Dyson Connected Retail Experience
To support Dyson’s expansion into physical retail, I led the development of a connected in-store experience that bridges physical product interaction with digital education. We created an intuitive touchscreen application and a large-scale LED content strategy that transforms the store into both a showcase and a learning environment. The result is a seamless, product-first experience where customers can explore and understand complex engineering through guided digital interaction.
My Role
Led creative direction for Dyson’s in-store digital ecosystem, spanning touchscreen applications and large-format LED displays
Oversaw UX/UI design and development, content strategy and implementation to deliver a cohesive, product-first digital retail experience
Approach
Conducted discovery sessions with client stakeholders to align retail objectives, product storytelling priorities and the role of digital within the physical environment
Mapped the in-store customer journey to identify key moments where digital could enhance product understanding and decision-making
Established a product-first interaction model, ensuring touchscreen experiences complemented hands-on engagement
Developed a guided-discovery tablet application, allowing customers to explore product features at their own pace
Partnered with stakeholders to align content, merchandising and technology into a cohesive retail system
Impact
Transformed store fixtures into interactive product education tools, reducing reliance on staff for basic product explanation
Created a flexible system that allows real-time product updates across displays and touchscreens, ensuring long-term scalability and operational efficiency
Established a scalable framework for future retail locations and product launches
My Responsibilities
Creative Direction
UX/UI/Interaction Design
Information Architecture
Content Strategy
Team Leadership
Project Management
Solutions Provided
UX/UI Design & Development
Content Strategy and Content Production
Large Format LED Video Walls, Interactive Touch Screens and Fixture-Embedded Tablets
Team Members
Corinne Miller - UX/UI Design
James Sartelle, Noel Fowlie - Frontend Developers
Seth Woodall - Motion Design
All store photography courtesy of Dyson.
Digital Product Experience: Touchscreen UX & UI
At the core of the experience is a series of interactive tablets integrated into merchandise fixtures. Customers can physically interact with Dyson products, then seamlessly transition to the touchscreen to explore deeper product features and information. This creates a continuous loop between touching, learning and deciding, turning the fixture into a self-service sales tool.
Key Features
Intuitive Product Navigation
Clean, minimal UI aligned with Dyson’s design system, making complex technology easy to understand
Guided Product Selection
Interactive quizzes help customers identify the right product based on their needs and usage
Rich Product Storytelling
Integrated video, imagery and technical breakdowns communicate engineering benefits clearly
Dynamic Content Management
A backend admin tool allows store teams to update products on display then instantly change the digital content to match
Native Language Selector
The application is translated into over 30 languages for regionalized customization at the store level
In-Store Content Strategy: LED & Environmental Media
Strategic Principles
Environmental Storytelling
High-impact visuals communicate performance, technology and product benefits at a glance
Zoned Content Approach
Content is tailored to different areas of the store to support both browsing and deeper engagement
System Integration
All content is centrally managed and aligned with in-store experiences, ensuring consistency across locations
Layered Experience
Immersive brand storytelling through large-format media
Detailed product exploration at the point of interaction
Beyond the product-level interaction, I directed the content strategy for large-scale LED video walls throughout the store. These displays establish the atmosphere and brand narrative, while reinforcing the engineering story behind Dyson’s products.
