Catalog shoppers are a dying breed, and few companies were feeling the hurt like Sears. They wanted to merge the sense of discovery that comes from browsing a print catalog with convenience and interactivity of online shopping. I analyzed the behavioral tracking models pioneered by Amazon and Netflix, producing a user experience concept which dynamically centers on users’ observed interests. Ultimately, the design evolved into a custom magazine-like format, with custom printing options for bridal and baby registries. The scope of the project was only to create a concept for the interface, online store, and go-to-market plan for implementation. There was never a plan approved to actually build out the site...and so it sits.