A ppt made for the 2nd exercise in a Venture Lab course - A Crash Course on Creativity by Professor Tina Seeling, Standford University

1. Paying attention
Crash Course on Creativity
By Ana Curo, Croatia

2. Muller
cosmetics
Observations Surprises/Opportunities
• The lights inside the store • Align the perfume
were extremely bright department by alphabet so it
• The store was crowded with seems less chaotic
merchandise and there were • Remove the umbrella stand
a lot of lined up items at the at the entrance since is
perfume corner seems to fall out of place and
• The sales people actually the stores’ image
don’t match the store brand
(everyone is not wearing a
uniform)
•Perfumes are the first thing
in site and are the most
expensive merchandise
• Most customers are on a
mission and are mid-aged

3. Elipso
software & appliances
Observations Surprises/Opportunities
• There is a lot of space • Maybe offer “a friend
which makes me feel free and discount” for ppl who visit
comfortable the store in pairs
• The music wasn’t too loud –
just the right level
• The store was very warm
• The customers were around
their 20s, 30s and were
looking at the products in
pairs (conclusion: ppl tend to
ask for advice when buying
tehnology)

4. New Yorker
clothes
Observations Surprises/Opportunities
• Extremely messy – the • I would try to figure out
merchandise isn’t sorted the stores’ branding message,
• Has a bad smell of because it’ obviously
merchandise confusing 
•There were no customers • Have the clothes neatly
• The music was extremely sorted and organized instead
loud of a mess
• The salespeople aren’t
wearing any store uniform

5. Loccitane
cosmetics
Observations Surprises/Opportunities
• Earthly tones • The red tiled floow
•There was no music, but it surprised me – it really
was very comfortable communicates the brand
• I like how the cash register essence “natural, gentle”
isn’t near the door – it seems • I actually wouldn’t change a
unobtrusive thing for now…
• Salespeople are dressed in
appropiate uniforms

6. Local store Maestral
retail
Observations Surprises/Opportunities
• The doors were closed • Open the door if it’s not too
• There was a lot of posters cold since it create a warmer
and different advertising feeling
outside on the stores’ door • Remove all of the posters
which distracted me and brand the store with a
• The store is really small and logo, moto
crowded – everything is • Put a white bord outside as
everywhere a “news board” where new
•The fruit is outside in products would be introduced
different crates - it’s sorted • Instead of crates put a lot
of fruit baskets
• Bring a tree and hang the
fruit baskets on each branch


7. Local bakery Arena
Observations Surprises/Opportunities
• The doors were closed • Have daily specials and
• There was no disctintive announce them on a bulleting
branding materials in front of board, e.g. muffin and orange
the store juice, roll and yogurt for a
• Inside the stores there is a cheaper price
huge plastic shelf that
separates the salespeople
from the customers and
where the products are

8. Thank you for paying
attention! 
Ana