Learnings & Conclusion
In the real world, with settled big retail chains, every penny counts. Too big changes are for such clients mostly not viable. In this case maybe a strategy of how to implement small changes meassuring the impact of them would have a more positive outcome.
Outcome
The project was left unfinished as the conservative German company owner was unconvinced about making changes to his shops, despite losing clients annually.
Solution
The new interior concept consisted on reworking the user flow inside of the shop, which included a new more approachable signaling system, flexible store windows and digitalization of the shopping experience on-site, this way unifying the physical and digital experience in one.
Hypothesis
The physical retail world will not survive alone, it needs it's digital twin to extend itself. The other way around the same, alone digital retail doesn't provide a full-user experience.
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Process
DEFINING TARGET PERSONAS
Defining the different kind of Personas helped us align on the target user.
DEFINING THE USER JOURNEY
Defining the User Journey in the physical store helped us identify opportunities to introduce POI through the retail space.
CREATING A CONCEPT
We created a concept based on different interventions in the retail space.
STORYTELLING
We put everything together in a presentation to tell the story of how users will experience the new Mueller Drogeriemarkt.
Mueller Digital
2015
Blocher Blocher Partners | Mueller Drogeriemarkt
Updating the user experience in retail spaces
Challenge
Müller Drogeriemarkt, a well-established drug and cosmetic store in southern Germany, faces challenges in attracting younger and new customers to its physical locations amid the booming e-commerce sector.
Target user
Beauty & cosmetic products consumers, middle to elderly aged, middle class in Germany
Role
Interior Architect • I contributed in the concept design of the proposal for the client
Team
Holger Schalk, Franziska Huether
Skills
Ideation • Concept design • Visual design • 3D Modelling • Innovation • Architectural design • Design Thinking • UX • Team collaboration • Problem solving
Tools
Adobe InDesign • Sketchup + Vray • Photoshop • Hand sketching