Simplifying In-Store Communication: Building a signage ecosystem strategy

Focus

  • Mixed method research

  • In environment eye tracking

  • Executive communication

  • Cross- team partnerships

Client: Fortune 500 retailer

Role: Lead UXR, facilitator, coach, strategy co-architect

Impact: Identified cost-saving opportunities while improving customer comprehension in-store

When it comes to in-store signage, the sum is not always greater than the parts — unless those parts are coordinated. This project taught me that aligning teams on a shared strategy can be just as powerful as any individual research method.

The Challenge

A national retailer needed to rethink how electronic-store signage guided customers. Multiple teams owned different pieces of the signage puzzle, but our solution needed a view of how signs worked together to avoid confusion for shoppers and inefficiency for the business.

What I Did:

Created a cross-functional research strategy to understand how signs functioned as a system, not just isolated assets

  1. Blended methods like interviews, field research, and in-store eye-tracking to uncover what actually caught attention — and what didn’t

  2. Enabled research democratization by supporting other teams in their own study design and execution, while focusing my time on more complex analysis

  3. Co-developed a roadmap for simplification that helped drive alignment across marketing, design, and store operations

What Happened Next:

Through cross-team collaboration, we uncovered a high-confidence opportunity to improve clarity and reduce operational costs — to the tune of millions

  1. We transformed insight into action by aligning tactical and strategic teams through clear artifacts and a phased implementation plan

  2. Our work set the foundation for a scalable signage strategy — grounded in real customer behavior, not assumptions

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