Retail Redesign Brief Informed by Behavioural Customer Segmentation
Client:
DESIGN RESEARCH | RETAIL EXPERIENCE DEVELOPMENT | SERVICE DEVELOPMENT
Project developed at Gigodesign
The Approach
In order to immerse ourselves in the retail context, we spent time on premises to observe prevalent behaviours and identify unmet needs.
By gaining empathy for both travellers and employees, we gained an in-depth understanding of how the current space is lacking at serving its visitors, which existing solutions might not be appearing as functional at first, but upon observation, its role gets apparent and key. We complemented field observations with contextual interviews with employees to gather another layer of insights.
The Project Goal
The Ljubljana Information Centre, visited by tens of thousands of travellers every year, planned to redesign one of its branches in the heart of Ljubljana (and just in front of one of the most visited sights in the city - the iconic Tripe Bridge).
In order to best the renovation, specifically the architectural and interior design work, we were tasked to evaluate the status quo from the visitors’ and the employees’ perspectives. This would then form the foundation for a much more precise, evidence-backed design brief for architects, and a better outcome for the client as the refit would tackle real challenges, not merely its appearance.
The Outcome
After a rigorous analysis and synthesis of findings from the field, we structured the insights into 5 distinct user archetypes — not based on demographics — but rather on their behaviour.
By grouping the archetypes according to their level of intent clarity (know what he wants vs. exploring") and their service preference (self-service vs. needs consulting), we could group and map the 5 identified archetypes. This created the basis to map the archetypes’ needs (in terms of assistance & information levels, preferred type of service, intent / goal of visiting with to the future features, functional spaces and interior design solutions to be designed and developed with the refit.
This in turn enabled a much better informed basis for project planning, budget allocation, vendors selections and ultimately improved customer experience in the future.