Personalized homepage content for Nordstrom, built on three tile shapes. Pages for millions of people that still feel like they were made for one.
Square tiles carried product, hero tiles carried photography, and vertical tiles bridged the two.
Editorial stories, brand modules, and merchandised picks all came through the same three tiles, and any combination of them came out looking designed.
Composed tile layout
Editorial, lifestyle, product
Three shapes on one grid
Scroll. It fills the mat, then travels the frame
A different homepage for each shopper.
The young customer landed on Savvy Mag, the designer-brand shopper got Summer to Fall styling, and the men's shopper opened on city essentials. All of them were built from the one set of tiles.
The customer never saw the rules
The hero photography and the product cards, restacked to fit the smaller screen.
White seamless, no props, one shadow throughout. The same shoe could run in a Saturday editorial story and a Sunday inventory clear-out and look planned in both places.
Consistent eye level, deliberate contrast, precise angles. With no styling to look at, the merchandise read first.
Three shapes and one library of pictures, with every picture used more than once.
The tiles ran the homepage, campaign sends, and the long tail of category pages.
Art Direction
Product Photography Direction
Editorial Templates
Asset Library
