Design Audit - Boots Pharmacy


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As part of an assignment for the MA Design, Strategy & Innovation at Brunel University - London, this Design Audit was conducted about Boots Pharmacy by:
Cristina Andrade - Eunsung Kim - Rui Lui - Sami Hmaidan - Jaeho Kim - Tanon Kowongprasert - Yi Fang -
Hui Li

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Design Audit - Boots Pharmacy

  1. 1. DesignAuditDM 5552Design ResearchGroup 6Cristina AndradeEunsung KimRui LuiSami HmaidanJaeho KimTanon KowongprasertYi FangHui Li
  2. 2. INTRO
  3. 3. Intro Methodology Research & Analysis Conclusion Design ReseachBoots Design Audit Audit Process of Boots WHY DID WE CHOOSE BOOTS? Choose and research a brand Boots is the leading pharmacy-led health and beauty retailer in the UK. We are interested in Boots as brand, but we Define the problems and Area for analysis have not had personal pleasant shopping experiences. So we found, as a group, an interesting opportunity to analyze Boots and Aim and Objectives (6 questions) make a design audit that would enhance its shopping experience. Conducting research We believe that design guidelines are needed (Primary & Secondary) for Boots due to the large amount of services they provide. Analysis Conclusion (Recommendations)
  4. 4. Intro Methodology Research & Analysis Conclusion Design ReseachAbout BootsBoots is Uk’s leading Product/Benefit Missionpharmacy-led health and Pharmaceutical and Deliver products andbeauty retailer. Is a beauty products. services that help consumers look and feelmember of Alliance Boots, Own product brands, better than they thoughtan international Pharma- exclusive products possiblecy-led health and beautygroup. Positionning Vision “LETS FEEL GOOD” To become the worlds leading pharmacy-led health and beauty retailer Boots Pharmacy led Styling Values health and Traditional Partnership beauty retailer Trust Service Enterpeneurship Simplicity
  5. 5. Intro Methodology Research & Analysis Conclusion Design ReseachStore Formats STORE FORMATS Flagship Local Health & Airport Stores Pharmacies Beauty Widest range Healthcare Edge of town, Last minute of products focused convenience needs, for and services traveling con- sumers
  6. 6. Intro Methodology Research & Analysis Conclusion Design ReseachDomains of Activity 7 Boots Web Hearing MD Care Domains of Activity Opticians Pharmacy Photo- Corporate Insurance processing Sales/Services
  7. 7. Intro Methodology Research & Analysis Conclusion Design ReseachBeauty-pharmaceuticalMarket Overview New innovative prescription Continuing price cuts on stablished medicines will continue to be branded prescription medicines developed Increasing number of medicines More Healthcare services to be will be available for retail purchase provided in the community Consumer demand for beauty Branded pharmaceutical products with proven manufacturers will seek further pharmaceutical benefits control over their distribution channels Increasing proportion of Further consolidation of the prescritpions to be lower cost pharmeceutical wholsaling and generic medicines distribution sector
  8. 8. Intro Methodology Research & Analysis ConclusionAudit: AIM To develop guidelines that enhance the shopping experience at Boots retail stores from a design perspective.
  9. 9. Intro Methodology Research & Analysis Conclusion Design ReseachAudit: Questions1 4 How do the in-store customer How does the online service contribute to the experience relate to the shopping experience at Boots? in-store experience?2 5 Does the current display of Is the shopping path easy to products make it easy for follow at boots? customers to find their needs?3 Are the stores designed to engage the users with the 5 senses? 6 How does the signage contribute to the shopping experience?
