Designing for Existing & Future Customers

Our design team worked with a major sports retailer in late May 2017 to accelerate key design and planning decisions for their NYC flagship.

Through a series of rapid, two-week design sprints, and building upon existing work already done by the company, our team worked with our client to develop the story of the store and its customers, and the experiences that would support that vision, all centered around a human relationship with the brand.

While the brand’s existing customer personas were used as a starting point, we realized that existing customers were only going to be a minority percentage of the traffic to this highly trafficked location in NYC. We designed the customer archetypes to be dynamic and inclusive, meaning that while their aspiration for fitness could change, the store would always recognize and be welcoming to any customer, at any level of progress, for any type of motivation.

Chris MacPherson Copyright 2022