Telstra Discovery Store

Connected Business Retail App

This interactive tool was created as part of Telstra's award winning Discovery Store to help in-store business staff visually explain the complex features of the products and services available to customers.
My role: Design Lead, Concept, Digital Art Direction, UI & Visual Design.

The Business OBJECTIVE
Telstra wanted to raise the visibility of Business products and offerings in the retail environment and were looking for a sales aid for the in-store business staff to use in consultations with customers.
User Research & Goals
Alongside initial customer insight, research was taken out at Telstra business centres to help uncover user goals through a series of exercises, including; surveys, interviews, feature mapping and sketch workshops. This helped inform which products and respective features to focus on and how best to articulate them.
It was revealed that the business offerings requiring inclusion were hard to understand without a human connection to explain the complexities. With this in mind (alongside the intimate nature of the in-store placement and screen form-factor) we realised a customer lead approach would not work effectively.

Instead, the display would act as second screen experience, serving first as an intriguing backdrop and discussion point. The consultant could then lead the experience, utilising the screen to help walk the customer through a variety of potential tools to find the right solution for their business needs, answering questions along the way.

An attractor video acted as a backdrop, played case studies with business messaging throughout consultations when there is no interaction. This also helps reinforce the offering in the business area to curious passers by in a non-intrusive way.

As the audience were time poor, simple 1 minute looping animations were used, alongside bullet points to distill the very essence of the product or service. Workshop sketches were refined into Illustrations and went through internal testing, allowing for maximised understanding and clarity for these complex business products and services and a satisfying user experience.
Unlike other interactive screens within the store, this experience had a purposefully subtle, unlabelled UI, adopting icons to signpost the menu. The simple interface meant the sales consultant would only ever be 2-3 taps away from a content piece, allowing them to adopt a power-user mentality through their sales conversations, whilst avoiding customer interaction.
The simple, elegant menu transition reveals a wealth of sales aids for the consultant
A detailed style guide was developed to help with the build, train staff and aid with consistent new content creation. The next steps were to test and refine the offering before rolling out across the nationwide network of business retail stores.

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