  10. 10. Intro Methodology Research & Analysis Conclusion Design ReseachAudit AreaIn order to answer the 6 questions, theconducted audit will cover 2 areas:physical and design areas. Display Design Sensory Design Interior Design Graphic Design Physical Design Resources: Design Human, physical, Corporate internal, external. Environmental Design Guidelines
  12. 12. Intro Methodology Research & Analysis Conclusion Design ReseachResearch Tools PRIMARY SECONDARY QUANTITATIVE Customer Survey Online Customer Reviews (Live - 12 People) Mystery Shopping (3 Locations - 6 Samples) QUALITATIVE Mystery Shopping Books & Dissertations (3 Locations - 6 Samples) Journal Observation (3 Stores: Boots - Superdrug, Website John Bell & Croyden)
  13. 13. Intro Methodology Research & Analysis Conclusion Design ReseachCustomer Survey WHAT WE DID WHY? Sample 12 People Customer survey allows Location Oxford Street, London organizations to obtain customer Questions 8 feedback which can help to Rating 1 to 5 (5 being the best) increase customer retention, and 1. Does the interior design make you feel good? help companies decide on which 2. Does the atmosphere (smell & Sound) at Boots make you feel products or services need comfortable to shop? improvement. VoVici 3. Is the shopping path and space comfortable to shop? 4. Are you satisfied with the staff’s attitude and presence? 5. Is the online website content helpful for you to shop in-store? 6. Are the products well displayed to let you find what you want? 7. Does the signage help you to find the product that you want? 8. Is the signage design and display recognizable and attractive?
  14. 14. Intro Methodology Research & Analysis Conclusion Design ReseachMystery Shopping WHAT WE DID Stores Boots - The Chimes, Uxbridge Boots - High Street, Uxbridge Superdrug - High Street, Uxbridge Rounds 2 Rounds Mission The myster shopper had to buy a cosmetic product and qualify the shopping experience based on a set of criteria. WHY? Mystery shopping reflects the customer’s perspective when at Boots, it reveals the good and the bad about the shopping experience. “There is no better way to measure quality of service than mystery shopping.” Jeremy, M. 2008
  15. 15. Intro Methodology Research & Analysis Conclusion Design ReseachObservation WHAT WE DID WHY? We spend a total of 10 hours in the store Observation allows us to study adopting the role of customers to understand in people in their native a comprehensive way the customer service and environment in order to shopping experience. We bought several things understand things from their in order to understand how the employees perspective. This tool permits us relate to the customers through the checking out to gather evidence of the experience. We watched customers approach shopping experience from products and recorded our findings. While doing observing product display, the observation we took pictures and videos. gathering information about how the brand engages customers through the 5 senses and observing the signage and ad design.
  16. 16. Intro Methodology Research & Analysis Conclusion Design ReseachEmployee Interview WHAT WE DID WHY? We conducted an informal interview and asked An employee interview let us seven questions related to six main questions: find out their awareness of design issues and existing design 1. Do you have in-store customer service guidelines at Boots in an internal guidelines? perspective. 2. Do you have display design guidelines for customers to find their needs? 3. How do you manage the interior design coherently? 4. Does Boots design the atmosphere (sound & smell) to improve the customers’ shopping experience? 5. How do you design the shopping path for customers’ better shopping experience? 6. In what way do you think the signage design contribute to the better shopping experience?
  18. 18. Intro Methodology Research & Analysis Conclusion Design Reseach1. Customer Service T-shirtEmployees Suit (chrismas season)PositivesIn an interview with a store manager at Boots, she revealed that specificguidelines to treat customers are adopted. In fact, these reflect in-store Security Cashier Receptionist Assistantbecause the customer survey shows a satisfaction with the overallcustomer service. Uniform SuitAt Boots, employees’ uniforms are dependent on role, length of serviceand season ( Based on observation, many employeeswith different functions are well spread across the retail store. Specialist ManagerTwo years ago only 45% of customers were “very satisfied” with theBoots customer experience. It currently stands at 68%.(, 2011)NegativesThe employees’ tags and uniforms are not clear enough to identify theirfunction. The uniforms in small scale outlets were confusing.The red T-shirt with the Christmas theme, worn by assistants and cashierattendants is very sporty and flagrant, it does not portray professional-ism and trust.
