Experience-centered design of a self-service store
Keywords: Products, Services
Team: 6 members
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Problem. T-Mobile wanted to redesign service provision within their retail stores in order to move towards a more self-service oriented model. Envisioned as a store of the future, the challenge was to balance self-service against customer experience while increasing global brand drivers of trust and loyalty.
Approach. The project focused on two services: 1. New contract acquisition, and 2. Phone repair. On observing current experience of customers within T-Mobile stores, and identifying key trends active within retail service provision, it was found that the current situation did not address the changing customer values like increased control, freedom of information, social intelligence, and long-term trust and relationship building. With these core values in mind, the future T-Mobile store is envisioned to be a 'servicescape' serving the social and communal needs of T-Mobile customers, rather than a place for simply standing in a queue and buying services. The new design was evaluated by building an experiential 'model' store and inviting people to simulate buying and repair tasks within this environment.
Results. The envisioned T-Mobile store is designed to allow open interaction between customers within the store. It uses collaborative display and search technology to allow people to find, select, and discuss information collectively. The openness of the store puts the people in control of their decisions and experience while the staff is relegated to providing personalised information regarding phone/contract customisation, and other 'soft' decision points. The evaluation of the store was very positive with people describing definite feelings of being in control of their experience, feeling more free in the store, and feeling as if they were valued 'people' rather than 'contractual customers'.
