Observation lab - are you paying attention

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Assignment 2 from the Crash Course in Creativity, Stanford University Fall 2012

Assignment 2 from the Crash Course in Creativity, Stanford University Fall 2012

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  • 1. Observa(on  Lab  A  Crash  Course  on  Crea(vity   Pravin  Vilas  Tulachan  
  • 2. Context  •  I  went  to  a  fairly  new  shopping  mall  called  City   Center  in  Kathmandu,  Nepal  to  conduct  my   observa(on  lab  •  The  mall  is  eight  story  building  with  smaller   shops  •  I  visited  the  mall  during  on  Wednesday  around   6:30  pm  and  also  post  a  major  one  week   shopping  holiday.    
  • 3. Secina  Digital  World  •  Before  you  enter  the  store:    This  was  a  modern  and  well  lighted  store  and  it  had  a  mockup  display  of  the   latest  Samsung  Galaxy  Note  2  phones  at  the  leP  display.  The  store  looked  well  stocked  with  the  latest   electronics  gadgets  from  Korea  and  Japan.  The  store  was  invi(ng  and  rightly  assume  it  had  the  latest   gadgets.  •  Environment:  There  wasn’t  any  no(ceable  color  varia(on  except  for  the  neutral  colors  and  the  stacks  of   wall-­‐to-­‐wall  products  was  overwhelming.  I  felt  excited  but  unlike  Apple  Store  where  one  could  play  with   devices,  here  you  had  to  ask  the  sales  person  to  show  you  the  gadget.  The  leP  side  of  the  store  was   devoted  to  mobile  phones  while  the  center  of  the  store  was  stocked  with  cameras  and  video  cameras   while  the  right  side  had  other  electronic  devices.  The  counter  at  each  loca(on  had  their  premier  gadgets   displayed  with  clear  glass.The  floor  was  standard  mall  type  of  creamish  (le.  The  ceiling  was  about  14  P   high  and  the  store  was  brightly  lit.  There  were  no  music  and  except  for  the  noise  of  people  outside  the   store,  it  was  preWy  quite.  I  think  a  soP  music  would  have  made  the  shopping  experience  more   comfortable.  The  temperature  was  normal,  neither  cold  or  hot.  There  was  no  cash  register  but  instead  the   owner  of  the  store  was  the  cashier,  who  took  payments  and  gave  change  back.  Except  for  the  mall  security   outside,  the  store  had  no  visible  security    mechanism  that  I  could  observe.  I  would  have  stayed  longer  if   they  had  a  live  working  demo  unit  of  Samsung  Galaxy  Note  2  and  the  staff  were  friendly  and  helpful  and   the  environment  was  invi(ng  and  the  enhanced  the  perceived  value  of  the  merchandise.  
  • 4. Secina  Digital  World  •  Personnel:  The  store  had  a  small  island  of  several  phones  that  customers  could  play  around  with  and  when   I  did  that  the  sales  person  appeared  and  answered  any  ques(ons  that  I  had.  The  staff  were  friendly  and   knowledgeable  and  did  not  seem  to  have  a  script  they  followed  and  wearing  their  regular  business  a[re.   There  were  three  sales  person,  all  men  ranging  from  late  20s  manning  the  mobile  phone  sec(on  to  the   owner,  in  his  late  50s  at  the  camera  sec(on.  •  Products:  The  first  product  that  I  no(ced  was  the  Samsung  Galaxy  Note  2  that  was  prominently  displayed   in  leP  display  window  and  then  walls  of  digital  cameras  when  you  walked  into  the  store.  The  products   were  arranged  by  func(onality  such  as  mobile  phones  on  the  leP  wall,  cameras  in  the  middle  wall    while   other  electronics  to  the  right  wall.  Yes,  they  had  a  small  island  table  with  several  latest  model  of  mobile   phone  that  one  could  play  with.  Non  of  the  items  had  price  tag  and  since  all  the  items  were  behind  the   counter  in  a  class  enclosure,  one  had  to  seek  sales  person  assistance  to  check  an  item  out.  I  could  not  see   any  items  for  impulse  buying  opportunity.  •  Customers:  There  were  no  customers  while  I  was  there  for  about  ten  minutes.  This  may  be  because  this   was  the  first  week  aPer  a  big  shopping  holiday  and  it  was  in  the  middle  of  the  week  in  the  evening.  •  Other  observa-ons:    
