Croydon Centrale, South London
The project is in collaboration with the Future Collective (a UK-based retail consultancy agency) and Hammerson (a British development company) to design a well-integrated physical and digital retail experience for the UK sustainable beauty brand FaithInNature's pop-up store, which is located in the high street of Croydon, South London.
About Faith In Nature:
Faith in Nature is a UK based sustainable beauty brand. The designs of the branded pop-up will also convey the brand message and enhance the community-based retail experience.
The Business Objective
The brand Faith In Nature wants to create a pop-up experience that is highly on-brand and digitally enhanced to revive the Croydon shopping center as well as offer customers a creative and trendy experience to be educated about sustainability and the brand.
To design a creative pop-up retail experience that is on-brand and integrated with the physical (in-store) and digital (mobile app) experiences of shopping and experiencing the brand.
The client-facing project was divided into three stages:
Stage 1:Research & Insights: 2 months
Stage 2 Design: 1 Month
Stage 3 Presenting: 1 Month
Designer: UX design & 3D Space Mock-Up
The team consists of five members:
Google Drive (Collaboration)
To get to know more about the community we are designing for. We researched Croydon's demographics.
It is an area in South London, it is a great local area to live in for people who work in London. The area is affordable and culturally rich.
Based on our on-site interviews.
Our user, Jane, is a young mom living in Croydon, looking for a more engaging and fun experience in terms of shopping.
To better align with the branding strategies and create a highly on-brand retail experience, we researched the brand's core values and business objectives.
In order to understand the beauty industry, we researched what's available in the market. So we could make sure the experience can stand out to attract customers and be creative as expected by the business.
Market Positioning Map
The brief states that the designs should incorporate the key trends that are reshaping the retail industry.
Our designs revolve around the 4 key trends discovered in our primary (interviews) and secondary academic research.
Lastly, to summarise all the primary and secondary research of the pop-up. A pop-up design should serve one clear purpose:
In this case, we decided to make it highly on-brand in order to enhance the brand experience and interaction.
As proposed in the taxonomy of pop-up: high experience & interaction, low sales turnover.
Store Floor Plan
Based on the floor plan (size and shape) provided by the client, we sketched out the layout of the initial space design to map out the main service touch points.
Service designs: Workshop Activities
The workshop space is designed to be flexible to fit the rotation schedule of the workshop activities.
Mobile enhanced phygital user experience
Based on the physical touch points of the retail experience design, considering the marketing KPIs (customer retention, loyalty, and engagement, etc.) and the business strategy of the brand 'Faith in Nature,"
We designed a mobile app, "InNature," for the brand to enhance the customer journey in-store and increase customer interaction.
The digital mobile app experience is well integrated with the physical touch points in store. A smooth phygital retail experience can be achieved collaboratively.
Mobile app notification to enhance customer engagement, and bring customers from online to offline store.
02. Book a workshop
The app provided customers with live updates on offline events; knowing what is available also allows them to plan their visit and engage more in-store.
0.3 Digital Purchase in Store
The app is connected to the in-store retail system, so customers can purchase after seeing and trying it at the pop-up, no waiting in the check-out line.
0.4 Refreshments brought to you
The digital menu and QR code ordering greatly improve the efficiency and experience of refreshments in retail stores.
No more exhausting shopping trips
The app enables customers to have a hassle-free, relaxing shopping experience. No walking around, no waiting in the lines.
Make shopping meaningful.
The workshops are educational and fun. Customers are also educated about the brand values, natural ingredients, and sustainability.
The various workshops on the app make customers keep coming back.
The app can be further developed to incorporate post-PopUp interactions, including social media sharing and brand communities, to build customer loyalty and retention.
The design of this app is scalable to be developed as a branded app for long-term use and an excellent. marketing channel.
Due to the project scope, this project is heavily focused on research and experience/service design. However, it is a good process for future phygital retail UX.
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