EVALUATING CX IN THE RETAIL SPACE WITH DESIGN THINKING AND DOUBLE DIAMOND DESIGN PROCESS

Abstract

This paper questions the advantages of the design thinking approach to the brands through a holistic examination of the CX in the physical space. It analyses the CX management process of an important wholesale and retail market chain brand in Turkiye using the first three steps (discovery, identification and development) of the Double Diamond Design Model (DDDM). Different customer needs are identified to create future services and experiences that will determine further improvements in the design of a retail interior. The opportunities and solutions developed via DDDM, reveal the potential of design thinking for brands seeking empathy and innovation in their retail interiors. © 2023 Elsevier B.V., All rights reserved.