Reimagined Retail Experience
Situation
In collaboration with Zebra Technologies, I was tasked with leading my Purdue UX team to research and design concepts for the retail experience for the next 10-15 years.
Problem
With the rise of COVID-19 in 2020, retail stores saw a rapid decline in their in-store attendance as their patrons moved to online alternatives. As a result, many small retailers were forced to shut down, while large commercial retail stores had the opportunity to improve their online shopping experience for the time being.
Team
8 UX design students, 2 UX Researchers from Zebra Technologies
Timeline
1 semester: 4 sprints - one for each elements of the retail experience
Task
Now that shoppers have moved back to shopping in physical stores, customers are looking for an elevated level of convenience that previously only existed in the online retail experience. Using research methods to help us predict the future, our solutions will focus on technologically based customer experiences that improve the in-store shopping experience.
My role
Team facilitator
UX Research
Design fiction concept design
Workshop facilitator
Tools used
Figma, Midjourney - AI
Action
Research
Secondary
We began with exploratory research into customer experience solutions and innovative retail technology to shape our future vision. This led us to focus on key concepts like personalization, employee experiences, and cashierless shopping.
Our insights revealed that…
the future of retail is experiential; traditional retail is fading, and successful retailers will prioritize creating memorable experiences.
if brands fail to offer convenience or engagement, customers will seek alternatives.
predictions suggest that stores will evolve into interactive showrooms enhanced by new technologies, emphasizing the importance of physical space design, personalized shopping experiences, and seamless processes for both employees and customers.
Interviews
To gain deeper human insights into the retail space, we interviewed eight shoppers to understand their future needs. Our findings revealed several key themes:
Navigation and Shopping Behavior: Shoppers navigate stores with limited assistance, often visiting various physical locations.
Privacy and Post-COVID Impact: While online shopping has become standard, privacy concerns and challenges with clothing purchases remain. The future will need to blend elements from both online and in-store experiences.
Online vs. In-store Preference: Many prefer browsing online but enjoy trying on items in-store, often combining both methods for optimal shopping.
Struggles and Likes: Shoppers face issues like long lines and crowds, yet they appreciate a pleasant customer experience enhanced by technology (e.g., music, lighting, kiosks). Although most prefer the immediacy of in-store shopping, the experience can be time-consuming and uncomfortable.
Feasibility Matrix
After conducting background research about physical retail shopping trends (including but not limited to COVID, cashier-less checkout, personalization, etc.), we created an advanced Affinity Diagramming activity that we labeled a "Feasibility Matrix".
The matrix highlights our findings into broad topics and sorts them based on how forward-thinking & feasible they are in the foreseeable future. Below are the three topics our team chose to focus on developing design fiction for.
Designing with context
Based on our research, we identified three areas where our solutions could have an impact on shoppers. We made sprints out of these areas and started off each sprint with some research we then used to sketch ideas.
Try-on Experience
Mapped out the learning pathway using the current site map
Iterated on multiple flows before finalizing the design
Employee Experience
Created initial screens based on the user flow
Tested with users and made improvements
Checkout Experience
Created initial screens based on the user flow
Tested with users and made improvements
This project required us to get super innovative! There's no better way to get comfortable in a space like this than letting your ideas flow on a blank sketchpad. I wanted to highlight a few of these: you can think of them as "low-fi" designs, aimed at portraying a solution.
Result
Concepts
Virtual Fitting Room
Hologram Mannequin
Centralized Help Desk
Avatar Mirror Displays
Seamless Checkout Arch
Project Outcome
Our sponsors were very pleased with our results and ability to digest the complex problem space and design concepts across the entire in-store experience. As UX researchers constantly thinking of future solutions, our fresh perspective was valued and our hard work was appreciated.
Learning Outcome
This project primarily helped me gain more leadership experience. As the most experienced student on my team, I felt confident about leading my team into this difficult design space that involved future thinking. I felt that I was able to bring out the creative sides of my teammates by helping create a positive team culture that allowed my teammates to feel more comfortable using their imaginations.