Retail Experience
Design Strategy
Gamified Feedback
User Research | Product-market Fit | UI & UX Design | Phygital Experience | Service Design
Project Overview : Executed Graduation Project with Tata 1mg - to come up with a cohesive retail strategy for India's first Integrated Healthcare Retail Chain. This project redefines healthcare retail through consumer experience (CX) design strategy. Focused on innovative brick-and-mortar (BnM) retail models, it adopts an accelerated, research-driven approach blending qualitative and quantitative methodologies. Insights gathered redefine the project's brief, addressing unique design challenges and opportunities. A comprehensive strategy spans spatial planning, service, brand communication, and product design, expedited through collaborations with agencies and universities. Iterative design typologies, refined through feedback, create a scalable framework adaptable to evolving consumer needs. The study advocates for integrating design methodologies into business cycles, emphasising consumer-centric experiences across diverse markets.
Timeline : 12 months
Role : Design Manager (Research & analytics, Creating Design briefs, Team-building, Stakeholder Management, Outlining design methodologies, Playbook & guidelines for expansion)
In-house Team : 14 designers
Collaborators : Retail Business and Projects team
External : Incubis, Spring, National Institute of Design India, IIT Roorkee India, University of Maryland College Park USA
This research procedure yielded actions and impact defined in the Design-Iteration case study, Spatial Experience section.
Need for an automated, engaging and sustainable feedback mechanism was identified - to test the success of the pilot across stores.
Thank you for reading :)