beauty
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interactive retail design
SK-II Sephora
Improving the SK-II retail experience in Shanghai
introduction
SK-II partnered with Sephora to improve the retail experience in Shanghai through an interactive product display.
Project information
Company
SK-II
Studio
Huge
My role
Senior Designer
Year
2019
The challenge
SK-II was looking to increase awareness and conversion rates within their physical retail shopping experience. The challenge was to study ways in which multiple and single shoppers could discover and remain engaged with the experience, and how it could also drive purchase.
our solution
An interactive product display that reacts based on proximity sensors and offers up different types of content to engage the needs of different shoppers. From moments showing insights to moments offering product reviews.
We found that shoppers are drawn to dynamic content and responsive experiences, especially those that cater to a more personalised shopping journey.
Throughout the ideation process I worked with the UX lead and UX researcher to build interaction experiences that we would test and observe to improve the overall experience. We created a lot of of prototypes and iterated continuously to validate the different stages of engagement
We also identified the different interaction states for the entire journey and created various assets that would cater to those moments.
I worked alongside a motion designer to come up with a visual language that could communicate the different interaction states throughout the experience.
The outcome
We successfully attracted shopper attention and increased product engagement in the physical store. Field study observations showed increased customer interactions with the product display, enhancing both brand awareness and purchase rates.