  19. 19. Intro Methodology Research & Analysis Conclusion Design Reseach1. Customer ServiceUniforms Display designStaff’s look, in terms of uniform design rated lower than Boot’s Pathway design Interior designcompetitor Superdug. Based on customer survey, it also rated3.25 / 5. Staff’s look SmellBehaviorAccording to the mystery shopping findings, employeebehavior is not consistent accross Boots outlets. Staff’s attitude Staff’s voice Signage design Sound Boots SuperdrugDoes the in-store customer service contributeto the shopping experience at Boots? Based on survey:The in-store customer service reflects the values of the brand in Customers rated Staff’s looktreating the customers positively and being well-present to (uniform attractiveness):fulfill their needs. However, uniform designs are not completelycompliant with brand values, and employee behavior should beconsistent accross all branches. 3.25/5
  20. 20. Intro Methodology Research & Analysis Conclusion Design Reseach2. DisplayShelf DesignUnaccessible shelf designBased on observation, Customers have to kneel down to reach productson bottom shelves, distracting other shoppers wayCompetitor John Bell & Croyden Pharmacy: Good shelf designAt our visit to John Bell & Croyden Pharmacy in Oxford Street, wediscovered that the shelves is well designed: the shelves decrease in John Bell & Croydensize from low bottom to top to allow customers can look and reachproducts more easily. BOOTS John Bell & Croyden Boots
  21. 21. Intro Methodology Research & Analysis Conclusion Design Reseach2. DisplayProduct DisplayMixed Product DisplayOne kind of product is distributed in several shelves because they putother products between one kind of products to boost sale.As a result, customers have to explore several shelves to choose onefrom various products.Boots: SuperdrugMouthwash products of 14 brands were distributed on three Mouthwash products of 13 brands weredifferent shelves with other dental care products, it is not positioned on only one shelf without otherconvenient for customers to find the products. kinds of products.
  22. 22. Intro Methodology Research & Analysis Conclusion Design Reseach2. DisplayProduct DisplayDisplay according to product categoryBeauty and cosmetic products are displayed accordingto brands, whereas other products such as toiletteriesand medicines are displayed in a category base. category based brand based display displayIs the current display of products make iteasy for customers to find their needs?Although customers assessed product display ataround 4 point, there were several problems that canbe improved by redesigning. In general, shelf designand product display were not easy to find what cus-tomers want, affecting their shopping experience.
  23. 23. Intro Methodology Research & Analysis Conclusion Design Reseach3. Five Senses The floor and the shelves are never clean, especially in local store. Artificail snowfall at the entrance attracts shopper Touch Music is used in the flagship Light blue walls have relaxing store in each floor, except for effect for shoppers. the second floor (pharmacy). Thematic decoration is engaging. Sight Sound The Christmas gift floor is mainly in red colour that matches the 5 SENSES No music used in local store. Spoken promotions are repetitive almost every 4 seasonal atmosphere. minutes in the flagship store and make customers feel Taste Smell annoying. Not used No pleasant scent in the store, and sometimes even smells bad positive negative
  24. 24. Intro Methodology Research & Analysis Conclusion Design Reseach3. Five SensesJohn Bell & Croyden is a phamarcy good at five senses design in-store. Through Observation, A comparison between Boots and John Bell & Groyden, a pharmacy light colours in the Multitude of colored that uses the 5 senses effectively Sight overall design, promotional signs in-store. makes shoppers feel and colors, feels like Slow and smooth at home. a supermarket music, reduce the Sight arousal level and Slow and smooth Christmas festive keep shopper Sound longer in the store. Touch Sound music music Ebster, C. & Garaus, M., 2012 In store machine Bad smells in some that produces a stores Pleasant scents Smell vaporized pleasant makes shopper Medicine smells in feel comfortable Taste Smell smell some areas and also fits the store type. Wooden main Bad smells in some Ebster, C. & Garaus, M., 2012 Boots John Bell & Croyden pathway and smooth stores Touch carpet sub-pathways that create different Medicine smells in touch senses while some areas walking Taste None None
  25. 25. Intro Methodology Research & Analysis Conclusion Design Reseach3. Five Senses“Store atmosphere: Communicating using the sense”“Store atmosphere can be used to evoke pleasant moods.”“It is the direct sensory impressions that make consumershopping experience come alive.”Need to show consideration for both customers and storeemployees. (Ebster, C. & Garaus, M., 2012)Are the stores designed to engage the users Scent Machinewith the 5 senses? at John Bell & CroydenBased on the interview of the Boots manager (flagship store),Boots itself tries to enhance customers’ shopping experience,for example, it creates the Christmas atmosphere using music,visual elements and artificial snowfall.According to our observation, we find that sensory design isengaging in Boots retail store, except the taste is not used. Thevisual part is generally appropriate, but some problems lie inannoying promotion audio, inconsistent music, unpleasantsmell and dirty floor and shelves. So needs to be strengthened. Floor touch - sensory experience at John Bell & Croyden
  26. 26. Intro Methodology Research & Analysis Conclusion Design Reseach4. Online OfflineBased on observation and customer survey,coherence online channel and in-storeexperiences are related to each other and allowconvenient to customer but there are manyfeedback show that webpage are too complex.AdvertisingAdvertisement and promotions can be found in the website to promotethe in-store. Triple points event is advertised in store either by visuals or by audio announcements each 10 minutesChristmas gifts promotion can be found in website.
