Experience Strategy
Spatial Design

Whilst working in-house with Telstra, NBBO founder Nicole Buchanan, led a multidisciplinary team of UX designers and design researchers to inform the experience strategy, spatial design and concept testing for Telstra’s new retail blueprint.

The approach was deeply human-centred, with more than 200 customer and staff shopping missions observed and analysed within a purpose-built retail lab store.

Watch this video to hear directly from team members, customers and staff about their experience in the lab store.

The use of eye-tracking technology generated rich quantitative data, including heat maps and video outputs that enabled detailed visual mapping of the customer journey. Combined with qualitative insights, the design research and recommendations played a critical role in informing executive stakeholders, which drove meaningful, evidence-based design change across the organisation.

From lab store to live environment, Telstra opened its first Future Retail Environment as part of a $500 million shopping centre redevelopment in Melbourne’s eastern suburbs.

Central to Telstra’s transformation strategy - from telco to tech-co - the new retail design was underpinned by a new staff conversation model that supported engagement with customers as trusted consultants, where they could create comfortable, human interaction to solve problems and deliver technology solutions.

The validated retail design blueprint was ultimately scaled and built across more than 380 Telstra retail store locations Australia wide.