Building a proof-of-concept for the future of CMU retail partnerships
Building an AI-powered MVP to take retailers from data extraction to value exchange
Building an AI MVP for the future of CMU retail partnerships
Building an AI-powered MVP to take retailers from data extraction to value exchange
Role + Team
Design Lead;
2 designers, 1 researcher
1 engineer, 1 PM
Timeline
7 months, January - August 2025
7 months, January - August 2025
Client
ENAiBLE, Carnegie Mellon University’s retail collective
ENAiBLE, Carnegie Mellon University’s retail collective
Essential Question
What is the future of in-store personalization?
What is the future of in-store personalization?
Role + Team
Design Lead;
2 designers, 1 researcher, 1 engineer, 1 PM
Retail is more advanced than ever, yet 90% of shoppers describe in-store shopping negatively, costing retailers $262 billion in lost sales anually.
The modern retailer-shopper dynamic exacerbates two acute, reinforcing pain points: retailers are underinformed and shoppers are overwhelmed.
"…65 % of the time we do not know who's shopping"
"Shopping in-store is.. overstimulation... I get really antsy as well if I can't find something, and I'm looking and looking and looking... I'm just like, there's no point of me being here let's move on.."
"Shopping in-store is overstimulation...
"Shopping in-store is.. overstimulation... I get really antsy as well if I can't find something, and I'm looking and looking and looking... I'm just like, there's no point of me being here let's move on.."
As design lead, I mapped the strategy for Cerulean, an app bridging the gap between retailer and shopper needs.
As design lead, I mapped the strategy for Cerulean, an app bridging the gap between retailer and shopper needs.
Cerulean has five key features designed to reduce shopper’s overwhelm and retailers data gaps, the biggest pain points we uncovered.
Cerulean has five key features designed to reduce shopper’s overwhelm and retailers data gaps, the biggest pain points we uncovered.
AI-enabled contextual search
Search that considers shoppers' full context to surface accurate, in-stock options across brands.
AI-enabled contextual search
Search that considers shoppers' full context to surface accurate, in-stock options across brands.
Pinterest-like visual process to narrow product results based on shoppers' most important criteria.
Visual Search Refinement
Pinterest-like visual process to narrow product results based on shoppers' most important criteria.
Visual Search Refinement
Prioritized, location-aware list showing in-stock items that met budget, size, and context criteria.
Curated Match List
Prioritized, location-aware list showing in-stock items that met budget, size, and context criteria.
Curated Match List
Auto applied filters narrowing results by saved preferences so shoppers don’t have to.
Smart Filters
Auto applied filters narrowing results by saved preferences so shoppers don’t have to.
Smart Filters
Plan Map
In-store navigation with live updates as shopper visits different products.
Plan Map
In-store navigation with live updates as shopper visits different products.
Problem
Apparel retailers are losing $262B in in-store sales because of the shopping experience they're providing.*
Through interviews with 40+ retailers and shoppers we learned that shoppers are desperately overwhelmed with in-store shopping and retailers are drowning in the noise of products.
*Forsta's 2024 retail customer experience study
**McKinsey & Co Next in Personalization 2021 Report
"Shopping in-store is overstimulation... I get really antsy if I can't find something, and I'm looking and looking and looking, I'm like, there's no point of me being here.."
"Shopping in-store is.. overstimulation... I get really antsy as well if I can't find something, and I'm looking and looking and looking... I'm just like, there's no point of me being here let's move on.."
Foundational Insight
In-store personalization is the answer - but there's an absence of data to make it happen.
Through follow-up interviews with retail SME’s, we learned that retailers are data starved when it comes to in-store shopping. As such, they’re trying to gather data from customers through every means possible.
“Without a rewards account to associate with a purchase, we miss a very large area of data...65% of the time we do not know who's shopping.”
– UX Researcher at American Eagle Outfitters
“Without a rewards account to associate with a purchase, we miss a very large area of data...65% of the time we do not know who's shopping.”
