Future Retail Environment

Telstra

Telstra commenced a program to develop & deliver a digitally-integrated store of the future, called Future Retail Environment. The Service Design stream of work embedded human-centred design within this program, including research, service blueprinting, prototyping and UX.

Research

Throughout the with a deep examination of pain points and moments of truth that make up the current retail experience. Using these insights, we were able to identify and prioritise the key drivers of customer experience.

Research methods included contextual enquiry (intercepts and structured interviews), quantitative analysis of advocacy data, UX testing, staff interviews and behavioural observation.

service blueprints

Using customer experience drivers, pain points and other insights, we developed a series of personas that built empathy among the project team and focus the service design approach.

Working in concert with the interior design, people capability and technology teams, we developed blueprints that mapped a realistic and considered journey throughout the new store experience, including the physical, backstage and staff dependencies.

physical + digital experiences

Working with a variety of digital partners, we developed & iterated customer experiences that enabled customers to seamlessly switch between physical and digital touchpoints, including:

Tap & Take: Customers can record the products & services they explore in store and retrieve them online to continue their journey online.
Digital Tickets: A digital catalogue of products, including a comparison feature.
Device Lab: A touch table to explore features and benefits of mobile devices.
T-Concierge: Using Beacon technology to welcome customers to the store as they arrive, and thank them when they leave.

Creating the lab store

After working with interior design partners to develop a concept store, we constructed a lab store in an old exchange building in Melbourne’s south.

We used the space to:

Test the layout and materials
Iterate the design with customer feedback through service enactments
Easily solicit feedback from stakeholders and cross-functional teams

In the video to the left, you can see the approach in detail and how customers responded.

The resulting store design is being rolled out across the 350 Telstra branded points of presence, and won the 2019 Store Design of the Year award at the Inside Retail Awards.