  27. 27. Intro Methodology Research & Analysis Conclusion Design Reseach4. Online OfflineCustomer can check products from online cata- The new Boots Christmas app provideslogue before go to the store. customer to manage their own gift set and collect the gift in-store. It allows new experience and convenient to customers.
  28. 28. Intro Methodology Research & Analysis Conclusion Design Reseach4. Online OfflineFrom customer survey, it show that websitedesign has a low rate with only 2.90/5.00.The reason from 80% are webpage is toocomplex and difficult to reach the site. Thus,from research show that there are only 7% ofcustomer that check the webpage before goto the store.How does the online experience relate to the Based on survey: Website user-friendliness:in-store experience?Customers can reach products and promotions they 2.90/5need before go to the store through the website anda mobile application, so online & offline experiencesare coherent and conveninent. The website howevershould be more user-friendly.
  29. 29. Intro Methodology Research & Analysis Conclusion Design Reseach5. Shopping PathPositiveGood store layoutOne main shopping path and several sub path-waysNegativeThrough observation, we noted:Pillars on the pathway obstruct the journey. Pathways obstructed by pillarsPathway is too narrow and no more than threepersons fit comfortably.Shopping paths are not guided by signageThe floor does not suggest a shopping pathway.The mystery shoppers’ findings recorded thatthe shopping paths at boots were very complex. Complex shopping pathways reported to find “cotton buds” at: Boots - The Chimes, Uxbridge Boots - High Street, Uxbridge
  30. 30. Intro Methodology Research & Analysis Conclusion Design Reseach5. Shopping Path Marble is common for all Carpet is used to mark the Pathway material is selected areas. Material is used entrance, while wood is used according to function: the main Pathway indepedantly of pathway for the rest of the store. pathway is wooden, sub-pathways are made of function. carpet ImageIs the shopping pathway easy to follow at boots?The shopping path is not easy to follow because thepathway is not well defined, shopping paths are notguided by signage, and some pathways are narrowwhile others are obstructed by pillars.
  31. 31. Intro Methodology Research & Analysis Conclusion Design Reseach6. SignageSignage Types, Functions, Styles & PositionsThroughout our visit to Boots (flagship store), we documented the different types of signs and specifiedtheir function, style and position. Function Product CategoryCATEGORY SIGN Style Baby Blue color - Typographic(Hanging) Position Over the shelves toiletteries electric Function Product CategoryCATEGORY SIGN Style Dark Blue on white - Typographic(Side Wall) Position On side walls - top pay here Function Store GuideDIRECTIONAL SIGN Style White on Dark Blue wall - Typographic(Colored Walls) Position Cashier - Elevator SUB 1 SUB 2 SUB 3 SUB 4 Function Sub CategorySHELF SIGN Style Baby Blue color - Typographic(Side View) Position On the side of the shelves - Floor 3 lotion Function Mixed: 1. Product Sub-Category - 2.Promotional - 3.Product BrandSHELF SIGN Style Mixed: 1. Dark Blue on baby blue - 2. Image - 3. Logo(Front view) Position On top of shelves
  32. 32. Intro Methodology Research & Analysis Conclusion Design Reseach6. Signage Function PromotionalSHELF VERTICALS Style Colored Images Position Vertically on shelves Function PromotionalCIELING SIGN Style Colored Images Position Over Shleves - Cieling Function PromotionalSTAND ALONE Style Colored ImagesBANNERS Position High-traffic Areas - Promotional Stands SCAN HERE Function Loyalty Card FunctionLOYALTY CARD Style Pink WallWALLS Position Next to Elevator Function Loyalty Card PromotionsLOYALTY CARD Style Pink ColorSIGNS Position Over Shelves - Cieling Function PromotionalPROMOTIONAL Style Colored ImagesWALLS Position Side Walls Function PromotionalPROMOTIONAL Style Colored ImagesDECALS Position Escalators - Magnetic Detectors
