Future Retail 2013
Method
Futuretail
Designing Complete
Retail Experiences
Alexander Grünsteidl
1
Prada Flagship Store
experience
Prada | OMA | IDEO
2000 - 2001
2
Prada Flagship Store
experience
Prada | OMA | IDEO
2000 - 2001
3
3 Goldfish & 1
computer. Interactive
fishtank experience
NCR research | IDEO
1999 - 2000
4
Future Retail 2013
I hate shopping.
5
Future Retail 2013 6
I love it.
Future Retail 2013
The story of
a new bicycle
7
Future Retail 2013
I need a new bike...
8
I pass an attractive looking bicycle shop
9
Future Retail 2013 10
I check out different models
The assistant offers advice and a trial
11
I take
different bikes
for a spin
till I find one I like
12
Future Retail 2013
I Like This One!
13
Price: £475
Future Retail 2013
I Look At The
Manufacturer Website
14
Future Retail 2013
I look at the
mobile site
15
Future Retail 2013
I learn about
different available models
16
Future Retail 2013
I ask the assistant about
different options
17
Price:
£745.00
Price:
£564.95
Price:
£399.95
Future Retail 2013
He can
not deliver
18
Future Retail 2013
Further research
compare dealers
19
Future Retail 2013
I find a much
cheaper offer
20
Future Retail 2013
I order and receive
the bike
delivered
to my doorstep
within a week
21
Future Retail 2013 22
I am required
to assemble
the bike
costs me
at least
an hour
and
some fiddling
Future Retail 2013
I am happy with my
new bike
23
Future Retail 2013
I wish I could
pay the shop
where
I tried out
the bike
a commission...
24
Future Retail 2013
Service
commission
there is no
tracking
mechanism
in place
25
Future Retail 2013
How will the store survive?
Where will I be able to try
out products in the future?
26
Future Retail 2013
As transactions move
elsewhere the very
nature of the high
street is changing...
...or is it?
27
Future Retail 2013 28
retailer home
Retail as we know it
Future Retail 2013
retailer homehome
internet comparison
and online purchase
distributor
Emerging retail
29
Future Retail 2013
retailer homehome
internet comparison
and online purchase
distributor
Emerging retail
30
Future Retail 2013
The
last
click
31
Future Retail 2013
Fitting fee
32
Future Retail 2013
Awareness Consideration Purchase Activation Usage Support
?
Customer Journey
33
Future Retail 2013
Relationships
+
Engagement
34
Future Retail 2013
Previously
retailers owned the
relationship with
the customer
Retailer Customer
35
Future Retail 2013
manufacturer
service provider
aggregator
Retailer Customer
Previously
36
Future Retail 2013
books
30 - 60 %
furniture
25 - 50%
fashion
50 - 75 %
10 - 30 %
consumer
electronics
10 - 30 %
10 - 30 %...
Future Retail 2013
The roles
are changing
38
Future Retail 2013
manufacturer
service provider
aggregator
Retailer Customer
Previously
39
Future Retail 2013
manufacturer
service provider
aggregator
Customer
Now
40
Future Retail 2013
41
Now the retailer becomes
a mediator
between
customers & brands
Future Retail 2013 42
Stores Become
Places To Manage
Customer Relationships
“Stores” become
places to manage
customer rela...
Future Retail 2013
showrooms
webfronts
solution boutiques
curastores
advertailers
shoperiences
experetail
manufacturer
ser...
Future Retail 2013
From transactions
to providing services
44
Future Retail 2013
4 Types of
Engagement With
The Customer
45
Future Retail 2013 46
Explorative
Focused
Transaction Experience
Engagement
4 Types of
engagement
with the
customer
Future Retail 2013 47
Explorative
Focused
Transaction Experience
KNOW
WHAT I WANT
Engagement
Future Retail 2013
New Service Touch Points?
