02 Design studio workshop, Mike's Bikes biz case

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Materials from Agile Experience Meetup NYC April 29, 2010. Document 2 of 3. …

Materials from Agile Experience Meetup NYC April 29, 2010. Document 2 of 3.

Doc 2 and 3 contain some overlap because I wanted to use the same materials to facilitate both service design and interaction design practice sessions.

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  • 1. Agile Experience Design Meetup NYC April 29, 2010 Design Studio Workshop Mike’s Bikes Mike’s Bikes is an established and popular urban neighborhood bike shop. Mike and his staff are passionate about bikes and bike transportation and want to help each person find the right bike for his or her lifestyle. When thinking about a bike purchase, Mike’s customers often visit several times; to see what is in stock, learn about features, compare prices and take a trial ride. Once they pick out the frame and accessories they want, it takes a day or so to configure the bike, requiring another trip to pick it up when it’s ready. The sales staff at Mike’s is happy to talk about and demonstrate the bikes, but on a busy day they can get overwhelmed by requests and the repair department staff have to help, interfering with that part of the business. Mike knows that it’s difficult to get the feel of a bike unless you’ve ridden it, but he thinks some parts of the process could actually be done better from the customer’s home. Even though the space isn’t large, Mike tries to keep well stocked with bikes and accessories for immediate purchase. It’s hard to know what components and accessories are most desirable, and what combinations are most popular with customers. Project Assignment Mike wants to make it easier for his customers to learn about, configure and purchase bikes. He knows that some of the process happens from home on different internet sites, and some of it happens in bike stores. He sees an opportunity to make it easier for people to do the entire process with HIS store. License: Creative Commons Attribution-Share Alike 3.0 United States Author: Lane Halley Photo credits: Bike shop: LaneHalley, Noona, Fran: richardmasoner, Peter: Let Ideas Compete Page 1 of 2
  • 2. Agile Experience Design Meetup NYC April 29, 2010 Design Studio Workshop Because of his observations, Mike expects that the right solution will contain both online and in-store elements. He’s open to solutions that include Web interfaces, connections to social media, in-store kiosks, and he’s even willing to change the way his staff interact with customers. Mike has asked us to show him our best thinking about what’s possible. He trusts that once we understand the big picture, we can focus on some good ideas that can be implemented near term and within his budget. The goals for this project are to: Make easy and pleasurable for people to learn about, configure and buy bikes at Mike’s Bikes. Allow Mike’s sales and repair staff to be more efficient and available to customers. Collect information that helps Mike stock the right inventory. Increase bike commuting through education and support to the community. Customer Profiles Your team interviewed Mike and some of his staff. You also talked to some of your friends who own and ride bikes. You identified three different customer archetypes who are likely to shop at Mike’s Bikes. NOONA, a first time bike buyer Shopping for her first adult bike Hasn’t ridden since she was a kid Recreational/weekend use Doesn’t know bike jargon (“cruiser” “road bike”) Limited budget for bike purchase FRAN, a bike fitness fan Owns several racing bikes, has rack on top of her car for transport to races In training, rides almost every day Knows jargon and recognizes brands Carries training supplies (energy packets, water) Values durability and light weight PETER, a serious bike commuter Owns several bikes (mountain bike, recumbent), doesn’t own a car Biking is his main form of transportation Bikes are his hobby, he loves to look at and learn about bikes Carries lots of stuff when he rides (computer, books, groceries) Rides in all weather, needs to get to work clean and not too sweaty Mike wants the solution to be focused on PETER (bike commuter) because he wants to use bike commuting as a way to differentiate his shop. However, Mike also recognizes that a successful solution will also meet the needs of FRAN (fitness biker) and NOONA (first time buyer). License: Creative Commons Attribution-Share Alike 3.0 United States Author: Lane Halley Photo credits: Bike shop: LaneHalley, Noona, Fran: richardmasoner, Peter: Let Ideas Compete Page 2 of 2