M1 Store
Revamp
INDUSTRY
Telecommunication
CATEGORY
Service & Experience Design
M1 is Singapore’s first digital network operator, that provides a suite of communications services, to over two million customers. As customers have begun to demand more tailored offerings, they wished to adapt and transform their brand and its entire business around the idea of hyper personalization to deliver products and services catering to their customer needs by launching a digital-first, omnichannel offline and online presence.
Brief
They aimed to create personalized, consistent, and seamless customer experiences across channels for all its customers, right from the way they are greeted in-store, to the way their products are tailored to suit customer needs.
Thus the challenge was to bring out a customized, made-to-measure experience in-store for high and low-value customers.
Key objectives of the M1’s future store footprint was to consider:
Overall customer experience to support their digital-first vision and reduced footfall into stores
Personalized and enhanced customer experience within the store
M1’s omnichannel strategy, focusing on delivering
made-to-measure, high-value customer engagement
Approach
Our intent was to deliver an authentic made-to-measure retail store experience, that embraces varied customer needs at the heart of its redesign without gimmickry.
We aimed at proposing an infrastructure that could have the potential to scale itself up to a true smart store that can deliver hyper-personalized experiences once the right backend systems are in place.
What role I
played
I played the role of an Experience Strategist and Researcher with a focus on consumer and competitor analysis, needs gathering sessions, user interviews, field observations, assisted in facilitating workshops with stakeholders, and worked on building strategies and solutions for the future store.
To elaborate further, I began discovering:
M1 ambition & plans
To understand the full vision of what M1 wants to achieve and how by conducting Business requirements onboarding session with the design and client teams
Competitors efforts
To consider what competitors are doing specifically to M1’s ambition, and what we can learn
Through desktop and field research
Industry Trends
Broader research on adjacent industries where applicable through desktop and secondary research methods.
Ongoing streams of design
Discussed efforts from all collaborating agencies and identified points of convergence by organizing an agency convergence session with design & dev teams, other agency teams, and client teams.
We moved into the defining phase with:
Consumer interviews
Identified common and latent needs to solve for by conducting 1 – 1 Interviews
with each consumer segment.
Field observation
Identified common and latent needs to solve for through task-based field observations
Performance vs Importance matrix
Plotted needs against how important and how well met they currently were through a needs prioritization workshop
Creation & Validation of problem statements
Clearly articulated consumer-centric design challenges from unmet needs. We crafted problem statements and conducted a validation session with clients thereafter.
Solutions brainstorm
Conducted rigorous individual and collaborative brainstorm sessions and workshops for top-line ideas against problem statements.
Speed vs Scale matrix
Prioritized ideas based on Speed-to-Create vs Scale of Impact
Solutions prioritization
Through the following workshop, we steered a multi-voting exercise against Desirability, Viability & Feasibility to arrive at informed and tangible solutions.