OBSERVATION LAB                                                                         Shop 1Store type                  ...
OBSERVATION LAB                                                                         Shop 2Store type                  ...
OBSERVATION LAB                                                                         Shop 3Store type                  ...
OBSERVATION LAB                                                                         Shop 4Store type                  ...
OBSERVATION LAB                                                                         Shop 5Store type                  ...
OBSERVATION LAB                                                                         Shop 6Store type                  ...
To view parallel results, go to:https://docs.google.com/spreadsheet/ccc?key=0AooCILY4MljjdHdvRDJiUFlxSGVaaXpVU1pJWnFtcVE
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Creativity course assignment 2 - results

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Crash Course on Creativity: "Are you paying attention" - Assignment 2 Observations Results

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Creativity course assignment 2 - results

  1. 1. OBSERVATION LAB Shop 1Store type drugstore, regionalStore size mediumBefore you enter the store:Does the store draw you in? If so, how? yes it is colorful, bright, people are minglingIs the door open or closed? openHow does this make you feel? it feels invitingHow big is the sign lettering and in what font? size about 60 cm high font similar to type-writer (lower-case) color blueWhat does it tell you about the store? it is fun but professional at the same timeEnvironment:What is the color scheme of the store? How does this affect you? purple and baby pink it is feminineWhat type of floor does the store have? How does this effect the environment? white tiles it seems brighter and maybe even largerHow high is the ceiling? How does this feel? about 3 m it feels largerHow brightly lit is the store? How does this affect you? the store has a lot of small lamps (dots) on the ceiling that give smooth light the space seems pleasantHow loud is the environment? not loudWhat is causing the noise? musicIs there music playing? If so, does it fit the environment? yes yesIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? moderately crowdedDoes the store have a distinctive smell? yes, in a way (cosmetics)Where is the cash register located? near the exitHow visible is the store security? not visibleHow long do you want to stay in this store? long (maybe up to half an hour could be possible)Does the environment influence the perceived value of the merchandise? yes, it seems as an even more suitable choice for womenPersonnel:How long does it take before a sales person initiates contact? does notDoes the salesperson have a script to follow with each customer? yes (at the cash register)Does the salesperson treat different customers differently? very pleasant to everyoneWhat is the ratio of salespeople to customers? 20%What age and gender are the employees? female, 20s or 30sAre the salespeople using the store products? yes (I overheard them talking about their user experience)Do the salespeople have a uniform? yes, white working robesDo the salespeople match the stores image? yesProducts:What is the first product that you notice? juiceIs there a central display table with featured products? yes, close to the cash register and at the cash registerWhere are items that are “for sale” located in the store? everywhere, with special price red tagHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? noWhat products are at eye level? unreduced productsWhat items in the store are in the least accessible locations? perfume (most expensive) are behind glass and customers are not encouraged to touch themWhere are the most and least expensive products located? most expensive (perfume) close to the cash register least expensive next to the cash registerAre the prices of the products easy to find? yes, they are well displayedAre there impulse items near the cash register? yes, for example sweetsCustomers:Are most customers alone or with someone else? What is the relationship? most customers are women without companyWhat is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes and mainly counter-clockwiseHow long do customers stay in the store, on average? about 10 minutesDo customer touch the products? Is this encouraged? yes, in most casesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 95%Other Observations: they have special shopping carts for kids there are magnifiers at the shopping carts they have a very valuable customer club health is a big topic (healthy food, bio-food, bio-cosmetics) the personnel is very friendly
  2. 2. OBSERVATION LAB Shop 2Store type female fashion store, EuropeanStore size mediumBefore you enter the store:Does the store draw you in? If so, how? yes pretty clothes in the shop window, bright lights and colors, musicIs the door open or closed? openHow does this make you feel? makes me feel invitedHow big is the sign lettering and in what font? size about 25 cm high font smooth (lower-case) color pinkWhat does it tell you about the store? cool and feminine storeEnvironment:What is the color scheme of the store? How does this affect you? bright pink the color is appealingWhat type of floor does the store have? How does this effect the environment? white, large and shiny tiles it seems elegantHow high is the ceiling? How does this feel? about 3 m spacy and niceHow brightly lit is the store? How does this affect you? small lamps (dots) it seems to be an inviting environmentHow loud is the environment? pretty loudWhat is causing the noise? musicIs there music playing? If so, does it fit the environment? yes, pop/rock yes, it suits young womenIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? rather crowdedDoes the store have a distinctive smell? not reallyWhere is the cash register located? to the left of the shop, close to exitHow visible is the store security? not visibleHow long do you want to stay in this store? quite long (half an hour or more)Does the environment influence the perceived value of the merchandise? yes, it doesPersonnel:How long does it take before a sales person initiates contact? a few minutesDoes the salesperson have a script to follow with each customer? yesDoes the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? 