PwC
Retail Experience Design & Service Strategy
Project Type:
Service Design & Retail UX Audit
Tools:
Figma, Qualtrics, Google Analytics, Hotjar, Miro, Excel, Adobe XD
Team:
5 UX Designers | 2 Managers | 3 Developers | 1 Senior Manager
Duration:
3 years (2019 - 2022)
Overview:
At PwC India, I improved retail experiences through UX audits by analysing in-store behaviour, customer feedback, and usability gaps to enhance navigation, wait times, and accessibility.
Impact:
Uncovered 20+ usability issues through 30+ store visits, 1000+ review analyses, and 50+ user interviews.
Boosted monthly revenue by 7% and customer satisfaction by 15% through targeted UX improvements.
Delivered tailored UX audits with a 10/10 client satisfaction rating from a top FMCG brand.
Problems:
Retail shoppers felt frustrated by poor layouts, long queues, and limited language support. On-ground audits and interviews revealed two key pain points.
Solution:
The retail experience can be improved by implementing multilingual, user-friendly solutions that address communication barriers and reduce checkout friction.
Sneha, a young professional in India, walks into Urban Collective expecting a smooth shopping experience.
The Language Barrier
The lack of organization makes it hard for Sneha to navigate the shop, especially since all the signage is exclusively in English and difficult to decipher.
The Billing Bottleneck
Sneha finds herself stuck in a massive billing line, realizing that neither online payment nor self-checkout options are available.
Physical Store Audit
My team conducted an on-site walkthrough to analyze the store layout and identify key friction points.
Direct Customer Insights
I also conducted one-on-one shopper interviews to understand their experiences and identify ways to improve the store layout and services.
Strategic Improvements
Based on our analysis, the store improved its layout and added multilingual signage, making it easier for Sneha to navigate and enjoy a smoother shopping experience.
Seamless Self-Checkout
Sneha avoids the wait by using the self-checkout kiosk, which offers regional language support for a fast and stress-free payment experience.
A Happier Exit
Sneha leaves with a faster, clearer, and stress-free shopping experience.
Reflections:
This engagement reinforced how targeted design interventions in physical retail environments can significantly improve operational efficiency and customer experience. It strengthened my ability to translate real-world behavioral insights into practical, scalable, and inclusive design solutions.
