The document describes observations from a visit to a notary office in Santiago, Chile. It notes that the office has an outdated and crowded environment, with many opportunities to improve the customer experience through technology and education. These hidden opportunities include streamlining processes, educating clients, and providing benefits to those waiting in line.

1. Observation Lab
Edison Acuna Leiton, Santiago – Chile
@edisonacuna
Nov, 1st. 2012.
If I have ever made any valuable
discoveries, it has been owing more to
patient attention, than any other talent.
Isaac Newton: (1642-1727)
Notary Business in Santiago – Chile,
around noon, business day.
Insights
Technology can make people`s life better in every aspects of life.
Hidden Opportunities
First: there are a big opportunity to introduce technology to the process to avoid
the waist of time in lines of customers.
Second: there are a big opportunity to educate the client showing them different
processes, requirements and costs of other procedures at the notary
Third, there are a lot of opportunities to provide other benefits for the people
waiting in lines
What types of things had you missed before?

2. I’ve never thought before about the possibilities to bring technology to the
Notary, it’s easy, win-win, big impact on people`s life.
What were your biggest surprises?
My biggest surprise was that there are a lot of opportunities hidden in a Notary
business, apparently easy to build and implement.
Are there opportunities hidden in plain sight?
There are a lot of other opportunities around the Notary business. I think in
business, law and civic education and other important aspects of life.
Picture 1: Room with 8 cubicles and crowded by people waiting in a
numbered line.

3. Picture 2: Person being attended in a cubicle (right). Notice the old looking
of the place. People waiting sitting, checking the email, reading or just watching.
It was around midday on a busy business day.

4. Picture 3: Overcrowded room, old looking, low ceiling, depressive colors
and decorations, cheap furniture.

5. Picture 4: The entrance and balcony, the cars are just outside the door
which is semi transparent and open.
Before you enter the store:
Does the store draw you in? If so, how?
The store is a “Notaria” or Notary an office to do paperwork required to some
legal and official actions.
The store is completely unattractive place, crowded and built in an inapropiated
building. You are forced to enter such places to complete some beaurocracy
related to business, transactions, legal, marriage, family, etc.
Is the door open or closed?

6. The door is open.
How does this make you feel?
How long it will take to complete the task to be done inside (I went to do a real
paperwork and take almost one hour in waiting line, the paperwork, process,
payment and withdrawal of the document took 10 minutes.
How big is the sign lettering and in what font?
Not big, nothing seductive.
What does it tell you about the store?
Nothing, just the name of the “Notaría”
Environment:
What is the color scheme of the store? How does
this affect you?
The color seemed to be the original color of an 80`s family home. Which was the
original purpose of the place where the “notaria” is located.
What type of floor does the store have? How does
this effect the environment?
The floor was covered with dirty wooden floor, making the place quite
depressive.
How high is the ceiling? How does this feel?
The ceiling was low, so it makes you feel a quite oppressive atmosphere.

7. How brightly lit is the store? How does this affect
you?
The place was not very bright, poorly decorated, so it looked very depressive.
How loud is the environment?
The environment was moderately low, people talking, and the attendants talking
to clients, no music, just, talking and typing noise.
What is causing the noise?
People talking and people typing.
Is there music playing? If so, does it fit the
environment?
No music.
Is the store warm or cold?
The temperature was comfortable.
Is the store crowed with merchandise or is it
sparse?
It was very crowded with cubicles furniture and chairs for the clients waiting in
line, to be sitted, but not enough to hold all the people sit.
Does the store have a distinctive smell?
No perceived smell.
Where is the cash register located?
The cash register was located near the entrance, to the right side.
How visible is the store security?
Security was not visible.
How long do you want to stay in this store?
You want to quit as soon as possible of such depressive places.

8. Does the environment influence the perceived
value of the merchandise?
Right, you just have to be forced to enter a place like that.
Personnel:
How long does it take before a sales person
initiates contact?
No one cares about you. If you don´t ask for something, you probably will be
ignored.
Does the salesperson have a script to follow with
each customer?
Well, the people ask what do you need, and give directions to you get what you
need/want.
Does the salesperson treat different customers
differently?
The crew treats the people with a very indifferent air, not as costumers. They
treat the people as if they were public services attendants.
What is the ratio of salespeople to customers?
1:10
What age and gender are the employees?
Middle aged people 40 to 50 years old, 70% women.
Are the salespeople using the store products?
Do the salespeople have a uniform?
No, they don`t.
Do the salespeople match the stores image?

9. Yes, they have a little bit depressive looking in accordance with the place
environment.
Products:
What is the first product that you notice?
No, because this place is a service place, not products to be sold.
Is there a central display table with featured products?
Idem
Where are items that are “for sale” located in the
store?
Idem
How are the products arranged? By function? By
price? By color?
Idem
Are there free samples or demonstrations?
Idem
What products are at eye level?
Idem
What items in the store are in the least accessible
locations?
Idem
Where are the most and least expensive products
located?
Idem
Are the prices of the products easy to find?
There are not in a prominent place any prices list.
Are there impulse items near the cash register?
Surprisingly there was a jar with packed cookies and small pieces of cakes to be
sold near the cash register.

10. Customers:
Are most customers alone or with someone else?
What is the relationship?
Half were alone and half with relatives/business partners/friends.
What is the average age and gender of the
customers?
60% woman, average 50 years old.
When a customer enters the store, do they tend to
walk in the same path or direction? -
When you enter such places you have to secure your line number quickly to start
in line and reduce the in line time. So you are forced to discover quickly where is
the place where you have to stay to wait.
How long do customers stay in the store, on
average?
I stayed waiting almost 1 hour.
Do customer touch the products? Is this
encouraged?
No, because this place is a service place, not products to be sold.
Do most customers appear to be on a mission or
are they browsing?
All the people are in a particular mission.
What percent of customers purchase products in
the store?
50% of people are there to complete an determined task, other half are
accompanying people.
Other Observations:
There are lots of opportunities there.