Designing for multiple dimensions
With the help of motion and 3D teams, we have further pushed the brand's visual language that was used for AR and 3D experiences. To speed up the delivery process, we have used Miro as a common ground for comparing 2D and 3D visual assets, as well as swiftly get stakeholder feedback.
brand design
To be the most personal, customer-centric, tech brand
New business aim
Support Learning, Working, Living and Gaming needs
Focus on "Need" states
Shift from EE-centric broadcast to my life missions and needs
Deliver strategy shift
BRIEF
Following new brand strategy
To be the most personal, customer-centric, tech brand
New business aim
Support Learning, Working, Living and Gaming needs
Focus on "Need" states
Shift from EE-centric broadcast to my life missions and needs
Deliver strategy shift
Defining digital journeys
With a new strategy in place, the team decided to create web-based and AR experiences allowing shoppers to discover EE products at their own pace. User interviews and on-site tests were conducted to better understand customers’ thoughts on the brand’s offerings as well as the envisioned personalisation options, accessibility and overall digital experience satisfaction.
design process
Proof of concept / low-fidelity wireframes
Visualising CMS
As the web experience is based on a 3-step questionnaire that reflects the customer's ‘Connected Home’ preferences, I had developed a flexible visual system that would harmoniously represent an optimal combination of rooms and devices. By using a true isometric grid angle rendering and an 8-pixel grid system, the rooms look completely connected and devices do not overlap.
Connected Home
Web-based application
Digital Wellbeing
Audio and Visual experience
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Next Generation Play
AR interactive guide
final experience 1
Connected Home
With 3 easy steps this in-store web experience helps shoppers to visualise an ecosystem of EE products based on their personal needs.
final experience 2
AR store guide
AR characters welcome customers to the store, encourage them to explore around the studio and share tips about how to use technology to improve one’s wellbeing.
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final experience 3
Digital Spa
In the end, the Digital Spa area offers customers to relax through audio meditation or gaze at infinite digital nature panoramas.
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Delivering brand shift
85%
NPS
increase of 12%
+40%
Footfall
compared to previous store
"Our EE Studio store has been designed to create standout experiences that reflect the changing needs of our customers and the increasingly connected lives they lead."
Bridget Lea, EE Managing Director of Commercial
+820k
EE Social
views & interactions
56%
AR Engagement rate
during the campaign
“You can build your map there [Connected Home app], save the products and send them to your email, very useful to the customer”
Store Manager, EE Studio
EE Studio & Digital Spa
The concept for this visionary store merges digital and physical environments to create an engaging omni-channel retail experience for the consumer.
I led the delivery of digital experiences and provided support for motion and 3D teams whilst reporting back to stakeholders and development partners.
Team
Retail Design Studio
EE Digital Design Team
Digital Director
Project Manager
Development Partners
3D Freelance Designer
Motion Graphic Designer
Tools
Miro
Figma
Photoshop
Illustrator
iMovie
AfterEffects
Awards
Best New Store at The Retail Week Awards