Telstra

A digitally integrated in-store experience

The challenge for this project was to redesign the in-store experience for Telstra, Australia's biggest wireless carrier, to integrate interactive, digital touchpoints that would help facilitate the user journey through the store, addressing a variety of customer needs identified by research and to meet business goals and expectations, looking into the future for the business.

Background

This large scale project took place over the course of 6 months or so and included an interior design team, branding team, customer experience and research team and design teams. A very coordinated and collaborative effort was required to make this possible as each team was made up of 10-20 individuals working on different areas of the store.

A test store was set up (see below) that enabled research and prototype testing to take place across all aspects of the store redesign, and allowed for the teams working on the store to see how all the areas of the store impact and interact with eachother.

Year

2018

Team

Ian Coulson, Creative Director

Nancy Tran, Lead Designer

Kristy Yang and me, Senior Designers

Designers (x3)

Copywriter

My role

Developing new digital and printed concepts across various parts of the store, refining and iterating through concepts with partner agencies and stakeholders

Research and iterations

With the availability of online shopping and access to information, including reviews and product comparisons, modern consumers expect a tailor-made retail experience in-store to compliment that. Telstra set out to completely redesign their in-store experience to address a variety of user needs – product showcase and comparison, connected home, accessories, workshop and tech help, while maintaining a coherent user journey.

Three phases of research were conducted by the research team within a fabricated test store with variant configurations for each phase. The tests were conducted with real users and their insights drove decison making.

Development

After each phase of research the various teams, from interior design to visual, digital and product design used the customer feedback, insights and stakeholder feedback to iterate and ideate upon existing designs.

Our team was tasked with developing concepts for new digital and printed designs throughout various parts of the store to address identified customer needs and help guide them throughout the store. We worked in short sprints, working alongside the other teams and presenting concepts, then refining and iterating on them.

The outcome

The highly intensive collaborative process led to development of a new vision for a cohesive store experience that integrated and addressed different user needs, giving them access to the information, tools and space they needed within the store to achieve their goals. The final concepts began rolling out across Telstra’s 360 stores in Australia in 2019.