48
Future Retail 2013 49
Albert Heijn
Appie integrated shopping
Future Retail 2013 50
Albert Heijn
Appie integrated shopping
Future Retail 2013 51
Albert Heijn
Appie integrated shopping
Future Retail 2013 52
Albert Heijn
Appie integrated shopping
Future Retail 2013 53
Albert Heijn
Appie integrated shopping
Future Retail 2013 54
Albert Heijn
Appie integrated shopping
55
56
57
58
59
60
61
62
Future Retail 2013 63
Explorative
Focused
Transaction Experience
Provide
– Pick-up
– Delivery
Offer
– Decision making
– Cr...
Future Retail 2013 64
Explorative
Focused
Transaction Experience
DON’T KNOW
WHAT I WANT
Engagement
65
Future Retail 2013
Stock extension
66
67
Future Retail 2013 68
Public
transport
scanning
touchpoint
Tesco
South Korea
Future Retail 2013 69
Explorative
Focused
Transaction Experience
Provide
– Advice
– Help
Offer
– Comparison
– Alternatives...
Future Retail 2013 70
Explorative
Focused
Transaction Experience
DON’T KNOW
WHAT I WANT
Engagement
Future Retail 2013
Learn from the
fashion industry
71
We tune technology to create harmony in your life.
Digital Wellbeing
Showroom
Shop at Bluebird
2006 - 2007
72
Retail
prototype
lifestyle
platform
73
Future Retail 2013
Fashion
Conversations Music
Memories
74
Digital Wellbeing
Showroom
1 platform
4 zones
75
76
77
78
79
80
81
82
83
Future Retail 2013
personalised wish listtrack transactions
Digital Wellbeing
Showroom
Physical
Bookmarking
84
Future Retail 2013
Supermarket
Sarah
85
Future Retail 2013
Supermarket
Sarah
86
Future Retail 2013
Supermarket
Sarah
87
88
Future Retail 2013
Too much choice
89
Future Retail 2013
Think like
an editor
90
© digital wellbeing labs 2010 91
Future Retail 2013
92
Future Retail 2013
Where can you
discover applications
and services that suit
your personal lifestyle?
The AppLounge
93
© digital wellbeing labs 2010 94
Places to discover iPhone Apps and Services
word of mouth blogs
print
ads
iTunes
Store
pr...
© digital wellbeing labs 2010
Service providers consistently fail to offer
introductions to the applications and services
...
© digital wellbeing labs 2010
Shopfront lifestyle magazine
similar content different emphasis
96
Travel lifestyle collection
97
Future Retail 2013
AppsCoffee Accessories Events
The AppLounge 2010
Increase dwell time
+ + +
98
A place to discover
appli...
© digital wellbeing labs 2010
500 million apps downloaded and counting
Already 10,000 Apps available for iPad
99
games
iBooks
entertainment
education
travel
lifestyle
utilities
music
magazines
accessories
Curated digital lifestyle sele...
urban voyager
... on the town
city dweller
kids in tow
metro ware
.....
games
iBooks
entertainment
education
travel
lifest...
102
Grab a coffee or a cocktail.
Take a seat.
Go to theapplounge.com to discover curated
collections of apps, music and access...
prototyping displays and fittings
104
105
106
107
App
demo
page
local
App Server
client
Mobile
internet
(themed)
portal
Menu
local WiFi server
App
demo
page
WiFi
internet
a...
Future Retail 2013 109
The
Bouncepad
product and
service
company
Apps
iBooks
Accessories
110
Future Retail 2013
Lifestyle
curator
111
Future Retail 2013 112
grapedistrict
Future Retail 2013 113
114
Future Retail 2013 115
Future Retail 2013 116
Future Retail 2013 117
Future Retail 2013 118
Explorative
Focused
Transaction Experience
Provide
– Browsing
– Inspiration
Offer
– Awareness
DON’T...
Future Retail 2013 119
Explorative
Focused
Transaction Experience
KNOW
WHAT I WANT
Engagement
Future Retail 2013
Embrace hospitality
in your brand
120
Future Retail 2013
Nespresso Club
121
Destination “shopping”
122
removing classification
123
Future Retail 2013
Own your
community
network
124
Coffee shops
everywhere
125
126
Brands can extend
relationships with
customers
by providing
a community space
and/or gathering
around shared events.
