People no longer come to stores to transact.
They come to reduce uncertainty, gain clarity, and make confident decisions.
The Relevance Test is a short, controlled pilot that isolates one critical moment in the customer journey—and redesigns it to restore human value under real conditions.
Rather than redesigning an entire store, we focus on one moment that disproportionately shapes how the visit feels.
What the Relevance Test Does
Identifies where relevance breaks down during the visit
Redesigns one underperforming moment
Tests the change live, in one location
Produces clear evidence—not assumptions
Small changes.
Outsized impact.
The test answers the question,
Does this store still earn the visit—and why?
A behavioral and experiential pilot
Focused on clarity, confidence, and human interaction
Low-capex and fast to test
Designed for real operating conditions
What it is
What it is not
A store redesign
An event or activation
Visual merchandising
A training program
A technology rollout
Designed Using the Human Relevance Framework
Clarity — reducing complexity and choice fatigue
Confirmation — reassurance instead of persuasion
Transformation — shifting emotional state quickly
Connection — real human recognition
Continuity — carrying memory forward to the next visit
"Efficiency makes a transaction possible, but relevance makes a relationship inevitable. When we stop trying to persuade and start trying to reflect, the store stops being a place to spend and starts being a place to belong."
How the Relevance Test Works
Identify the Moment
We observe the store and pinpoint where confidence, clarity, or engagement breaks down.
Redesign the Experience
Language, pacing, behavior, and sensory cues are adjusted—quietly and intentionally.
Test Live
The redesigned moment is piloted in one store under normal conditions.
Measure What Matters
Dwell time, decision confidence, return intent, and associate engagement—not just sales.