  33. 33. Intro Methodology Research & Analysis Conclusion Design Reseach6. SignageHow does the signage contribute to the shopping experience?Store Manager"We believe it useful and helpful (the signage) but also haveconsumers cannot find products. I think we can do better. "Visual ClutterThe signage includes more than 12 different formats of signsin store.The signage is cluttered, and there is a visual dominance ofpromotional signage over product category signs.Signage has an overwhelming multitude of styles.Promotional signs are colored and vary according to seasonsand sections, loyalty card signs are pink, category signs arebaby blue, while directional signs are dark blue.Weak Presence of Category signsCategory signs are not very visible because of their subtledesign and presence in comparison with promotional ones.Theming Visual ClutterChristmas theming on the front facade is engaging.
  34. 34. Intro Methodology Research & Analysis Conclusion Design Reseach6. SignageCompetitor: John Bell & CroydenJohn Bell & Croyden Pharmacy sets a great example forsignage that helps guide the customers through the store.The signs are categorized in three formats: Vertical Bannersfor main product categories, Horizontal Banners for ProductSub-Categories and a third format for promotions. Christmas FacadeHow does the signage contribute to theshopping experience?Signage at Boots is problematic it doesn’t make iteasier for customers to find what they are lookingfor. There too many formats and styles of signs, andthere is a dominance of promotional signs overproduct category ones. Signage at John Bell & Croyden
  35. 35. CONCLUSION
  36. 36. Intro Methodology Research & Analysis Conclusion Design ReseachFindings employees’ tags and Specific in-store Unaccessible Flexible ways of Complex website Coherence uniforms do not reflect guidelines ensure shelf design display according to Seasonal offers a clear function customer satisfaction Mixed product types of products on mobile App Sporty and flagrant Employees with dif- display Customer satis- theme T-shirt ferent functions are Poor lighting in faction with well spread some shelves online channels Customer Service Product Display Online & offline experience SHOPPING EXPERIENCE Sensory Design Shopping Path Signage Design No smell/ Bad smell Color Pillars obstruct Good store layout Wrong balance Christmas Theme No use of taste Music pathway one main pathway between promotion Well customised Dirty shelf and floor Thematic visual Narrow and several sub & product category Directional annoying promotional elements Not guided by pathways Cluttered signage (cashier audio signage Many formats and floor maps) No shopping path Many signs are effective suggestion on the Disturbing for shop floor experience Positive Negative
  37. 37. Intro Methodology Research & Analysis Conclusion Design ReseachSWOT Analysis - customer can access to a ”Order online and - customers can not recognise and are confused collect in store” service at all Boots stores about difference in uniforms that are classified S W by job positions - Relate promotion and identity design in - Customers are satisfied with staff’s looks website with those of off-line stores - Display design is uncomfortable - Pathway is too narrow - Convenient mobile application - Too many kinds of signs and not visible STRENGTHS WEAKNESSES - Not consistent atmosphere design - They can use the sesonal events and promotions - Superdrug’ s interior design and staff’s look O T are more trendy than boots - Customer satisfaction is improving - Customer loyalty & Existing customer base - Other retailers are providing more convenient shopping experience - Customer care in the heart of the business - Value for money Opportunities Threats
  38. 38. Intro Methodology Research & Analysis Conclusion Design ReseachGuidelines1 Does the in-store customer service improves the shopping experience at boots? - Make employee tags more visible to reflect their functions. - Change employee uniforms with the assistanse of a designer in order to project a clear distinction of employees in the floor.2 Is the current display of products make it easy for customer to find their needs? (interior design) - Shelves should be redesigned so that customers can reach easily for products. - All shelves should be lightened in every level so that products can be seen from all heights. - Unify product categories within shelves.
