rethinking the big-box shopping experience
TRANSCRIPT
RETHINKING THE BIG-BOXSHOPPING EXPERIENCE
VACUUMS
SAMANTHA BENNETT, JACKSON WOODS, ALEXANDRA JEFFERS, EVAN RUSZALA, ISABELLA PINEDA
5SECOND
We want to create an all-immersive, interactive experience that allows customers to make better shopping decisions.
FIVE SECONDPITCH
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 SECONDPITCH
We want to create an all-immersive, interactive experience that allows customers to make better shopping decisions.
5MINUTE
FIVE MINUTEPITCH
PROBLEMS
THE SOLUTION
Things are clutteredStaff isn’t knowledgeableInformation is delivered poorlyLack of employee availabilityComplex 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.
PERSONA, STORYBOARD
FIVE MINUTEPITCH
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.
THIRTY MINUTEPITCH
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
THIRTY MINUTEPITCH
“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
DIGITAL CAMERAS
&CAMCORDERS
CUSTOMER
SERVICEGEEK SQUAD
APPLIANCES
TV & HOME THEATER
CAR ELECTRONICS
CHECKOUT
MOVIES &
MUSIC
WINDOWS
RESTROOMS&
STORAGE
MOBILE PHONES
VIDEOGAMES
ACTIVITYTRACKER
BAGS & ACCESSORIES
PRINTERS & ACCESSORIES
APPLE
KITCHEN APPLIANCES
CLOTHING APPLIANCES
EMPTY CARTS
CARTS
EXIT | ENTRANCE PICKUP
PHONE ACCESSORIES
STAKEHOLDERBUBBLE MAP
SERVICE BLUEPRINT VACUUM CLEANER
What the Customer
Does
OnstageActions Greeting Provide
guidanceProvide
knowledgee
Makerecommend.
Help with decision making
CheckoutProcess
BackstageActions
WebsiteMainten.
Promotemerch
Environ.setup
Itemorganiza.
Member-ship
Repair,exchange,
refund
RepairDevice
Best Buy
ResearchProduct
EnterBest Buy
Read over
promoStudy
environ.Locate
the product
Compare options
Speak toemploy.
Seek 3rd party
help
Decide on the
productCheckout process
Leave store
Post purchase service
Best Buy - Vacuum Isle Cash Register Cust. serv.HomePlace
ShoppingExperience
Post-Shopping
Experience
Pre-Shopping
Experience
!Websiteusability
!No map tonavigate
!No clear
indication
!Lack of productdescript.
Pain-points
InternetPhoneMarket. Materials
PhysicalEvidence
PromotionalMaterials
Dept. signEmployee
MerchandiseProduct sign
Prod. descrip.Video demoCharts
Main areaCheckoutCust. serv.
Employ. communi-cation tools
PhoneWebsite
Cash registerMember cardGift card
Geek SquadCust. serv.
!Employeeavailability
!Not
promoted well
!RedefinePurpose
SERVICEBLUEPRINT
What thecustomers receives:
What thecustomers expects:
No promotionGreat product knowledge
Variety of productsSwift service
Hard to locateNo discount
No employee availability
Promotion opportunity
Better location
Better employee assistance
GAP
No promotionNo product knowledge
Not much varietyGreat post-purchase service
Hard to locateDiscount
Employee availability
SERVICEGAPS
Create Raise Reduce Eliminate
Multimedia
Product Reviews
Verbal Promotions
Zone Awareness
Directional Guidance
Employee Training
Non-Visual Aid
Price
Confusion
Off Brands
FOUR ACTIONFRAMEWORK
STRATEGICPROBLEMS
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
MARKETSEGMENTATION
Large Size Compact Size
Loud Quiet
Ordinary Stylish
High Power
Stationary
Low Power
Portable
HOUSEWIFE HELEN COLLEGE CAMERON
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.
POSITIONINGVIS A VIS
HIGH CUSTOMER/PRODUCT INTERACTION
LOW CUSTOMER INTERACTION
WIDE SELECTIONLIMITED SELECTION
BETTER BUY
SEARS
TARGET
HH GREG WALL MART
EBAY AMAZON
VALUECREATION
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
VACUUM TESTING
CHOOSE THE VACUUM(S) YOU WOULD LIKE TO TEST OUT1
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!
DEMOPROTOTYPES
DEMOPROTOTYPES
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
CONCEPTSUMMARY
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.