assignment 2 version 2

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Crash Course on CreativityProfessor Tina Seelig, Stanford Venture Labs

Assignment 2Mala Sarat Chandra

October 28, 2012

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Rustic Homey Warm

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InsightsThe store is too cluttered.Although everything is arranged by function (window accessories, candles, table linen) the layout is not obvious.Custom design is offered but it’s unclear that it is.

OpportunitiesReduce clutter.Improve store navigation.Offer examples to guide customers through the store experience.Make custom design services a distinctive place in the store.Make clear the advantages of custom services.

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Urban Modern Cool

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InsightsLarge, well-lit store, invites exploration.Color scheme and themes are coordinated and distinct.Seasonal items standout from everyday items.Advice on how to use products are provided clearly in each section.Items on sale are displayed tastefully alongside those that are not.40 pleasant, knowledgeable sales people are available in the store to attend to every need instantly.

OpportunitiesThe furniture department appeared rather more crowded than the general home accessories department. The bright lights tended to overpower the furniture. Varying lighting arrangements by room type would have made it easier to imagine the furniture in a home setting.

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BasicClutteredWall of ShoesRacks of Clothes

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Insights:A basic store could still provide a pleasant shopping experience. Too many uncoordinated colors and textures. The floor was too cluttered for comfort.

Opportunities:More sales people per store is essential.

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Basic Less ClutteredWall of ShoesRacks of Clothes

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Insights:A basic store could still provide a pleasant shopping experience.

Too many uncoordinated colors and textures. The floor was too cluttered for comfort.

Opportunities:

More sales people per store is essential.

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OpenMinimalistProduct focused

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Insights:Boring colors – the brown floor, pine wood table finish, bright blue displays did not live up to the design Apple is so famous for.

Opportunities:Carry forward Apple’s

product color schemes of white and black with

splashes of color to improve store appearance.

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Red White Boring

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Insights:Too old school. Tired design.Sales people not motivated to help.Only die-hard, long-time customers can navigate the store successfully.

Perhaps prices are what attract customers. I would rather shop Macy’s online than visit the store.

Opportunities:So many!Start with the store design – color schemes, themes, layout.

Train staff to be pleasant, courteous, helpful.

Act as if customers matter!

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Impressions

Pottery Barn and Crate and Barrel try hard to create a welcoming ambience. Distinctive. Informative. Encourage exploration. Friendly, attentive staff, there to help when needed. Security is unobtrusive.

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ImpressionsChamps and Finish Line had similar ambience. Basic, functional, walls of shoes and racks of clothes. Champs was cluttered, Finish Line less so but not by much. No attention from staff even after 10 minutes of “browsing” in the store. Getting staff attention was difficult – not enough of them. Waited awhile for staff to bring me shoes to try on. Long wait line at the checkout counter.

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Impressions

Open, minimalist, uncluttered. Not crowded for a change. Large tables with products on display. Customers encouraged to browse, interact with and compare product configurations online. Knowledgeable, attentive, helpful staff. Bright blue shirts make them easy to spot. Store security not easy to see.

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Impressions

Macy’s don’t seem focused on customers. Cold. Unappealing. No unifying theme. Hard to navigate. Too cluttered to explore. Products either clustered by designer (Kate Spade, Martha Stewart) or type (Kitchenware, Coffee, Towels). Unhelpful staff. Security is obvious.