INSTINCT Retail UX — Chenzi Wan

Overview项目概述

From Shelf Noise to Trusted Choice从货架噪音到信任之选

Lead UX/Retail Designer · Labbrand朗标出品 · Leading UX/Retail Designer

Created at Labbrand as Lead UX/Retail Designer, responsible for offline shopper journey analysis, information architecture, physical micro-interactions, and POSM system delivery.朗标（Labbrand）出品，担任 Leading UX/Retail Designer，负责线下购物者旅程分析、信息架构（IA）、物理微交互及 POSM 系统交付。

The core value: addressing purchase friction for high-end pet food by reducing cognitive load and creating a tiered navigation system — maximising conversion rates and brand trust at the point of purchase.核心价值：针对高单价宠粮的线下购买痛点，通过降低认知负荷与分层决策导航，提升终端转化效率与品牌信任感。

01 — The Problem & Design Opportunity01 — 业务痛点与设计切入点

Too Many Competitors, Too Little Trust竞品林立，信任不足

Physical pain points behind the shelf线下货架背后的物理痛点

Physical Noise —线下杂乱环境 —— Cluttered retail environments with competing brands make it difficult to capture consumer attention.竞品云集且光线环境复杂，消费者注意力难以集中。
High Cognitive Load —高认知负荷 —— Extensive product lines (raw boost, high protein, grain-free) lead to decision paralysis.产品线丰富（冻干、高蛋白、无谷粮），易导致"决策瘫痪"。
Trust Barrier —信任屏障 —— High price points require strong quality endorsements right before the point of purchase.高单价产品在购买决策临门一脚时缺乏强有力的品质背书。

Design Vision: build a highly recognisable, trustworthy, and scannable 3D retail POSM system.设计愿景：建立高识别度、高信任度且易于扫读的 3D 零售物料系统。

02 — Shopper Personas & Behavioral Insights02 — 购物者画像与行为洞察

Two Minds, One Shelf两种购物心智，一个货架

Segmenting by information need, not demographics以信息需求而非人口特征分层

Persona A — The Analytical Researcher:画像 A — 成分党"功课型"家长： Requires precise ingredient data and authoritative backing to justify high prices. Engages with Level 3–5 objective data — e.g. 47% crude protein, a 10-year university partnership.需要精确成分数据与权威背书支持高单价购买，专注于 Level 3 至 Level 5 的客观数据（如 47% 粗蛋白、第三方机构背书）。
Persona B — The Intuitive Caregiver:画像 B — 情感驱动"新手型"家长： Easily overwhelmed by complex information; relies on visual intuition and quick benefit cues. Engages with Level 1–2 visual cues, animal imagery, and direct health benefits — e.g. "Shiny Coat", "Immune Support".容易产生信息过载，依赖视觉直觉与快速功效定位，专注于 Level 1 至 Level 2 的色彩、动物视觉及直观功效（如"亮毛发"、"少生病"）。

03 — Distance-Based UX Strategy & Information Architecture03 — 基于物理距离的体验策略与信息架构

From 3 Metres to 0.5 Metres从 3 米到 0.5 米

A shopper journey mapped to physical distance以物理距离绘制购物者旅程

Rather than treating the shelf as a single flat surface, the display was designed as a sequence of touchpoints tuned to how far the shopper is standing from it — attract, navigate, then educate and convert.与其把货架视为一个平面，不如将其设计为一系列随购物者距离变化的触点序列 —— 吸引、导航，再到教育与转化。

Distance-based UX and information architecture, from 3 metres to 0.5 metres

Far Distance (3–5m) — Attract:远距离（3-5米）—— 吸引： Visual capture and brand recognition via a canopy headboard using signature orange, gold shield graphic, and energetic pet photography.通过展架顶篷的标志性橙色、黄金盾牌与生动宠物写真，实现视觉抓取与品牌识别。
Mid Distance (1–2m) — Navigate:中距离（1-2米）—— 导航： Efficient categorisation to lower search costs, using cat and dog illustrations paired with side panels for rapid visual scanning.通过猫狗插画分流标识与系列侧牌，实现分类扫读、降低搜寻成本。
Close Distance (0.5m) — Educate & Convert:近距离（0.5米）—— 教育与转化： Product benefit education and risk reduction through shelf strips and wobblers highlighting key selling points such as "100% Raw Coated" and "3D Care Formula."通过搁板条及跳跳卡突出"100%鲜肉冻干"、"3维呵护配方"等卖点，完成教育与消除疑虑。

04 — Design Solutions & Micro-Touchpoints04 — 方案细节与物理微交互

A System, Not Just a Sticker系统化，而非零散贴纸

Visual hierarchy, brand semiotics, and physical motion视觉层级、品牌符号学与物理动效

Systemic Visual Hierarchy: a structured information architecture spanning from Level 1 through Level 5, so every touchpoint — from brand graphic down to product claim — earns its place in the hierarchy.系统化信息层级：建立从 Level 1 到 Level 5 的清晰信息递进系统，让品牌图形到产品卖点的每一个触点都各得其所。

Elements breakdown — key visual, illustrations, and icon system

Brand Semiotics & Color System: golden shield elements and brand colour ratios were applied consistently across every 3D touchpoint, echoing the key visuals.品牌符号学与色彩系统：黄金盾牌与品牌主色等视觉规范在物理空间中标准化应用，与主视觉相互呼应。

Physical Micro-Interaction物理微交互

Wobbler Design跳跳卡设计

The wobbler leverages physical elasticity to produce subtle movement as shoppers walk past, capturing peripheral vision. Two directions were evaluated for cognitive efficiency: a multi-benefit combined shield versus single-benefit isolated cards.跳跳卡利用物理弹性，在顾客走过时微幅晃动以抓取视线余光。我们评估了两个方向的认知效率：多功效组合盾牌与单功效独立卡片。