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Inclusive design

Improving retail shopper experiences

Christine H

February 15, 2023

Christine H

February 15, 2023


To understand how and why customer experience varies, particularly as a result of differences in how customers move, sense, think or feel due to disabilities, older age or other long-term differences.

Type of project:

Inclusive design


John Lewis Partnership




Built environment, customer service, digital


We ran surveys (one for customers and one for staff), mystery and accompanied shopping both online and in-store, focus groups (customers) and interviews (staff).


The brand now has a much clearer understanding of how and why customers may have more difficult or easier retail experiences. Differences by access needs, store types, journey elements, online and in-store were identified and prioritised. Customer service and communications/branding were also investigated. This project started prior to and completed after the lockdowns, so it also offered some interesting insights into the changes through this period for disabled and older shoppers.

Participant quote:

Client quote:

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