C.F SHOWROOM

Service Design
DESIGN CHALLENGE (HMW)
How might we empower online retailers to deliver tactile, in-person experiences that build trust and engagement, without the long-term commitment of a full retail footprint?
My Role
I collaborated with the team to execute user research, synthesizing insights on customer behavior, draft service blueprints, and map out the showroom experience. I also contributed to designing the customer journey and helped shape the strategic value proposition; ensuring that both retailers and customers benefited from the hybrid model.
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PROJECT TOOL KIT:
Primary and secondary Research, collaboration, Miro, Figjam, Visual communication, Experience mapping, Empathy mapping.
People standing in line near a reception desk with a woman behind it, pod-like structures with individuals inside, decorative plants, and a large flower painting on the wall in a spacious indoor area.
For CF Toronto Eaton Centre, one of North America’s busiest retail destinations with 50+ million visitors annually, we envisioned a service model that redefines the experience for both frequent shoppers and first-time visitors. Through foresight research, co-creation, and storytelling, we reframed retail as an experiential ecosystem where physical space and digital touchpoints work together to create meaningful, future-ready engagement
Click meets touch
Place based retail Experience
Fall 2024
A quadrant chart categorizing groups by importance and type: Visitors & Consumers (blue), Retailers & Business Operators (lime), Service Providers & Staff (yellow), and City & Investment Stakeholders (pink). Adjacent are three criteria boxes defining consumer needs: control over purchases, sense of belonging, and tactile shopping experience, each with related quotes on colorful sticky notes.Flowchart of a change room shopping experience from online order and booking, deposit confirmation, item delivery, in-person item try-on, custom suggestions, checkout decisions, to completion with return of untaken items.Floor plan layout highlighting the location on Dundas Street West with a zoomed-in section to the top right.
Project File
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