03 Godiva

Streamlining the In-Store Journey

JUN - JUL
2018

The Challenge

This project was developed for the global chocolate chain Godiva to provide a tailored and efficient in-store shopping experience, aimed at improving purchase efficiency in smaller, high-traffic stores. The focus was on simplifying the customer journey, reducing congestion, and enhancing overall satisfaction through strategic digital integration and a clearly defined process.

My RoleUX & UI Design
Customer Journey Mapping
User Flow Design
Research
Brand Identity Extension
Strategic Planning

The TeamClient Godiva (UK)
Creative Direction Paul Mynard
Customer Journey & User Flows
Paul Mynard, Ju Wen Cheng
Lead Designer Ju Wen Cheng Conceptual Rendering Emily Budden
Product Photography Godiva

he Challenge

The Challenge

Godiva’s smaller stores often experience crowding, particularly around the pick-and-mix chocolate counters. This results in a disorganised atmosphere that can deter potential customers. The challenge was to reduce congestion and create a smooth, engaging experience using digital tools and clear spatial planning.

he Challenge

Research

Competitor
Analysis

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Lindt
Debuted colour‑coded ‘Pick & Mix’ walls and in‑store digital signage to streamline self‑service while maintaining a premium brand atmosphere.

(Lindt, London flagship, 2017: colour-coded pick-and-mix lanes with digital signage)

(Lindt, London flagship, 2017: colour-coded pick-and-mix lanes with digital signage)

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Hotel Chocolat
Adopted an open‑plan “Chocolate Wall” concept and tablet‑based gifting guides, helping customers navigate quickly and reducing queue build‑ups at tills.

(Hotel Chocolat, UK High‑Street, 2016‑18: Inspired Godiva to adopt colour-coded displays and minimal touchpoints to guide customers efficiently)

Customer
Pain Points

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Difficulty navigating crowded chocolate counters.

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Unclear purchasing steps , leading to confusion and longer wait times.

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Feeling ignored or overwhelmed in busy environments.

Customer
Personas

Emma, 32
Busy Professional Prefers quick, efficient shopping experiences; feels overwhelmed in crowded environments. experiences.

Problem statement
Emma needs a fast and intuitive way to select and purchase chocolates without navigating through crowds.

John, 48
Gift Shopper Looking for easy-to-understand, guided gift-buying experiences with minimal stress.

Problem statement
John needs help selecting and customising chocolates for gifts without feeling confusion.

he Challenge

Customer Journey

The customer journey unfolds in three key stages:

1.
Arrival &
OrientationCustomers are welcomed by an engaging chocolate-themed video wall and a marble-finished "Create Your Collection" zone outlining the four-step process.

2.
Engaging &
Interaction An intuitive four-step journey allows customers to proceed independently via digital touchpoints or with staff support:

Step 1
Choose a box size
Select preferred chocolate box size

Step 2
Choose your chocolates
Explore options via physical display or touch screens, with seasonal highlights
Step 3
Choose your packaging
Pick a preferred wrapping and ribbon

Step 4
Write your message
Personalise with a message card

3.
Service &
RelationshipCustomers proceed to checkout and receive a beautifully wrapped chocolate assortment. A printed card included in the gift bag describes the selected chocolates for flavour recall.

he Challenge

In-Store View

The visual display of chocolates resembles a vibrant art exhibit, with close-up photography panels highlighting the artistic details of each piece. Chocolates are categorized by four distinct colours to represent key flavours: dark, milk, white, and truffle. This setup not only showcases the chocolates beautifully but also helps customers find exactly what they're looking for.

he Challenge

Digital Solution

The digital solution features two intuitive user flows designed to help customers make quicker decisions, reduce wait times, and improve overall shopping efficiency. Each path includes interactive pop-ups with detailed chocolate descriptions, flavour notes, and visual cues to support confident and informed choices.

Flow 1
Browse the Ranges

Browse the Range categorises chocolates by type, allowing customers to explore Godiva’s full collection.

Prototype

Flow 2
Choose by Preferences

Choose by Preferences sorts chocolates by flavour and ingredients, offering a more guided selection path based on individual taste.

Prototype

he Challenge

What I Learned

While this project would benefit from further in-store testing, it has taught me valuable lessons in addressing key customer experience challenges. Here’s what I took away:

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Clear digital steps support customer confidence and reduce confusion

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Thoughtful layouts support congestion relief in compact retail spaces

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Offering multiple user paths supports diverse shopping behaviours
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Combining digital and human support creates a more inclusive in-store experience

he Challenge

Next Steps

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Conduct in-store testing to refine the design with real customer feedback

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Launch the "Choose by Gift Occasion" feature for gift-focused purchases

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Integrate loyalty options to enhance future visits and encourage repeat purchases
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Expand the digital solution to other high-traffic Godiva locations, tailored to store size and layout

❶ Sundan ❷ Wellio ❸ Godiva Graphic Design Portfolio

JU Design