In 2017, the terminal designs of many smartphone brands, including Vivo, were characterized by an abundance of information and elements. The constant accumulation of these elements not only led to high costs but also made it difficult for brand users to focus on products within the store. On the other hand, the layout of traditional store spaces has become incapable of accommodating more functionalities and experiences, and the intersecting flow of movement consistently disrupted the user experience.
As one of the most crucial terminal channel formats for Vivo, the challenge for this project is how to stand out in a high foot-traffic environment and amidst fierce competition with numerous competing brands.
Starting from consumer demand, in the midst of the complex and bustling city, in the busy and noisy life, and amidst fragmented information, what users seek deep within is 'simplicity.
With the design concept of 'Pure Light,' we have employed white and glass to convey the pure emotion of light. Combining lighting and minimalist design helps users focus better. The subtle integration of Vivo blue emphasizes Vivo's 'fashion' and 'technology' brand DNA, enhancing brand recognition. In terms of the user experience, we emphasize 'interaction' and 'non-disturbance' while optimizing functional layouts. The landing design of the specialized zone, with high-transparency materials and unique lighting, sets Vivo apart uniquely in the market.
Project data feedback
Overall Assessment: The design of the Vivo SI 4.0 new specialized zone aligns with the respondents' needs for visiting physical stores and their aesthetic preferences for mobile counters. It has elevated vivo's brand presentation compared to before, and it significantly outperforms OPPO, Samsung, and Xiaomi in various metrics.
Store Decoration Preference: The design of the Vivo specialized zone is the most favored by respondents, with 'high-end,' 'grand,' and 'harmonious' being the basis for positive reviews.
Core Metrics Performance: Qualitative research found that the SI 4.0 specialized zone has received recognition from respondents in all core metrics, including visual prominence, brand recognition, appeal, and experiential comfort.
Like-ability and experience: The design of the new SI 4.0 area is more in line with the needs and aesthetics of the interviewees, and the overall evaluation and like-ability evaluation have been significantly improved.
Brand Image Impact and Enhancement: The SI 4.0 specialized zone has significantly enhanced the overall image of the Vivo brand. The improvements in important aspects like 'trustworthiness,' 'high cost-performance,' and 'professionalism,' which are highly valued, contribute to the overall strengthening of the brand.
Comparison of Decor Styles Before and After: When comparing the new specialized zone with the old one, it exudes a stronger sense of technology and makes respondents feel more upscale, stylish, and design-oriented. Additionally, the design and minimalist style of the SI 4.0 specialized zone have gained greater approval from respondents.
Comparison of Core Metrics Between New and Old: Compared to the old specialized zone, there has been a significant improvement in visual prominence, appeal, and comfort in the new specialized zone.
*Data source: vivo SI 4.0 Respondent Evaluation Research Report, GfK China, Jan. 2020