127
Future Retail 2013
Bike repair + cafe
Bookstore + cafe
Bookstore + restaurant
Fashion + bar
Laundry + cafe
Bank + design s...
Future Retail 2013
Urban
prototyping
BoxPark
129
Future Retail 2013 130
Urban
prototyping
BoxPark
Future Retail 2013 131
Urban
prototyping
BoxPark
Future Retail 2013
What are the alternative
forms of hospitality?
132
Future Retail 2013 133
Future Retail 2013 134
Explorative
Focused
Transaction Experience
KNOW
WHAT I WANT
Engagement
Provide
– Demonstrations
– I...
Future Retail 2013 135
From retail
to services
Explorative
Focused
Transaction Experience
Future Retail 2013 136
Retail
journey
Explorative
Focused
Transaction Experience
interchangeable
bricks & mortar
and online
Future Retail 2013 137
Retail
journey
Explorative
Focused
Transaction Experience
interchangeable
bricks & mortar
and online
Future Retail 2013 138
Retail
journey
Explorative
Focused
Transaction Experience
interchangeable
bricks & mortar
and online
Future Retail 2013
Imagine...
139
Future Retail 2013
the digital lifestyle showroom
A visit to the digital lifestyle showroom on
the high street
140
Future Retail 2013
Pick up a shopping basket card
141
Future Retail 2013
Use your card to collect “bookmarks” from
displays for products and services you are
interested in.
142
Future Retail 2013
Review, edit and purchase items from
your wish-list on a sales-kiosk in the
showroom.
143
Future Retail 2013
Use your shop card to access your wish-
list from home and make purchases
online.
144
Future Retail 2013
Attend demonstrations ...
145
Future Retail 2013
... and skill workshops
146
Future Retail 2013
Visit the showroom lounge with friends,
enjoy a drink and discover new services
together.
147
Future Retail 2013
A place for online communities to meet in
real life and share live events.
148
Future Retail 2013
lifestyle collections exposure product face time skill workshop & hospitality retail conduit
discover e...
Future Retail 2013 150
Agile Commerce
from channels to
touchpoints
a evolving
value chain
Future Retail 2013
The role of
each touch point
needs to be considered
151
Future Retail 2013
152
Nokia retail
service
scenarios
Future Retail 2013
153
Service Design
Customer Journeys
3 Body-storming and Service enactment
Method uses various approach...
Future Retail 2013
154
Nokia retail
service
design
blueprints
across
touchpoints
Future Retail 2013
155
9
Service Design
prototyping and rollout
7 Early stage service evidencing props; integration of
dig...
Future Retail 2013
156
Service Design
prototyping and rollout
10 Behaviour prototyping
Code level prototypes as part of th...
Future Retail 2013 157
Nokia global
retail
redefining
interactive
retail
Future Retail 2013
Nokia retail
staff training
158
Future Retail 2013
Nokia retail
analytics
reacting to
customer
behaviours
159
Future Retail 2013
Brands needs to have
a narrative structure which
forms relationships between
different touch points
160
Future Retail 2013
—Think like an editor
—Learn from fashion
—Own your community
—Adopt hospitality
161
Future Retail 2013
162
Method
Alexander Grünsteidl
Director, Interaction Design
alexander@Method.com
Thanks
10x10
Changing...
163
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User Experience framework for retail development.

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Futuretail_worktheshop_intro

  1. 1. Future Retail 2013 Method Futuretail Designing Complete Retail Experiences Alexander Grünsteidl 1
  2. 2. Prada Flagship Store experience Prada | OMA | IDEO 2000 - 2001 2
  3. 3. Prada Flagship Store experience Prada | OMA | IDEO 2000 - 2001 3
  4. 4. 3 Goldfish & 1 computer. Interactive fishtank experience NCR research | IDEO 1999 - 2000 4
  5. 5. Future Retail 2013 I hate shopping. 5
  6. 6. Future Retail 2013 6 I love it.
