Interactive Store Experience:
Physical-Meets-Digital Retail
Paşabahçe is the third-biggest company in the world and second in Europe in the glass industry with a well-rooted history of 80 years, is also Turkey’s “LOVE MARK” that has established emotional connections with the whole country. They are focusing on glassware design, production, and sales through specialized chain stores. Our team has been selected as one of the partners in applying digital technology to the physical retail space. In 2022, we achieved the most prestigious retail award in Turkey with this project. The objective was to shape an innovative shopping experience that meets people where they are, offers new levels of personalization at a specific point in time, strengthens relationships, and expands the paths to revenue, loyalty, and growth.
Role
Lead UX Designer
Service
Service Design, UX Design, Research, Experience Strategy
Client
Year
2020
Retail
Phygital: A new dimension in customer experience
Challenge
This project was delivered during the pandemic period, which has taught us how to be productive while working remotely. We worked together with many parties remotely (interior design company, digital agency, development team, etc.) to define the in-store experience strategy covering both digital and physical touch-points. The rituals we have executed enabled us to produce outputs with a significant impact on our client. We learned how to conduct efficient online meetings and workshops by being pragmatic from the participant selection to present, from the duration of the conferences/workshops to a variety of activities.
Paşabahçe Mağazaları’nın yepyeni deneyim mağazası Bağdat Caddesi Erenköy’de açıldı!
My Role
I was appointed as the user experience design lead with the responsibilities of mapping and optimizing an ecosystem for mobile commerce, shaping a new user experience for a disruptive digital service in the store, and hands-on design production. I was also responsible for aligning with the agile development team and assist in the technical discussions to achieve our desired outcome - an up and running application.
Key Learnings
I worked at the intersection of the physical store and digital experience. I had the chance to understand the shift in shopping habits, global and local trends, and to design the experience of new touch-points coming along with emerging innovative tech, like augmented reality, virtual reality and, digital assistants.
Design Process
Mobile, Interactive Touch Screens
Different digital touch-points located in the store provide customers with high levels of support during their shopping experience.
We worked to create engaging and entertaining in-store consumer experiences enabling services such as scan and go, gift wizard, self-service kiosks, and interactive touch screens assisting customers in finding what they were looking for.
The Impact
The experience strategy defined by IBM iX™ came to life in 2021, which leaves mesmerizing marks on customers’ minds. We also provided input to planning and organizing a business’s resources (people, props, and processes) in order to attract people, reduce costs, and empower employees which ultimately lead to new customer acquisition and increased sales.
