OBJECTIVE
Engineer a new mobile-first consumer experience for MAC’s Shanghai concept store, where emerging technologies and experiential innovation are strategically applied to address consumer insights. KPI’s include WeChat app downloads, traffic driving from mobile geo-targeted ads, in-store app engagement and conversion.
APPROACH
Led cross functional creative team workshops to establish design drivers based on consumer insights. Validated each round of designs against consumer journey to insure pain points were addressed. The in-store experience will be connected to a mobile app which facilitates navigation, product information, service booking, gamification, engagement, CRM.
RESULTS
Pilot launches early 2019. Pending results will be rolled out to additional regions in China.
