Raelin Sawka Musuraca
Associate Teaching Professor and the Director of the Master in Human-Computer Interaction program, in the Human-Computer Interaction Institute (HCII) at School of Computer Science, Carnegie Mellon University.

Personal Work

Defining Store Technology Strategy

Our executives challenged our team to define the vision for the retail store of the future.

The Problem

Vendors were pushing a myriad of in-store technologies such as magic mirrors and large format touch screen displays; however, the appropriateness for the shopper and potential return on investment of these technologies was unproven.

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The Methods

The two-year effort included strategic workshops, ethnographic research and customer journey mapping activities for a cross-functional team including store operations, store visual design, mobile strategy, information technology and omni-channel ecommerce.

The Solution & Results

Research combined with technology pilots revealed that our customers preferred the technology device already in their hand—their mobile phone. Technology efforts were refocused on in-store functionality for our mobile apps. Mobile app sessions more than doubled after the launch of new digital services in the apps.

Raelin Musuraca