Creating an Engaging Shopping Experience: WOW Concept
WOW Concept is a disruptive retail store in Madrid redefining the shopping experience in Spain. Combining physical and digital channels, WOW set out to transform traditional retail into a seamless, engaging, and tech-driven journey.
Client
WOW Concept
My role
I collaborated closely with marketing, product managers, and development teams to define the customer experience and optimize the checkout journey across web and mobile platforms.
Teams
Design, Marketing, Product
The challenge
WOW wanted to launch a revolutionary retail concept. The website and mobile app had to reflect this innovation while accommodating multiple checkout methods and integrating both physical and digital shopping experiences.
Goals
• Build an intuitive navigation and product discovery flow.
• Design a flexible, consistent design system for web and mobile.
• Create a seamless checkout that supported new hybrid shopping behaviors.
EMPATHIZE
Research & Definition
We collaborated with WOW’s product team to refine their epics into clear site architecture and created three personas: Trend Seeker, Convenience Shopper, Experiential Buyer to guide our design direction.
Information Architecture
IDEATE
Framework and Layout
We created wireframes for the homepage, product pages, and the mega-menu. These early explorations helped validate the information architecture and align stakeholders before moving to high fidelity.
PROTOTYPE
Responsive Design System
Iterations showed the need for consistency across devices. We built a responsive design system with reusable components, grid structure, and accessibility guidelines speeding up collaboration and ensuring visual consistenc.
High-Fidelity Designs
Using the system, we produced polished UI for all key flows, with custom components for WOW’s unique branding.
TEST
Mobile App & Interactions
Designing both a native iOS app and mobile-optimized web experience allowed us to test interactions across contexts and ensure usability in real shopping situations.
Impact & Learnings
Despite ambitious scope and technical challenges, the final solution was successfully delivered. Qualitative feedback validated the design: users described the experience as intuitive, innovative, and reflective of WOW’s disruptive vision.
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