Creativity Observation Lab Exercise

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Creativity Observation Lab
“Paying attention”
Maria López-Navarro

3. 1.REGIONAL SUPERMARKET 2.MULTINATIONAL SUPERMARKET 3.CLOTHES MULTINATIONAL SHOP
4. LOCAL PHARMACY 5. LOCAL GARDEN 6. LOCAL CASTANYER (TYPICAL FOR HALLOWEEN)

4. 1.REGIONAL SUPERMARKET 2.MULTINATIONAL SUPERMARKET 3.CLOTHES MULTINATIONAL SHOP
4. LOCAL PHARMACY 5. LOCAL GARDEN 6. LOCAL CASTANYER (TYPICAL FOR HALLOWEEN)

5. BEFORE ENVIRONMENT
Free parking! & Orange & Red
Door open & music playing! Sinthetic floor helps trolley to move,
I feel happy high ceiling gives much space,
Sign lettering in orange, white light, no dark corners, CUSTOMERS
fresh, round, ligh, no music, just people murmuring, 50% alone,
sans-serif nice temperature, neutral smell, 50% couples or in pairs,
Easy shopping goods well arranged, wide corridors looking family relationship
cash register in front of the main entrance 50/50 men/women, 30+,
No security person only camera, spending average 30’,
I feel safe mostly with a shopping list,
100% buyers!
PERSONNEL
2 salesperson, rate 2/20,
women 25-45,using uniform,
matching the store image,
contacting immediately,
no different treatment PRODUCTS
to local people First, fresh fruit & vegetables
or foraigners, display with special cakes for Halloween,
Nice people items in shelves, arranged by cathegory,
at eye level much expensive products than
in the least accesible locations,
price well seen & clear, candys, batteries, ...
near the cash register,
Fresh products

6. BEFORE ENVIRONMENT
Free parking! & Orange & Red
Door open & music playing! Sinthetic floor helps trolley to move,
I feel happy high ceiling gives much space,
Sign lettering in orange, white light, no dark corners, CUSTOMERS
fresh, round, ligh, no music, just people murmuring, 50% alone,
sans-serif nice temperature, neutral smell, 50% couples or in pairs,
Easy shopping goods well arranged, wide corridors looking family relationship
cash register in front of the main entrance 50/50 men/women, 30+,
No security person only camera, spending average 30’,
I feel safe mostly with a shopping list,
100% buyers!
The opportunity is
PERSONNEL To Sell Fresh Fish
2 salesperson, rate 2/20,
women 25-45,using uniform, in a new Fish Shop Dept.
matching the store image,
contacting immediately,
no different treatment PRODUCTS
to local people First, fresh fruit & vegetables
or foraigners, display with special cakes for Halloween,
Nice people items in shelves, arranged by cathegory,
at eye level much expensive products than
in the least accesible locations,
price well seen & clear, candys, batteries, ...
near the cash register,
Fresh products

7. BEFORE ENVIRONMENT
Free parking,
Yellow CUSTOMERS
Sinthetic floor helps trolley to move, 30% alone, 70% couples or
Automatic door, music playing
high ceiling plenty of groups adults & children
Sign lettering in blue & red,
notices with special offers, looking family relationship
in capitals, looks like letters
yellow light, no dark corners, 40/60 men/women, 30+,
dancing, with serif
music, people speaking, spending more than 30’,
Too noisy!
warm temperature, food smell, mostly browsing,
goods in boxes, crowded wide corridors 95% purchased
cash register in front of the main entrance Buying cheap
No security person, many camera,
I feel stressed
PERSONNEL PRODUCTS
First,special offers, sweet drinks, cakes
4 salesperson, rate 4/30,
display with special cakes for Halloween,
women 25-45,using uniform,
items in shelves & boxes on the floor,
matching the store image,
arranged by cathegory,
no contact unless asked,
price well seen & clear,
no different treatment
candys, batteries, perfumery...
to local people
near the cash register,
or foraigners,
Processed products
Working hard

8. BEFORE ENVIRONMENT
Free parking,
Yellow CUSTOMERS
Sinthetic floor helps trolley to move, 30% alone, 70% couples or
Automatic door, music playing
high ceiling plenty of groups adults & children
Sign lettering in blue & red,
notices with special offers, looking family relationship
in capitals, looks like letters
yellow light, no dark corners, 40/60 men/women, 30+,
dancing, with serif
music, people speaking, spending more than 30’,
Too noisy!
warm temperature, food smell, mostly browsing,
goods in boxes, crowded wide corridors 95% purchased
cash register in front of the main entrance Buying cheap
No security person, many camera,
I feel stressed
The opportunity is
Home Delivery
Service
PERSONNEL PRODUCTS
First,special offers, sweet drinks, cakes
4 salesperson, rate 4/30,
display with special cakes for Halloween,
women 25-45,using uniform,
items in shelves & boxes on the floor,
matching the store image,
arranged by cathegory,
no contact unless asked,
price well seen & clear,
no different treatment
candys, batteries, perfumery...
to local people
near the cash register,
or foraigners,
Processed products
Working hard

