Observation lab

1. Obervation Lab
By Emmanuel Hurtado

2. Observation Lab
One major part of being in a creative
mindset is to be an observer as Tina
Seeling, Jeff Bezos and other
entrepreneurial legends have mentioned.
In this presentation I will cover places I
have been to often and others that I have
never been before. There are always new
features that are hidden in plain sight for
the places we frequent and new features
to discover from places we have never
been.

3. 1st stop: Mellow
Mushroom

4. Findings…
Appearance: Looks cool from the outside which drew us in.
Inviting feeling when you walk in with metal art figures out
front, eclectic mix on the interior of hippie/ artsy/ industrial
farmhouse look and lots of color. Overall unique and well
balanced for the décor. Very clean feeling. Seating is generic
chain restaurant style. Employees dressed in casual clothing.
Experience: Friendly wait staff and decent service. The smell of
breakfast sucker punches you in the face when we opened the
door. We were greeted at the door and asked if it was out first
time which it was. Fairly empty when we arrived but noticed
staff ensured to greet the customers as the place began to pick
up. Menu is very basic for breakfast which little variety. Food
was ok and nothing out of the ordinary that would make us go
back. I will say I heard their pizza is better then their breakfast,
might have to go back to try it after all.

5. Sprouts

6. Surprises…
Appearance: Typical Sprouts entrance, nice polished concreate floors. Typical flow
as other grocery stores for me(start with produce and end up in vitamins isles. Very
well marked out departments, most every department is visible due to low shelving
and openness of the store. Noticed the vitamin/ beauty department has a very cool
sign within a sign, never has seen it before. Customers range in all ages and
relationships. You can hear light music in the back ground. Feels as though they are
very eco friendly.
Experience: Always go in to shop so I have a good idea of what I need. Its almost
always busy so I can appreciate their smaller cart sizes. Employees are hit or miss in
terms of courteous but mostly pretty cool. I think they need to humidify the air to
reduce the amount I static shock when touching the shelving. Knowledgeable staff
is useful in the vitamin department and they always seem to have everything in
stock. Registers have some impulse items but nothing that grabs my attention. It’s a
half mile from my house, so ill return again.

7. H&M

8. Findings…
Appearance: The front signage is very simple yet appealing with the
italic style font in bold red letters. Store is very clean looking with wood
flooring. Big open entrance. Some areas in the store need to be spaced
out better. There is a lot of merchandise packed into the store which
could contribute to some narrow areas. Employees seem to be
relatively nice and were the style clothes sold there.
Experience: We were greeted right away which is nice. You can hear
poppy music well. The store was full of younger groups of kids and
parents tagging along it seemed. Everything gets touched as it’s a
clothing store. The clothing there appears to be very cheap and almost
one time use looking. The prices are on par for the quality. I will return
only because the kids like to shop there and my wallet likes that.

9. Hurley Store

10. • Appearance: Big open glass doors as you approach with
the iconic backlit Hurley sign above. The whole store
interior walls are ply wood which makes for a warm but
simple décor, very cool surfer “dojo” feel as well. Very well
lit with all sale signs facing the front of the store for easy
and maximum visibility as well as very ergonomic height
display tables. No customers in the store as it was just
after opening. Light music playing in the background. Two
employees wearing Hurley clothing.
• Experience: The employees greeted us right away when
walking in and were attentive throughout our shopping
experience. The store was clean and neatly organized.
Inviting with all the sale signs everywhere. Merchandise
was bought. I will definitely be back again. I personally
like Hurley clothing because of the quality and feel of the
materials they use and this was the outlet store so this
may be a biased experience*
Dig it…

11. Bass pro

12. New Findings…
Appearance: The store in itself is awesome with the giant log cabin look and the huge Bass Pro Shop
sign hanging up high. When you enter the store it is overwhelming how big it is and how many
different products they offer. Total toy store for the outdoorsman. I spotted a new find which was
the Fish Company restaurant that I had never noticed there before. The store is busy and most
people are browsing after doing their actual shopping. All ages of people in mostly pairs, all
relationships. Every department is easy to find and is clearly marked. Most visibility for everything
as well.
Experience: I truly enjoy going to this store because of its sheer size. I feel like a kid in a candy store.
The staff is very knowledgeable in each and every department, I learn something new every time I
go. Most of the staff are males and range from mid 30’s and up it seemed. This time round I decided
too look for something I normally don’t look for at store which led me to find the restaurant. Never
did I have the idea it was there. Will have to try the place out sometime. Will also return again
because its just a fun store to browse and wish I had enough money to get what I need…want.

13. Two Wheel Jones
Bike Shop

14. The Sweetness…
Appearance: The store front is nothing special with some demo bikes waiting to be ridden
out front. Has a very industrial cold feeling while wood accents tied in soften the feel. Lots
of bikes, clothing and accessories for biking. Shop pup has a bed under the cash register
which hangs from the ceiling giving a unique look. Employees are dressed casually and
mostly males with one female. Music is going in the background and shop is lit fairly well.
Everything is visible but no sale signs or normal prices are easy to see. Tiny hidden café that
I always mistook for a cabinet in the front. Customers range from all ages.
Experience: The staff greets you right when you walk in the door and the pup will run up to
you. Very friendly dog. Employees offer assistance right when you enter the store on
whatever you may need. They seem knowledgeable with all aspects of biking disciplines. I
found the hidden mini café that I never really noticed until I looked for something at the
front of the store. I normally don’t shop at this bike shop but I chose them for the
proximity to my home. Prices are a bit higher than other shops in the valley but nothing
out of the ordinary. Will return if I need something on the fly.