Conference article

Exploring the future of consumer retail

Jim Budd
School of Industrial Design, Georgia Institute of Technology, USA

Paul Della Maggiora

Florian Vollmer
Georgia Institute of Technology & NCR, USA

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Published in: ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Linköping Electronic Conference Proceedings 150:12, p. 152-163

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Published: 2018-07-05

ISBN: 978-91-7685-237-8

ISSN: 1650-3686 (print), 1650-3740 (online)


This paper describes an academic/industry partnership that leveraged Service Design to explore the impact of online shopping to brick and mortar retailers. NCR, a global software company, sought a partnership with the School of Industrial Design at the Georgia Institute of Technology (Georgia Tech) to understand how different aspects of design could be used to respond to rapidly shifting consumer experience expectations. Both partners benefitted from the collaboration beyond their original expectations. Taking an iterative multi-semester approach, the effort yielded insights beyond the original intent, resulting in a broader application of Service Design to NCR’s sales approach, providing overall more integrated innovation processes. The partnership also showcased the Georgia Tech students’ ability to research, analyse, and generate new ideas using Service Design methodologies.


user experience, service design methodologies, consumer retail, digital technologies


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