  • 5. GiP  House  •  Before  you  enter  the  store:    The  store  was  located  right  next  to  the  escalator  and  had  windows  with   massive  display  crammed  with  products  with  a  small  open  door  in  the  middle.  The  leP  display  windows   had  designers  sun  glasses  while  the  right  display  window  had  spor(ng  goods.  The  store  didn’t  draw  me  in   since  the  display  windows  weren’t  appealing  and  couldn’t  see  the  inside  of  the  store  from  outside  and  I   don’t  relate  high  end  designer  glasses  with  basket  ball  and  badminton.  The  sign  was  a  decent  size.  •  Environment:  The  store  had  a  very  neutral  color  and  it  was  crammed  with  products  with  very  liWle  space   for  customers.  The  store  had  about  ten  people  including  me  and  it  seemed  crowded.  The  ceiling  was  high   and  it  was  well  lit  and  there  were  no  music  and  again  no  noise  except  the  ambient  mall  noise  of  people  in   the  mall.  It  had  a  comfortable  temperature  and  no  dis(nc(ve  smell  and  no  store  security.  •  Personnel:  As  soon  as  I  walked  in  the  store  sales  lady  immediately  make  eye  contact,  smiled  and  started   cha[ng  with  me.  She  had  a  script  where  she  emphasized  that  they  have  100%  money  back  guarantee  and   all  their  products  are  genuine  from  the  manufacturer,  a  point  she  emphasized  since  so  many  stores  are   selling  Chinese  knock-­‐offs.    She  also  men(oned  that  they  have  couple  of  other  stores  in  different  loca(on   in  Katmandu.  This  store  had  four  sales  person,  two  men  and  two  woman,  all  in  their  early  40s  and  no   uniform  but  casually  dressed.  •  Products:  Even  though  the  display  windows  had  designer  sun  glasses  and  spor(ng  goods,  the  first  thing  I   no(ced  when  I  walked  in  were  watches  in  front  of  me  in  center.  There  were  the  designer  sun  glasses  on   the  leP  and  just  a  small  frac(on  of  the  inside  the  store  had  spor(ng  goods.  There  were  no  demo  samples   and  everything  were  behind  the  counter  and  required  sales  person  assistance  to  examine  their  product.  •  Customers:  There  were  a  middle  aged  couple  and  the  wife  was  trying  out  a  designer  sun  glasses  and   certain  to  walk  out  with  a  sun  glasses.    Another  three  people  looking  at  the  watches  and  didn’t  seem  ready   to  buy  those  expensive  watches.  
  • 6. GiP  House  •  Before  you  enter  the  store:    The  store  was  located  right  next  to  the  escalator  and  had  windows  with   massive  display  crammed  with  products  with  a  small  open  door  in  the  middle.  The  leP  display  windows   had  designers  sun  glasses  while  the  right  display  window  had  spor(ng  goods.  The  store  didn’t  draw  me  in   since  the  display  windows  weren’t  appealing  and  couldn’t  see  the  inside  of  the  store  from  outside  and  I   don’t  relate  high  end  designer  glasses  with  basket  ball  and  batminton.  The  sign  was  a  decent  size.  •  Environment:  The  store  had  a  very  neutral  color  and  it  was  crammed  with  products  with  very  liWle  space   for  customers.  The  store  had  about  ten  people  including  me  and  it  seemed  crowded.  The  ceiling  was  high   and  it  was  well  lit  and  there  were  no  music  and  again  no  noise  except  the  ambient  mall  noise  of  people  in   the  mall.  It  had  a  comfortable  temperature  and  no  dis(nc(ve  smell  and  no  store  security.  •  Personnel:  As  soon  as  I  walked  in  the  store  sales  lady  immediately  make  eye  contact,  smiled  and  started   cha[ng  with  me.  She  had  a  script  where  she  emphasized  that  they  have  100%  money  back  guarantee  and   all  their  products  are  genuine  from  the  manufacturer,  a  point  she  emphasized  since  so  many  stores  are   selling  Chinese  knock-­‐offs.    She  also  men(oned  that  they  have  couple  of  other  stores  in  different  loca(on   in  Katmandu.  This  store  had  four  sales  person,  three  men  and  one  woman  all  in  their  late  30s  and  no   uniform  but  casually  dressed.  •  Products:  Even  though  the  display  windows  had  designer  sun  glasses  and  spor(ng  goods,  the  first  thing  I   no(ced  when  I  walked  in  were  watches  in  front  of  me  in  center.  There  were  the  designer  sun  glasses  on   the  leP  and  just  a  small  frac(on  of  the  inside  the  store  had  spor(ng  goods.  •  Customers:  •  Other  observa:ons:  
