Concept Development & UX
Interactive and omni-channel
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As part ofTBWA\Mobile & This Page Amsterdam
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Year2018
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RoleConcept & UX
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Website
Project goal: create an interactive in-store launch campaign which unites the digital and physical world.
An average sales uplift of 465%.
TBWA (\MOBILE) partnered up with This Page Amsterdam to find Hudson's Bay shoppers' perfect flavour match. Shoppers' key colours were captured by a 4K touch screen with Kinect sensors and digitalised into pixel-like images made out of L'or capsules. The most prominent colour was assigned as their 'personal' flavour, which could be discovered at the Tasting Bar. Just like a photobooth, the taken photo's were printed to have a memorable souvenir. All photo's were collected on the campaign website for exposure, downloading and sharing purposes.
My Responsibilities
In this project, I led the UX design for an innovative in-store campaign integrated with a corresponding website for [Client/Brand]. The campaign aimed to enhance customer engagement and drive both in-store and online interactions through a seamless, interactive experience.
User Research
Conducted user interviews, surveys, and observations to understand customer behaviors and preferences.
Experience Mapping
Created user journey maps to identify touchpoints and design a cohesive omnichannel experience.
Interaction Design
Developed interactive prototypes for in-store touchpoints and the website.
Usability Testing
Conducted usability tests to refine designs based on real user feedback.
Collaboration
Worked closely with the Creative Team and development (This Page Amsterdam) to ensure alignment and feasibility of designs.
Learnings
Leading the design for this interactive in-store campaign with a corresponding website was an invaluable experience, offering deep insights into creating cohesive omnichannel experiences that bridge the gap between physical and digital interactions. One significant lesson learned was the distinct nature of offline UX compared to online UX design. Offline UX requires consideration of physical interactions and sensory elements, such as tactile feedback, spatial navigation, and the immediate physical environment, which are not factors in the digital space.
For future projects, it’s crucial to remember that:
Physical Environment Matters:
Offline UX design must account for the physical context in which users interact, ensuring that touchpoints are intuitive and engaging in a tangible way.
Sensory Integration:
Incorporating sensory elements like touch, sight, and even sound can enhance the offline user experience, making it more memorable and engaging.
Seamless Integration:
Despite the differences, maintaining a seamless transition between offline and online experiences is vital to avoid customer frustration and ensure a consistent brand experience.
By keeping these distinctions in mind, I can better tailor my UX strategies to the unique demands of each environment, ultimately creating more effective and enjoyable user experiences.