25%What age and gender are the employees? female, 20sAre the salespeople using the store products? yesDo the salespeople have a uniform? yes, but casualDo the salespeople match the stores image? yesProducts:What is the first product that you notice? a white short skirtIs there a central display table with featured products? yes, close to the entranceWhere are items that are “for sale” located in the store? close to the changing roomsHow are the products arranged? By function? By price? By color? more or less by functionAre there free samples or demonstrations? ---What products are at eye level? accessories are at eye-levelWhat items in the store are in the least accessible locations? also accessoriesWhere are the most and least expensive products located? most expensive (but reduced) are displayed in the window shop least expensive near the cash registerAre the prices of the products easy to find? not at allAre there impulse items near the cash register? yes, for example stockings and earringsCustomers:Are most customers alone or with someone else? What is the relationship? customers are mainly women with their moms, friends or boyfriendsWhat is the average age and gender of the customers? 20-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? most of them do and mainly counter-clockwiseHow long do customers stay in the store, on average? when browsing: 5 minutes when on a mission: maybe 20 minutesDo customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? approximately 25%Other Observations: male company is feeling bored there are not enough items or combinations visibly displayed uniforms should be changed (it is more interesting when the personnel wears different latest products) the form of the shop is a triangle which is not practical (one part is being avoided) there are two entrances which is a double invitation white tiles and bright colors are much more appealing than gray tiles and darker colors
  3. 3. OBSERVATION LAB Shop 3Store type female accessory shop, EuropeanStore size smallBefore you enter the store:Does the store draw you in? If so, how? yes lots of pretty colorful accessories are visible from outsideIs the door open or closed? openHow does this make you feel? makes me feel invitedHow big is the sign lettering and in what font? size about 30 cm high font imitating hand-writing, with a large capital letter color goldenWhat does it tell you about the store? elegant and feminine storeEnvironment:What is the color scheme of the store? How does this affect you? golden and silver it seems luxurious, although it is notWhat type of floor does the store have? How does this effect the environment? gray tiles it completes the theme of the storeHow high is the ceiling? How does this feel? about 3 m in a way roomyHow brightly lit is the store? How does this affect you? small lamps (dots) the store looks brighter than it isHow loud is the environment? loudWhat is causing the noise? musicIs there music playing? If so, does it fit the environment? yes, urban yes, totallyIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? pretty crowded with hundreds of pieces of jewellery, bags, hats...Does the store have a distinctive smell? noWhere is the cash register located? at the backHow visible is the store security? not visibleHow long do you want to stay in this store? long (up to 15 minutes)Does the environment influence the perceived value of the merchandise? yes, it seems luxurious, although the products arentPersonnel:How long does it take before a sales person initiates contact? does not contact (too busy?)Does the salesperson have a script to follow with each customer? cant tellDoes the salesperson treat different customers differently? I guess notWhat is the ratio of salespeople to customers? 20%What age and gender are the employees? female, 20s or 30sAre the salespeople using the store products? I think soDo the salespeople have a uniform? cant tell (only one person)Do the salespeople match the stores image? yesProducts:What is the first product that you notice? colourful hatIs there a central display table with featured products? noWhere are items that are “for sale” located in the store? everywhereHow are the products arranged? By function? By price? By color? more or less by functionAre there free samples or demonstrations? ---What products are at eye level? smaller products (jewellery)What items in the store are in the least accessible locations? bigger items, also more expensive requiring assistance to be checked outWhere are the most and least expensive products located? most expensive above or close to least expensive (bags) least expensive near the cash register and on eye-levelAre the prices of the products easy to find? higher prices are better displayed, lower prices are tinyAre there impulse items near the cash register? yes, toys and small accessoriesCustomers:Are most customers alone or with someone else? What is the relationship? customers are mainly younger women with company (family, friends, boyfriends)What is the average age and gender of the customers? 