AO.com
Agency: Saturn Visual
AO.com had the opportunity to trial in-store experiences across select Tesco stores, partnering with Saturn Visual to bring their digital signage to life. The challenge was clear but open-ended: create an in-store experience that captured AO’s warm, approachable brand personality while seamlessly connecting to its well-loved online presence.
With no clear roadmap from the client (and a mid-project rebrand adding further complexity) our team was tasked with shaping the creative vision from the ground up. My role extended beyond execution: I helped define the digital touchpoints, concept the flagship TV wall experience, and lead design and animation across all screen-based content.
The result was an award winning digital-first retail environment where storytelling and interactivity weren’t just add-ons, but central to how customers engaged with AO in a physical space. Below are a few highlights from the project.
AV News - ‘Digital Signage Innovation of the Year Award’
TV Wall
One of the hero features of the in-store concept was the TV wall, a large display area showcasing multiple screen sizes and brands. I played a key role in concepting this experience, which went beyond the standard “wall of screens” found in most stores.
We designed animated content that played seamlessly across the entire wall, to support brand awareness & highlight deals and services. All screens were powered by individual PCs running SaturnVision software. To make the experience interactive, staff could use an iPad to select specific TVs and push tailored content to them, helping customers compare picture quality based on their viewing habits. whether sport, movies, or everyday entertainment.
We concepted, prototyped in our warehouse, and delivered a solution that transformed a common retail feature into an engaging, guided storytelling tool for both staff and customers.
TV Wall concept video
Mocked up TV Wall content
TV Wall live in store
Digital Content & Animation
As well as the TV wall, I led the design and animation of all digital screen content across the store. Working closely with AO’s brand delivery team, we developed concepts that not only aligned with their newly refreshed identity but also extended it into a physical retail environment.
AO’s team provided copy, while I focused on bringing it to life through motion, pacing, and a visual language that balanced their approachable personality with the polish expected in a modern tech retail space. From large-scale animated sequences to subtle brand moments, the content was crafted to feel seamless between AO’s online presence and the in-store experience.
Explainer / product information for laptops.
Customised welcome messages for each site
Payment reminders at the exit of the store.
Digital directory of all products.
Content playing across laptops.
Unused concepts & designs
Throughout the project, many ideas were put forward to the team. Not all options were taken due to budget or customer flow constraints. And due to the re-brand AO went through at the beginning of the project, some of the initial design elements needed to be changed to fit in with their new overall brand. Below are a few examples of concepts & designs that were unused.
Self discovery seating area
Unused content options
Old Brand Dynamic screen - Using weather API select a range of products which align with the forecast. 'BBQ this weekend?'
Old Brand Dynamic screen - Using time / date function select a range of products which align with the time of year. - Summer Holidays
Old Brand Dynamic screen - Using time / date function select a range of products which align with the time of year. - Summer Holidays
Time shown in big as digital clock, counts down to when the store is open
Dynamic screen - Using time / date function select a range of products which align with the time of year. - Summer
Services as well as products displayed on touch screen so customers can explore options.
Beyond the stores
As well as the in-store experience in Tesco stores, Saturn Visual are also the provider of digital signage across AO.com’s head offices.
I was involved with the concepting of signage solutions, as well as the creation of animated content and dynamic information layouts to help with internal communcations.
Chosen concept
Dynamic Linkedin integration to display posts & metrics
Social Media wall concept displaying AO.com's social channels
Concept - Dynamic train time information to be displayed at their office in Bolton