Reconnecting Customers
EE is a mobile network operator and ISP that launched in 2012 and is now the largest mobile network operator in the UK with around 28 million customers, and the largest 4G service provider in Europe.

EE wanted to increase customer engagement in their high street stores, and explore ways of introducing new components, zones and ideas, whilst retaining their established look and feel.

In collaboration with GOODD Ltd, we completely remapped the uses of space inside EE’s stores. We defined clearer paths to purchase, introduced new point of sale and purchase elements to deliver key messaging and product information, and extended EE’s material palette to apply greater emphasis to specific components and zones. Perhaps most importantly, we got EE’s staff out from their locations barricaded behind desks at the backs of stores, and repositioned them to encourage natural interaction with customers.