Neiman Marcus

Neiman Marcus needed its mobile shopping experience to support the discovery and personal service associated with its stores. The challenge was to make a broad luxury catalog easy to explore within the limits of a phone screen.

I led the mobile experience redesign and shaped how Bloomreach's personalization and recommendations appeared within it. The work connected search, product discovery, and checkout rather than treating each as a separate feature.

Interviews with frequent and occasional shoppers, a competitive review, and analytics identified three priorities: cumbersome navigation, particularly when searching by designer; checkout abandonment; and limited personalization. These findings shaped the redesign.

Discovery at the point of interest

I placed Trending within discovery and More Like This on the product page, where shoppers could explore alternatives to an item already of interest. Integrating recommendations into these moments made them part of the shopping flow and raised the importance of their relevance.

Search had to know designers, not just keywords

Designer-led shopping was a strong research signal. I made designer names central to predictive search and filtering, so shoppers could start with a fashion house as well as a product. This required a richer search model than a generic keyword field.

Reducing friction through checkout

I simplified checkout with a guest option and clear progress. In Find in Store, location was requested when it became useful and availability was shown directly. These changes reduced unnecessary steps while making requests for information easier to understand.

One system, boutique to bag

I supported the flows with a shared information architecture, restrained palette, and custom iconography. The system carried the brand through both discovery and transactional screens.