20-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? not reallyHow long do customers stay in the store, on average? when browsing: 5 minutes when on a mission: maybe 10 minutesDo customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? approximately 35%Other Observations: I like bright environment colors better there are too many things hanging around, I would emphasize a few articles in between others I guess it is not a good idea to write higher prices on bigger signs and lower prices on smaller, just because the sign matches the accessorys size music is OK, but I would choose other
  4. 4. OBSERVATION LAB Shop 4Store type supermarket, EuropeanStore size super largeBefore you enter the store:Does the store draw you in? If so, how? yes foot prints are drawn on the floor in front of the shop and all over the mallIs the door open or closed? closed (but these are automatic sliding doors)How does this make you feel? makes me feel less invitedHow big is the sign lettering and in what font? size about 20 cm high, but the whole sign is almost 1 m font massive bold font (uppercase) color blue and redWhat does it tell you about the store? the store is fun, but professional at the same time (yellow being fun, blue being professional)Environment:What is the color scheme of the store? How does this affect you? blue and yellow it seems happy and brightWhat type of floor does the store have? How does this effect the environment? tiles, beige with yellow spots (marble-like) it seems classierHow high is the ceiling? How does this feel? about 3 m the ceiling is suitably high considering it is a large supermarketHow brightly lit is the store? How does this affect you? long lamps (neon lamps?) I can see everything better (and better read the prices)How loud is the environment? moderately loudWhat is causing the noise? peopleIs there music playing? If so, does it fit the environment? no ---Is the store warm or cold? warmIs the store crowded with merchandise or is it sparse? very crowded, looks like a warehouse in a wayDoes the store have a distinctive smell? yes, but not a pleasant oneWhere is the cash register located? far from the entrance, where the exits are visible (customers are warned about security tags on articles with a poster at the entrance and a guardHow visible is the store security? was also visible in the shop)How long do you want to stay in this store? as short as possible (mostly because of the smell)Does the environment influence the perceived value of the merchandise? yes, the environment seems like a happy place although the goods are low-budget goodsPersonnel:How long does it take before a sales person initiates contact? does notDoes the salesperson have a script to follow with each customer? ---Does the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? 10%What age and gender are the employees? female, 30 years old on averageAre the salespeople using the store products? I guess yesDo the salespeople have a uniform? yes, blue and yellow (and sometimes green)Do the salespeople match the stores image? completelyProducts:What is the first product that you notice? bread (the bakery is near the entrance)Is there a central display table with featured products? there are more display tables and basketsWhere are items that are “for sale” located in the store? everywhere, very emphasizedHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? noWhat products are at eye level? mainly reduced productsWhat items in the store are in the least accessible locations? products are stacked so most articles are equally accessibleWhere are the most and least expensive products located? most expensive articles are in the parts of the shop that are far from entrance and exit least expensive on eye-level and near the cash registerAre the prices of the products easy to find? yes, they are well displayed, yellow and with large digitsAre there impulse items near the cash register? yes, for example gum and chocolatesCustomers:Are most customers alone or with someone else? What is the relationship? customers are mainly family peopleWhat is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes and mainly counter-clockwiseHow long do customers stay in the store, on average? maybe 15 minutesDo customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 99%Other Observations: there are too many reductions (inflation of reduction signs) fresh air would be great there are no baskets in use, just carts
  5. 5. OBSERVATION LAB Shop 5Store type supermarket, CroatianStore size largeBefore you enter the store:Does the store draw you in? If so, how? yes you can tell there is a variety of products and the environment seems aliveIs the door open or closed? openHow does this make you feel? invitedHow big is the sign lettering and in what font? size about 20 cm high font plain (uppercase) color red with greenWhat does it tell you about the store? the store is vividEnvironment:What is the color scheme of the store? How does this affect you? red, green, yellow it animatesWhat type of floor does the store have? How does this effect the environment? white tiles seems cleanHow high is the ceiling? How does this feel? about 3 m the shop seems even largerHow brightly lit is the store? How does this affect you? pretty brightly it animatesHow loud is the environment? moderately loudWhat is causing the