Warby Parker approached Sub Rosa with the challenge of redesigning its NYC showroom and developing a compelling customer experience to accommodate growing traffic. Employing heuristics and iterative prototyping, Sub Rosa redesigned the spatial plan – considering layout, signage, greeting and branding to ensure a seamless flow and consumer journey that facilitated a superior in-store experience. The redesign improved engagement, efficiency and served as a model for the growth of additional brick and mortar stores.
Warby Parker has experienced two exceptional years of growth and acclaim. The New York office and showroom are in the midst of a transformation, accommodating new growth and serving more than 9,000 customer appointments 2012. Warby Parker approached Sub Rosa with the task of redesigning the NYC showroom and developing a compelling customer experience to accommodate their growing traffic in both the showroom and additional retail spaces.
Having worked with the Warby Parker team in pre-launch brand principles and strategic marketing direction, Sub Rosa had unique insight into the essence and philosophies that would inform the engagement approach.
Based on a series of heuristics in the existing showroom, Sub Rosa tracked traffic flow in order to understand customer patterns and behaviors and through a process of iterative prototyping, hypotheses were tested in order to inform the final recommendations.
The proposed redesigned spatial plan considered layout, signage, greeting and branding to enable a seamless user flow and consumer journey. From facilitating product-trial to reinterpreting the overall showroom experience, the new plan incorporated a range of scalable, effective and efficient methods of display, appointments and architecture. The design was also modular and flexible in order to be applicable to additional Warby Parker locations.
The redesigned showroom resulted in a more efficient and effective environment, creating capacity for increased foot traffic. The design fundamentals also formed a playbook for the brick and mortar growth of Warby Parker stores in both NYC and Boston.