Description

Human by Design: The New Playbook for Retail Experience

As technology accelerates and convenience peaks, consumers are pushing back, seeking meaning, surprise, and real connection in the brands they engage with. In this Shop! MasterClass, Carlotta Dove (Director of Consumer Experience at IARetail, MSc Psychology) brings a unique perspective at the intersection of behavioral science and design. Together, we will explore the cultural shifts driving this change and what they mean for the future of retail design. From analogue rituals and sensory depth to “friction as a feature” and retail as a fourth space, this session reframes human-centered design as a competitive advantage, not a philosophy. Grounded in IA’s 2026 Retail Futures research , you’ll leave with clear, actionable ways to rethink your spaces, experiences, and brand touchpoints.
You’ll walk away with: 

• A new lens on consumer behavior in the age of AI and digital fatigue 
• Design strategies that create emotional resonance and belonging 
• Tangible ideas to apply across store design and experience