  • 7. Denizen  •  Before  you  enter  the  store:  The  jeans  focused  store  was  well  lit  with  display  of  mannequins  geared   towards  younger  hip  crowd.  I  could  see  the  lines  of  clothing  and  it  was  invi(ng    along  with  a  big  pictures  of   hipsters  at  the  back  wall  of  the  store.  The  sign  was  nice  and  big.  It  had  two  big  discount  sale  sign  even   though  it  didn’t  say  what  the  discount  amount  was.  •  Environment:  The  layout  encouraged  me  to  browse  the  clothes  on  the  rack.  When  I  walked  in  I  could  see   the  table  with  clothes  for  sale  in  the  center  of  the  store.  There  were  distrac(ng  noise  nor  ambient  music.   The  store  had  men’s  clothing  on  the  leP  and  women’s  to  the  right  and  the  store  was  well  stocked  with   merchandise.  Couldn’t  see  a  cash  register  and  no  in  store  security.  I  thought  the  environment  did  help   influence  the  perceived  value  of  the  merchandise.  •  Personnel:  There  were  two  sales  woman  in  their  late  20s  and  seem  not  to  pay  aWen(on  to  me  when  I   walked  in  even  thought  there  was  no  one  in  the  store.  APer  being  in  the  store  for  ten  minutes  and   browsing  the  jeans,  I  had  to  seek  the  aWen(on  of  sales  lady.  The  sales  ladies  were  not  wearing  a  uniform   and  I  don’t  think  they  matched  the  hipness  of  the  store  and  not  very  friendly.  •  Products:  The  first  product  I  no(ced  when  I  walked  in  were  the  merchandise  on  the  display  table  in  the   center  of  the  store.  There  were  no  “for  sale”  merchandise    nor  any  of  the  items  marked  down  even  though   the  sign  outside  the  store  had  “discount  sale”  sign.  The  merchandise  were  arranged  by  sex  and  size.  The   price  tags  were  not  easy  to  find.  No  impulse    item  were  visible.  •  Customers:  The  store  was  empty.  
  • 8. Spectrum  Merchandise  •  Before  you  enter  the  store:  The  fitness  merchandise  were  clearly  visible  from  the  outside  but  seems  to  not   arranged  in  an  appealing  fashion.  It  was  just  put  there  and  the  store  wasn’t  appealing  and  didn’t  draw  me   in.  The  door  was  open  and  sign  leWering  was  very  large,  bit  out  of  propor(on.  The  store  space  seemed  too   small  in  propor(on  to  the  size  of  the  merchandise.  It  gave  me  an  appearance  that  the  store  was  too  small   and  not  well  organized.  •  Environment:  The  store  color  scheme  of  the  store  was  red  and  off  white  and  the  floor  was  simulated   brown  wooden  floor.  The  ceiling  was  about  12  feet    and  the  store  was  well  lit  without  any  noise  or   background  music.  No  dis(nc(ve  smell  and  no  cash  register  in  site.  The  store  didn’t  seem  to  have  sold  out   of  some  of  the  items  such  as  dumb  bell  that  I  was  interested  in  buying.  The  merchandise  were  not   aWrac(vely  displayed  and  it  seems  they  just  piled  the  merchandise  where  there  was  space.  There  were   very  liWle  choice  of  merchandise  and  the  once  they  had  were  out  of  stock.  •  Personnel:  When  I  first  entered  the  store  I  could  not  even  see  a  sales  man  who  was  slouched  in  a  low  chair   behind  the  counter.  He  didn’t  even  approach  me  for  ten  minutes  while  I  was  checking  the  ellip(cal   machines.  He  was  in  early  30s  but  wasn’t  dressed  well.      •  Products:  The  product  I  no(ced  were  there  thread  mills  and  the  ellip(cal  machines  to  the  leP.  Because  of   the  size  of  the  merchandise  and  the  size  of  the  store,  the  store  looked  cramped  even  though  they  didn’t   have  lots  of  merchandises.  To  make  it  worse  they  had  not  taken  the  (me  and  effort  to  arrange  the   merchandise  in  aWrac(ve  manner.  None  of  the  items  had  price  label.  •  Customers:  There  was  on  early  30s  male  customer  talking  to  the  sales  person  at  the  counter  and  no  one   showed  up  while  I  was  there  for  about  fiPeen  minutes.  
