The document discusses the importance of human-centered design in retail experience innovation, emphasizing that successful retail transformations begin with customer experience. It introduces the 'double diamond' approach to identify problems and explore creative solutions, advocating for collaboration and stakeholder engagement. The content stresses the need for continuous iteration, prototyping, and measuring success to refine retail experiences for both customers and employees.

1. RETAIL
EXPERIENCE
DESIGN
The art of crafting human centered
experiences in a digitally
empowered store

2. NEW
RETAIL
WAVE

3. Will you ride it or watch others do it?
NEW
RETAIL
WAVE

4. It’s too late to WATCH & DREAM
the time has come to DREAM & DO
NEW
RETAIL
WAVE

5. Don’t try to face this wave alone
NEW
RETAIL
WAVE

6. TIM GIELENRETAIL EXPERIENCE INNOVATION PRACTITIONER
FORMER STORE MANAGER ON A MISSION TO
MAKE RETAIL A BETTER PLACE FOR THE PEOPLE
THAT SHOP IN IT AND THE PEOPLE THAT WORK IN IT

7. “You’ve got to start with
the customer experience
and work back toward the
technology - not the other
way around.”
Steve Jobs

8. THE DIGITAL
WINE ISLE
How a human centered approach
to design led to a meaningful
customer and employee
experience

9. DOUBLE DIAMOND
deliver

10. insights into the problem
deliver
DOUBLE DIAMOND

11. EXPLORE
THE JOURNEY
The questions nor the answers
that matter are in your inbox

12. Customer centricity is about
having constant focus on how to
avoid your problems becoming
the customers problems
UNDERSTAND
THE PROBLEM
Customer Employee
Organization
PROBLEM

13. deliver
the area to focus uponinsights into the problem
DOUBLE DIAMOND

14. THE PARADOX
OF CHOICE
Why more is less

15. AGREE ON
THE PROBLEM
Let the problem statement guide you

16. deliver
the area to focus upon potential solutionsinsights into the problem
DOUBLE DIAMOND

17. EXPLORE
THE SOLUTIONS
Think different, be creative and
look beyond the obvious

18. … that eats silos for breakfast
INNOVATION IS
A TEAM SPORT

19. STAKEHOLDER
(VALUE) MAPPING
Uncover the hidden barriers

20. deliver
the area to focus upon potential solutions solutions that workinsights into the problem
DOUBLE DIAMOND

21. PROTOTYPE
VALIDATE
ITTERATE
A process of testing
and iterations

22. Fully documented blueprint of the
solution with user and employee
experience, UX pre-study,
hardware requirements, …
THE EXPERIENCE
BLUEPRINT

23. EXPLORE
THE JOURNEY
The questions nor the answers
that matter are in your inbox
BUILD THE BUSINESS CASE
Define your goals, KPI’s and
how you will measure results

25. FAIL &
LEARN
IMPROVE &
SCALE
PILOT

26. THANK
YOU
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