– UX Researcher at American Eagle Outfitters
Retailer's data collection is leaving shoppers exacerbated and their needs unattended. Shoppers want tools to support their shopping journey, but instead are receiving overwhelming data requests that don’t seem to provide value.
The Big A'HA
The retailer approach to personalization, one which extracts the most possible data from shoppers, is a failing recipe.
Design Implication
Our in-store personalization solution can serve as a data bridge between shopper and retailer.
Analysis + Journey
A successful solution would create enough value for shoppers to earn their trust and ultimately, data.
A successful solution would create enough value for shoppers to earn their trust and ultimately, data.
After a detailed analysis of our journey maps and personas, we honed in on the preparation phase of the in-store shopping journey.
After a detailed analysis of our journey maps and personas, we honed in on the preparation phase of the in-store shopping journey.
taking a look at the in-store journey and its pain points
Preparation
Preparation
Fragmented + tiring information gathering
Fragmented + tiring information gathering
Exploration
Exploration
Too many options + unclear navigation
Too many options + unclear navigation
Evaluation
Evaluation
Analysis paralysis + exhaustion
Analysis paralysis + exhaustion
Decision
Decision
Unintentional purchases
Unintentional purchases
taking a look at the in-store journey and it's pain points
Designing for the Prep phase allowed us to leverage existing behavior (80% of shoppers already prep for their shopping before going in-store!) to positively affect the journey downstream.
Prototyping: Experimentation
Through 30 rapid prototyping experiments, we tested shopper needs and openness to our AI-enabled ideas.
The top shopper needs we uncovered were Autonomy, Confidence, and Respect around data sharing. We broke down each need further to test boundaries and ultimately form our design principles.
key shopper needs overlayed on our data-bridge metaphor
Control
Control
Choice
Choice
Comfort
Comfort
Info
Info
Identity
Identity
Data Request
Data Request
Creep-iness
Creep-iness
Autonomy
Autonomy
Confidence
Confidence
Respect
Respect
Prototyping: Low-Fidelity
Our final features balanced feasibility and desirability.
To understand desirable features, we presented shoppers with various concepts that accomplished different jobs in the preparation phase.
concept-testing stimuli
from left to right:
wishlist tracker, AI-enabled search engine, social gift guide, in-store curation tool for sales associates
We then measured the feasibility of each feature weighed against its desirability.
evaluating features by feasibility + desirability
to arrive at our product, Cerulean an:
Prototyping: High Fidelity
With our concept and features finalized, we ran 3 rounds of usability testing to refine our UI flows, design system, and value offering.
We conducted intercepts, A/B tests, and moderated usability tests with 20 shoppers. Specifically, we tested for task completion, interest, and error rates.
These were some of the design decisions coming out of our testing.
Q1
How and when should our AI filters be applied to a search?
Insight
Shoppers would rather spend time correcting filters than refining their algorithm up-front.
Design Decision
Collect enough data to auto-apply mostly correct filters, and allow shoppers to edit whenever.
Q2
Do users understand and value the visual approach to algorithm refinement?
Insight
Visual product refinement is a new retail paradigm - one that may initially confuse users but resonates once understood.
Design Decisions
Clarify instructional language and design interactions that mirror the flexibility AI tools they're used to using gives them.
Q3
How can our product cards support informed, yet quick decisions?
Insight
Shoppers want ALL product information, but some are more critical than others.
Design Decision
Balance information access and cognitive ease through progressive disclosure that prioritizes the 5 most time-relevant pieces of information:
Final Product + Success Metrics
80% of our final testers expressed a willingness to pay 99 cents to download our app.
Contextual Search
Search that considers shoppers full context to surface accurate, in-stock options across brands.
Solving for overwhelming results in planning by filtering out irrelevant and out-of-stock items.
Visual Search Refinement
Intuitive, Pinterest-like visual process that lets shoppers narrow results based on the details that matter most to them.
