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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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Target user

Beauty & cosmetic products consumers, middle to elderly aged, middle class in Germany

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.

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.

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

Mueller Digital

2015

Blocher Blocher Partners | Mueller Drogeriemarkt

Updating the user experience in retail spaces

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