9. BEFORE Door open,
many people going in & out ENVIRONMENT
I feel doubtful
Dark colors, black & brown, wood floor,
Very big sign lettering
high ceiling, yellow ligh, feel crowded, sweet smell,
in grey brilliant, hard material
with serif, helvetica coated black
loud music and warnings to employees CUSTOMERS
by loudspeackers, crowded with merchandise, 99% groups of parents & kids,
Fashion shopping cash register in the center of the shop, mothers & daughters, couples,
No security person, only cameras, 25/75 men/women, time 1 hour or more,
Exciting to touch clothes is permited, people does,
people browsing, mostly of them purchase
after being more than 1/2 h. waiting to pay
Satisfaying a wish
PERSONNEL
8 salesperson, rate 8/90,
women 25-35, using uniform,
matching the store image,
no contact unless asked,
same treatment, PRODUCTS
ear wi-fi communication Jeans & sweters on displays, items in shelves & tables,
Stressed arranged by color & style,expensive bags and shoes
in the least accesible locations,all products with price,
imitation jewellery near the cash register
Fashion & Quality

10. BEFORE Door open,
many people going in & out ENVIRONMENT
I feel doubtful
Dark colors, black & brown, wood floor,
Very big sign lettering
high ceiling, yellow ligh, feel crowded, sweet smell,
in grey brilliant, hard material
with serif, helvetica coated black
loud music and warnings to employees CUSTOMERS
by loudspeackers, crowded with merchandise, 99% groups of parents & kids,
Fashion shopping cash register in the center of the shop, mothers & daughters, couples,
No security person, only cameras, 25/75 men/women, time 1 hour or more,
Exciting to touch clothes is permited, people does,
people browsing, mostly of them purchase
after being more than 1/2 h. waiting to pay
Satisfaying a wish
The opportunity is
PERSONNEL
8 salesperson, rate 8/90,
women 25-35, using uniform,
matching the store image,
no contact unless asked,
same treatment, PRODUCTS
ear wi-fi communication Jeans & sweters on displays, items in shelves & tables,
Stressed arranged by color & style,expensive bags and shoes
in the least accesible locations,all products with price,
imitation jewellery near the cash register
Fashion & Quality

11. ENVIRONMENT
Blue, red, green & black colors, sinthetic floor,
high ceiling, yellow ligh, no music,
crowded with merchandise, good temperature,
many parapharmaceutical products
cash register in the center of the shop,
No security person, only cameras,
Very well organised CUSTOMERS
100% alone, 2/10 men/women,
10 minuts or less,
BEFORE customers on a mission,
all of them purchased
Parking at the front, I can purchase
medicines from the car, Satisfying a need
automatic door,
Big sign lettering everywhere
painted in blue, red & green,
sans serif, futura or similar
Practical shopping
PERSONNEL
4 salesperson, rate 4/4,
PRODUCTS
Products to lose weight, items in shelves &
women 25-35, using uniform,
displays, arranged by function & brand,
matching the store image,
medicines are in the least accesible location:
immediate contact,
robotic shelves to dispense medicines
always smiling
automatically from the computer,
same treatment,
impulse items near the cash register
Confident
Health & Technology

12. ENVIRONMENT
Blue, red, green & black colors, sinthetic floor,
high ceiling, yellow ligh, no music,
crowded with merchandise, good temperature,
many parapharmaceutical products
cash register in the center of the shop,
No security person, only cameras,
Very well organised CUSTOMERS
100% alone, 2/10 men/women,
10 minuts or less,
BEFORE customers on a mission,
all of them purchased
Parking at the front, I can purchase
medicines from the car, Satisfying a need
automatic door, The opportunity is
Big sign lettering everywhere
painted in blue, red & green,
sans serif, futura or similar
Practical shopping
On-line Shop
for parapharmaceutical products
PERSONNEL
4 salesperson, rate 4/4,
PRODUCTS
Products to lose weight, items in shelves &
women 25-35, using uniform,
displays, arranged by function & brand,
matching the store image,
medicines are in the least accesible location:
immediate contact,
robotic shelves to dispense medicines
always smiling
automatically from the computer,
same treatment,
impulse items near the cash register
Confident
Health & Technology

