In service design there is always another way of looking at how business address their customers. Sometimes it's the big box retailers who have it wrong the most. In this presentation our team showed how we would approach Best Buy with a solution to a few of the problems currently being had at their location in Savannah, GA. Specifically regarding their activity tracker and vacuum cleaner sections.

1. RETHINKING THE BIG-BOX
SHOPPING EXPERIENCE
VACUUMS
SAMANTHA BENNETT, JACKSON WOODS, ALEXANDRA JEFFERS, EVAN RUSZALA, ISABELLA PINEDA

2. 5SECOND
We want to create an all-immersive,
interactive experience that allows
customers to make better shopping
decisions.
FIVE SECOND
PITCH

3. 30SECOND
HOW ARE WE GOING TO ACHIEVE THIS?
By reimagining the customer/
product interaction with the
creation of a hands-on vacuum
kiosk which will allow customers to
test them in real-life situations.
THIRTY SECOND
PITCH
We want to create an all-immersive,
interactive experience that allows
customers to make better shopping
decisions.

4. 5MINUTE
FIVE MINUTE
PITCH
PROBLEMS
THE SOLUTION
Things are cluttered
Staff isn’t knowledgeable
Information is delivered poorly
Lack of employee availability
Complex decision making process
A space which feels welcoming
and uncluttered, with helpful and
knowledgeable staff, clear labels
and signs and easily understandable
visual information which will facilitate
the customer’s decision process.

5. FIVE MINUTE
PITCH

6. FIVE MINUTE
PITCH
Housewife Helen notices the “Try ‘Em
Out” vacuum kiosk. She sees a section
labeled “For the home owner. She
decides to take a look at the vacuums
displayed in this section.
She carefully reads the labels next to
each vacuum, which have clearly
marked features and simple
vocabulary.
Helen finds two Eureka vacuums which
fit her needs and her budget. One is
on sale, the other one seems to have
more power and better features.
A salesperson approaches her and
asks her if she would like to try out any
of the vacuums. He asks her about her
floor type at home and if she has any
pets.
Helen is able to try out the vacuum in
the carpet section. She is able to
witness the power of suction,
ergonomics and reach of each one.
She finally decides on the Eureka
AirSpeed ULTRA Bagless Upright
Vacuum. She walks to the cash register
confident on her selection.

7. THIRTY MINUTE
PITCH
30MINUTE
Shopping in big department stores can leave customers
feeling insignificant and overwhelmed.
Shopping for a vacuum is often a confusing and dry
experience in the store, leaving much to be discovered
about their choice at home instead of during the
selection process.
Going through the store alone can be frustrating
if things are not clearly indicated with simple to
understand vocabulary.
THE PROBLEM

8. THIRTY MINUTE
PITCH
“TRY IT OUT”
VACUUM KIOSK
Allows customers to try out vacuums before purchasing one
Customers are able to try them out on different kinds of floors
Witness how they absorb powder off the surface of the floor
Relatable categories like “College Student”, “Pet Owner”, “Home Owner”
Next to each vacuum there is a clear description of the features in simple vocabulary

9. THIRTY MINUTE
PITCH
CHECKOUT

10. $200 - $499$30 - $150 $500 - $900
MARKET
ANALYSIS

11. DIGITAL
CAMERAS
&
CAMCORDERS
CUSTOM
ER
SERVICE
GEEK SQUAD
APPLIANCES
TV & HOME THEATER
CAR ELECTRONICS
CHECKOUT
MOVIES
&
MUSIC
WINDOWS
RESTROOMS
&
STORAGE
MOBILE
PHONES
VIDEO
GAMES
ACTIVITY
TRACKER
BAGS & ACCESSORIES
PRINTERS & ACCESSORIES
APPLE
KITCHEN APPLIANCES
CLOTHING APPLIANCES
EMPTY
CARTS
CARTS
EXIT | ENTRANCE PICKUP
PHONE ACCESSORIES
STAKEHOLDER
BUBBLE MAP

12. SERVICE BLUEPRINT VACUUM CLEANER
What the
Customer
Does
Onstage
Actions
Greeting
Provide
guidance
Provide
knowledge
e
Make
recommend.
Help with
decision
making
Checkout
Process
Backstage
Actions
Website
Mainten.
Promote
merch
Environ.
setup
Item
organiza.
Member-
ship
Repair,
exchange,
refund
Repair
Device
Best Buy
Research
Product
Enter
Best Buy
Read
over
promo
Study
environ.
Locate
the
product
Compare
options
Speak to
employ.
Seek
3rd party
help
Decide
on the
product
Checkou
t process
Leave
store
Post
purchase
service
Best Buy - Vacuum Isle Cash Register Cust. serv.HomePlace
Shopping
Experience
Post-
Shopping
Experience
Pre-
Shopping
Experience
!
Website
usability
!
No map to
navigate
!
No clear
indication
!
Lack of
product
descript.
Pain-points
Internet
Phone
Market. Materials
Physical
Evidence
Promotional
Materials
Dept. sign
Employee
Merchandise
Product sign
Prod. descrip.
Video demo
Charts
Main area
Checkout
Cust. serv.
Employ.
communi-
cation tools
Phone
Website
Cash register
Member card
Gift card
Geek Squad
Cust. serv.
!
Employee
availability
!
Not
promoted
well
!
Redefine
Purpose
SERVICE
BLUEPRINT

