1. The day I did my observation
research was a very rainy day.
Nearly 100ml of rain had fall over the
City of Buenos Aires…
(equivalent to 1 month’s rains)

2. …causing floods in many neighborhoods…

3. … included the one I live in.

4. Despite of that, I put
on my raining boots…

5. … prepared the Oservation Lab Guide….

6. … and headed the streets.

7. I never imagined what I was going to
find….

8. Some stores had closed to prevent
greater damage of their products…

9. …but others where selling the
damaged goods at very low prices

11. I could see people cewing to get into
the stores…

14. observe their desperation
to get them cheaper

16. TV shows interviewing people
to have the latest news

17. ruined products all over the floor

22. With an overwhelming sensation,
I wanted to run away…
…and I did.

23. Feeling quite
disappointed…

24. I decided to give it a…

25. The next day the sun raised
high in the sky…

26. … and so did my motivation to look
for new insights.

27. The new experience
was amazing!
I will show you my conclusions…

28. 1st Store:
The Greengrocer’s

29. Big sing that draws you in

30. Open door also invited you in
Sings at the entrance indicating the product “in sale”

31. A distinctive smell of fresh fruit all over
the place
Clear path to follow

32. Products tidy and nicely organized
Prices clearly indicated

33. Cashier at the end
of the path before
customers leave
the store

34. Every detail was
considered.
E.g. the air conditioning
had the same pattern as
the floor of the store.
All these aspects made the experience a great one!

35. 2nd Store:
Kid’s Hairdresser

36. It felt like entering Disney World
Kids music and
video playing

37. Every corner of the store was
prepared to make the child’s
experience a unique one

38. And I can say I wanted to have my hair cut there too...

39. 3rd Store:
Comics

40. Comics everywhere… you
could feel a superhero!

41. Literally everywhere…

42. Cashier at the end of the store
Hard rock music was playing

43. Really amazed I didn’t want to leave the store!!

44. It was worth to give it a Second
Chance!
I feel happy now!