Visual and UX Designer
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Brick is a business to consumer communication system paired with RFID that will follow the trajectory of the retail environment now and in the coming years. With benefits for both the customer and employee, Brick makes the overall shopping experience more efficient and enjoyable.


Project Duration

01.04.18 - 03.15.18
Ten weeks


Contextual Research Methods
Hari Nair

Team Members

Nicolas Pellegrino
Drew Murray
Jacob Tasker

My Role

UX Design
UX Research
Interface Design



Retailers have become so outdated in terms of technology that businesses are struggling on a day-to-day basis to reach their goals. There have been companies that have attempted tech-integration, but with not enough focus on the employees. With Amazon accounting for 53% of retail revenue in 2017, the brick and mortar retail environment is being threatened.

There is a clear opportunity within the retail market for a marriage between online and in-store shopping. With all of the resources sunk into the retail environment, it is of the utmost importance to maintain, and revitalize these storefronts, to avoid extreme, unneeded waste.



Our Research Timeline

Research Process

01 •
Sensing Intent

This process allowed us to see potential areas of innovation, where there was need and where there was opportunity. This led us to a final intent statement that clarified our projects trajectory.


Secondary Research
Mind Mapping
Convergence Map
From…to Exploration
Intent Statement


Secondary Research

There are over 1,100 malls in America and it is predicted that 400 of those will close their doors in the coming years and of those remains 250 will thrive while the rest continue to struggle

The U.S. has twice as much square footage in shopping centers per capita than the rest of the world, and six times as much as countries in Europe.

Some of this information refers to malls exclusively but the list of specific stores closing is incredibly long (even when confined to specific states)

There are several businesses trying to incorporate a digital element into stores, however many do away with employees.

Larger companies (like Nike and Adidas) are beginning to include in-depth experiences including basketball courts, turf covered areas, and treadmills. 

Amazon alone accounted for 53% e-commerce growth in 2016

Percentages of vacant space in U.S. malls had been increasing quickly in the past decade

There is an overwhelming amount of money invested in retail space and resources, and the preservation of these resources could be a monumental innovation.

These stores and malls are closing so rapidly is entirely due to the increase of online sales.

There is an opportunity for innovation in this area that could completely change the trend we are seeing in retail.

Mind Mapping

This brainstorming process allowed us to quickly map out the two sides of retail - online and in-store shopping. From there we were able to gather insights from similarities, differences, and potential pain points.

Convergence Map


Both sides of retail (online / in-store) possess downsides that can be solved within the opposing shopping environment. Both generally are overwhelming, but overall satisfaction is based on user personality traits.

Convergence Map

From…to Exploration

(Click to enlarge photos)

Intent Statement

The Problem

For years, retailers have seen a noticeable decline in traffic thanks to online shopping. Consumers would rather buy online due to the simplicity and lack of social interaction.

Our Goal

How might we create a product for any store that brings the ease of online shopping back to the brick and mortar retail environment?

02 •
Knowing Context

This portion of our research allowed us to understand where there was room for innovation.  This showed us where to focus and what to avoid in terms of originality and innovation.


Popular Media Search
Analogous Models
Competitors Map
SWOT Analysis


Popular Media Search


The retail environment will inevitably be modernized in the coming years.
The use of Augmented Reality will come to be the norm.
There will be modernized tools for the workforce.
Retailers are aware of their need for innovation to keep up with online sales and stay in business.


Analogous Models

Competitors Map

SWOT Analysis

03 •
Knowing People

This section of research helped us to understand the people who would be involved with our product: how they will interact with, respond to, and benefit from our product.


Five Human Factors
Field Visit



Five Human Factors


Field Visit

In-Person Research / Interviews

We went to the Tanger Outlets in Pooler, GA, to observe and interview 24 different retailers on their daily customer service duties.


04 •
Framing Insights

At this point we began to solidify our route.  We had a clearer understanding of what the specific needs within our product would be and how we could cater to those needs.


User Groups Definition
Compelling Experience Map
User Journey Map


User Groups Definition / Compelling Experience Map

User Journey Map

05 •
Exploring Concepts

We then began to challenge our plan by addressing real issues that we would face.  We began to clarify and identify where our product needed correction.


Concept Sketch
Concept Scenarios
Concept Sorting



Affinitization Process
Affinitization Process

06 •
Frame Solutions

We then began to challenge our plan by addressing real issues that we would face.  We began to clarify and identify where our product needed correction.


Prescriptive Value Web
Solution Storyboard


Perscriptive Value Web / Solution Storyboard

07 •
Realize Offerings

We came to a point where we have a refined product, multiple selling points and a plan for the future.


Strategy Roadmap
Vision Statement
Innovative Brief


Value Web / Solution Storyboard

Online Survey

We sent out an online survey to learn a little bit more about how we shop. After a couple of days we were shocked to see 200 responses, and going through this data left us with some great insights.


Most consumers shop either a few times a week or a few times a month, very few shop daily 

Most consumers use rewards cards.

A majority of consumers shop in-store, a substantial portion of those look online before shopping in-store.



The Future of Retail

One of the key conditions for success for retailers in 2026 will be their ability not only to keep track of user data across a growing number of devices and touch points, but also to figure out how to effectively measure which data points are most effective at driving sales. Consumers will have come to expect a high level of convenience and personalization in their interactions with retailers and brands and will accept that this is enabled by sharing personal data.

Smartphone sales volumes will reach 2.05 billion by 2020.

Mobile payments for online goods and services will grow over the next five years and beyond from an estimated 450 million global users in 2014 to
2 billion users in 2019.

Mobile commerce will reach $284 billion, or 45% of the total U.S. e-commerce market by 2020.


User Personas

3D Modeling and Rendering


Wireframing and UI

Hi Fi Wireframes
User Testing

User Testing (Laney)

AR is a great way to go for the map, avoid aerial maps
Need to rename the fitting room button to make it clear it is for reserving
'Talk to me' is extremely unclear (something closer to do not disturb)
Center button (plus button) is unclear
As soon as someone tries clicking a button, it becomes clear what that button does

User Testing (Sarah)

AR is very useful for finding items
For AR specifically it may better to match perspective of store layout
Plus button is unclear
'Talk to me' is unclear (needs to be changed)
The individual store homepage buttons have clear functionality 




Final Header

What is it?

Brick is a B2C communication system paired with RFID that will follow the trajectory of the retail environment now and in the coming years.

With benefits for both the customer and employee, Brick makes the shopping experience more efficient and enjoyable. 


Thank you!