Evaluate the current in-store experience at Bath & Body Works to identify opportunities for improving customer engagement while supporting store associates.

The goal was to better understand how customers interact with the store environment and how service design could create a more enjoyable and efficient shopping experience.

To understand both customer and employee perspectives, our team conducted interviews with individuals who interact with the Bath & Body Works retail experience in different ways.

• 2 current or former store employees

• 4 active Bath & Body Works customers

These conversations helped uncover how store design, product displays, and employee interactions influence the overall shopping experience.

Several patterns emerged across customer and employee interviews.

Store environments can feel overwhelming

• Customers described stores as crowded with a large volume of products and displays, making it difficult to navigate the space comfortably.

Customers want autonomy while shopping

• Shoppers appreciated employee support but preferred assistance only when needed rather than constant interaction.

The mobile app influences store visits

• Many customers are encouraged to visit stores through app promotions and rewards, suggesting the digital ecosystem plays an important role in driving physical retail engagement. Bath and Body Service Design

These insights highlighted the need for a retail experience that feels more intuitive, less crowded, and better integrated with digital tools.

Based on research insights, three opportunity areas emerged:

• creating new ways for customers to engage with the brand beyond traditional retail interactions

• designing store environments that feel more inviting and easier to navigate

• supporting store associates with tools that improve efficiency and morale

These areas guided the concept exploration phase.