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Nordstrom Innovation Lab Sunglass iPad App Case Study Transcript (Dram beats) JB: I'm JB Brown, the Nordstrom Innovation Lab Manager, and this is the lab. We work on one-week experiments. Somebody will have an idea and we'll find a way to figure out bow to prove if the idea is gonna work and this week the innovation lab is gonna be building an iPad app with customer fecdback as we go through the week. We wanted to work in the store to make sure that we were getting customer feedback as we worked so that we were never working on anything that wasn't valued by the customer and only doing things that included value, So, we'll be building a feature and testing it til we get to the point where we have something that's good enough that we can just leave and leave the iPad app behind and have this new thing that customers can use. This is the world's first flash build, it is a flash mob where a software team shows up and builds an application in a surprise location. This is a Nordstronu Innovation Lab and we're at the flagship store in downtown Seattle. Right now, the team is just setting up their equipment to get started. We're gonna beild an iPad app that helps customers pick the best pair of sunglasses for them. We really don't know what the features are yet, we're gonna use customer feedback as we go along throughout the day and the rest of the week in order to build the best thing. Jeremy: So the next thing we're gonna do is a user story map, so we're going to sit here and together outline all the sieps that a customer would take and actually even beforehand how they buy sunglasses, like what are the different things that they might do and how that process might change if we have this application. We'll actually dig into what we bave to build in order to support that process. Kim: So now that we've done a card mapping, we're gonna do a paper prototype and this is something that we commonly do in the innovation lab. It's a great way to show what we like to do in a ref prototype that we can easily throw out, change, alter, based on the customers. Often when you're building individual paper slides and our user experience specialist Telle will bring the prototype to a customer and say "Okay, I have this app and this is a paper version. I'd like you to kind of use it like you would nomally use an app and you can press things, interact with them." and then she'll change out the pages based on how the customer uses it, so it's a similar experience to the iPad only an analog version. Telle: So it's day two and we have our first working prototype of this app and how it works is I take my first pair of sunglasses, put it on, take a picture, and then I want to compare it to this other pair I've got right here, put these on, take another picture. I can just pull these up like this and see which one I like better. Jeremy: While Telle and Kim have been talking to people and doing paper prototypes we ve been coding, building in iPad. We take a stab at something, we look, at the paper prototypes that Kim put together, we might take one at a time. Ustally we come order to support that process. Kim: So now that we've done a card mapping, we're gonna do a paper prototype and this is something that we commonly do in the innovation lab. It's a great way to show what we like to do in a ref prototype that we can easily throw out, change, alter, based on the customers. Often when you"re building individual paper slides and our user experience specialist Telle will bring the prototype to a customer and say "Okay, I have this app and this is a paper version. I'd like you to kind of use it like you woald normally use an app and you can press things, interact with them." and then she'll change out the pages based on how the customer uses it, so it's a similar experience to the iPad only an analog version. Telle: So it's day two and we have our first working prototype of this app and how it works is I take my first pair of sunglasses, pat it on, take a picture, and then I want to compare it to this other pair I've got right here, put these on, take another picture. I can just pull these up like this and see which one I like better. Jeremy: While Telle and Kim have been talking to people and doing paper prototypes we've been coding, building in iPad. We take a stab at something, we look at the paper prototypes that Kin put together, we might take one at a tine. Usually we come to the board and we grab the most important feature and we start implementing it. The really cool thing with this flash beild is that we have actual real customers. Just today, we delivered four or five different separate features and I deliver it, swap the iPad with Telle, she would go and talk to a customer and ten minutes later I have feedback from real customers about this thing that I delivered and it changed bow we did the next thing. Tanner: It's been really really great watching day to day what they've been doing, the team, to get all the feedback from the sales people, the feedback the sales people have gathered from the customers and it's a really interesting process to kind of come in. On Tuesday, we had no idea what this would look like. There was an ideat that somebody had to say "People take a lot of pictures of themselves with the sunglasses, It'd be cool if we could show them side-by-side to help them make the process better." And that was the idea, that was it. They came in, they had nothing built, and they've been building this literally on the spot throughout each day and by now, we actually have an app, a functioning app that they can go through. It's very intuitive to help look at themselves and make the sunglass section process easier, which is pretty cool to watch. JB: So yesterday, the sunglass buyer for Nordstrom came down to check out our progress and she happened to put on polarized glasses and then held up the iPad in portrait view and was surprised that she couldn't see anything beeause it was black and we figured out that the polarization of the iPad running up and down and the polarization of the glasses running vertical cancel each other out and you don't see anything, but you turn the iPad to landscape you see it perfectly fine because the polarization of the two items line up and it's okay. So it was a pretty good find to be in the store and she just happened to put on polarized glasses. So today. first thing we're gonna do is switch it to a landscape design and then lock in the aspect ratio of the iPad so customers and sales people can naturally pick it up and use it in landscape and not try to go in portrait. Telle: Okay, so I'm gonesa show you what we've been working on in the last five days, we've added quite a few features over the week. You take a picture, multiple pictures of the customer, and then pull them up. You tap the first one, you can see it help look at themselves and make the sunglass section process easier, which is pretty cool to watch. JB: So yesterday, the sunglass buyer for Nordstrom came down to check out our progress and she happened to put on polarized glasses and then held up the iPad in portrait view and was surprised that she couldn't see anything because it was black and we figured out that the polarization of the iPad running up and down and the polarization of the glasses running vertical cancel each other out and you don't see anything, but you turn the iPad to landseape you see it perfectly fine because the polarization of the two items line up and it's okay, So it was a pretty good find to be in the store and she just happened to put on polarized glasses. So today, first thing we're gonna do is switch it to a landseape design and then lock in the aspect ratio of the iPad so customers and sales people can naturally pick it up and use it in landscape and not try to yo in portrait. Telle: Okay, so I'm gonna show you what we've been working on in the last five days, we've added quite a few features over the week. You take a picture, multiple pictures of the customer, and then pull them up. You tap the first one, you can see it larger, and then tap the second and do a side-by-side comparison of each glass next to each other. We also added a feature where you ean rename the picture because we heard from sales people if a customer is trying on quite a lot of glasses, it's helpful to be able to know what order they were taken in and also rename, if you want, with the brand or some distinguishing feature about the glass. Another feature we added was the ability to 200m. You can zoom in and really get a good detailed look at the frames side-by-side. Also, just see one of the pictures larger if you want to just have a better view of one frume. You can flip the camera view, as well. Face it forward so the sales person can take a picture of it like this or you can flip the camera and take a picture of yourself facing forward. And then at the end of it all, you have a button called New Custoner which just erases all of the images and allows the sales person to start with a new customer. Jeremy: We're just trying to put the final touches on the app. Telle talks with a lot of users and they said that when they went into the compare view, it was unclear where the pictures were coming from and which picture was which, so the animation here is trying to solve that problem, make it a litte more clear what's going oq. One of the challenges with software is when you're done, right? And I think the answer is really it depends on how nuch time you have. At least the most important things got done, so this was timeboxed to a week and we did a week's worth of work and it seems like what we have now is sornething that makes customers happy and addresses the main problems and it's something that we can track, we have metries on, so I think we're gonna call that a day. Hanna: The application has developed so far, everything's finished, everything that we ve asked for and even the little road blocks and glitehes that we've kind of stumbled across as we used the app during the week has been solved. 1 think that it's gonna be really easy to be able to implement into our sale and I think that we're gonna find a lot of success with the application, whether it's via a selling tool for us or if it goes public into a downloadable format. Whatever happens, I think this was generally quite a success