1. Andy Morales
Week 2 Observation Lab
I liked the idea of this lesson. I am naturally, and refined over the years, an observer.
My brain has been trained to notice, to look for what I may not normally see, and to
take it all it.
When I printed out the questionnaire for this observation, I took it to the store ready to
notice new things. I think the questionnaire is fantastic to try and get people to be
aware of their viewing habits, and to look at things from a different perspective.
But the trouble I had, as a natural observer, that when I got to the store, my observation
was limited. I was too focused on all of the questions, trying to find and write down
answers for the 5 stores I visited. I realized that I wasn’t observing. I was answering. I
wasn’t looking. I was taking notes.
My Observations
I visited 5 stores, but the two that stood out were Target and the Nordstrom Rack. Both
had soft warm tones to their buildings. A difference between them, was target had a
bold red logo, where the rack was a more subtle dark color. Target uses theirs to stand
out, I think Nordstrom uses theirs to express value.
Within each store, the location of their cash registers/ service area were areas that
could be improved. Nordstrom was on the side, and was overly crowded with
merchandise. It made it seemed rummaged and disoriented. Perhaps a more cleanly,
organized area would lead to more sales.
Within Target, they had the guest services area directly behind and in sight of the cash
registers. Their guest services area was strewn with returns and angry customers.
When checking out, and walking out, you have to stare and walk by this area. Target
should move this section to the back or the side, to avoid the eyesore and negativity.