Mandate
London Drugs entrusted us with the Da Vinci project, aiming to imagine the store of the future. Our mission was to establish the main principles that would guide the design of the store of 2035 and meet ever-changing retail challenges, through design thinking. During this process, we interviewed employees from different departments, created personas, did surveys, analyzed current and future retail trends, and defined strategic orientations to make the customer experience even more human.
Approach
To do this, we set up multidisciplinary teams, conducted more than 100 interviews to better understand customer needs, and led eight creative workshops using the design thinking process. From these emerged 4 key principles (Assistance, Personalization, Community, and Discovery) which helped shape 16 concepts and 15 designs.
ResultS
Our efforts have generated innovative concepts and generated a great deal of interest during the tests. We identified four distinct customer personas, defined four design principles focused on the user experience, and integrated sustainable elements. The 25 interviews to validate the concepts revealed appreciation for the well thought-out spaces, and the extension of London Drugs’ positioning as the ideal starting point for taking charge of your health.