User stories

Customer experience

Anna, Sales assistant
Luxury retailer

  • 10:05

    Anna arrives at work and signs in to her company iPad. A notification informs her she is working on Personal Shopping duty today and reconfigures her dashboard to highlight the apps she needs for it.

  • 10:22

    Anna checks the calendar app and sees she has three appointments booked. She pulls up each of the customer details in advance and starts to pick out a few pieces automatically recommended for them based on their purchase history.

  • 10:33

    Anna’s first customer enters the store.

    A Bluetooth beacon detects her phone and pings Anna a notification that she has arrived.

  • 10:37

    Anna’s tablet automatically pulls the latest wish list from her mobile app, and they talk through the items.

    She sends a couple of them to a display screen to highlight some of the finer details and chat through colour options.

  • 10:43

    The customer picks three items to try, and Anna has them waiting for her in the changing room by sending an instant message to the changing room assistant.

  • 10:36

    She decides to buy one of them and as part of the checkout process, Anna gets automatic recommendations for accessories that go with her purchase.

    Anna checks her out via a mobile chip-and-pin reader, and emails a receipt, along with a link to the website to buy the two items she left behind if she changes her mind.

  • 10:53

    The sale is instantly tracked and attributed, and Anna checks her dashboard to see that she’s currently the second top for her store. She vows to get the most out of his next two appointments and take first place...

Sales and ordering

David, sales assistant
High street electricals

  • 09:05

    David is working today as a queue buster with an iPad and mobile chip-and-pin reader. He scans products using a Bluetooth laser scanner to quickly build a basket for each customer, and checks them out from anywhere in the store - even sending the order to a personal kiosk for them to self-checkout when he’s really busy.

  • 10:26

    A customer asks a question about a particular feature of a product. David runs the question through IBM Watson.

    It’s not listed in the official product description, but Watson brings back a link an online review which mentions that the feature is only available in the next model up, so David advises the customer this is the one to go for.

  • 10:28

    Unfortunately, that model is out of stock in this store. David checks stock in nearby stores on his iPad and offers to reserve it across town for the customer.

  • 10:30

    The customer is in a hurry and it looks like he’ll lose the sale, so instead he orders it straight from the website to be delivered to him at work the next day. The customer pays with one tap of his phone and is on his way in under 30 seconds.

  • 13:57

    Another customer comes up with a click and collect order. He was detected by a beacon placed at the entrance, and the order is already waiting for David at the customer services desk.

    David marks the order as collected on his iPad, and adds a note to the customer’s profile that he was interested in seeing a matching carry case the next time he comes in.

  • 17:22

    David’s final customer of the day is asking about a product posted on the brand’s Facebook page that morning. David hadn’t seen it, so he brings up the post in question and adds the item to the customers basket with one tap.

    It hasn’t arrived in store yet, so David saves it to the customer’s online wish list, and schedules a push notification to go out to the customer the next time they walk past the store to let them know it’s in stock, with a personal 10% discount included.


Julie, VM
Department store

  • 07:18

    Julie is working later on today. She hasn’t been on shift for two days and wants to catch up with what’s she missed. She logs in to the app on her personal phone and spots a notification from the news app marked important for her department.

  • 08:32

    She taps through to full the story and finds that a new promotional collection is due in store today. She looks through the new product details on her way in to work.

  • 09:00

    When she arrives at work, a push notification from the Ops team lets her know where to find the stock.

  • 09:25

    She scans the delivery label with her phone, which brings up a step-by-step guide to setting up the display. She notices a few of the required items seem to be missing.

  • 09:32

    She drops an instant message to HQ, who confirm the missing pieces and order a replacement.

  • 12:36

    She goes ahead and creates her own display with the pieces she has. She snaps a picture and shares it with the other VM leads in her region in case they’re also missing pieces.

    HQ likes her work so much, they make it the official layout.

  • 15:02

    Julie’s manager checks his dashboard and notices this is the fourth new display Julie has created this month. He shares her profile page with the regional HR team and recommends her for promotion at her next review.