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Observation Lab 1: Mega Mobile, Boston
Before you enter the store:
Does the store draw you in? If so, how?Colorful exterior, I found them using their website online.
Is the door open or closed?
Closed, air-conditioned shop, its better since this is on a busy street and its noisy outside.
How does this make you feel? That the place is secure and trustworthy since I didnt want to be
disturbed by the traffic outside.
How big is the sign lettering and in what font?
About 2 feet in height and century gothic font.
What does it tell you about the store?
They thought hard about their brand.
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Environment:
What is the color scheme of the store? How does this affect you?
Red, white, green, friendly and cutting edge colors.
What type of floor does the store have? How does this effect the environment?Plain floor, gives a clean look
How high is the ceiling? How does this feel?
About 11 feet high, gives an open look.
How brightly lit is the store? How does this affect you?
Very brightly lit, felt safe and professional.
How loud is the environment?
Not loud at all.
What is causing the noise?
Customers asking questions to the shopkeepers.
Is there music playing? If so, does it fit the environment?
Yes, light radio music, was relevant.
Is the store warm or cold?
Cold.
Is the store crowed with merchandise or is it sparse?Merchandise at the corners, well maintained displays.
Does the store have a distinctive smell?
No
Where is the cash register located?
At the end of the store.
How visible is the store security?
They had cameras but they were not intrusive.
How long do you want to stay in this store?
They dont have seats for customers so they dont want you to stay for long since its a small
store.
Does the environment influence the perceived value of the merchandise?
Yes
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Personnel:
How long does it take before a sales person initiates contact?
We wait our turn since there are 2 people at the counter.
Does the salesperson have a script to follow with each customer?Yes
Does the salesperson treat different customers differently?
Yes
What is the ratio of salespeople to customers?
1 to 1
What age and gender are the employees?
25-35
Are the salespeople using the store products?
No
Do the salespeople have a uniform?
No
Do the salespeople match the stores image?
No
Products:
What is the first product that you notice?
Simplemobile poster and advertisement.
Is there a central display table with featured products?
Yes, on the side.
Where are items that are forsale located in the store?
On the side.
How are the products arranged? By function? By price? By color?
Color.
Are there free samples or demonstrations?
Yes
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What products are at eye level?
Mobile packages
What items in the store are in the least accessible locations?
Headphones
Where are the most and least expensive products located?
Up above the display
Are the prices of the products easy to find?
No
Are there impulse items near the cash register?
Yes
Customers:
Are most customers alone or with someone else? What is the relationship?
Alone
What is the average age and gender of the customers?
20-45, 80% women
When a customer enters the store, do they tend to walk in the same path or direction? -
One direction
How long do customers stay in the store, on average?10 minutes
Do customer touch the products? Is this encouraged?
No, they ask for advice, the shopkeepers facilitate interaction.
Do most customers appear to be on a mission or are they browsing?
On a mission.
What percent of customers purchase products in the store?
20%, I was one of them. Most are here to fix their phone.
Other Observations:
The shopkeepers are fluent Arabic speakers from Egypt, quite a hit among
Muslim/Arabic speaking customers. They knew a lot about my country, so I trusted
them. I recommend them over best buy any day, for phones/phone tech support.
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Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in
plain Sight?
It is obvious to me as a customer, since I did buy a product from them, that their
linguistic ability and personal reference was their unique selling point. They knew
customers by first name hence I would have expected a loyalty card system where they
could use points and tangential rewards to encourage people to buy or sell new and
used phones.
Observation Lab 2: MassArt made store, Boston
Before you enter the store:
Does the store draw you in? If so, how?
I am a student and I am not drawn in.
Is the door open or closed?
Open
How does this make you feel?
That no one works in the shop since I dont see an attendant standing there.
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How big is the sign lettering and in what font?
Its too big, building wide
What does it tell you about the store?
Seems they are trying TOO HARD to sell stuff to me
Environment:
What is the color scheme of the store? How does this affect you?
Yellow font
What type of floor does the store have? How does this affect the environment?
Its like a large government sign, something tells me that its industrial/mass produced and hence
is not approachable or friendly from the outside.
How high is the ceiling? How does this feel?
Too low for my liking, seems congested
How brightly lit is the store? How does this affect you?
Its open and bright but its a day store so no lights, I dont go there at evening when it closes
How loud is the environment?
Next to the cafeteria, its TOO loud to buy things at the store
What is causing the noise?
Kids eating food outside
Is there music playing? If so, does it fit the environment?
No music, maybe music is needed
Is the store warm or cold?
moderate
Is the store crowed with merchandise or is it sparse?
Too crowded with merchandise, but I have more of an issue with too many unconnected items
compressed in a small space, maybe a bigger place is needed.