Solving for the gap between style ideas and tangible results with an intuitive, visual narrowing process.
Curated Match List
Prioritized, location-aware list showing in-stock items that met budget, size, and context criteria.
Solving for out-of-stock surprises by giving shoppers a ready-to-buy, prioritized list.
Smart Filters
Auto applied filters narrowing results by previous preferences so shoppers don’t have to.
Solving for mental effort of filtering results by remembering preferences and updating automatically, keeping results relevant without repetition.
Plan Map
In-store navigation with live updates as shopper visits different products on their shopping plan.
Solving for physical shopping fatigue by helping plan efficient trips and avoid wasted stops.
Feel free to explore our live MVP here:
Proving Our Value
Cerulean was co-designed for shoppers AND retailers.
Though we prioritized shopper needs in our design to begin, our strategy always considered retailer needs. We consulted with 8 major retailers constantly, ensuring that we were keeping their constraints in mind.
While we ran out of time to pressure test retailer willingness to buy our solution, we did gauge retailer interest. Three retailers, including Walmart and American Eagle Outfitters expressed interest and support for our solution.
Thank you for reading!
I am happy to talk about the process of developing Cerulean in depth in-person!
Thanks for stopping by!
I'm actively seeking product design roles at companies building thoughtful, research-informed products.
Thanks for stopping by!
I'm actively seeking product design roles at companies building thoughtful, research-informed products.
Thanks for stopping by!
I'm actively seeking product design roles at companies building thoughtful, research-informed products.
AS
AS
Designing the future of in-store, real-time personalization
Helping retailers shift from data extraction to value exchange
Timeline
7 months, January - August 2025
Client
ENAiBLE, Carnegie Mellon University’s retail collective
Role + Team
Design Lead; 2 designers, 1 researcher, 1 engineer, 1 PM
Essential Question
What is the future of in-store personalization?
Retail is more advanced than ever, yet 90% of shoppers describe in-store shopping negatively, costing retailers $262 billion in lost sales anually.
As a design lead on my work with ENAiBLE, I led the design of Cerulean, an app bridging the gap between retailer and shopper needs.
Cerulean has five key features designed to reduce shopper’s overwhelm and retailers data gaps, the biggest pain points we uncovered.
AI-enabled contextual search
visual search refinement
in-store navigation
curated match list
smart filters
AI-enabled contextual search
visual search refinement
in-store navigation
curated match list
smart filters
AI-enabled contextual search
visual search refinement
in-store navigation
curated match list
smart filters
AI-enabled contextual search
visual search refinement
in-store navigation
curated match list
smart filters
Apparel retail has an in-store personalization problem. Both shoppers and retailers want it, but neither is getting it.
Through interviews with 40+ retailers and shoppers we learned the following: shoppers are desperately overwhelmed with in-store shopping and retailers are drowning in the noise of products.
*Forsta's 2024 retail customer experience study
**McKinsey & Co Next in Personalization 2021 Report
"Shopping in-store is.. overstimulation... I get really antsy as well if I can't find something, and I'm looking and looking and looking... I'm just like, there's no point of me being here let's move on.."
Problem
In-store personalization is being blocked by an absence of data to make it happen.
Through follow-up interviews with retail SME’s, we learned that retailers are data starved when it comes to in-store shopping. As such, they’re trying to gather data from customers through every means possible.
Retailer's data collection is leaving shoppers exacerbated and their needs unattended. Shoppers want tools to support their shopping journey, but instead are receiving overwhelming data requests that don’t seem to provide value.
“Without a rewards account to associate with a purchase, we miss a very large area of data...65% of the time we do not know who's shopping.”
– UX Researcher at American Eagle Outfitters
Foundational Insight
The Big A'HA
The retailer approach to personalization, one which extracts the most possible data from shoppers, is a failing recipe.
Design Implication
Our in-store personalization solution can serve as a data bridge between shopper and retailer.
We had to design a solution which would create enough value for shoppers to earn their trust and ultimately, data.