13. What the
customers receives:
What the
customers expects:
No promotion
Great product knowledge
Variety of products
Swift service
Hard to locate
No discount
No employee availability
Promotion
opportunity
Better
location
Better
employee
assistance
GAP
No promotion
No product knowledge
Not much variety
Great post-purchase service
Hard to locate
Discount
Employee availability
SERVICE
GAPS

14. Create Raise Reduce Eliminate
Multimedia
Product
Reviews
Verbal
Promotions
Zone
Awareness
Directional
Guidance
Employee
Training
Non-Visual Aid
Price
Confusion
Off Brands
FOUR ACTION
FRAMEWORK

15. STRATEGIC
PROBLEMS
Complex/difficult decision making process
Lack of product information displayed
Lack of employee availability
Lack of promotions and advertisements
Lack of in-store and online integration
Lack of specific product indication
Inefficient invetory management
Customer traffic flow
Employee training
END USER POV
PROVIDER POV

16. MARKET
SEGMENTATION
Large Size Compact Size
Loud Quiet
Ordinary Stylish
High Power
Stationary
Low Power
Portable
HOUSEWIFE HELEN COLLEGE CAMERON

17. PERSONA
PROFILE

18. CUSTOMER
GAP

19. CUSTOMER
GAP

20. CUSTOMER
GAP

21. CUSTOMER
GAP

22. VALUE
PROPOSITION

23. VALUE
PROPOSITION

24. VALUE
PROPOSITION

25. VALUE
PROPOSITION

26. SERVICE
PACKAGE
“Try It Out” Vacuum Kiosk

27. FEATURES
BENEFITS
FEATURES AND
BENEFITS
The vacuum cleaner shopping will be a fully interactive, unique experience.
Customers will be able to get a feel for the product before purchasing.
The stations will resemble parts of the customer’s home environment.
Customers will experience something new that they will tell people about.
They will leave feeling confident knowing that they bought the right product.
The shopping experience will be smooth, easy and intuitive.

28. POSITIONING
VIS A VIS
HIGH CUSTOMER/PRODUCT INTERACTION
LOW CUSTOMER INTERACTION
WIDE SELECTIONLIMITED SELECTION
BETTER BUY
SEARS
TARGET
HH GREG
WALL MART
EBAY AMAZON

29. VALUE
CREATION
WEIGHT CONCEPT 1
(Signage)
CONCEPT 2
(The Kiosk)
CONCEPT 3
(Trade Ins)
CONCEPT 4
(The New App)
Total 100 650
Criteria WEIGHT CONCEPT 1
(Rental)
CONCEPT 2
(Giant Vacuum)
CONCEPT 3
(New Store)
CONCEPT 4
(“Can you clean it”)
DESIRABILITY 30 7 6 9
FEASABILITY 20 9 6 8 7
MEANINGFULNESS 15 8 6 9 5
SUITABILITY 15 9 6 9 5
USEFULNESS 20 8 6 10 6
Total 100 805 600 900 590

30. DEMO
PROTOTYPES

31. DEMO
PROTOTYPES

32. CHECKOUT
DEMO
PROTOTYPES

33. VACUUM TESTING
CHOOSE THE VACUUM(S) YOU
WOULD LIKE TO TEST OUT
1
2
3
4
CHOOSE THE MATERIAL TO TEST IT ON
ALLOW EMPLOYEE TO POUR “BLUE
SAND” ON MATERIAL
WITNESS THE POWER AND SUCTION
OF THE VACUUM, COMPARE, AND
MAKE THE RIGHT CHOICE!
DEMO
PROTOTYPES

34. DEMO
PROTOTYPES
VACUUM FEATURES
Dyson DC14 All Floors Upright Vacuum
Great for cleaning pet fur
Flexible for accessing hard
to reach corners and spaces
Noiseless
Certified asthma friendly

35. STRESS
TEST

36. CONCEPT
SUMMARY
By creating the Vacuum Kiosk, we will provide the
customers an engaging, interactive experience
that will drastically change their buying desicions
and their shopping experience. They will leave
the store with a product they are knowledgeable
of and which fulfills all their needs.

37. THANK
YOU