Neiman Marcus Group

NM App Redesign - Full Rebuild of Neiman Marcus iOS App

Project Duration:
9 months (October 2021 - July 2022)

My Role:
UX/UI Designer

Team:
3 UX/UI Designers, 3 Seasonal Designers, 2 Copywriters, 1 Product Manager, 5 Developers

THE CHALLENGE

Neiman Marcus's mobile app served as a critical touchpoint for the luxury retailer's most valuable customers. Yet, it had fallen significantly behind both customer expectations and competitive standards in the luxury retail space. It reflected an earlier era of mobile commerce where it functioned primarily as a mobile-optimized catalog rather than a sophisticated luxury shopping experience.

THE PROBLEM

Outdated Architecture: Aging codebase required duplicate development and blocked modern API integrations.
Transactional Experience: Lacked editorial content, styling advice, and the luxury curation that customers expect.
Omnichannel Disconnect: Missing BOPIS, clienteling, and store features for seamless shopping experiences.
Competitive Gap: Poor performance and findability, while competitors offered superior AR and AI features.

THE GOAL

Premium Experience: Deliver sophisticated design, intuitive navigation, and best-in-class performance.
Omnichannel Integration: Connect digital and physical with inventory visibility, stylist access, and BOPIS.
Increased Engagement: Drive conversion improvement, active user growth, and higher app store ratings.

THE SOLUTIONS

01. Solved: Fragmented User Experience

Solution:

Redesigned information architecture with intuitive top-level navigation for shopping, inspiration, account, and services
Implemented a persistent navigation bar with quick access to wishlist, search, bag, and account from any screen
Created a unified design system ensuring consistent UI patterns, typography, and interactions across all sections
Developed seamless transitions between browsing products, editorial content, and account management
Simplified menu structures with user testing to reduce clicks to key features
The homepage template adapts to the user's shopping propensity.

Key Features:

One-tap access to wishlist, orders, and support from navigation
Contextual navigation adapts to the user's location
Intelligent search with visual search and recent history
Unified bag accessible anywhere with real-time updates
Adaptive homepage with modular components

02. Problem Solved: Poor Performance
Solution:

Rebuilt on React Native for code sharing across iOS/Android while maintaining native performance
Implemented lazy loading and image optimization, reducing load times by 70%
Integrated CDN and progressive image loading for product photography
Deployed comprehensive caching for frequently accessed content
Established performance budgets and monitoring to prevent regression
Optimized search algorithms with sub-second predictive search

Key Features:

Product pages load in under 1.5 seconds (down from 4-6)
Smooth 60fps scrolling through galleries and results
Offline browsing for previously viewed products
99.9% crash-free rate across all devices
Instant search with predictive suggestions

03. Problem Solved: Limited Personalization

Solution:

Integrated AI recommendation engine for personalized suggestions based on browsing, purchases, and preferences
Developed personalized home screen, curating content and products for individual customers
Implemented smart notifications for back-in-stock alerts, price drops, and personalized sales
Created dynamic collections, adapting based on customer segment
Built a style profile system for fit, brand, designer, and aesthetic preferences

Key Features:

"For You" homepage with curated products and content
AI-powered "Complete the Look" suggestions
Personalized sale sections with early access
Smart replenishment reminders for beauty/fragrance

04. Problem Solved: Disconnected from In-Store Experience

Solution:

Developed a real-time inventory system showing store availability with reserve-and-try functionality
Created digital clienteling, connecting customers with stylists via messaging, booking, and consultations
Implemented BOPIS with 2-hour ready notifications and curbside pickup
Built "Store Mode" activating near locations with maps, associate contact, and in-store offers
Integrated loyalty program with digital wallet for InCircle points tracking and redemption

Key Features:

"Check Store Availability" with one-tap reserve
In-app stylist messaging and video consultations
Store locator with wait times and department directories
Same-day delivery from local stores with tracking
Digital InCircle card with instant points balance
Virtual appointment scheduling for shopping and services

05. Problem Solved: Low Conversion Rates and Declining Engagement

Solution:

Streamlined checkout to 3 steps with Apple Pay, Google Pay, and saved methods
Implemented AI-powered predictive and visual search
Created shoppable editorial content with stories, lookbooks, and styling advice
Developed wishlist collaboration for sharing with stylists or gift-givers
Built exclusive app features, including early sale access and product drops

Key Features:

One-tap checkout with biometric authentication
Visual search for finding similar products via photo
Shoppable editorial content and video
Push notifications for personalized promotions
"Shop the Look" makes every image shoppable

Challenges Overcome

Integrating 15+ backend systems, including inventory, CRM, loyalty, and payment processors, into a unified API
Balancing performance optimization with high-resolution luxury imagery and rich media content
Training 200+ store associates and stylists on new clienteling features across all locations
Coordinating simultaneous iOS and Android launches while maintaining feature parity across platforms

What Worked Well

Cross-functional squad model with designers, developers, and product managers working in integrated teams
A phased rollout, starting with VIP customers, provided valuable feedback before the full launch.
Component library and design system accelerated development and ensured consistency.
API-first architecture enabled future integrations and third-party partnerships.

Areas for Improvement

Enhance sustainability information showing environmental impact and ethical sourcing details.
Add an AI-powered personal shopper chatbot for instant styling advice and product recommendations.
Integrate livestream shopping events with real-time purchasing during broadcasts.
Build social sharing features that let customers get feedback on items from friends.

CONCLUSION

The Neiman Marcus mobile app redesign transformed a functional liability into a strategic asset that embodies luxury retail excellence. By rebuilding on modern technology, integrating omnichannel capabilities, and prioritizing personalization, the new app delivers the sophisticated experience that high-value customers expect while driving measurable business results.

The project demonstrates that successful digital transformation in luxury retail requires more than technical upgrades. It demands a holistic approach that connects digital innovation with the human touchpoints that define premium service. By seamlessly bridging online and in-store experiences, empowering personal stylists with digital tools, and creating intuitive interfaces that feel effortlessly elegant, Neiman Marcus positioned its mobile platform as an essential part of the modern luxury shopping journey.

Key Takeaways:

Modern architecture enables rapid innovation and omnichannel integration across digital and physical touchpoints.
Personalization at scale requires AI-powered recommendations combined with human expertise and service.
Performance and elegance aren't opposing goals; premium experiences demand both flawless execution and beauty.
Cross-functional collaboration and phased rollouts reduce risk while accelerating time to value
Digital transformation succeeds when technology enhances rather than replaces human relationships.

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