Rosenverse

Log in or create a free Rosenverse account to watch this video.

Log in Create free account

100s of community videos are available to free members. Conference talks are generally available to Gold members.

Bridging Physical and Digital Spaces: Approaches to Retail Service Design (Videoconference)
Thursday, March 18, 2021 • Enterprise Community
Share the love for this talk
Bridging Physical and Digital Spaces: Approaches to Retail Service Design (Videoconference)
Speakers: Catherine Dubut
Link:

Summary

Retail presents a uniquely exciting environment in which to discover service design journeys at the intersection of physical and digital spaces. What role can store employees play in the development of new technological processes? How can we engage with this environment and its people in a meaningful, impactful way? In this community videoconference, we cover approaches from a UX research and strategy lens with REI as a case study, and reflect on the challenges faced in this space.

Key Insights

  • Enterprise UX design often faces complex constraints including security regulations, legacy tech, and diverse stakeholder needs.

  • Forging new paths by collaborating with infrastructure teams enables remote deployment of prototype builds despite strict PCI compliance.

  • Store employees' outdoors passion and expertise are an underutilized asset that can significantly enhance customer experience.

  • Inclusive sharing of UX findings across all disciplines fosters organizational knowledge and breaks down silos.

  • Physical paper prototypes and in-store workshops are effective for testing employee workflows in environments where device testing is hard.

  • Non-design team members, like a QA tester who was a former employee, can offer valuable empathy-driven insights.

  • Different REI store layouts require flexible UX solutions and reveal internal political and scheduling challenges.

  • Integrating storytelling and humanizing employee users helps gain empathy and alignment within large organizations.

  • Service design requires looking beyond digital interfaces to multi-channel and human touch points to create cohesive experiences.

  • Soft, or human, skills in communication and leadership are critical for advancing UX work in large, complex enterprises.

Notable Quotes

"The biggest value proposition of REI’s in-store shopping experience is the store employees who are outdoor enthusiasts with deep expertise."

"Failure goes largely unnoticed in under-resourced enterprise teams, so it’s better to be transparent about missteps anyway."

"We could impact the end-to-end customer experience through our most underutilized asset: store employees."

"Every person on your team matters; share findings with anyone who will listen and include even those who don’t want to."

"Physical prototyping situates interaction modalities in the context of the physical environment, breaking free from just digital."

"It almost feels like cheating because your users are showing and telling you what they need."

"The constraints in enterprise teams force creative approaches that can shift product direction toward employee focus."

"Designers need to build storytelling and voice of real people into their design experiences and service journeys."

"UX is exploding as a profession, but educational programs miss connecting tactical design with business thinking."

"Soft skills are the hard skills of leadership in UX; it's about connecting with humans and expressing core values."

Ask the Rosenbot
What DesignOps Can Learn From DevOps
2017 • DesignOps Summit 2017
Gold
Catherine Courage
The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead
2015 • Enterprise UX 2015
Gold
Dan Willis
Enterprise Storytelling Sessions
2016 • Enterprise UX 2016
Gold
Shipra Kayan
How we Built a VoC (Voice of the Customer) Practice at Upwork from the Ground Up
2021 • DesignOps Summit 2021
Gold
Dr. Jamika D. Burge
The Future of Research: Bridging the Gaps (Videoconference)
2021 • Advancing Research Community
Chloe Amos-Edkins
A Cultural Approach: Research in the Context of Glocalisation
2023 • Advancing Research 2023
Gold
Cheryl Platz
Demystifying Multimodal Design: The Design Practice You Didn't Know You're Doing (Videoconference)
2024 • Rosenfeld Community
Denise Jacobs
Interactive Keynote: Social Change by Design
2024 • Enterprise Experience 2020
Gold
Mackenzie Guinon
M.C. Escher’s UX Research Career Ladder
2022 • Advancing Research 2022
Gold
Victor Udoewa
Radical Participatory Design: Decolonizing Participatory Design Processes
2021 • Civic Design 2021
Gold
Megan Blocker
Panel: Excellence in Impact
2024 • Advancing Research 2024
Gold
Anat Fintzi
Delivering at Scale: Making Traction with Resistant Partners
2022 • Design at Scale 2022
Gold
Nina Jurcic
The Design System Rollercoaster: From Enabler and Bottleneck to Catalyst for Change
2023 • DesignOps Summit 2023
Gold
Laura Weiss
There is No Playbook: Leader as Coach During Challenging Times (Videoconference)
2024 • Rosenfeld Community
Frances Yllana
The Big Question about Impact: A Panel Discussion
2024 • DesignOps 2024
Gold
Ilana Lipsett
Anticipating Risk, Regulating Tech: A Playbook for Ethical Technology Governance
2021 • Civic Design 2021
Gold

More Videos

"We want teams to have autonomy and power to make pivot, shelve, and proceed decisions, not leadership dictating."

Standardizing Product Merits for Leaders, Designers, and Everyone

June 15, 2018

Simon Wardley

"The only people who can effectively map a space are those who work and understand that space intimately."

Simon Wardley

Maps and Topographical Intelligence (Videoconference)

January 31, 2019

Sandra Camacho

"Many smartwatch designs assume male hands as default, excluding smaller wrists and diverse body types."

Sandra Camacho

Creating More Bias-Proof Designs

January 22, 2025

Darian Davis

"It takes at least one team member to choose to set healthy standards for collaboration."

Darian Davis

Lessons from a Toxic Work Relationship

January 8, 2024

Fisayo Osilaja

"I challenge everyone to create a strategic AI integration plan that goes beyond everyday tasks to achieve career and company goals."

Fisayo Osilaja

[Demo] The AI edge: From researcher to strategist

June 4, 2024

Uday Gajendar

"Craft should evolve from making a beautiful final object to serving as a facilitative anchor in enterprise UX."

Uday Gajendar

The Wicked Craft of Enterprise UX

May 13, 2015

Davis Neable

"Experience vision is a powerful tool because it gives everyone a tangible goal to work towards."

Davis Neable Guy Segal

How to Drive a Design Project When you Don’t Have a Design Team

June 10, 2021

Eniola Oluwole

"TripAdvisor is really nine major business units each thinking like sub companies instead of one end-to-end user experience."

Eniola Oluwole

Lessons From the DesignOps Journey of the World's Largest Travel Site

October 24, 2019

Aurobinda Pradhan

"Our two-way Jira integration allows you to link design activities directly with epics, user stories, and tasks."

Aurobinda Pradhan Shashank Deshpande

Introduction to Collaborative DesignOps using Cubyts

September 9, 2022