DU User Journey Map Process
A broader customer journey map that represented the emotional journey of the DU.edu student users along the process.
View Behance Case StudyIn 2021. Working with Young Taste Studio. Our team worked with Kering Eyewear and Morganthal Fredrics retailers to help pitch some updated interior store redesigns and interation principles.
Role: Strategy/UX Consultant
Team: 1 PM, 1 UX/Strategy (me), 1 Creative Director, 1 3D Artist, 4x Client Stakeholders
Timeline: Pitch development ~3 weeks
Strategy process
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Challenge Definition > Strategy > Presona Development > Final Figma Deck Key Take AwaysTHE STRATEGIC INTENT:
To bring patients, customers, shoppers, clients, and community together for their eye health, style, and needs. Through integrating omnichannel and trusted service principles the store experience is seamless and welcoming. People always come first. Their Stories inform the brands and products.
- Ben Reamer - Studio Young Taste Creative Director
Key Store and Brand Challenges
The Challenge
How might we modernize the retail experience for a select number of NYC stores to help and improve morganthal fredrics retail spaces and improve the brand awareness, interaction, and sales of Kering Eyewear products.
Retail interaction strategy
Strategy starts with design principles and involves interation experiences that explify those principles. In thinking through an updated retail experience we established some interation distances that applied to how a customer might experience the space. This thinking than got layered in to the narrative for the deck and the space.
Principle 1: Storytelling
Storytelling is essential to every customer experience, Every interation, every purchase.
Principle 2: Personalization
Personalization is about meeting your customers needs befor ehtey have to ask for them to be met.
Principle 3: Activation
Allows your customer and your space to quickly get in sync and nurtures interactions to occur seamlessly.
Principle 4: Environment
The je ne sais quoi that sets the pulse of a space. It literally envelopes your customer and is built from all the details.
Principle 5: Allurement
The sticky nature of a well considered experience, when expectations and user values are aligned. Customer exude confidence and return for more.
Persona Develoment
As a way to add a human element to the retail strategy and to understand the Morganthal Fredrics customer better we developed a series of speculative personas to help drive the deck narrative and add human-centered points of view.
Persona 1: Madylyn Torff - 55 NYC Female
Madylyn is a full-time entrepureneur and arts/fashion events manager for the manhattan business district. She spends most of her time thinking about how to align the tates of her clients, whicle continuoulsy talking to new and potential contributors for insights.
Persona 2: Geoffrey Pelmo - 65 Retired Investor Male
Geoffrey is a near retired hedge fund manager focusing on mid to large cap equities. He spends most of his time working with his clients, at museums, and gallaries where he likes to socialize. He has lived in NYC his whole professional life and knows all the big players in each scene.
Persona 3: Brooke Kim - 31 Software Developer Female
Brook is a full-time software developer for a start up in Manhattan. She spends a lot of time infront of a computer and loves working on coding problems. She manages a small team and enjoys mentoring young computer scientists on the side.
Persona 4: Andre Meyer - 48 Music Executive Male
Andre is a music executive. He spends most of his time working mananging A&R talent and working with artists on their label. He has lived in NYC his whole professional life and knows the power of crossing over and breaking down bearers in style and brand awareness.
Persona 5: Brianna Greene - 31 Engineer
Brianna is a full-time software developer for a start up in Manhattan. She spends a lot of time infront of a computer and loves working on coding problems. She manages a small team and enjoys mentoring young computer scientists on the side.
(Note: Give the scope and time a lotted for the presentation the Personas we not developed through interviewing actual customers.)
User Journey Develoment Pitch develoment 3 weeks
Information is essential to any business and universities hold their sitemap and page titles quick tightly. At the point of our involvement The Unversity of Denver had not updated their website in 7 year and their information architecture had not been updated for more than a 10 years.
Final Figma Deck and Pitch Presentation
Figma presentation was structured and designed by myself and overseen by the creative director - Ben Reamer.
Key Take Aways
1. Driving retail changes through a human-centered lens will always improve the experience.
2. A deck or a retail space tells a story. Lead your user through that experience.
3. Talk about design decisions as an extension of solving problems for the customers and the business.
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