OBSERVATION LABInsights and Hidden Opportunities           By Adela Lasa
Here I present a selection of the   insights and opportunities I             observed    in my visits to a couple ofbookst...
Optician’s: Too many glasses to choose                from!!                  People mostly go with somebody else so that ...
Bookstores: again, too much choice!               Some people don’t have          enough time to browse or don’t          ...
Not only books in a bookstore!              Some bookstores are also giftshops. Appart               from books some of th...
“Virtualware” is beeing sold offline!                         This could be a trend: “Online goes offline”                ...
Something was missing! The music!                Every detail in this shop seemed to have been              taken care of!...
There is so much to improve regarding             sales staff!!!! Staff is key. In most stores I observed at some point fr...
I learned:   Active Observation                is              key  for nourishing our inspiration,   imagination and know...
Bonus: The best trigger I found to         enter a store!                     Cheap hot soup                       on thes...
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The power of observation for creativity

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Please!! I would like to know what you think about my presentation. I tried to make it short, practical and with differentiated content from what I thought others would do, so I focused on the for me less evident insights or opportunities and thought of ways of leveraging them. If you watch this presentation please tell me what you think about it here http://venture-lab.org/creativity/reports/9282 or even better and faster, vote for it on the same link! Thanks!!! :o) Cheers!

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The power of observation for creativity

  1. 1. OBSERVATION LABInsights and Hidden Opportunities By Adela Lasa
  2. 2. Here I present a selection of the insights and opportunities I observed in my visits to a couple ofbookstores, an optician’s, a frozenyogurt shop and a couple fashion shops.
  3. 3. Optician’s: Too many glasses to choose from!! People mostly go with somebody else so that they can help them choose. I can see two main reasons: 1) They can’t see themselves well when they try on some lenses 2) They don’t trust the staffs’ opinion Opportunity: virtual fitting simulator to try on the glasses more quickly and so that you can see yourself in 3D (and then you won’t need anybody to accompany you the shop)
  4. 4. Bookstores: again, too much choice! Some people don’t have enough time to browse or don’t know how to choose one book or the other. (for example: “which book about negotiation should I buy?”). The information given by the staff doesn’t always seem to clear the doubts. Opportunity: Some decision making tool could be developed (examples: some kind of tactile screen where you answer a couple of questions and the best 5 options are displayed according to your answers, or a computer connected to the internet where we can browse right away book ratings and comments.)
  5. 5. Not only books in a bookstore! Some bookstores are also giftshops. Appart from books some of them were also selling food, trips, products for cooking, decoration… (1) Opportunity: Other products could be sold as gifts (for example gardening material or tools and handcraft material)
  6. 6. “Virtualware” is beeing sold offline! This could be a trend: “Online goes offline” (2) (1)* +(2) = Opportunity: Other virtual things could be sold offline in the same way as gifts (for example, premium or personalized smartphone apps could be the next fancy thing to buy this way) E-books were sold on a specific display only Opportunity: Mixing e-books with normal books would encourage the client to see more things in the store and buy more books [* Previous slide]
  7. 7. Something was missing! The music! Every detail in this shop seemed to have been taken care of! BUT something was dull, something didn’t match as a whole. Some music was missing! The decoration gives a cold sensation, but with the temperatures going down these days, we need something to warm the atmosphere a bit if you want your customers to come in. Opportunity: put some warm music on (maybe some latin rythms?)
  8. 8. There is so much to improve regarding sales staff!!!! Staff is key. In most stores I observed at some point frustrated or unsatisfied customers after interacting with the sales people. I’m sure that motivated, honest, customer oriented and not selling oriented personnel in stores would boost sales. It depends on the store, but in general selling could be more about gaining customers’ trust and loyalty by good advise than trying to assure a specific sale by any means. Opportunity: Shifting the sales strategy from selling to gaining customer’s trust by honest advise.
  9. 9. I learned: Active Observation is key for nourishing our inspiration, imagination and knowledge. It’s indeed a verypowerful source of ideas.
  10. 10. Bonus: The best trigger I found to enter a store! Cheap hot soup on these first really cold days! ;-)
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