In partnership with Cricket, our team at gravitytank uncovered opportunities for how their future store could be built to meet the needs of their customer by understanding who they are and branded messaging that mattered. I led the creation of a comprehensive customer segmentation analysis, providing insights into customer needs and behaviors. This analysis culminated in a detailed customer segmentation book for employee training. Additionally, our team developed brand guides and created a full-scale cardboard mockup of the new store concept, which was instrumental in finalizing the innovative store experience.