A leading electronics retailer sought to better understand how digital and physical touchpoints could work together as a connected customer experience.

Unlike many retail categories, electronics purchases often extend beyond a single transaction. Customers often move between online research, store visits, purchase, fulfilment, installation, servicing, and loyalty experiences across multiple channels.

Before investing in future omnichannel initiatives, the retailer wanted to establish a clearer view of where customer journeys were breaking down and which opportunities would deliver the greatest impact.

As part of a broader omnichannel workstream, I led the digital experience assessment across the retailer’s ecommerce, loyalty, and after-sales service channels.

Through heuristic evaluations, journey reviews, and external benchmarking, I identified customer friction points and opportunity areas that contributed to the wider omnichannel vision.

The assessment revealed recurring challenges across discovery, evaluation, purchase, loyalty, and after-sales journeys.

While the experiences served different customer needs, four UX themes consistently emerged, highlighting opportunities to improve continuity, visibility, and customer decision-making.

Channel experiences
were inconsistent

Decision-making
lacked support

While the assessment revealed recurring UX challenges, understanding how those challenges could be addressed required looking beyond the electronics category.

I examined how leading retailers and digital platforms connected discovery, fulfilment, loyalty, and post-purchase support across customer journeys.

Together, these benchmarks provided a reference point for what a more connected retail experience could look like and informed the future-state vision.

While the assessment focused on digital touchpoints, many of the challenges identified extended beyond individual channels.

Combined with external benchmarking and the wider omnichannel workstream, these insights helped shape a future-state vision centred on creating greater continuity across the customer journey.

Rather than prescribing individual features, the vision established a set of experience principles that could guide the evolution of a more connected retail ecosystem.

Unified Customer Profiles

Service beyond the sale

These insights informed a broader omnichannel vision, which I helped bring to life through a future-state customer journey storyboard illustrating how a more connected retail experience could work in practice.