Over 11,000 outlets shut their doors in the first half of 2020 this has coincided with massive online retail growth, further impacting the physical retail landscape.

However, research shows that The ability to touch and feel products and take them home immediately is why some people still choose to shop in-store instead of online.

Therefore, as the major project for my master’s degree, I created an app that aims to combine online and digital offerings into one coherent retail journey.

My role: Sole designer responsible for all UX/UI decisions.

Duration: Approx. 12 months.

Tools: Figma, Miro and Photoshop.

Problem Statement

How might we provide a one-stop solution that not only provides a coherent journey between digital and physical offerings but also helps customers make informed style decisions?

11,000+ retail stores have shut their doors in 2020 alone, and this has risen year on year except for 2017 (PWC, 2020)

The luxury goods sector achieves 80% of sales in physical stores (Mister, 2020).

Customer Journey Map

In order to align the app's numerous features with users' expectations, I meticulously designed the information architecture to reflect their needs. To accomplish this, I developed a comprehensive customer journey map, enabling me to gain valuable insights into how my customers would engage with the product across various touch points.

By crafting a customer journey map, I was able to gain a deep understanding of how individuals would utilise my app's features throughout their interaction with it. This invaluable knowledge allowed me to tailor the app's structure and functionality to seamlessly align with users' expectations and optimise their overall experience.

Through this meticulous approach, I ensured that every aspect of the app catered to the needs and preferences of my target audience. By carefully mapping out their journey, I could anticipate their requirements at each stage and create an intuitive and user-centric design that maximized engagement and satisfaction.

Solution

The proposed solution takes a unique approach to address the challenges in the retail industry. It focuses on delivering personalized services that are seamlessly integrated at every crucial stage of the customer journey. Extensive research has identified personalization and connectivity as key drivers for customers to visit physical retail stores.

While the solution may not differ significantly in terms of aesthetics compared to existing apps, its true innovation lies in the fresh perspective it brings to the problem. By adopting a novel interpretation, this solution redefines the role of design. In the words of Tim Brown, design becomes more than just another link in the chain; it becomes the central hub of a wheel. This perspective highlights the influential power of design and its direct correlation to the success of a project (Brown, 2019).