Making Fetch Happen

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Fashion is a visual language - searching for it shouldn’t be text based, and inspiration can happen anywhere, not just in a store. Fetch, a mobile app incubated in the Nordstrom Innovation Lab, helped customers capture their inspiration and search in a more intuitive way.

WHAT

  • Experiment design to test value of a way to shop visually for fashion

WHY

  • Help manage limited resources by ensuring that only ideas that are desirable, viable, and feasible receive ongoing investment

HOW

  • On creation of the iOS app, identified hypothesis for expected behavior within Alpha study

  • Designed study plan, recruited, and executed in-depth qualitative interviews

  • Analyzed in-app behavior

  • Utilized the Jobs-to-be-done framework to identify key value propositions that Fetch offered to customers and prioritize work for planned Beta release

  • Team also performed evaluation of potential visual object recognition technology solution for scale

OUTCOMES

  • Validated need for key market opportunity

  • Visual-based search utilizing the assessed technology launched in the Nordstrom app