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Sandee Usanachitt

MA work


The retail sector needs to be re-invent, as customers expect a seamless shopping experience and omnichannel is not an option but become the norm. 49% of consumers said retailers need to integrate in-store, online and mobile shopping channels (Accenture: 2013). The e-commerce is rapidly evolving, while brick-and-mortar stores are still stuck in the 20th century. In this highly competitive market, physical stores that are not collecting data and cannot keep up with customer shopping habit will fall behind. 'MIND' aims to reimagine the future of retail for the department store and prepared retailers for the new kind of shoppers - the Gen Z. 


How might we help department store connect and engage more with their customers by providing a radical personalised shopping experience, hence increasing the conversion rate? 


'MIND' is a B2B white label platform for department store that collects and analyse customer data in-store across touchpoints, as well as offers customers the convenience and hyper-personalised experience in exchange of their information. 'MIND' helps to create a holistic view of the customer profiles, allowing retailers to re-target, optimise merchandising, and extend services to more closely mesh with consumer lifestyles. 


  • MA Degree


    School of Design


    MA Service Design, 2017

  • I’m a multidisciplinary designer, specialise in Service and User Experience design. My vision is to design to help people’s lives a little better everyday. 

  • Degrees

  • BA Product Design, Central Saint Martins College of Art & Design, 2015
  • Experience

  • Experience design intern, R/GA, London 2016
  • Awards

  • Finalist of I&E Start! Challenge, 2016; Finalist and Best Presentation award for Bloomberg Design Hackathon, 2017