KPMG
At KPMG I worked on a transformational UX/CX project for TAB where we looked to reimagine the future of their retail stores. Working directly with the client, we conducted a 12-week design sprint, producing exciting customer experiences with an implementation roadmap.
GOALS
To combat a confluence of factors, including a 5- year decline in retail betting (-21%), and an increase in bets being placed in a venue with corporates, TAB Retail undertook a 12-week strategic transformation.
This transformation was aimed to reset the direction of TAB’s in-venue experience across Agencies, Pubs and Clubs. The outputs from this project will provide the retail team with a new direction for customer experience via uplifting current capabilities and customer touch-points in TAB Venues.
MY ROLE
Senior UX/CX Designer
UX design, Customer Testing, Workshopping
UX
To define the future of TAB Retail, we underwent a series of research workshops and interactive planning sessions, set out across the following 4 phases:
1 – Immersion Phase – we unpacked the current state of TAB retail.
2 – Focus Phase – we explored current trends and experiences we could take inspiration from.
3 – Ideate & Simulate – we designed the new capabilities and in-venue experiences
4 – Test & Refine – we benchmarked desirability of our new concepts with customers, as well as investigated their viability and feasibility.
The output of the 12-weeks produced 4 customer experience narratives that incorporated 20 future-state capabilities for TAB Retail.
