Assignment 2 in the Stanford University course "Crash Course in Creativity" by Tina Seelig.

1. OBSERVATIONS AND INSIGHTS –
STORES ABOARD A SILJA LINE
CRUISE SHIP
SWEDEN TO FINLAND AND BACK.
Per Edström
Stockholm, Sweden
October 29, 2012

2. Observations

3. OBSERVATIONS
• Space is a limitation
• Important to be able to open and close quickly
• No use of Muzak – live chamber music in the “mall avenue” instead
• Design is limited in stores, restaurants have more obvious themes and
designs
• Use of lightning is stereotype
• Staff is not trained at all
• The less exclusive, the more products are displayed
• No security, except in tax free alcohol sales
• Very few customers are alone

4. Insights

5. INSIGHTS
• All stores are probably designed by the same company/team
• Staff also have other functions on the ship
• Lightning is done with high power halogen spots, making some stores hot

6. Hidden Opportunities

7. HIDDEN OPPORTUNITIES
• Design one or two stores with different designers
• Pop-up stores could be an alternative, could also provide some variation for
regular travellers
• Lightning affects the climate in the stores, change to low-power modern
versions
• Train the staff, pays off in sales. Staff is very service minded in the rest of
the ship. Could be that this is a low status job on the ship.

8. STORES
• Standard in design – standard in layout
• Note how lightning is bright and only direct
• Tax free store has “no” design – only lots
of product
• Exclusivity from bottom and up, but
differences are small
• Detailed observation was needed to see
opportunities
• Where is the creativity?

9. RESTAURANTS
• More designed in logo and interior –
despite similarities in backdrop and floors
• Look more similar than they felt
• Food was average with a plus for the
seafood

10. WHAT WOULD I HAVE MISSED BEFORE…
Biggest difference in observing in detail was that it made it
easier to make Insights. They came already while making
the observations the third and fourth time over. I would
have missed why the climate was different in the stores and
that it was the lightning that was the problem.

11. WHAT WERE MY BIGGEST SURPRISES…
No huge surprises here, the ship environment made the
stores more similar. Still, the differences were bigger than I
originally thought.

12. OPPORTUNITIES IN PLAIN SIGHT…
Biggest opportunity lies in making the staff more
professional. Should be easy with basic training and would
increase sales immediately. Second is making the lighting
more personal and energy efficient.

13. THE LIVE CHAMBER MUSIC WAS A WELCOME RELIEF
FROM COMMON “MUZAK” COMPETING FOR ATTENTION
Four very professional Russian young women
Classic, classic rock and modern songs