  39. 39. Intro Methodology Research & Analysis Conclusion Design ReseachGuidelines3 Are the stores designed to engage the users with the 5 senses? (sensory design) - Eliminate the promotional audio announcements in the stores. - Create a fresh atmosphere inside the shops by refreshing the air and creating a scent that customers can identify with Boot’s brand identity. - Music must be a primary element to enhance sensory experience, it should be consistent in every Boots shop. - The floor tiles are not in line with boots identity, they should be changed for cleaner and modern like tiles.4 How does the online experience relate to the in-store experience? (online vs offline experience) - Make in-store collection points for customers who purchase their products online. - Simplify the website and make it user-friendly.
  40. 40. Intro Methodology Research & Analysis Conclusion Design ReseachGuidelines5 - Use floor signs, colors or textures to guide Is the shopping path easy to customers through a well defined shopping follow at Boots outlets? path. - Enhance the positioning of the shelves and the design of pathways so they become less narrow and allow customers to shop comfortably.6 How does the signage contribute to the shopping experience? - Reduce the number of sign formats and redefine them according to function and importance. - Enhance the visibility and consistency of the product category signs. - Minimize the promotional signage inside the store.
  41. 41. Intro Methodology Research & Analysis Conclusion Design ReseachReferences An Exploratory Look at Supermarket Shopping Paths. Available at: Accessed on: 25.11.12. Alliance Boots Annual report 2001/2012. Available at: Accessed on: 27.11.2012 Best, K - Fundamentals of Design Management, 2009 – ISBN 978-2-940411-07-8, published by Ava Publishing SA, Lausanne Best, K. 2006. Boots looks to customer experience to help maintain share. Available on: experience-to-help-maintain-share/3031717.article november 9, 2011. (Accessed on: 27.11.12 Borja de Mozota, B – Design Management, 2003 – ISBN 1-5815-283-3, published by Alworth Press, New york. p.244-257 Bruce, M and Bessant, J. Design in Business, 2002 – ISBN 0 273 64374 6, published by: FT prendice Hall. Design Council, Edinburgh. Ebster, C. and Garaus, M.(2012) Store Design and Visual Merchandising: Creating Store Space That Encourages Buying. Business Expert Press. Finne, S.(2008) The Retail Value Chain: How to Gain Competitive Advantage through Efficient Consumer Response. Kogan Page Publisher. Household. Retail Chemistry. Available at: Accessed on: 23.11.1 Lindstrom, M. Brand Sense, 2010 – ISBN 978 0 7494 6057 0, published by: kogan page limited., London. p 114-115 Mathur, U. C. (2010) Retail Management: Text and Cases. I. K. International Pvt Ltd Piotrowski, Christine M. and Rogers, Elizabeth A. IIDA (2012) Designing Commercial Interiors Point of purchase displays, product organizations, and Brand purchase Likelihoods. Available at: (Accesssed on 27.11.12)
  42. 42. Intro Methodology Research & Analysis Conclusion Design ReseachReferences Retail Customer Experience. Study: Retailers must specialize in multi-channels to reach consumers. Available on: (Accessed: 27.11.12) Retail Customer Experience. Available on: (Accessed: 27.11.12) Schmit, B.H. Experiential marketing, 1999 – ISBN 0 684 85423 6, published by: Free Press, New York. p 101-117 Superbrands case studies – Boots. Available at: case-studies---Boots/?DCMP=ILC-SEARCH. Accessed on: 27.11.12. String analysis technique for shopping path in a supermarket. Katsutoshi Yada. Available at: . Accessed on: 23.11.12. Sharma, M. (2009) Product Management: Product Lifecycles & Competitive Marketing Strategy.Global India Publications. The business case for business design. Availabel at: design/Service-design/The-business-case/ Accessed on: 27.11.12 Varley, R. (2006) Retail Product Management: Buying And Merchandising. Routledge. Varpu Uotila, Patrik Skogster, (2007),"Space management in a DIY store analysing consumer shopping paths with data-tracking devices", Facilities, Vol. 25 Iss: 9 pp. 363 - 374
  43. 43. Thank you