USER RESEARCH + BRANDING IDENTITY + RETAIL DESIGN
Eyewear Retail Shop Ngee Ann City
OBJECTIVE: Alexis is a high-end eyewear retailer founded over three decades ago. Design Exchange was tasked to create a new brand and Retail Design Identity to better align with the retail landscape and key customer profiles.
Besides improving customer experience, the revamp also needs to improve the operational efficiency of its staff to streamline transaction flow and activities.
OUTCOME: Instead of resting on the typical retail interior styling templates common in the industry, we use a Human Centered Design approach by using Design Research to identify different layers of user pain points and address them through the design.
After on-site research on customer behavior patterns, staff workflow and environmental factors which may impact retail performance, we created two variants of this archetype for Alexis in two locations within the prime shopping belt in Orchard Road - first in Paragon and followed by Ngee Ann City.
The designs were driven by differences in key customer profiles and retail environments - both using core design principles and DNA to integrate their identity - to provide a consistent customer experience.
Design Exchange created a new Brand Identity to better resonate with the key customer profiles we have identified.
With the human centered design revamp and improved curation of merchandise, sales revenue increased by almost 30% at the Paragon shop within the first 6 months.
The retail outlet in Ngee Ann City mall was implemented a few months later to complete the whole Alexis Retail Design project.