Reimagining Store Communication

Redefining Digital Signage for Seamless Store Communication and Increased Revenues

  • Scope: Deliver a concept design and interactive prototype to enhance store communication and improve operational workflows.
  • My Role: UX Designer, collaborating with a multidisciplinary team.
  • Year: 2023

Project overview:

The challenge was to breathe new life into a digital signage platform used by hundreds of stores across a large retail organization. The primary goals were to streamline communication, drive sales through better content visibility, and enhance user engagement with the platform.

The existing platform faced usability challenges that limited its effectiveness in helping stores manage content efficiently. Stakeholders expressed the need for a more user-friendly and intuitive solution to reduce friction in everyday tasks like content creation, scheduling, and publishing.

Approach and process

To ensure our solution met the needs of the organization and its users, we employed a human-centered design approach. The process included:

  1. Stakeholder Workshops:
    We conducted collaborative workshops to align on goals, identify pain points, and map out key workflows. This step was critical in uncovering both user and business needs.
  2. User Research:
    We interviewed store employees, regional managers, and marketing teams to gather insights about their experiences with the current system. Pain points such as time-consuming workflows, difficulty navigating the interface, and the lack of flexibility in content presentation emerged as key themes.
  3. Competitor Analysis:
    To understand industry benchmarks, we analyzed similar platforms in retail and other industries, focusing on content management and digital signage features. This helped us identify opportunities for differentiation.
  4. Rapid Prototyping and Testing:
    Working in iterative design cycles, we developed prototypes ranging from low-fidelity wireframes to interactive high-fidelity designs. Each iteration was tested with representative users to validate our assumptions and refine the experience.

Key Solutions

Through this process, we delivered a set of innovative concepts and features:

  • Enhanced Interface: A visually driven, user-friendly interface that prioritizes ease of navigation and quick access to key features.
  • Personalized Content Feeds: The ability for stores to customize feeds based on location, seasonal trends, or customer preferences, driving more relevant engagement.
  • Streamlined Workflows: Simplified processes for editing and publishing content, reducing the time and effort needed for updates.
  • Multi-Channel Communication: Expanded the platform’s capabilities to support physical print materials and social media, creating a unified content strategy.
  • In-House Content Creation Tools: A concept for intuitive content creation features, enabling stores to produce high-quality materials without external support, reducing costs and improving turnaround times.

Impact

The concepts were well-received by stakeholders, with strong praise for the improved usability and strategic alignment with business goals. Based on this success, the work was escalated to the next project phase, focusing on further development and implementation.

Several months after delivery, the project is still ongoing, with our work is still serving as the foundation. This progress underscores the lasting value of our contributions to the platform.

Reflection

This project was a great example of how a collaborative, user-focused design approach can deliver tangible results for both users and businesses. By addressing pain points and expanding the platform’s capabilities, we opened a door for more effective communication and higher engagement across the organization while increasing revenues and and cutting costs.