Verizon Endless Aisle

Giving a smaller-format store access to a full retail catalog.

Omnichannel retailMulti-form-factor systemOmni channel product designRetail experience designScalable design system

5 Form factors, one shared design system

Nationwide Rollout across Verizon retail stores

Sketch of a customer browsing accessories at an Endless Aisle shelf display — Fig. 1The full catalog, built into the store itself.

As Verizon introduced smaller footprint stores, reduced inventory came with a tradeoff: customers still expected the choice and confidence of shopping in a full-sized store.

I designed Endless Aisle, an in-store shopping experience that gave customers access to Verizon’s complete product catalog without disrupting the physical retail experience. Rather than feeling like a website inside the store, the interface was built as an extension of the environment itself, mirroring the layout of physical displays and using interactions familiar to the space.

As the concept expanded, it grew into a family of products across multiple form factors, including a 96-inch interactive backwall, all built from a shared design system that adapted to different retail contexts.

Fig. 2The happy path, prototyped.

Five form factors of the Endless Aisle system, from a small shelf tag to a 96-inch interactive backwall — Fig. 3One system, five form factors, from a shelf tag to the 96-inch backwall.

Fig. 4The 96-inch backwall, in motion.

Endless Aisle app map, showing the Shop Accessories and Scan flows from start screen through checkout — Fig. 5The app map.

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