The document describes an ideal shopping experience at American Eagle that makes the customer feel confident, excited, special, relaxed, smart, and sure. It envisions a store that provides a personalized experience where the customer can easily find clothing that fits their body and style, freely browse without barriers, and have all the information needed to choose perfect items. The goal is for customers to leave feeling confident in their purchases and ability to trust their choices and the store.

1. INSIGHT TRANSLATION

2. INSIGHT TRANSLATION PROVIDES
DESIGN CLARITY BY CLOSING THE
GAP BETWEEN RESEARCH AND
DESIGN EFFORTS, PROVIDING A
DIRECT TRANSITION FROM
MEANING TO FORM.

3. INSIGHT TRANSLATION
REQUIRES VISUAL SKILLS TO
EMBODY ABSTRACT IDEAS &
PRINCIPLES.
THE OBJECT IS NOT TO SOLVE
PROBLEMS, BUT TO
CREATE A FRAMEWORK TO FOCUS
CREATIVITY.

4. INSIGHT TRANSLATION
BUILDS ALIGNMENT BY
CREATING INSTITUTIONAL
KNOWLEDGE AND THEN USES
INSPIRATION TO ENCOURAGE
COMPANIES TO USE THAT
KNOWLEDGE TO CHANGE THEIR
BUSINESS

5. INSIGHT TRANSLATION:
meaningful
actionable
descriptive
aspirational

6. actionable
[simple, concrete, sensory]

7. meaningful
[clear connection to the data

8. meaningful
[clear connection to the data

9. “I don’t want to buy a drink “… It is the job of the
just because it is cheap and company that makes the
practical. I want ingredients drink to think about
that are good for me and environmentally friendly
minimal packaging which is packaging, it shouldn’t be
good for the environment… my job. The company
good things come from nature. should consider the lifecycle
I read labels for organic of the drink- from
ingredients and prefer to buy conception to disposal.”
something that I can make at
home in a glass pitcher.”
Natural
Natural – Everett #104
- Sydney #101
Earth
Friendly
“Tupperware is simple and
completely reusable…If I was at
the store- and had to choose
between two beverages that
were very similar, I would
choose the one in a package
that I can reuse over and over
without worrying about
bacteria.“
- Shirley #102

10. Refreshing Rejuvenating
Earth Fun Energizing
Friendly

11. Refreshing Rejuvenating
Earth Fun Energizing
Friendly
Pattern/Theme There is a high
awareness of the
negative
environmental effects
of single use, plastic
packaging
Design Principle Consider: reusability,
refill-ability, and
recycling in
packaging and
messaging.
Design Metaphor • reusable glass
• metal cap
• natural ingredients
• nature graphic

12. descriptive
[not prescriptive]

13. Functional Clean It’s all about the destination; the achievement of the functional endpoint.
My ideal shampoo is like Freshly Laundered Jeans.
It’s basic, classic, pure, precise, practical, controlled and utilitarian.
My favorite shampoo has hair and scalp benefits together in the same bottle
and I use it every time I wash my hair. It is right there waiting for me when I step
into my bathroom. I am glad that my shampoo ritual is so quick and easy.
The authentic, functional package and its frosty, translucent
appearance entices me to pick it up; it feels nice in my hand and
descriptive
I know that I have plenty left. I can get the exact dosage predictably and
consistently each time and I know that not a drop will be wasted.
I can count on my shampoo because it looks and smells so fresh and clean.
[not prescriptive] The shampoo doesn’t drip from my hand and easily builds a concentrated,
yet bubbly lather that I know will effectively clean. I enjoy the
invigorating feeling as I massage it into my scalp, knowing that I will have a great
hair day with fresh, clean, manageable hair that never has any
dandruff flakes.
Package Style & Opacity Dispense Product Consistency & Lather Hair Feel
Ideal anti-dandruff shampoo by segments Head & Shoulders + Rocket Surgery + Lextant May 17 2005 2

14. aspirational
[describes the ideal experience]

15. My ideal shopping experience
I feel confident, excited, special, relaxed, smart, and sure.
Feeling excited, special, relaxed, smart and When I think about going shopping at I am unique. It should be easy to Getting the right t and expressing Shopping AE pays o ! I always know I love to share my American Eagle
sure are all part of me feeling confident. my ideal American Eagle store, I feel know which clothes will t my body my own style are the keys to my I found a good deal…looks great, experiences with my friends and
so excited because I know I will be and my style. I want personal experience. Barriers like locks, lines, high quality, long lasting, and family. I always tell my friends how
Confidence is my goal; it starts with wanting getting something new that is in-style, attention so that everything I pick and limits are removed and I'm free a ordable. I have exibility in my great it is to shop there! I know I can
to go shopping and ends with feeling good
unique, accepted by my friends, and out will make me feel good about to enjoy the environment and wardrobe and I get lots of wear everything I buy from American
about what I purchased. I want to be
that will last for a long time. myself- like I found a gold mine of friends. I have all the information I compliments. Eagle with con dence and pride
confident in my ability to trust my choices,
and ultimately, my store (see below). clothes made just for me. need to be sure I’m picking the because I get compliments all the
perfect item. time!
need/want browse choose buy complete
aspirational
[describes the ideal experience]
e store makes me
feel confident, welcomed, organized, happy, appreciated, and satisfied.
Feelings of being welcomed, organized,
happy, appreciated and satisfied about my My ideal AE is friendly, warm, and At my ideal American Eagle store AE allows me to make better My ideal AE knows and remembers My ideal American Eagle cares about
shopping experience all contribute to
inviting. Right from the start I am nding something is so easy… decisions with the help of my family we have a relationship. Every point me and my satisfaction. If for some
feeling good about myself (see above).
genuinely welcomed by the people, everything is right where I would and friends. I know everything I during checkout is easy – attentive reason I have to return something,
My ideal store will help me to achieve my atmosphere, and the “vibe”. Shopping look for it and putting together an choose will t and look great. service, my information is available, they make the process easy and
ultimate goal of feeling confident. is fun! out t is a snap! Shopping with friends and family is and they always say thanks. painless. Now I don't have to dread
. like having a fashion party together! Discounts, special events, and making returns!
compliments make me feel like they
genuinely appreciate me.
6

16. What is a rugged cell
phone?

17. What is and is not
rugged to me?
SHOCK PROOF
WATER PROOF
SOLID
COMPACT
GRIPPY
STYLISH

18. What do the key rugged themes look
and feel like?

21. Shock Resistant / Proof
Dropping a phone is one of the most common causes of phone damage
among the participants.
Coated Made of metal Recessed
Surface coated with rubber Strong and solid metal would not dent
protects the metal or plastic
body from impact
from impact screen
Recessed screen is more
protected from shock
Industrial
Hi-tech Industrial
Hi-tech
Athletic
Rounded
Made Sharp corners are easily
damaged from impact
Feminine Industrial of rubber
Shock absorbent rubber
Athletic Athletic Feminine Feminine Athletic

22. Style Rugged
Experience Experience
Cell phone
Experience

31. meaningful
actionable
descriptive
aspirational

32. Thank you