  7. 7. Future Retail 2013 The story of a new bicycle 7
  8. 8. Future Retail 2013 I need a new bike... 8
  9. 9. I pass an attractive looking bicycle shop 9
  10. 10. Future Retail 2013 10 I check out different models
  11. 11. The assistant offers advice and a trial 11
  12. 12. I take different bikes for a spin till I find one I like 12
  13. 13. Future Retail 2013 I Like This One! 13 Price: £475
  14. 14. Future Retail 2013 I Look At The Manufacturer Website 14
  15. 15. Future Retail 2013 I look at the mobile site 15
  16. 16. Future Retail 2013 I learn about different available models 16
  17. 17. Future Retail 2013 I ask the assistant about different options 17 Price: £745.00 Price: £564.95 Price: £399.95
  18. 18. Future Retail 2013 He can not deliver 18
  19. 19. Future Retail 2013 Further research compare dealers 19
  20. 20. Future Retail 2013 I find a much cheaper offer 20
  21. 21. Future Retail 2013 I order and receive the bike delivered to my doorstep within a week 21
  22. 22. Future Retail 2013 22 I am required to assemble the bike costs me at least an hour and some fiddling
  23. 23. Future Retail 2013 I am happy with my new bike 23
  24. 24. Future Retail 2013 I wish I could pay the shop where I tried out the bike a commission... 24
  25. 25. Future Retail 2013 Service commission there is no tracking mechanism in place 25
  26. 26. Future Retail 2013 How will the store survive? Where will I be able to try out products in the future? 26
  27. 27. Future Retail 2013 As transactions move elsewhere the very nature of the high street is changing... ...or is it? 27
  28. 28. Future Retail 2013 28 retailer home Retail as we know it
  29. 29. Future Retail 2013 retailer homehome internet comparison and online purchase distributor Emerging retail 29
  30. 30. Future Retail 2013 retailer homehome internet comparison and online purchase distributor Emerging retail 30
  31. 31. Future Retail 2013 The last click 31
  32. 32. Future Retail 2013 Fitting fee 32
  33. 33. Future Retail 2013 Awareness Consideration Purchase Activation Usage Support ? Customer Journey 33
  34. 34. Future Retail 2013 Relationships + Engagement 34
  35. 35. Future Retail 2013 Previously retailers owned the relationship with the customer Retailer Customer 35
  36. 36. Future Retail 2013 manufacturer service provider aggregator Retailer Customer Previously 36
  37. 37. Future Retail 2013 books 30 - 60 % furniture 25 - 50% fashion 50 - 75 % 10 - 30 % consumer electronics 10 - 30 % 10 - 30 % digital media ? - 5 % 37 Margin pressure impacts Customer Service Marc Andreessen: “Retail chains are a fundamentally implausible economic structure if there’s a viable alternative,” he says. “You combine the fixed cost of real estate with inventory, and it puts every retailer in a highly leveraged position. Few can survive a decline of 20 to 30 percent in revenues. It just doesn’t make any sense for all this stuff to sit on shelves. There is fundamentally a better model.”
