pa yingAre you                       tion?                 atten         Author: Emilio Martínez                       ---...
Mission  • Go to at least 6 different stores.  • Spend some minutes in each store    making OBSERVATIONS.  • Capture INSIG...
The     Family         Team has    a plan                Alias: nena  Alias: papaAlias: mama                   mama
Testing…Ups!! Crisis is hitting hard!
Store 1INSIGHTS•   Name and sign are clear about the    activity.•   “Aseptic” and impersonal    atmosphere.OPPORTUNITIES•...
Store 2INSIGHTS•   Shoes are always in the same order,    grouped by brands.•   Lights illuminate shelves directly.•   No ...
Store 3INSIGHTS•   Products sorted by categories,    types and colors.•   Easy access and clear ways.•   Direct and indire...
Store 4INSIGHTS•   Name is clear and recognizable as brand.•   Employees well identified.•   Decoration is typical of the ...
Store 5INSIGHTS•   The sign combines website address,    activity and target consumer.•   You can see kids painting on tab...
Store 6INSIGHTS•   Two entryways.•   A slightly dark ambience.•   Clothes do not follow any order.OPPORTUNITIES•   Change ...
Conclusion  • A good solution is one that can be    visualized immediately.  • Spend some time to pay attention    careful...
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Are you paying attention?

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Assignment 2
A Crash Course on Creativity
Professor Tina Seelig, Stanford University
October 2012

Published in: Education
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Are you paying attention?

  1. 1. pa yingAre you tion? atten Author: Emilio Martínez --- A Crash Course on Creativity - Assignment 2 Professor Tina Seelig, Stanford University --- October 2012
  2. 2. Mission • Go to at least 6 different stores. • Spend some minutes in each store making OBSERVATIONS. • Capture INSIGHTS and HIDDEN OPPORTUNITIES. • Use photos to highlight the insights.
  3. 3. The Family Team has a plan Alias: nena Alias: papaAlias: mama mama
  4. 4. Testing…Ups!! Crisis is hitting hard!
  5. 5. Store 1INSIGHTS• Name and sign are clear about the activity.• “Aseptic” and impersonal atmosphere.OPPORTUNITIES• More welcoming environment.• Taking advantage of the power of the sign to inspire interior decoration.• Make a place for families not for drivers.
  6. 6. Store 2INSIGHTS• Shoes are always in the same order, grouped by brands.• Lights illuminate shelves directly.• No false ceiling installed.OPPORTUNITIES• A largest sign.• Mix brands to facilitate the customers to find the ideal shoe.
  7. 7. Store 3INSIGHTS• Products sorted by categories, types and colors.• Easy access and clear ways.• Direct and indirect lighting.OPPORTUNITIES• Mix accessories to promote cross-shopping.
  8. 8. Store 4INSIGHTS• Name is clear and recognizable as brand.• Employees well identified.• Decoration is typical of the chain: a mixture between serious and casual.OPPORTUNITIES• A broader entrance that encourages to walk inside.
  9. 9. Store 5INSIGHTS• The sign combines website address, activity and target consumer.• You can see kids painting on tables.• The door is closed.OPPORTUNITIES• Provide a playing place that promotes kids creativity.
  10. 10. Store 6INSIGHTS• Two entryways.• A slightly dark ambience.• Clothes do not follow any order.OPPORTUNITIES• Change the music, please!!!
  11. 11. Conclusion • A good solution is one that can be visualized immediately. • Spend some time to pay attention carefully can yield great benefits. • A few minutes looking details may replace many hours of intense work sessions. utsid e and Go o k around!! loo

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