An end-to-end retail UX study covering shopper flows, in-store digital touchpoints, and the operations layer behind a modern store experience. Designed for the kind of retail where digital and physical never feel like two products.
Modern retail is split awkwardly down the middle. Shoppers expect the digital ease of a marketplace and the immediacy of a physical store — and resent any seam between them. Meanwhile, store associates juggle three tablets, two scanners, and a customer who already knows what's in stock.
This study tackles that seam from both sides: the shopper-facing surfaces (browse, find, check out) and the operations surfaces (inventory, fulfilment, support) that make those surfaces possible.
The strongest retail experiences live in the moments between channels — adding to cart on a phone, fitting in a store, picking up at a kiosk, returning by mail. Every flow in this study was mapped against a shopper journey that crossed at least two of those touchpoints.
The work pulled the shopper and operations surfaces into a single design system, with shared components for status, pricing, and inventory state. The result is a product that finally feels like one team built it, even though it serves two very different audiences.