  38. 38. Future Retail 2013 The roles are changing 38
  39. 39. Future Retail 2013 manufacturer service provider aggregator Retailer Customer Previously 39
  40. 40. Future Retail 2013 manufacturer service provider aggregator Customer Now 40
  41. 41. Future Retail 2013 41 Now the retailer becomes a mediator between customers & brands
  42. 42. Future Retail 2013 42 Stores Become Places To Manage Customer Relationships “Stores” become places to manage customer relationships
  43. 43. Future Retail 2013 showrooms webfronts solution boutiques curastores advertailers shoperiences experetail manufacturer service provider aggregator Customer 43
  44. 44. Future Retail 2013 From transactions to providing services 44
  45. 45. Future Retail 2013 4 Types of Engagement With The Customer 45
  46. 46. Future Retail 2013 46 Explorative Focused Transaction Experience Engagement 4 Types of engagement with the customer
  47. 47. Future Retail 2013 47 Explorative Focused Transaction Experience KNOW WHAT I WANT Engagement
  48. 48. Future Retail 2013 New Service Touch Points? 48
  49. 49. Future Retail 2013 49 Albert Heijn Appie integrated shopping
  50. 50. Future Retail 2013 50 Albert Heijn Appie integrated shopping
  51. 51. Future Retail 2013 51 Albert Heijn Appie integrated shopping
  52. 52. Future Retail 2013 52 Albert Heijn Appie integrated shopping
  53. 53. Future Retail 2013 53 Albert Heijn Appie integrated shopping
  54. 54. Future Retail 2013 54 Albert Heijn Appie integrated shopping
  55. 55. 55
  56. 56. 56
  57. 57. 57
  58. 58. 58
  59. 59. 59
  60. 60. 60
  61. 61. 61
  62. 62. 62
  63. 63. Future Retail 2013 63 Explorative Focused Transaction Experience Provide – Pick-up – Delivery Offer – Decision making – Cross sales – Security + Trust KNOW WHAT I WANT Engagement
  64. 64. Future Retail 2013 64 Explorative Focused Transaction Experience DON’T KNOW WHAT I WANT Engagement
  65. 65. 65
  66. 66. Future Retail 2013 Stock extension 66
  67. 67. 67
  68. 68. Future Retail 2013 68 Public transport scanning touchpoint Tesco South Korea
  69. 69. Future Retail 2013 69 Explorative Focused Transaction Experience Provide – Advice – Help Offer – Comparison – Alternatives DON’T KNOW WHAT I WANT Engagement
  70. 70. Future Retail 2013 70 Explorative Focused Transaction Experience DON’T KNOW WHAT I WANT Engagement
  71. 71. Future Retail 2013 Learn from the fashion industry 71
  72. 72. We tune technology to create harmony in your life. Digital Wellbeing Showroom Shop at Bluebird 2006 - 2007 72
  73. 73. Retail prototype lifestyle platform 73
  74. 74. Future Retail 2013 Fashion Conversations Music Memories 74 Digital Wellbeing Showroom 1 platform 4 zones
  75. 75. 75
  76. 76. 76
  77. 77. 77
  78. 78. 78
  79. 79. 79
  80. 80. 80
  81. 81. 81
  82. 82. 82
  83. 83. 83
  84. 84. Future Retail 2013 personalised wish listtrack transactions Digital Wellbeing Showroom Physical Bookmarking 84
  85. 85. Future Retail 2013 Supermarket Sarah 85
  86. 86. Future Retail 2013 Supermarket Sarah 86
  87. 87. Future Retail 2013 Supermarket Sarah 87
  88. 88. 88
  89. 89. Future Retail 2013 Too much choice 89
  90. 90. Future Retail 2013 Think like an editor 90
  91. 91. © digital wellbeing labs 2010 91
  92. 92. Future Retail 2013 92
  93. 93. Future Retail 2013 Where can you discover applications and services that suit your personal lifestyle? The AppLounge 93
  94. 94. © digital wellbeing labs 2010 94 Places to discover iPhone Apps and Services word of mouth blogs print ads iTunes Store print mags Genius recommendation App Store on Device TV ad
  95. 95. © digital wellbeing labs 2010 Service providers consistently fail to offer introductions to the applications and services available through their services channels 95
  96. 96. © digital wellbeing labs 2010 Shopfront lifestyle magazine similar content different emphasis 96
  97. 97. Travel lifestyle collection 97
  98. 98. Future Retail 2013 AppsCoffee Accessories Events The AppLounge 2010 Increase dwell time + + + 98 A place to discover applications and services that suit your personal lifestyle?
