Tim Rob Don Dow


Medibank required a new approach to its retail store strategy and design. In response, a Retail Customer Experience and Concept Design was developed by the Pack Collective, a collective of independent consultants that assembled the skills and disciplines required for each project.

I worked with the Medibank team and the Pack Collective to assess the current health of their retail network and develop a strategic approach to Customer Experience that aligned the store experience with real customer needs and requirements. During the later stages of the project, our work was used as an on-boarding tool for new staff by the People and Culture team.

Specific scope included:
- On-site observations and store audits
- Customer cognitive load, limitations and abilities
- Experience framework
- Co-design and co-creation
- Workshop facilitation
- Modular approach and tiered store hierarchy
- Customer journey mapping
- Identifying business dependencies & connections


Customer experience presents a new competitive battleground
for Medibank to retain and grow its customer base.

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