Kamwo Wellness Ecosystem
Brand Experience Strategy • Spatial Storytelling • Customer Journey • Retail Innovation
10-week consulting project
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Transforming a Traditional Chinese Medicine Business into an Integrated Wellness Ecosystem
Business Transformation
Kamwo is one of New York's oldest Chinese herbal pharmacies.
Kamwo
Legacy
Traditional Chinese Herbal Dispensary
Professional herbal pharmacy
B2B + Existing customers
Meridian
Discovery
Retail
Education
Wellness
Lifestyle
Modern Consumers
Grand Meridian
Care
TCM Consultation
Treatment
Spa
Long-term Wellness
01
Challenge
Who are the customers?
Practitioners
Beauty Seekers
Tourists
Wellness Learners
Pain Points
What prevents them from engaging?
How can three independent businesses feel like one seamless customer journey while maintaining distinct identities?
02
Research
Competitive Benchmark
Workshop
Stakeholder Alignment
03
Key Insights
1. Customers enter looking for a specific remedy but are unaware of broader offerings.
2. Consultation services are disconnected from product discovery.
3. Retail feels transactional.
4. Meridian and Grand Meridian feel like separate destinations.
04
Experience
Ecosystem Framework
How does one person experience the space?
· Persona Study ·
How does one person experience the space? · Persona Study ·
05
Spacial Strategy
MERIDIAN · Customer Persona Studies
KAMWO · MERIDIAN · GRAND MERIDIAN
Wellness Ecosystem
Concept Visualization
06
Display System
07
Grand Meridian Evolution
08
Strategic Opportunity
Rather than embedding consultation into every treatment room, the experience could be restructured around a dedicated premium consultation environment.
This creates a clearer distinction between:
Assessment & Planning & Treatment & Recovery
Stakeholder Alignment
09
Alignment Process
Workshop Facilitation
Led a series of cross-functional workshops to identify opportunities, challenges, and strategic priorities across retail, consultation, and wellness services.
Decision Making
Facilitated discussions around key business and experience decisions, including:
Retail vs. wellness positioning
Meridian and Grand Meridian relationship
Discovery Hub strategy
Herbal Experience Bar
Consultation and treatment workflows
Premium service opportunities
Experience Prioritization
Evaluated concepts based on:
Customer value
Business impact
Operational feasibility
Space constraints
Long-term scalability
Concept Validation
Used customer journey mapping, ecosystem planning, and AI-generated visualizations to test and align concepts before implementation.
My Role
Experience Strategy Lead
Workshop Facilitator
Customer Journey Designer
Stakeholder Alignment Lead
Spatial Experience Consultant
My role extended beyond spatial design to helping stakeholders build a shared vision for how retail, consultation, and wellness services could work together as a cohesive customer experience ecosystem.
Reflection
10
This project reinforced my belief that meaningful experiences begin long before physical design.
The greatest challenge was not redesigning a retail space—it was redefining how people discover, understand, and trust traditional Chinese medicine.
Through research, stakeholder workshops, customer journey mapping, and rapid concept visualization, the project shifted from interior design toward experience strategy. Rather than starting with fixtures or finishes, the process began with human behaviors, rituals, and conversations.
The result was not simply a new store concept, but an experience framework that can guide future design decisions, operational planning, and customer engagement as the project continues to evolve.