Chutes and Ladders

Overview

An exploration of how to merge traditional retail with digital shopping experiences, guided by the question: “Can we architect a digital experience that seamlessly combines the merits of both traditional and digital shopping?”

Role: Product Designer (Design Studies) · Timeline: 2018

Design Process

Investigated the challenges facing an under-construction brick-and-mortar mall affected by online shopping growth, and analyzed outdated mall blueprints built around anchor-store circulation models (Macy’s, JCP, Nordstrom) — recognizing that this model tends to trap shoppers and enforce specific shopping behaviors.

Design Challenge

Creating a shopping experience that connects to customer interests while introducing new ideas, without overwhelming customers or letting aggressive brand marketing paradoxically reduce appeal.

Solution

Applying internet logic to physical retail: personalizing spatial arrangements based on social media profiles, connecting stores to individual preferences, starting with familiar brands and introducing complementary new options. The SoNo Collection was proposed as a potential model.