Primark - Love From Boston
Customer journey and UX/UI In-store and digital interactions
Consumers are more demanding than ever, and shopping for low-cost clothing no longer means low expectations when it comes to the retail experience. ‘Love from’ was a project that allows customers to expressing themselves, generating unique content and engage with the brand. The installation would appear in Boston, UK and Europe.
The idea:
Customers step into the installation and was invited to send a post card to “Planet Primark” to others Primark customers.
During the experience, participants were invited to strike pre-set poses, triggering playful graphics that captured a 15-second message. This message was then sent to their phone and automatically displayed on the Love From website.
My role:
Conducted user research to understand customer needs and their behavior.
Created customer journeys to identify key digital moments and mapped out how customers would interact
with both the digital displays and the physical store, ensuring a seamless experience.
Create wireframes
Design the overall look & feel of the installation and the landing page
Research
Selfies play on the attention-seeking and creative side of shoppers today, which is why the retail space is the perfect ground for 'selfie shopper or social shopping.
Engaging Experiences
To compete with the convenience of e-commerce, retailers need to engage their customers with personalised rewarding experiences.
The Process
I started identifying the types of customers that would interactive with installation. Recently the client has done a research based on customers from Spain, Uk and Germany that help us to identity how the customers behave in store and online.
Based on the research and the ideas around the installation, I started creating the customers journeys and wireframes for the physical space and for the Microsite that would support the store idea.
Identifying Primark customers
Outcome
Generate Brand Awareness in New Territories Capture New Customers Incentivize Brand Loyalty.
The in-store installation, postcard displays and spread of branded online content provides exposure to the brand for the American customer.
Love From... promotes a positive feeling for the brand, enticing customers to join the Primark community. Primark ‘twin cities’ Boston and Madrid are connected as stores open at the same time.
Love From.. creates unique branded social digital trends with the capacity to become a wide spread global phenomenon.
Wall configuration
Graphic communication
Graphic communication
