This document summarizes observations from visiting two different stores. For the first store, it was noted that the signage was decent sized but relied on brand recognition. The environment had neutral colors, tile floors, and average lighting that created a homey feel. Employees outnumbered customers and had uniforms. The second store had large clear signage and its name indicated what they sold. It had warm natural colors that reinforced its message, and high ceilings that made it feel big. Music fit the welcoming environment and customers could stay for quick trips or longer visits.

1. Crash
Course
on
Creativity
Observation
Lab
Before
you
enter
the
store:
Does
the
store
draw
you
in?
(1)
Yes
(2)
Yes
If
so,
how?
(1)
Nice
new
building
–
looks
inviting.
(2)
Outside
displays
show
their
organic
product,
flowers
and
pumpkins.
Is
the
door
open
or
closed?
(1)
Closed
(2)
Closed
but
they
have
automatic
doors.
How
does
this
make
you
feel?
(1)
It
is
chilly
outside
–
so
closed
implies
the
store
will
be
cozy
(but
actually
the
AC
is
high
and
it
is
cold
inside).
(2)
I
like
the
outside
displays
and
the
way
the
doors
open
–
feels
inviting.
How
big
is
the
sign
lettering
and
in
what
font?
(1)
Sign
sticks
out
from
building
–
decent
sized
lettering,
but
rely
on
their
symbol.
(2)
Large
lettering
–
clear
font.
What
does
it
tell
you
about
the
store?
(1)
People
know
the
chain
and
will
seek
it
out.
(2)
It
can
be
seen
from
the
roads
close
by
–
the
name
contains
a
major
element
of
what
they
sell.
Environment:
What
is
the
color
scheme
of
the
store?
(1)
Neutral
colors.
(2)
Warm/nature
colors
How
does
this
affect
you?
(1)
Fairly
relaxing.
(2)
Reinforces
their
natural
message
What
type
of
floor
does
the
store
have?
(1)
Tile.
(2)
Tile
How
does
this
effect
the
environment?
(1)
Homey
(2)
Clean
How
high
is
the
ceiling?
(1)
10
or
12
feet
(2)
Really
high
–
maybe
15
-­‐20
feet
How
does
this
feel?
(1)
Open
(2)
Big
How
brightly
lit
is
the
store?
(1)
Combination
of
in
ceiling
spotlights
and
pendant
lights.
Not
over
powering
–
decent.
(2)
Well
lit
but
still
warming.
How
does
this
affect
you?
(1)
Homey.
(2)
Comforting
How
loud
is
the
environment?
(1)
Loud.
(2)
Loud
What
is
causing
the
noise?
Is
there
music
playing?
(1)
Lots
of
customers
taking
their
items
to
go,
others
relaxing
and
chatting.
Music
playing.
Also
machines
being
used
to
prepare
the
product.
(2)
People
shopping,
eating,
and
music
is
playing.
If
so,
does
it
fit
the
environment?
(1)
Makes
it
feel
bustling
–
but
you
can
still
work.
(2)
Welcoming
Is
the
store
warm
or
cold?
(1)
Cold
(2)
Good
–
not
too
warm
or
too
cold.
Is
the
store
crowed
with
merchandise
or
is
it
sparse?
(1)
Fairly
sparse.
(2)
Crowded
but
aisles
are
still
wide
enough.
Does
the
store
have
a
distinctive
smell?
(1)
Coffee.
(2)
Food
Where
is
the
cash
register
located?
(1)
Behind
a
counter.
(2)
Front
of
the
store
How
visible
is
the
store
security?
(1)
Cameras
visible.
(2)
Cameras
visible
How
long
do
you
want
to
stay
in
this
store?
(1)
A
couple
of
hours
–
working
here.
Does
the
environment
influence
the
perceived
value
of
the
merchandise?
No
–
but
the
free
wireless
helps
contribute
people
hanging
out.
(2)
Good
for
a
quick
trip,
longer
shopping,
or
to
hang
out
(although
if
weather
is
ok
outside
tables
are
first
choice).
Personnel:
How
long
does
it
take
before
a
sales
person
initiates
contact?
(1)
When
I
reach
the
front
of
the
line.
(2)
When
I
reach
the
front
of
the
line.
Does
the
salesperson
have
a
script
to
follow
with
each
customer?
(1)
Yes.
(2)
Yes

2. Does
the
salesperson
treat
different
customers
differently?
(1)
Yes
–
regulars
are
treated
differently
–
more
conversation.
(2)
Yes
What
is
the
ratio
of
salespeople
to
customers?
(1)
Very
few
sales
people
–
3
or
4
to
50
or
so
customers
during
the
2
hours.
(2)
20
to
100
What
age
and
gender
are
the
employees?
(1)
Young
–
one
woman
and
the
rest
are
men.
(2)
Fairly
young
–
mix
of
men
and
women.
Are
the
salespeople
using
the
store
products?
(1)
Not
visibly.
(2)
Yes
Do
the
salespeople
have
a
uniform?
(1)
Yes
(2)
No
Do
the
salespeople
match
the
stores
image?
(1)
Yes
(2)
Yes
Products:
What
is
the
first
product
that
you
notice?
(1)
To
go
food
items
and
cold
drinks.
(2)
Outside
veggies,
flowers
and
pumpkins
Is
there
a
central
display
table
with
featured
products?
(1)
Yes
(2)
No
Where
are
items
that
are
“for
sale”
located
in
the
store?
(1)
The
food
items
are
part
of
the
counter
–
the
other
items
are
behind
the
counter.
(2)
Outside
and
all
over
inside
How
are
the
products
arranged?
By
function?
By
price?
By
color?
(1)
By
function.
(2)
By
function
Are
there
free
samples
or
demonstrations?
(1)
Yes
(2)
Yes
What
products
are
at
eye
level?
(1)
Baked
Goods
(2)
Depends
on
section
What
items
in
the
store
are
in
the
least
accessible
locations?
(1)
The
prepared
to
order
items.
(2)
Prepared
food
items
(not
all
but
some)
Where
are
the
most
and
least
expensive
products
located?
(1)
All
are
readily
available.
(2)
All
are
readily
available.
Are
the
prices
of
the
products
easy
to
find?
(1)
Yes
(2)
Yes
Are
there
impulse
items
near
the
cash
register?
(1)
Yes
(2)
Yes
Customers:
Are
most
customers
alone
or
with
someone
else?
(1)
Alone
(2)
Alone
What
is
the
relationship?
(1)
Some
couples,
some
families,
some
co-­‐workers,
some
study
buddies.
(2)
Some
couples,
co-­‐workers.
What
is
the
average
age
and
gender
of
the
customers?
(1)
All
ages
and
even
mix
of
male
and
female.
(2)
all
ages
and
an
even
mix
of
male
and
female
When
a
customer
enters
the
store,
do
they
tend
to
walk
in
the
same
path
or
direction?
(1)
Straight
for
the
counter.
(2)
No
How
long
do
customers
stay
in
the
store,
on
average?
(1)
5
–
10
minutes
(2)
20
–
30
minutes
Do
customer
touch
the
products?
(1)No
(2)
Yes
Is
this
encouraged?
(1)
No
(2)
Yes
Do
most
customers
appear
to
be
on
a
mission
or
are
they
browsing?
(1)
On
a
mission
(2)
Some
of
both
–
some
are
buying
their
lunch,
others
leisure
shopping
What
percent
of
customers
purchase
products
in
the
store?
(1)
100%
(2)
99%
Other
Observations:
Due
to
travel
only
had
time
to
do
two
stores
this
week