noise? people, announcementsIs there music playing? If so, does it fit the environment?Is the store warm or cold? warmIs the store crowded with merchandise or is it sparse? pretty crowdedDoes the store have a distinctive smell? not reallyWhere is the cash register located? near the exitHow visible is the store security? visible in the space in front of the storeHow long do you want to stay in this store? long, but not too long (up to 15 minutes)Does the environment influence the perceived value of the merchandise? yes, the environment is sometimes of higher quality than the goodsPersonnel:How long does it take before a sales person initiates contact? does notDoes the salesperson have a script to follow with each customer? ---Does the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? maybe 15%What age and gender are the employees? female, 40+ on averageAre the salespeople using the store products? yes (you see them also as customers)Do the salespeople have a uniform? yes, redDo the salespeople match the stores image? completelyProducts:What is the first product that you notice? peppersIs there a central display table with featured products? I guess notWhere are items that are “for sale” located in the store? near the cash register are those specially reducedHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? noWhat products are at eye level? less popularWhat items in the store are in the least accessible locations? less popularWhere are the most and least expensive products located? most expensive (alcohol) not too far from the cash registers least expensive at the cash registerAre the prices of the products easy to find? yesAre there impulse items near the cash register? yes, for example gum and sweetsCustomers:Are most customers alone or with someone else? What is the relationship? customers are alone or with their spouses/familiesWhat is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes and mainly clockwiseHow long do customers stay in the store, on average? maybe 10 minutesDo customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 95%Other Observations: goods on sale are announced over the speakers shopping baskets have small wheels there is a nice green corner in the market where they sell plants (near the cash register) milk and bread is at the farthest point of the shop
  6. 6. OBSERVATION LAB Shop 6Store type eco food store, CroatianStore size smallBefore you enter the store:Does the store draw you in? If so, how? yes because of the announcement board in frontIs the door open or closed? open when the weather is fineHow does this make you feel? invited (when it is open)How big is the sign lettering and in what font? size maybe 20 cm high, but the whole sign is much larger font imitating hand-writing, with a capital letter color blueWhat does it tell you about the store? it is professionalEnvironment:What is the color scheme of the store? How does this affect you? no special color themeWhat type of floor does the store have? How does this effect the environment? tiles tidyHow high is the ceiling? How does this feel? standard OK, it is a small shopHow brightly lit is the store? How does this affect you? the shorter lasting products are better lit it animates to buy themHow loud is the environment? not loudWhat is causing the noise? only people cause a little noiseIs there music playing? If so, does it fit the environment? noIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? not crowdedDoes the store have a distinctive smell? not reallyWhere is the cash register located? close to the exitHow visible is the store security? not visibleHow long do you want to stay in this store? long enough (up to 10 minutes)Does the environment influence the perceived value of the merchandise? not reallyPersonnel:How long does it take before a sales person initiates contact? a few minutesDoes the salesperson have a script to follow with each customer? yesDoes the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? maybe 30% (one salesperson)What age and gender are the employees? 30+Are the salespeople using the store products? yesDo the salespeople have a uniform? yes, working robesDo the salespeople match the stores image? more or lessProducts:What is the first product that you notice? pastaIs there a central display table with featured products? yes, in the middle of the shopWhere are items that are “for sale” located in the store? on eye-levelHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? yes, in the middle of the shopWhat products are at eye level? reduced as well as less soldWhat items in the store are in the least accessible locations? juice and marmalade (longer lasting)Where are the most and least expensive products located? most expensive products are on the shelves least expensive products are in the fridgesAre the prices of the products easy to find? yesAre there impulse items near the cash register? not really (flour and apples are near the cash register)Customers:Are most customers alone or with someone else? What is the relationship? most customers are alone women or spouses or parentsWhat is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes and mainly clockwiseHow long do customers stay in the store, on average? maybe 5 minutesDo customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 90%Other Observations: people are coming back because of the quality of the product it is an atypical store, but popular the personnel is very nice
  7. 7. To view parallel results, go to:https://docs.google.com/spreadsheet/ccc?key=0AooCILY4MljjdHdvRDJiUFlxSGVaaXpVU1pJWnFtcVE

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