Reframing Omnichannel Retail

This project focused on mapping and designing a connected retail experience across physical and digital touchpoints.

Working with one of the largest Indian retail organisations, the work dived into how customer journeys, operational realities, and digital systems intersect and how clarity across these layers can drive more coherent, scalable experiences.

Working closely with CX consultants, product strategists, and designers, I led design research, benchmarking, and the development of visual frameworks that grounded strategic recommendations in real customer experience.

The work focused on understanding how customers move across channels and where misalignment between strategy, operations, and experience created friction.

Through journey mapping, benchmarking, and service blueprints, we identified moments where design could bring clarity to complex retail systems.

Research focused on uncovering gaps between intended omnichannel strategy and lived customer experience.

Insights were synthesised into clear experience principles and opportunity areas, helping stakeholders align on where change would have the greatest impact.

Complex insights were translated into clear, visual frameworks that made cross-channel interactions easier to understand and discuss.

These artefacts helped teams move beyond abstract discussions and make informed decisions grounded in customer experience.

The work helped bring clarity to how customer experience connects across channels supporting more informed decisions around prioritisation, capability gaps, and future investment.

It also established a shared language between strategy, design, and operations, enabling more cohesive conversations around omnichannel growth.