Imagining the Next Generation of Omni-Channel eCommerce

Concepts that seamlessly integrate shopping experiences across platforms and channels, both online and offline.

Imagining the Next Generation of Omni-Channel eCommerce

Concepts that seamlessly integrate shopping experiences across platforms and channels, both online and offline.

Organisation

Central Retail Digital

Organisation

Central Retail Digital

Project

Next Gen Shopping

Project

Next Gen Shopping

Platform

Web, Mobile App

Platform

Web, Mobile App

Area of Expertise

Design Mgmt, eCommerce

Area of Expertise

Design Mgmt, eCommerce

The Challenge

How might we create a seamless, integrated shopping journey where customers could effortlessly engage with the brand across multiple touch points, whether shopping online, through mobile apps, or in physical stores.

The Approach

We made use of creative and research-driven approaches to first explore the broader landscape to gain a deeper understanding of our user's needs and their challenges. From there, we refined our focus, narrowing in on targeted and more feasible solutions.

The Response

We explored different ways to empower customers to shop how, where and when they choose, envisioning consistent and personalised experiences across platforms. These viable solutions could be achieved with investment and supported by recent upgrades to the inventory management systems and improved tech infrastructure capabilities. The go-to-market strategy was grouped into 4 distinct phases (now, next, later, tomorrow) each of which was tied to our overall product vision.

My Contribtion

Next Gen concept explorations (Phase: "Tomorrow")

Pitch Presentation Deck

Feature Highlight Video

Home Page Quick Shop

Chat to Shop

In Line Story Offer

AR Fit Finder

Post Purchase Engagement

Mid Funnel (PLP) Experience and Interface refresh (Phase: "Next")

Lower Funnel (PDP) Experience and Interface refresh (Phase: "Next")

Mobile App refresh (Phase: "Later")

Lower Funnel (PDP) new features (Phase: "Next")

My Contribution

  • Ultimately responsible for end-to-end design delivery (research/UX/UI).

  • Design team management, guidance and mentorship.

  • Hands-on-design, running feedback and review sessions.

  • Project coordination, activity planning and task allocation.

  • Stake-holder engagement planning.

  • Project status presentations to C-suite stake-holders, including to the group CEO, high-lighting, conceptual rationales, design direction, commercial viability, potential challenges and paths to success.

Deliverables

  • Conceptual rationales and delivery roadmap

  • Research library and prioritised problem statements

  • Low fidelity wireframes and journey maps

  • High fidelity screens and interactive prototypes

  • Executions for responsive web and mobile app experiences

  • Style guide, design system and component libraries

  • Explainer video; calling out all the new features we were exploring

Delivery Team

Head of Design, Design Lead (UX), Design Lead (UI), Product Designer (UX), Product Designer (UI), UX Research Lead, UX Researcher, Product Owner, Product Manager, Business Analyst, Web Dev (supporting role)

Timeline

Scope definition to stake-holder acceptance, 4 months.