As Creative Director, I led the team and owned the strategic vision for the nationwide transformation of the Total Wireless retail experience. By applying retail psychology and shopper behavior insights, we designed a self-guided environment that helped customers quickly understand products, compare plans, and make confident purchase decisions.

The strategy prioritized devices and promotional offers in the store's highest-attention areas, while simplifying plan communication throughout the customer journey.

The outcome was a nationally scalable retail system that reduced customer friction, elevated the brand experience, and turned every store into a more effective selling environment.