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People, 

Not Percentages
Research & Design For Cross-Channel Experiences
by Allan Kempson, Nikki Easterday, and Stuart Maxwell
presented by Stuart Maxwell, Lead Information Architect, REI
@stumax, turninggrille.com
Slides: bit.ly/peoplenotpercentages
Austin buys a tent
Part One
Everyone,
meet Austin.
Austin is going
backpacking and
wants to buy a
new tent.
He starts looking
for tents online.
Austin goes to
the closest
store.
Austin finally
talks to an REI
employee.
The employee
saves the day!!
How can we make
this better?
This is an
information space.
People,
not percentages.
A process for design
Part 2
We started as a
specialty retailer.
But we
started to act
like a Big Box
retailer.
We need to get
back to our roots.
Allan Kempson
Manager, Customer Experience Research
and Design (CX)
Nikki Easterday
Experience Design Manager, Store Design
and Visual Merchandising (SDVM)
Meet Allan
and Nikki.
Store Design / Visual Merchandising
Customer Experience Research
Physical Architects
Retail Operations
Store Employees
Merchants
Digital Retail
Outdoor Adventure & Programs
Senior Leadership
Stakeholders for
designing a
physical space
The process
Part Two
1. Stakeholder
interviews
2a. Quantitative
customer research
2b. Qualitative
customer research
3a. Affinity
diagramming
workshops
Phase one:
store staff
3a. Affinity
diagramming
workshops
Phase two: HQ
stakeholders
4. Allan
presents
research
findings to
Nikki
5. Architect
Design
Development
(but first study all the things)
CX research
Stakeholder research
and requirements
6. Share with
leadership; get
their input
7. Refine
8a. Build a low-fi
prototype and iterate
8b. It’s messy.
8c. It gets worse.
8d. It gets better.
8z. It gets done..
9. Bring in-store
employees and
customers to test
10. Iterate again
11. Build in a
pilot store (It
gets messy
again).
BEFORE
BEFORE
BEFORE
AFTER
AFTER
AFTER
AFTER
12. More
research
13. Iterate and
continue to refine
for more stores
Findings and actions taken
Part Three
1Finding
Why people come
to the store
75 - 88% of customers start shopping online
Customers visit a store to touch, feel, and sense
Customers come to the store to get questions answered
1Solution
Self-Service
Education
Experience the product
Promote conversation through experience
Finding
A hard time
finding
2
Customers had to wander the gondolas
Solution
Activity-based
product display
2
We flipped the taxonomy
CAMP SHOP
TENTS STOVES COOK GEAR LIGHTING
CAMPING
BACKPACKING
CAMPING
BACKPACKING
CAMPING
BACKPACKING
CAMPING
BACKPACKING
CAMP SHOP
CAMPING BACKPACKING
TENTS
STOVES
COOK GEAR
LIGHTING
TENTS
STOVES
COOK GEAR
LIGHTING
Visual wayfinding
AFTER
Visual wayfinding
3Finding
Decision Trees
Solution
Decision Path
3
Solution
Decision Path
3
And it works!
What we learned
Part 4
You can’t empathize with a statistic
We need to work hard and fast to
understand the customer
Intellectual needs vs. sensing needs
We need to rethink our taxonomies
Involve everybody in the process
Involving everyone helps you as much as them
We framed the experience with
objective measures
We brought clarity through a customer-
focused understanding of the experience
Where do we go from here?
The challenge for Digital Retail
Take what we learned and move forward
1 Invest in
mixed-methods
customer
research
Take what we learned and move forward
1 2 Involve
everyone in
everything
Invest in
mixed-methods
customer
research
Take what we learned and move forward
1 2 3 Focus on
people, not
percentages
Involve
everyone in
everything
Invest in
mixed-methods
customer
research
Take what we learned and move forward
Thanks!
by Allan Kempson, Nikki Easterday, and Stuart Maxwell
presented by Stuart Maxwell, Lead Information Architect, REI; @stumax, turninggrille.com
Special thanks to: Mahsino Blamoh, Jordan Cordas, Louise Maxwell
Slides: bit.ly/peoplenotpercentages
All images ©2016 Recreational Equipment, Inc.
Discussion
The cutting room floor
We go backpacking!!
We go
backpacking!!

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