After a detailed analysis of our journey maps and personas, we honed in on the preparation process of the in-store shopping journey.
The preparation phase allowed us to leverage existing behavior (80% of shoppers already prep for their shopping before going in-store!) and positively affect the journey downstream.
Preparation
Fragmented + inefficient information gathering
Exploration
Too many options + unclear navigation
Evaluation
Analysis paralysis + exhaustion
Decision
Unintentional purchases
taking a look at the in-store journey and it's pain points
Analysis + Synthesis
We set out to solidify our features by exploring shopper priorities through 30 rapid prototyping experiments.
The top shopper needs we uncovered were Autonomy, Confidence, and Respect around data sharing. We broke down each need even further to test specific boundaries and ultimately form our design principles.
Control
Choice
Comfort
Info
Identity
Data Request
Creep-iness
Autonomy
Confidence
Respect
key shopper needs overlayed on our data-bridge metaphor
Parallel Prototyping
After testing concepts through UI wireframes, we arrived at a final set of features through an evaluation of feasibility and impact.
We first presented shoppers with preparation tools that accomplished different tasks.
concept-testing stimuli
from left to right:
wishlist tracker, AI-enabled search engine, social gift guide, in-store curation tool for sales associates
We then analyzed the features our testers values on a matrix to land at our final feature set:
evaluating features by feasibility + desirability
to arrive at our product, Cerulean an:
Iterative Prototyping
With our concept and features finalized, we conducted 3 rounds of usability testing to refine our UI flows, design system, and concept's value.
We conducted intercepts, A/B tests, and moderated usability tests with 20 shoppers. Specifically, we tested for task completion, interest, and error rates.
Test:
What information do you want to see on product cards?
Insight:
Shoppers want all of the information, including reviews.
Design decision:
Balance progressive disclosure by providing top 5 pieces of information, (price, distance, stock, images, tags) and allow shopper to access the manufacturer’s site for more.
Test:
How do you want to apply smart filters?
Insight:
Shoppers would rather fix assumptions than provide information.
Decision:
Auto-apply filters, allow shoppers to edit at any time.
Refinement Prototyping
80% of our final testers expressed a willingness to pay 99 cents to download our app.
Contextual Search
Search that considers shoppers full context to surface accurate, in-stock options across brands.
Solving for overwhelming results in planning by filtering out irrelevant and out-of-stock items.
Search Refinement
Intuitive, Pinterest-like visual process that lets shoppers narrow results based on the details that matter most to them.
Solving for the gap between style ideas and tangible results with an intuitive, visual narrowing process.
Curated Match List
Prioritized, location-aware list showing in-stock items that met budget, size, and context criteria.
Solving for out-of-stock surprises by giving shoppers a ready-to-buy, prioritized list.
Smart Filters
Auto applied filters narrowing results by previous preferences so shoppers don’t have to.
Solving for mental effort of filtering results by remembering preferences and updating automatically, keeping results relevant without repetition.
Plan Map
Auto applied filters narrowing results by previous preferences so shoppers don’t have to.
Solving for physical shopping fatigue by helping plan efficient trips and avoid wasted stops.
Final Product + Success Metrics
Thanks for stopping by!
I'm actively seeking product design roles at companies building thoughtful, research-informed products.
Let's connect?
Thanks for stopping by!
I'm actively seeking product design roles at companies building thoughtful, research-informed products.
Let's connect?
Our solution was designed for both shoppers and retailers.
Although we prioritized shopper needs in our visual design, our strategy always included retailer needs. Throughout the process, we consulted with 8 major retailers constantly, ensuring that we were keeping their constraints in mind.
While we ran out of time to pressure test willingness to implement our solution, we did gauge retailer interest. Retailers at three major companies, including Walmart and American Eagle Outfitters expressed wanting to learn more about our solution through a follow up meeting.
Thank you for reading!
I am happy to talk about the process of developing Cerulean in depth in-person!