During the run up to Christmas in 2012 and 2013 Foolproof surveyed shoppers to uncover the true impact of the phenomenon known as showrooming (where consumers visit a physical store, before checking information online). This research looked at the financial impact on retailers, but also how customers behaved. To demonstrate the research Foolproof wanted an infographic that would best represent the data.
Infographics need a story
Foolproof had collected a large amount of detailed and complex data in emerging retail behaviours, and there wasn’t an obvious coherent message. For the infographic to be effective, we needed to rationalise the data into something that made sense. As a team of designers, UX consultants and marketers we reviewed each stat and categorised it into different types of data. After analysing the data we discussed what the information told us, and also what message we wanted to get across.
A story needs structure
Through this we could see our story had started to take shape as a journey across the physical shopping experience. We pulled this into a structured wireframe to find the best way to demonstrate why people showroom and what it means for the future of high street retailers. This content story structed then informed the design stages.
Having fun with the style
We explored different styles of infographic using mood boards, and agreed on an isometric style. This style would be fun to implement, and also support the idea of a real life situation and it’s related journey through a physical experience. Following this we developed the sketches further to better demonstrate the layout and story of the infographic in an isometric format. I then developed the content and story further, and applied it to the creation of the detailed visual.
The infographic successful demonstrates Foolproof’s research in a more engaging way.