TELSTRA

Store of the Future


Telstra’s flagship George St store in Sydney combines the latest technology with cutting-edge retail design. As Head of UX on the project I worked alongside the Creative Director to oversee design for a multitude of different digital interfaces, from mobile sites and bespoke tablet apps up to large-format touch tables and two-metre tall interactive digital screens.

Many of these designs had to tread entirely new ground, so established conventions had to be challenged and modified to make sense in a busy retail environment with a broad customer base.

After launch I revisited the store to undertake user research, identifying issues in both design and store services in order to iterate and improve the customer experience.

The result picked up the International Design Award from the Internal Retail Design Institute (New York) and the Service Design Award from the Sydney Design Awards.