Observation AssignmentMilwaukee, Wisconsin – East Side Neighborhood   By: Patrick Swelgin
Common Themes How easy is it to get to the store? What’s the storefront like? Security…who is in control? Do customers...
How do you get to the store?Do your customers bike there? Install a bike rack out front.
How do you get to the store?Do your customers drive there? Have dedicated parking.
How do you get to the store?No parking or bike racks? Be sure the existing infrastructure is satisfactory!
What’s the storefront like?Is it windowless and intimidating? Will I get stabbed here?
What’s the storefront like?Is it confusing what it is they really sell? Is this a political committee or a shop?
What’s the storefront like?Do they invite you in, explicitly? Thanks, 7-11…one slurpie, please!
What’s the storefront like?Or, do you let customers look inside? That burrito looks GREAT!
Security…who’s in control?Are police cars typically out front? Don’t even think about shoplifting.
Security…who’s in control?Is the security system obvious? They want me know know they’re watching.
Security…who’s in control?Are the employees heavily guarded? No funny business here.
Security…who’s in control?Or, are the products just out in the open? Is this stuff really just on the street?!
Customer Flow      Do you wander in an open environment?         Self paced browsing         Quick in and out      Is ...
Employees      Are they facilitating sales?         They engage in conversation         Guiding you do a decision     ...
Closing Good store owners understand that everything   sends a message (positive or negative) Easy to get to = They care...
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Assignment #2 for Creativity Crash Course. October 2012.

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Are you paying attention?

  1. 1. Observation AssignmentMilwaukee, Wisconsin – East Side Neighborhood By: Patrick Swelgin
  2. 2. Common Themes How easy is it to get to the store? What’s the storefront like? Security…who is in control? Do customers wander or are they guided? Are employees selling or filling a function?
  3. 3. How do you get to the store?Do your customers bike there? Install a bike rack out front.
  4. 4. How do you get to the store?Do your customers drive there? Have dedicated parking.
  5. 5. How do you get to the store?No parking or bike racks? Be sure the existing infrastructure is satisfactory!
  6. 6. What’s the storefront like?Is it windowless and intimidating? Will I get stabbed here?
  7. 7. What’s the storefront like?Is it confusing what it is they really sell? Is this a political committee or a shop?
  8. 8. What’s the storefront like?Do they invite you in, explicitly? Thanks, 7-11…one slurpie, please!
  9. 9. What’s the storefront like?Or, do you let customers look inside? That burrito looks GREAT!
  10. 10. Security…who’s in control?Are police cars typically out front? Don’t even think about shoplifting.
  11. 11. Security…who’s in control?Is the security system obvious? They want me know know they’re watching.
  12. 12. Security…who’s in control?Are the employees heavily guarded? No funny business here.
  13. 13. Security…who’s in control?Or, are the products just out in the open? Is this stuff really just on the street?!
  14. 14. Customer Flow  Do you wander in an open environment?  Self paced browsing  Quick in and out  Is there an obvious place you’re supposed to walk?  Forced to see nearly everything  Keep you there for a while
  15. 15. Employees  Are they facilitating sales?  They engage in conversation  Guiding you do a decision  Are they filling a role?  Customer engages in conversation  Facilitating the decision you already made
  16. 16. Closing Good store owners understand that everything sends a message (positive or negative) Easy to get to = They care more about my transportation and about me Customers feel comfortable = They will stay longer Make sure the message matches the products and culture of the store

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