Telstra Discovery Store
Australia's largest Telco set out to create the retail experience of the future. Designed around its customers, Telstra’s flagship store delivers an environment where the physical and digital worlds come together to provide highly personalised experiences.
Working closely with Creative Director David Clarke, we oversaw the design of a synchronised suite of products from surface recognition touch tables, NFC enabled cards to two-storey high interactive screens.
Creative direction
UX design
UI design
Awards
International Design Award - The International Retail Design Institute (New York)
Service Design Award - Sydney Design Awards (Sydney)
Tap & Take
Visitors are given RFID enabled cards they can tap against beacons located throughout the store to save information about specific products or services. This information can be retrieved by any store assistant by tapping the card against NFC enabled tablets, which allows them to help with queries or facilitate purchases.
The customer journey continues after they’ve left the store, where the saved information can be accessed via an online portal and includes details about their visit and the staff they spoke to so they can continue the conversation where they left off.
Device Lab
Device lab is a multi-user touch table where visitors can learn about the latest handsets simply by placing the device on the table. This immediately brings up an interface surrounding the device with information such as features, specs and pricing plans.
Placing multiple devices on the table brings up a comparison mode that allows users to compare specific features amongst different handsets such has which has the longer battery life.
Digital Tickets
Product display areas in the store have accompanying tablet applications that allow users to explore in more detail. The application can be updated quickly as new products arrive through a CMS, so users can now get the most up to date information regarding products, such as reviews, new accessories and even plans.
This experience is Tap & Take enabled, so a customer can select the products and accessories they want and save it to their card and complete a purchase with any store member, therefore streamlining and automating much of the process.
Media Fountains
These eye-catching interactive pillars form part of the store’s interior and serve up real-time dynamic content based on the latest news from entertainment, music, sport, current affairs and tech.
The design had to cater to a wide variety of content including top ten music and movie charts, Telstra promoted events, movie trailers with live session times and live content relating to news and sporting events.
Tech Bar
The tech support station located within the store needed a way to display appointments, real-time queuing, services and upcoming workshops. This was one of the few non-interactive installations in the store, so we had to rely on design and motion to afford meaning and clarity.