  99. 99. © digital wellbeing labs 2010 500 million apps downloaded and counting Already 10,000 Apps available for iPad 99
  100. 100. games iBooks entertainment education travel lifestyle utilities music magazines accessories Curated digital lifestyle selections 100
  101. 101. urban voyager ... on the town city dweller kids in tow metro ware ..... games iBooks entertainment education travel lifestyle utilities music magazines accessories Curated digital lifestyle selections 101
  102. 102. 102
  103. 103. Grab a coffee or a cocktail. Take a seat. Go to theapplounge.com to discover curated collections of apps, music and accessories, or trial the apps on one of the AppLounge devices. Bookmark the site to your homepage to keep up-to-date with our selection of hand picked apps. 1/RELAX 2/EXPLORE 3/ENJOY Integrating hospitality and showroom 103
  104. 104. prototyping displays and fittings 104
  105. 105. 105
  106. 106. 106
  107. 107. 107
  108. 108. App demo page local App Server client Mobile internet (themed) portal Menu local WiFi server App demo page WiFi internet access (themed) mobile browser portal menu App- Lounge iPhone App WiFi internet access client laptop portal Menu collection AppLounge iPads | iPhones | iPod Touches iTunes Store App- Lounge Channel Applounge Website Server customer The AppLounge IT set up timed voucher timed voucher iTunes Store App- Lounge Channel iTunes Store Themed WiFi Channels local App Server local WiFi App demo page App demo pages local WiFi cloud inside AppLounge space AppLounge blackboard download Application iTunes song Themed WiFi Channels app coupon app coupon Menu currently playing offer of the day Currently Playing AppLounge Dashboard 108 108
  109. 109. Future Retail 2013 109 The Bouncepad product and service company
  110. 110. Apps iBooks Accessories 110
  111. 111. Future Retail 2013 Lifestyle curator 111
  112. 112. Future Retail 2013 112 grapedistrict
  113. 113. Future Retail 2013 113
  114. 114. 114
  115. 115. Future Retail 2013 115
  116. 116. Future Retail 2013 116
  117. 117. Future Retail 2013 117
  118. 118. Future Retail 2013 118 Explorative Focused Transaction Experience Provide – Browsing – Inspiration Offer – Awareness DON’T KNOW WHAT I WANT Engagement
  119. 119. Future Retail 2013 119 Explorative Focused Transaction Experience KNOW WHAT I WANT Engagement
  120. 120. Future Retail 2013 Embrace hospitality in your brand 120
  121. 121. Future Retail 2013 Nespresso Club 121
  122. 122. Destination “shopping” 122
  123. 123. removing classification 123
  124. 124. Future Retail 2013 Own your community network 124
  125. 125. Coffee shops everywhere 125
  126. 126. 126
  127. 127. Brands can extend relationships with customers by providing a community space and/or gathering around shared events. 127
  128. 128. Future Retail 2013 Bike repair + cafe Bookstore + cafe Bookstore + restaurant Fashion + bar Laundry + cafe Bank + design shop Bank + work lounge Barber + nail studio + money transfer Internet + cafe Alternative forms hospitality 128
  129. 129. Future Retail 2013 Urban prototyping BoxPark 129
  130. 130. Future Retail 2013 130 Urban prototyping BoxPark
  131. 131. Future Retail 2013 131 Urban prototyping BoxPark
  132. 132. Future Retail 2013 What are the alternative forms of hospitality? 132
  133. 133. Future Retail 2013 133
  134. 134. Future Retail 2013 134 Explorative Focused Transaction Experience KNOW WHAT I WANT Engagement Provide – Demonstrations – Immersion events – Try-vertising – Recommendation Offer – Learning & training
  135. 135. Future Retail 2013 135 From retail to services Explorative Focused Transaction Experience
  136. 136. Future Retail 2013 136 Retail journey Explorative Focused Transaction Experience interchangeable bricks & mortar and online
  137. 137. Future Retail 2013 137 Retail journey Explorative Focused Transaction Experience interchangeable bricks & mortar and online
  138. 138. Future Retail 2013 138 Retail journey Explorative Focused Transaction Experience interchangeable bricks & mortar and online
  139. 139. Future Retail 2013 Imagine... 139
  140. 140. Future Retail 2013 the digital lifestyle showroom A visit to the digital lifestyle showroom on the high street 140
  141. 141. Future Retail 2013 Pick up a shopping basket card 141
  142. 142. Future Retail 2013 Use your card to collect “bookmarks” from displays for products and services you are interested in. 142
