Consumer Cellular
The Situation
Consumer Cellular’s in-store experience was built around one-to-one assistance. Customers often had to wait in line before they could even begin exploring phones, plans, and purchase options—creating friction for customers and putting pressure on store associates during busy periods. The opportunity was to introduce digital self-service without sacrificing the human support that made the brand successful.
The Action
Our team led the UX strategy, research, discovery, prototyping, and user testing behind a new assisted-selling experience. We designed an intuitive kiosk journey that allowed customers to independently explore devices, compare plans, select their options, and build their purchase before connecting with an associate. Rather than replacing the human sales experience, the solution shifted the role of the associate toward the moments where expertise and personal assistance mattered most—creating a more flexible, customer-centered retail journey.
The Results
The resulting assisted-selling kiosks transformed waiting time into productive shopping time. Customers could begin their purchase journey on their own terms, while associates could focus on customers who needed deeper assistance and complete transactions more efficiently. The experience created a scalable bridge between digital self-service and human support—helping Consumer Cellular modernize its physical retail experience without losing the personal connection at the heart of its brand.
