T-Mobile: Retail Design

Store Interior

Shopping for cell phones and wireless plans can be overwhelming and confusing, especially with the increase in the number and variety of smartphone devices. Our mission was to help T-Mobile create a new retail experience for 2012 and beyond, which would streamline the buying process for the consumer and increase sales.

To overcome shopper confusion, devices and offerings were re-segmented. We simplified retail merchandising substantially by reducing the number of messages in-store and by creating brighter graphics. Touch screens were added to provide a richer, more engaging experience than print materials.

Hundreds of these new store designs have been rolled out nationwide. Currently, store-by-store sales are over 20 percent higher in the 2012 design compared to older retail formats.