Telstra Discovery Store
Australia's largest telco set out to redefine the retail experience with Telstra's flagship store, blending the physical and digital worlds to offer highly personalised experiences.
In collaboration with Creative Director David Clarke, we led a cross-functional team of designers, UX specialists, and engineers. Together, we developed a cohesive suite of products, including surface recognition touch tables, NFC-enabled cards, and two-story interactive screens.
Our process involved extensive UX work—such as user research, testing, and prototyping—while also prioritizing accessibility and considering form factor across all products to ensure an inclusive and seamless experience. The project received multiple retail and service design awards, celebrating its forward-thinking design and its positive impact on customers.
My Role:
Associate Creative Director
Product Designer
UX/UI Designer
Awards
International Design Award - The International Retail Design Institute (New York)
Service Design Award - Sydney Design Awards (Sydney)
Tap & Take
Visitors receive RFID-enabled cards that can be tapped on beacons throughout the store to save details about specific products or services. Store assistants can access this information by tapping the card on NFC-enabled tablets, enabling them to address queries or assist with purchases seamlessly.
The experience extends beyond the store visit, as customers can access their saved information through an online portal. This includes a summary of their visit and details about the staff they interacted with, allowing them to pick up the conversation right where they left off.
Device Lab
Device lab is a multi-user touch table where visitors can learn about the latest handsets simply by placing the device on the table. This immediately brings up an interface surrounding the device with information such as features, specs and pricing plans.
When multiple devices are placed on the table, a comparison mode activates, allowing users to evaluate specific features side by side—such as which handset offers longer battery life.
Digital Tickets
Product display areas in the store have accompanying tablet applications that allow users to explore in more detail. The application can be updated quickly as new products arrive through a CMS, so users can now get the most up to date information regarding products, such as reviews, new accessories and even plans.
The experience is enhanced with Tap & Take functionality, allowing customers to select products and accessories, save them to their RFID-enabled card, and complete their purchase with any store assistant. This streamlines the process, making it faster and more convenient for both customers and staff.
Media Fountains
These eye-catching interactive pillars form part of the store’s interior and serve up real-time dynamic content based on the latest news from entertainment, music, sport, current affairs and tech.
The design accommodates a diverse range of content, including top-ten music and movie charts, Telstra-promoted events, movie trailers with live session times, and up-to-the-minute news and sports updates.
Tech Bar
The tech support station required a solution to showcase appointments, real-time queues, available services, and upcoming workshops. As one of the store’s few non-interactive installations, it relied on thoughtful design and motion to afford meaning and clarity.
