One New Zealand Network Experience

The One NZ experience has been transformed by adopting an experiential approach to design, prioritising user and brand engagement. Our challenge was to revolutionise the physical footprint of a ‘retail space’ with a future focused lens, and to reinvent the brand through a newly defined experience that was directly informed by the voice of the customer.

Nation wide network launch

The challenge:

Our client sought a strategic design partner to assist in their physical transformation from international telecommunications brand Vodafone, to locally owned and operated digital experience creator One New Zealand. Our brief was to revolutionise the retail experience and shift public perceptions of the brand by designing with people and business communities at the heart. A short eight-week design sprint saw the concept design across the line, followed by an eight-month delivery across seven sites.

The solution: 

In response, we focussed on two fundamental areas of focus - perception and performance. Business metrics and customer satisfaction reports were a good a starting point, however the brief placed more emphasis on people and brand outcomes. Detailed below. 

Value of design in numbers

At initiation

64 network locations
6 customer focus groups
Mix of ages and digital competence
8 SME customer interviews
1,045 quantitative survey responses
8 week concept design sprint
8 diverse stakeholder workshops

At launch

9 completed beacon stores
50+ site refreshes overnight
500+ products on display Live network launch with SpaceX announcement 

3 months open

12% increase of foot traffic in completed stores
30% uplift of sales in completed stores
9% increase of monthly aquisitions nationwide
9% increase of human interactions nationwide
1,500 plastic packagings saved from landfill
6m of commercial fishing net saved from landfill

Tech cave - product display

Perception:

The project seeks to unlock the magic of technology and localise the customer experience for all of Aotearoa by placing people at the core. In partnership with Perceptive Research, we undertook an extensive qualitative and quantitative research process to uncover the voice of the customer and the employee.

Against more conventional retail models, ‘leave your phone at the door’ became our provocation. Insights identified people came to the store to gain knowledge from expert staff, face-to-face conversations, to experience a hyper local connection, and build trust – more than buying a product. In response, the new retail strategy is designed to focus on welcoming, hosting, inspiring and engaging with community and businesses to create brand resonance.

Tailored for different economic zones, the design ensures inclusivity and access for all, and the inclusion of in-store digital services supports local regional employment. A hyper local lens allows people to see and be seen, to share knowledge and feel a part of the experience – a glimpse at future Aotearoa. Traditional brand visual identity was deprioritised – opting for localised digital activation and a clear spatial planning strategy instead of colour washing. The space empowers employees to be the face of the brand and invites community in to learn how technology can enhance their lives.

Concept digital activation

Tauranga digital activation

Bespoke bar leaner under construction, made from recycled plastic and fishing nets, installed soon.

Performance:

The space is designed to hold up to 500 products at any one time. With different functional requirements and audience needs at each location, our response needed to adapt for a city centre store in Tāmaki Makaurau right down to Invercargill. A cohesive kit of parts can be configured and reconfigured to suit - a bespoke, modular display system that allows ongoing evolution of the space. Longevity of manufacture and construction was optimised through circular design and robust materials such as steel and recycled Rimu can be re-purposed for years to come.

The project also focuses on service efficiency. We incorporated semi-private work pods to localise digital customer services, included secure front-of-house product storage, and removed barriers to service through open planning and accessible point of sales.

In its first three months and coinciding with a recession, the new physical experience has resulted in an uplift of 30% in sales and 12% in foot traffic. Nationally, One NZ has also seen a 9% increase in monthly acquisitions and 9% in people-to-people interactions.