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    singtel Digital Concierge retail store

    A new retail experience that changes the purchase behaviour

    A new retail experience that changes the purchase behaviour
    Background info

    Teamed up with Public Design Group and Yeahpoint to deliver a brand new retail store experience for singtel customers. It is a revolutionary concept to combine immersive product experience with digital touch points with modern, beautiful physical store design .

    Project objectives
    • Create an immersive, positive retail store experience
    • Improve customer engagement and satisfaction level
    • Increase purchase conversions through customer-centricity approach
    Approach
    Step 1: Craft user research approach for different touch screens usageStep 2: Product architecture design to reorganise product content into a logical groupingStep 3: Interaction design for 46" interactive touch table to display product information
    Deliverables
    prototype design for interactive touch screenstore design concept by Public Design Groupservice prototype on customer touch pointssingtel shop @Jurong Point branchstore illustration by Public Design Groupimplementation of store touch points

    Increase in customer satisfaction level and achieved at least 20% more in-store conversion in sales since the launch of new store concept since year 2009.

    Key learning points:

    1. Design from customers’ perspective than trying to force fit with technology & features
    2. Streamlining vast, complex product information into something simple for customers to understand is the key for success
    3. Ideally, project decisions should always consider all factors within [Business context], [User needs] and [Technical feasibility] to achieve the most optimal impact

    How things work in this project

    Multi-disciplinary team setup with respective domain experts working hand-in-hand in close coordination, together with excellent project & stakeholders management by client side helps to achieve the business objectives within a very aggressive project timeline.