Scaling Video to Enhance the Digital Shopping Experience

Problem

Nordstrom’s e-commerce experience relied heavily on static photography and product descriptions, which limited customers’ ability to fully understand products—especially qualities like movement, fit, texture, and sheen. This gap created friction in the decision-making process and reduced confidence at the point of purchase. At the same time, there was no scalable system in place to produce and deliver video content across the product catalog, making it difficult to consistently enhance the online shopping experience.

Opportunity

The opportunity was to design a scalable system that integrates video into the digital shopping experience, bridging the gap between online and in-store interactions. By focusing on what customers can’t see or feel through images alone, video could provide a more complete understanding of products and improve confidence during purchase decisions.

My Role

I led the strategy, system design, and execution of a large-scale video initiative, overseeing production workflows, operational logistics, and team development across multiple regions. My role focused on building a scalable approach that balanced quality, efficiency, and consistency while aligning with business goals and customer experience needs.

Approach

I reframed video as a critical layer of the customer experience, specifically addressing what traditional e-commerce elements could not communicate—movement, fit, feel, and material qualities. From there, I designed and implemented scalable production workflows capable of supporting high-volume video creation across a large product catalog. This required close collaboration with merchandising, e-commerce, and creative teams to align on priorities, standards, and rollout strategy. I also managed the operational side of the system, including equipment, logistics, and regional production teams, ensuring consistency across locations. In parallel, I built and trained high-performing teams to support the initiative, enabling output at scale while maintaining quality.

UX Considerations

Throughout the process, I focused on reducing uncertainty for customers and improving confidence at the point of purchase. The goal was to replicate elements of the in-store experience within a digital environment, allowing users to better evaluate products through motion and context. I also balanced speed, scale, and quality within real-world operational constraints, ensuring that the system could be sustained over time. Consistency in content delivery was a key priority, helping establish a predictable and trustworthy user experience across the platform.

Outcome

This initiative expanded video coverage across a significant portion of the product catalog and enhanced the overall digital shopping experience. Customers were better equipped to evaluate products, leading to stronger engagement and more informed purchasing decisions. Internally, the system established scalable workflows that enabled ongoing production at volume, increasing efficiency and long-term sustainability. By introducing a richer, more immersive layer of product understanding, the work helped bridge the gap between online and in-store experiences.