John Lewis & Partners
John Lewis & Partners

Re-invent the shopping experience for Home

John Lewis & Partners

TYC were tasked with creating a strategy to inform branding and environmental design to amplify & celebrate the John Lewis Home experience. Bringing together services, contributors and product showcase under one roof to position JL&P as ‘the place to come to design your home’.

TYC are a natural partner for our team helping to provide evidential strategy to inform our design decisions

Robin Howard
Partner & Senior Concept Designer

John Lewis & Partners

Question

How do you engage a broad spectrum of society into understanding the hugely varied offer from JL&P Home that feels relevant and tailored to the ‘time short urbanite’ They’re used to being hard sold to, with a product focus, but we need to break the rules and embrace and create a project focused approach, asking the user what’s the bigger picture and how can JL&P help?

Push

To gain a deep understanding of the real problems and opportunities the team worked instore, undertook mystery shopping, arranged home visits, interviewed 10 key stakeholders, interviewed 472 customers online and engaged leading trend platforms. With all this rich insight we created a 12m long experience map that strategically outlined a recommended approach to maximise the Home experience in store. The experience design included consumers journey from couch to store back to couch.

Change

Finally the findings informed an experience for the internal design team at JL&P to design around for the new Southampton and Peterborough concept stores. The execution has helped to move John Lewis and Partners forward on the whole within the department and in their communication within the Home department.  It was a step towards establish an authority in service and design as trusted partners in expertise. Peterborough saw a 300% uplift in home design bookings since opening.

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Project breakdown:

  • Research
  • Strategy
  • Experience mapping
  • Interior concept
  • Comms