At the request of Lojas Americanas, we rethought the entire experience of the americanas.com kiosks inside its physical stores. The old kiosk brought a series of problems that needed to be solved and that were passed on to us by Lojas Americanas. The goal was not only to visually revamp the space, but also to redefine interaction with consumers and seek insights that would improve service and customer care — the entire positioning needed to be reviewed so that the space would have greater visual prominence inside the store and move closer to the digital world. However, not limiting ourselves to the presented demands was essential to take the project to another level.

So that we could gain an understanding of the real competitive landscape, we went into the field to visit and learn from other experiences and some promising paths. As mystery shoppers, we visited the old kiosk to understand how the service worked, in addition to carrying out a service safari to seek new insights.

Several possible paths were discussed in a Brainstorming process where we focused on working ideas to turn them into real possibilities. Low-fidelity tests provided quick and necessary answers so that some directions were abandoned along the way and others were strengthened and improved. The refinement process continued until the final result solved all the issues pointed out by Lojas Americanas and by our findings during the research phase.

With the language of the space defined, a testing phase began so that final adjustments could indicate any problem before the final version was built. The tests carried out ranged from digital versions (3D renders) to life-size prototypes that helped provide a real sense of each designed detail. Various POS materials were also developed and spread at strategic points in the store to promote the space and draw attention to the possibility of buying an even larger assortment than what is offered on the store shelves.

The space gained two versions, with one and two service points, so that it can adapt to the reality of each store in the chain. The final result pleased management so much that it was applied in the brand's first concept store in Leblon, in Rio, and then implemented on a large scale in the other stores.