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CONTAINER STORE //
Service design project for the Container Store with an app that integrates through the entire service experience.
Timeline
Service Design, UX/UI Design, User Research, Usability Testing
Role
June - July 2019
Context
I wish to reimagine the retail experience with AR technology and personalized service. I think the Container Store has good products but it is not very user-friendly to shop both in their stores and online. Therefore I wish to find out a way to improve the shopping experience in their stores and make it easier to select the products based on customers’ needs using the app.
Observation
I came to the Container Store at two different times to observe their customers and how they are served. I observed a few people and for each for them I followed them passing through different touch-points. I discovered that there are two main types of customers: The Exploratory Shopper & The Busy New Yorker.
Research
Analysis
Journey Map
Based on my observation in the Container Store and my own experience, I came up with the journey map to help lay out service moments and touch-points in order to identify service moments where I can add value. I also marked some moments with letters:
O - critical to successful operations, V - high value, U - unique.
Interview
I interviewed the employees in the Containers Store in order to find out what does the company value and how do customers shop. I also interviewed customers who shop at the Container Store in order to better understand why they have made their choices, their needs and pain points. I then compiled my findings into a SWOT analysis.
Service Moments
From the journey map, I identified 3 service moments that could make an impact. Based on the feedback I received, people are most excited about moment 1 & 2.
Visual System
I came up with a new visual system by using lighter accent colors, iconography, and rounded shapes because I wish the new Container Store app could feel modern and refreshing.
Consultation
This feature allows people to book an appointment and speak to an organization consultant virtually.
Prototype
Knowing that virtual measuring and virtual consultation are the features people like, I then created wireframes and turned the wireframes into clickable prototypes.
Measure & try on
This feature allows people to measure the storage space and try on different storage options that fit the space.
Service Blueprint
I created the service blueprints to visualize the visible and invisible components that are needed for delivering the service.
The Store
The App
With the functional shift of the store more as a place for inspirations and consultations. the staff members are required to have more knowledge in organization and how to use different containers.
The app will be a vital component for the new Container Store, the operation team, engineering and content team for the app will be needed.
Design
Moment 2
In-store explore and consulting experience.
Moment 1
App virtual measure and try on experience.
For moment 1 & 2, I came up with 2 storyboards to reflect each moment and asked the users about their thoughts on the storyboards.
Storyboards
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