Paşabahçe: Where Physical and Digital Meet

Retail · Phygital · Experience Strategy

Paşabahçe store façade in Erenköy, Istanbul, with interactive screens in the windows

At a glance

2022

Retail Sun Awards, Digital Transformation

interactive screens in store

2021

store opened

Context

Paşabahçe, one of the world's largest glassware makers, wanted a store in Istanbul's Erenköy where physical and digital shopping work as one.

The challenge

Define an in-store strategy across digital and physical touchpoints, during the pandemic, working remotely with an interior design firm, a digital agency and developers.

What I did

As Lead UX Designer at IBM iX, I shaped the strategy and digital services:

Mapped the mobile commerce ecosystem and the end-to-end visit
Designed a Gift Finding Wizard, stock check, wish list, in-store navigation and scan-and-go
Designed the store app and 7 interactive screens
Worked with the agile development team through launch

The result

The store opened in 2021 and won the Achievement Award in Digital Transformation at the Retail Sun Awards 2022. Read the award news

Space and digital, designed together

An umbrella digital experience strategy for the store

At IBM iX, we partnered with the interior design studio demirden | ilio and set the umbrella digital experience strategy for the store. Screens, the store app and in-store services were planned into the space from the start, so the physical and digital journeys work as one. The interior design went on to win a Bronze award at the IDA Design Awards.

Interior design concept: store interior with modular shelving and a digital screen promoting the store app — Interior design concept 1: the store interior, with digital screens built into the space

Interior design concept: store façade at dusk with window displays and screens — Interior design concept 2: the façade and window displays

Interior design concept created by demirden | ilio.

Research and Design steps

01 · ResearchResearch synthesis: insights, personas and opportunity areas

02 · Information architectureStore app information architecture

05 · Interactive screensInteractive touchscreen flows

Experience store journey map: digital solutions across the visit, from awareness to after purchase — Based on our research findings, we have defined the experience strategy focusing on digital touch points as well as overlapping it with the physical experience. This comprehensive journey map covers the distribution of the digital touch points aligning with physical ones from the attraction phase to post-purchase phase, including the positioning, number of touch points and features.

Video

Next case study du: An Enterprise Website for a UAE Telco →