  143. 143. Future Retail 2013 Review, edit and purchase items from your wish-list on a sales-kiosk in the showroom. 143
  144. 144. Future Retail 2013 Use your shop card to access your wish- list from home and make purchases online. 144
  145. 145. Future Retail 2013 Attend demonstrations ... 145
  146. 146. Future Retail 2013 ... and skill workshops 146
  147. 147. Future Retail 2013 Visit the showroom lounge with friends, enjoy a drink and discover new services together. 147
  148. 148. Future Retail 2013 A place for online communities to meet in real life and share live events. 148
  149. 149. Future Retail 2013 lifestyle collections exposure product face time skill workshop & hospitality retail conduit discover explore learn more purchase | stay in touch re-active lifestyle shopwindow product & service demo kiosks service demo lounge in-store online transaction kiosk friends & family introductionsimmersive lifestyle explorer online coupon transactionshop entrance lifestyle guidance one-on-one Q&A instore pick-uptouch and play showcases show and tellhome demos Touchpoints across the customer journey discover explore learn more purchase 149
  150. 150. Future Retail 2013 150 Agile Commerce from channels to touchpoints a evolving value chain
  151. 151. Future Retail 2013 The role of each touch point needs to be considered 151
  152. 152. Future Retail 2013 152 Nokia retail service scenarios
  153. 153. Future Retail 2013 153 Service Design Customer Journeys 3 Body-storming and Service enactment Method uses various approaches to develop and try out service protocols. In these enactments we consider person to person and user to device interactions. In this example different patient to medical professional dialogues are explored for clinical settings, to understand the roles at each stage of the patient engagement. 4 User Journey and Path to Participation scoping. All stages of the lifetime engagement with the customer are considered. On a store level shorter cycles need to be considered from repeat glances at the shop window to the first time visit to gain information about a product and available services before purchase. The team defines requirements at each stage of the relationship with the customer, which at a later stage become the specifications for design implementation. 3 4
  154. 154. Future Retail 2013 154 Nokia retail service design blueprints across touchpoints
  155. 155. Future Retail 2013 155 9 Service Design prototyping and rollout 7 Early stage service evidencing props; integration of digital services with physical assets trials. Rapid high fidelity mock-ups to story board and validate service concepts. In this case a pharmacy prescription combined with an online data management tool. 8 Paper prototypes Exploration to rapidly test a physical interaction concept using RFID to trigger content retrieval on retail kiosks. And exploring space requirements for Interior Architects. 9 Testing prototype in-store with target customers High fidelity prototype of laser cut tablet mounting assembly, integrated with an online lifestyle catalog, allowing customers to try out apps, explore magazine and book content, learn about products on display 7 8
  156. 156. Future Retail 2013 156 Service Design prototyping and rollout 10 Behaviour prototyping Code level prototypes as part of the overall implementation to test and adjust navigation and fine tune the behaviour of interactive widgets 11 Usability prototyping Testing of interfaces across different display types and touch points to learn about limitations and understand opportunities. 10 11
  157. 157. Future Retail 2013 157 Nokia global retail redefining interactive retail
  158. 158. Future Retail 2013 Nokia retail staff training 158
  159. 159. Future Retail 2013 Nokia retail analytics reacting to customer behaviours 159
  160. 160. Future Retail 2013 Brands needs to have a narrative structure which forms relationships between different touch points 160
  161. 161. Future Retail 2013 —Think like an editor —Learn from fashion —Own your community —Adopt hospitality 161
  162. 162. Future Retail 2013 162 Method Alexander Grünsteidl Director, Interaction Design alexander@Method.com Thanks 10x10 Changing Retail Currency method.com digitalwellbeinglabs.com
  163. 163. 163

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