Designing
a phygital experience
for retail
Contract : 6 months (06 - 12/2023)
Role : Service & UX Designer
Provided expertises : Alignment & ideation workshops・Prototyping via storyboard・Interaction design
Tools : Sketch ・Miro ・Flinto ・Invision
Industry : Pet food
Background
This project was developed for a leading company in the pet food industry, whose name remains confidential for privacy reasons. As a trusted brand with a global presence, this company is dedicated to improving the lives of pets and their owners through high-quality, science-backed nutrition solutions.
Their commitment to innovation drives their efforts to enhance customer experiences, both online and in-store, while educating pet parents about pet health and well-being.
Challenges
Improving in-store experience: Enhancing the product recommendation by creating a seamless and engaging user experience, while also educating pet parents about pet health and the reasons behind each recommendation.
Simplifying deployment across multiple stores: Designing a solution that can be easily implemented in diverse store environments, taking into account challenges such as employee interactions, integration with existing systems, and stock management.
Balancing stakeholder needs: Aligning the objectives of the client with the unique operational challenges of individual stores to ensure a smooth and successful implementation.
Outcome
In 2021 pilot solution was deployed in 3 retail stores and 1 brand popup store in France
During the pilot, notable metrics were recorded : a high and constant NPS of 64, and a 40% increase in the average basket compared to the previous year.
As of 2024 the solution Nutrition Point is deployed in 13 stores
My contribution
As the Service & Interaction Designer for the in-store kiosk experience, I worked alongside a creative designer who developed three distinct graphical directions for the project. The foundational experience strategy had already been defined by previous designers, with the confirmed solution being a phygital retail experience. My role focused on refining and bringing this vision to life through designing the target experience, interaction design, usability testing, and iterative improvements.
Key responsibilities:
To shape the experience, I facilitated ideation & prioritization workshops to define key moments of the customer journey. I used storyboarding to map the target experience and to help participants easily project themselves.
Once the creative designer finalized the visual directions, I translated them into interactive prototypes using Flinto. After MVP deployment, I synthesized qualitative and quantitative research from the deployment locations to identify areas for further improvement. This iterative process allowed us to refine the experience based on real-world usage, ensuring a more effective and engaging phygital retail journey.
A scalable solution :
A critical part of the project was ensuring the solution was scalable across different retail environments. To tackle this challenge, I led a series of three ideation and prioritization workshops, involving pilot retailers to integrate their constraints and perspectives early in the process. We evaluated each idea based on three key criteria: benefits for the retailer, ease of implementation, and impact on user experience. This collaborative approach ensured that our final solution was not only user-friendly but also practical and adaptable across diverse retail settings.
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