In-store Experience Redesign


The Problem

Last year in 2017, my Director tasked me to come up with a way to improve the in-store experience. He had visited some AT&T stores and claimed that the customer experience could be improved and that few customers knew that AT&T offered DIRECTV services since the acquisition in 2015.

How could we inform customers of this acquisition and promote DIRECTV products in-store? Moreover, how can we improve customer service and help store representatives give effective sales pitches?

My Role

My role was to use the user-centered design process (UX) to come up with a solution for this proof of concept project.

Tools

Pen and Paper (Story Boarding), Omnigraffle & Illustrator (Wireframes), Adobe Photoshop CC (UI Design).


Research

In order to come up with ideas on how to improve the in-store experience, I first did some research to validate that there were customers that were unhappy with their store experience. I would have interviewed customers in-store but I was on a strict time constraint for this project. I simply did this by looking at yelp reviews from various company-owned stores around me. It was clear that there were many poor ratings and customers expressed a ridiculous wait time of 40 minutes to 1 hour even for simple tasks such as paying their bill.

 

Persona

based on the in-store reviews, I divided the reviewers into 4 different types of customers that enter the store.

 

A Solution

Now that I had validated that there are customers unhappy with their in-store experience, I wanted to come up with a solution. I began to think about how kiosks at airports help expedite the check-in process and research further.

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An article I found highlights that…

  • Big name stores, Bloomingdales and Zara have incorporated kiosks into their stores to "quickly answer sales associate or customer questions about available sizes and alternate colors, as well as providing reviews and ratings by other customers."

  • Benefits of using kiosks are provide faster service, increase sales, improve accuracy, give incentives for customers to sign up for rewards and are very affordable.

  • Kiosks provide “a wealth of information about who's shopping in their store, when and what exactly they're seeking. This in turn feeds into the shopping experience, allowing retailers to schedule staff accordingly, cross-promote products, ensure necessary stock is at hand and further hone the customer experience."

Based on my experience with kiosks and research, creating a kiosk-like survey could very well help the customer experience and help promote TV products in our AT&T stores.

 

Competitive Analysis

Doing some research, I discovered that Sprint stores have started to incorporate a kiosk system called Qminder into their stores. You can find out more about Qminder here. Since our competitor, using this system, we want to differentiate our product and make it better. Below. I listed the features that Qminder has and additional features we can incorporate.

Survey-App-Competitive-Analysis.jpg
 

SKETCHES & User Flow

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Wireframes

I created my wireframes to fit a iPad screen so that customers could interact with the iPad while waiting to be served and could take it with them within the store.

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Visual Design