The experience studio course is a key highlight of the DMBA program. The course helps us continue to craft human-centered design in business specifically focused on the design of user experience, service, and holistic interactions based around a 5-E framework (Entice-Enter-Engage-Exit-Extend). In the Fall 2018 experience studio course, the semester-long project was designed around “the future of retail.” Centered on the retail subject of tea, the team behind Alchemy Tea Lab developed a hypothesis, conducted research, developed multi-layer, high and low fidelity concept sketches, 3D AR/VR models, and multi-scale prototypes, built a full-scale “phygital” (physical and digital) retail pop-up and micropilot test, and analyzed the results to determine if we were successfully able to meet our challenge. The future of retail: tea challenge statement was: How might we… provide a fun and engaging experience that empowers our customers* to make informed, confident decisions around the purchase, preparation, and consumption of high-quality, tasty tea? * “global citizens” between the ages of 20 and 40 in an urban environment The Alchemy Tea Lab value proposition is: For “global citizens” in an urban environment who want a high-quality, delicious cup of tea, Alchemy Tea Lab is a tea store that has the facts, fun, and focus to get a quality cup. Unlike other tea stores, our experience is clear and uncomplicated to instill confidence in your choice.