and categories. Department names and/or brands could then be listed under each category. Naming conventions were defined based on customer segmentation, merchandising, and interviews with merchants and store managers.

NYC Wayfinding + Directories

My team developed a custom color palette, maps and icons to help customers navigate a segmented floor plan for Nordstrom’s Manhattan men’s store. The system significantly reduced customer confusion, allowing them to navigate the store on their own terms.

Express Services

Defining Success. I met with stakeholders to define scope and develop key insights based on the challenges, risks, and dependencies that the existing research revealed. I then translated priorities to my team to begin ideation and design process.

Service Ecosystem. I defined naming conventions and lead my team in the creation and execution of a graphic system for destinations, wayfinding and frontline staff.

Results. A cost-effective easy-to-install sign package that worked across a variety of floor plans and fixtures; a customizable modular wayfinding system; organization signage for frontline and backstage staff.