EE Retail Stores
Pioneering a Multi-Sensory Digital Showroom for EE's new Marketplace
Kiosk Screen Design
Retail Design
AR VR Design
Dec 11, 2023
CONTEXT
Re-imagining EE's retail digital experiences for in-store shoppers
DESIGN CHALLENGE
Studio Soren collaborated with a dynamic team of Service Designers, Product Managers, Developers, and the EE Retail Design and Marketing teams to tackle the challenge of securing funding for a groundbreaking retail self-service concept. This initiative was a prime opportunity to use strategic design to redefine the in-store experience, aligning seamlessly with EE's goal of 'winning in new markets.'
DESIGN DEVELOPMENT
The mission was to introduce an exciting, multi-sensory experience for customers exploring EE's expanding world of consumer electronics. Our user-centred design approach aimed for efficiency, discoverability, and immersive showcasing. The target persona, the "soft purchaser," symbolised the high-footfall customer eager to embrace the latest in consumer electronics. The core challenge was to design a concept that would redefine the in-store experience and demonstrate its value to stakeholders.
SOLUTION
To bring this concept to life, Studio Soren conducted a voting system to determine the ideal product to represent the digital showcasing concept of the "Magic Wall." The Apple HomePod mini was chosen as the hero product due to its diverse and unique interactive features.
These features—such as Siri's voice control for light and sound, sound nesting capabilities, and music player connectivity—were seen as opportunities to leverage when using Protopie to communicate the self-service kiosk's capabilities.
The first deliverable was a comprehensive prototype built using Protopie where we utilised real-tech prototyping to bring the multi-sensory concept to life. The design incorporated key interactions using light, voices and touch through:
Using Protopie's voice transcription feature to trigger responses to simulate controlling smart features such as controlling lights and temperature.
QR code scanning (through use of a mobile camera) to trigger a transfer of items in a wishlist on the Magic Wall to a mobile phone to purchase in private.
RESULT
Upon testing our groundbreaking prototype, we confirmed that customers were confident enough to buy. With a focus on Strategic Clarity, we advised EE’s strategic team to pause development, recognising that the touchscreen technology was not yet ready for a multi-sensory experience. This forward-thinking decision saved the client from a costly development cycle, ultimately paving the way for a successful VR project.
Customers found the experience beneficial
Saved from investing in a project that had low chances of making return on investment