  • 9. Le  Mode    •  Before  you  enter  the  store:  Even  though  the  store  didn’t  have  a  big  sign  leWering,  actually  there  was  no   sign  out  side  only  a  small  sign  at  the  far  end  inside  the  store,  I  was  aWracted  to  the  store  by  the  display.  It   was  very  well  lit  and  rows  of  shoes  with  different  colors  on  the  display  along  with  hand  bag.  If  I  was  a   woman  and  into  shoes  and  hand  bags,  this  would  be  the  store.  •  Environment:  The  store  had  a  white  ceiling,  cream  colored  walls  and  beige  colored  floor,  brightly  lit  that   was  invi(ng.  There  was  no  distrac(ng  noise  nor  music  in  the  store  but  rows  of  shoe  and  hand  bag  selec(on   aWrac(vely  arranged.  •  Personnel:  There  were  three  sales  staff,  two  young  woman  in  late  twen(es  and  a  young  man  also  in  his   late  twen(es  with  very  stylish  hair  cut.  One  of  the  sales  woman  made  an  eye  contact  and  quickly   approached  me  with  ques(on  as  to  how  she  could  help  with  merchandise  selec(on  advice  for  my   girlfriend  seeing  that  I  was  a  male.  I  no(ced  that  one  of  the  woman  was  wearing  the  shoes  from  the  store.   All  the  sales  people  were  dressed  casually  and  matched  the  image  of  the  store.  •  Products:  The  first  product  that  I  no(ced  were  the  shoes  and  a  hand  bag  in  the  display  window.  Once  I   entered  the  store,  there  were  racks  of  shoes  from  the  eye  level  to  the  floor  and  hand  bags  on  the  upper   level  on  both  sides  of  the  store.  There  was  an    aisle    in  the  middle  of  the  store  with  merchandise  of  shoes   on  both  sides.  I  didn’t  see  any  “for  sale”  sign  or  in  store  promo(on.  Except  for  the  hand  bags,  all  the  shoes   were  easily  accessible  by  shoppers.  The  shoes  were  arranged  by  manufacturer  brand  name  instead  of  price   or  style  with  the  most  expensive  shoes  displayed  at  the  eye  level  and  cheaper  sandals  lower  towards  the   floor.  •  Customers:  There  were  few  customers  all  women  in  their  thir(es  and  some  along  with  some  boy  friends,   who  really  didn’t  want  to  be  there  shopping  for  her  shoes.  
  • 10. Palm  reader  •  Before  you  enter  the  store:  This  was  an  unusual  business  in  this  mall  since  it  didn’t  have  a  store  front  or  an   enclosed  space.    There  was  a  tradi(onal  Hindu  Brahmin  (priest)  prac(cing  fortune  telling.  I  wasn’t   aWracted  to  this  business  but  for  people  that  believe  in  palmistry,  this  was  a  convenient  place.  •  Environment:  This  was  simply  a  man  si[ng  at  one  corner  of  the  mall  with  two  chairs  reading  palms  and   giving  out  advice.  There  were  mall  noise  of  people  since  it  was  in  open  air  but  since  it  was  at  one  corner  of   the  building  the  ambient  noise  wasn’t  too  distrac(ng.  •  Personnel:  There  was  one  man  in  his  late  50s  wearing  the  tradi(onal  Nepalese  cap  along  with  a  a[re  of  a   Brahmin  priest,  si[ng  on  a  large  rectangular  mat.  His  a[re  matched  his  profession  of  a  palmistry  and   exhibited  a  sense  of  confidence.  •  Products:  The  first  thing  I  no(ced  was  that  it  was  his  knowledge  of  palmistry  that  he  was  selling  and  no   way  to  determine  the  value  except  by  word  of  mouth  reference.  I  also  no(ced  papers  that  he  was  write   the  birth  date  and  other  horoscope  related  informa(on  before  he  would  start  looking  at  the  right  hand   palm  of  his  customer.  •  Customers:  I  saw  one  middle  aged  woman  who  sat  on  a  stool  next  to  him  and  was  intently  listening  to  the   palmist.  This  is  an  in(mate  interac(on  between  the  customer  and  the  palmist  who  I  assume  visits  him  at   regular  interval.