13. PERSONNEL ENVIRONMENT
2 employees (the owners), a dirt track, sunshine and blue sky,
1/1 men/women, age 35-45 different flavours from flowers and plants ,
immediate contact, ratio 2/4, no music, fresh temperature,
no uniform but working cash register in the garden booth
chlothes in green, No security person, no cameras,
matches the store Walking on the garden
Calm & happy
CUSTOMERS
GARDEN CENTER VENTURA 80% couples or pairs, 20% alone
mothers & daughters, couples,
40/60 men/women, 1/2 hour browsing,
mostly of them purchase
Nature purchase
BEFORE
Door open,
the flowers & plants smell
ask me to go in,
NO sign lettering
Nature shopping
PRODUCTS
vegetable & kitchen garden, aromatic herbs &
roses, featured products near the cash register,
items are on the floor, tables or shelves, arranged
by cathegories and colors, no samples, interior
plants and flowerpots in the least accesible
locations, prices easy on each product.
Natural, fresh & beautiful

14. PERSONNEL ENVIRONMENT
2 employees (the owners), a dirt track, sunshine and blue sky,
1/1 men/women, age 35-45 different flavours from flowers and plants ,
immediate contact, ratio 2/4, no music, fresh temperature,
no uniform but working cash register in the garden booth
chlothes in green, No security person, no cameras,
matches the store Walking on the garden
Calm & happy
CUSTOMERS
GARDEN CENTER VENTURA 80% couples or pairs, 20% alone
mothers & daughters, couples,
40/60 men/women, 1/2 hour browsing,
mostly of them purchase
Nature purchase
BEFORE The opportunity is
Door open,
the flowers & plants smell Educational Program on
ask me to go in, “How to get a well-tended
NO sign lettering
Nature shopping
vegetable garden on your
balcony”
PRODUCTS for Urban vegetable Gardeners
vegetable & kitchen garden, aromatic herbs &
roses, featured products near the cash register,
items are on the floor, tables or shelves, arranged
by cathegories and colors, no samples, interior
plants and flowerpots in the least accesible
locations, prices easy on each product.
Natural, fresh & beautiful

15. BEFORE ENVIRONMENT CUSTOMERS
Cooking chestnuts on the Orange, red & earth colors, booth of wood, 100% groups of parents & kids,
street!!!, Halloween surprise! with some light on the ceiling inside, mothers & daughters, couples,
sign lettering on the booth it is somewhere to stop with curiosity 40/60 men/women, 10-15 minuts line,
with serif, garamond or no music, many people murmuring, kids laughing, Not permitted to touch,
similar the cold temperature on the street was perfect to customers on a mission, 100% purchased
wish eating warm chestnuts! Food as a present
Free shopping
long line in minutes, cash in a drawer,
No security person, no cameras,
Enjoing to buy
PERSONNEL
1 salesperson, rate 1/25,
woman 30-35, using apron,
matching the store image,
immediate smiling contact,
same treatment, PRODUCTS
Happy Chestnuts ONLY!
Product displayed on the booth doors,
the product is in a chestnut electric cooker
cash drawer in the least accesible locations,
no price lettering, price told by the seller,
Warm & Sweet

16. BEFORE ENVIRONMENT CUSTOMERS
Cooking chestnuts on the Orange, red & earth colors, booth of wood, 100% groups of parents & kids,
street!!!, Halloween surprise! with some light on the ceiling inside, mothers & daughters, couples,
sign lettering on the booth it is somewhere to stop with curiosity 40/60 men/women, 10-15 minuts line,
with serif, garamond or no music, many people murmuring, kids laughing, Not permitted to touch,
similar the cold temperature on the street was perfect to customers on a mission, 100% purchased
wish eating warm chestnuts! Food as a present
Free shopping
long line in minutes, cash in a drawer,
No security person, no cameras,
The opportunity is
Enjoing to buy
Winter:
Ready-made orange juice
and Hot-dogs
Summer:
Hot-dogs and Icecreams
PERSONNEL
1 salesperson, rate 1/25,
woman 30-35, using apron,
matching the store image,
immediate smiling contact,
same treatment, PRODUCTS
Happy Chestnuts ONLY!
Product displayed on the booth doors,
the product is in a chestnut electric cooker
cash drawer in the least accesible locations,
no price lettering, price told by the seller,
Warm & Sweet

17. And the perfect Shop
is...

21. Credits:
Music
--> Straight into the Sunrise, by Gato Barbieri
Image of first slide taken from google images
--> http://blogs.sundaymercury.net/weirdscience/2010/05/index.html?
page=7
Photographs, images & graphics
--> Maria López-Navarro
Presentation developed with:
--> iMac, Keynote, Art-Text, iPhoto, iTunes, Samsung
Smartphone, camera Lumix Panasonic DMC-LX1
and Maria’s brain