In partnership with Cognizant and Macy’s, the Star Lounge is a research and human-centered driven concept for the future of retail experiences for department stores. As “The Top Golf of Retail,” our experience brings the fitting room experience to the center stage of retail, allowing for “stars” to socialize with their friends while owning their personalized styles in an engaging and authentic space. Other group members include Uzoma Offor, Kyle Krummenacker, and Evan Lee.
Note: Seen below are parts of the project I worked on:
Own Your Style at The Star Lounge!
Literature and Article Reviews
Stakeholders were identified to determine who would all play a part in the experience.
- In-Person Shoppers
- Online/Pickup Shoppers
- Front Line
- Security Staff
- Executive/Managers/Business Owners
- Checkout Counters
- Price Checkers
- Signs/QR Codes
- Walking Around/Browsing
- Looking at the phone
- Waiting in Line
- Waiting for friends/other shoppers
- Taking an escalator/elevator
- Looking for help or an Employee
Talking to Employees
Searching for a product
Trying on Clothes/Products
- Checking out
Paying for merchandise
- Signing up for the rewards program
Journey Map as of Now
- Macy’s lacks a clear brand identity
- In-store branding and layout are inconsistent
- Advertises “owning your own style” but had no mention of this message in their stores
- When most people think “Macy’s”, they think of the parade, not the store.
- The store environment should provide a personalized and engaging experience to create a community within the store
- This includes employees being easily accessible and personable
- The store should be well-lit with natural light wherever possible
- Avoid choice fatigue
- Technology should be seamlessly integrated into the shopping experience
- Employees were untrained in existing technology
- New technologies were hidden and placed randomly throughout the store
- Working closely with the group, we documented all of our observations and begin organizing our observations into categories.
Aspirational Journey Map
Testing and Feedback
The fitting room was also modeled in Rhino. I was responsible for editing the design based on testing feedback. This feedback included bringing the seating area outside the room into the room, changing the size of the environmental screen, and adding tables into the seating area. After Evan made edits to the 3D model and set up some of the models in Keyshot, I edited the materials, lighting, virtual camera, and added some of the models to create these renders. I also added people from Maximo as well.
In order to prepare for our final presentations, our group participate in a class presentation, where we practiced pitching our concept, explained the research insights, and the concept development from testing and revisions.