Does the store have a distinctive smell?
no
Where is the cash register located?
Never seen it, never actually been inside the shop.
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How visible is the store security?
Its inside the school and there is security everywhere
How long do you want to stay in this store?
I dont feel excited to go inside.
Does the environment influence the perceived value of the merchandise?
Yes, the cafeteria brings it down a level
Personnel:
How long does it take before a sales person initiates contact?
Immediately, there is a person sitting inside when the store is open.
Does the salesperson have a script to follow with each customer?
yes
Does the salesperson treat different customers differently?
yes
What is the ratio of salespeople to customers?
1 to 1
What age and gender are the employees?
Female 20-30
Are the salespeople using the store products?No
Do the salespeople have a uniform?
No
Do the salespeople match the stores image?
I dont think so, I would expect formal or suits
Products:
What is the first product that you notice?
Ceramics on the shelves
Is there a central display table with featured products?
No, equally featured items
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Where are items that are for sale located in the store?
On the walls
How are the products arranged? By function? By price? By color?
By medium
Are there free samples or demonstrations?
No
What products are at eye level?
Ceramics
What items in the store are in the least accessible locations?
Shirts, in basement
Where are the most and least expensive products located?
On the bottom
Are the prices of the products easy to find?
Yes
Are there impulse items near the cash register?
Yes
Customers:
Are most customers alone or with someone else? What is the relationship?Alone.
What is the average age and gender of the customers?
No idea, never actually seen people buy anything but did seem them go inside.
When a customer enters the store, do they tend to walk in the same path or direction? -
No, they browse first.
How long do customers stay in the store, on average?
2-3 minutes.
Do customer touch the products? Is this encouraged?
Yes.
Do most customers appear to be on a mission or are they browsing?
Browsing
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What percent of customers purchase products in the store?
Never seen any yet, never paid much attention to this store yet.
Other Observations:
Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything inplain Sight?
I see that their door could remain closed, their signage could be smaller, maybe a bigger space.
Observation Lab 3: MIT-Coop Store, Boston
Before you enter the store:
Does the store draw you in? If so, how?
No, didnt even know it was an MIT store for merchandise.
Is the door open or closed?
Closed.
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How does this make you feel?
That they dont want me to come inside.
How big is the sign lettering and in what font?
Too small, unknown font.
What does it tell you about the store?
They dont want people to walk inside, only those that know what the store sells should come it.
Go figure.
Environment:
What is the color scheme of the store? How does this affect you?
Maroon. MIT colors. Elite.
What type of floor does the store have? How does this effect the environment?
Plain floor, no affect.
How high is the ceiling? How does this feel?
Very high, open space.
How brightly lit is the store? How does this affect you?
Bright, positive feeling.
How loud is the environment?VERY quiet.
What is causing the noise?
Is there music playing? If so, does it fit the environment?
If there was no music, it would be too quiet.
Is the store warm or cold?
moderate
Is the store crowed with merchandise or is it sparse?
Too much stuff everywhere
Does the store have a distinctive smell?
New leather
Where is the cash register located?
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At the corner of the entrance.
How visible is the store security?
They have cameras.
How long do you want to stay in this store?
Not too long, too many random items there, a big overwhelming.
Does the environment influence the perceived value of the merchandise?
Its like a warehouse.
Personnel:
How long does it take before a sales person initiates contact?
No one bothered me, thats ok, was browsing.
Does the salesperson have a script to follow with each customer?
It was WEIRD what she said to me, did you find it good no one has said that to me in my life.
Thats just plain weird. She was saying that to everyone. Must be a cultural thing, thats ok, I am
not from around here.
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers?
I think they had 2-3 people who were buy stocking items.
What age and gender are the employees?18-30, mixed
Are the salespeople using the store products?
no
Do the salespeople have a uniform?
yes
Do the salespeople match the stores image?
yes
Products:
What is the first product that you notice?
shirts
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Is there a central display table with featured products?
yes
Where are items that are for sale located in the store?
everywhere
How are the products arranged? By function? By price? By color?
function
Are there free samples or demonstrations?
no
What products are at eye level?
Key-chains and pens
What items in the store are in the least accessible locations?
No items
Where are the most and least expensive products located?
Food, spread around the place
Are the prices of the products easy to find?
yes
Are there impulse items near the cash register?
yes
Customers:
Are most customers alone or with someone else? What is the relationship?
alone
What is the average age and gender of the customers?
Random, mostly elder people
When a customer enters the store, do they tend to walk in the same path or direction? -
All directions
How long do customers stay in the store, on average?
15 mins or more, lots of things there to browse.
Do customer touch the products? Is this encouraged?
yes
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Do most customers appear to be on a mission or are they browsing?
browsing
What percent of customers purchase products in the store?
100%
Other Observations:
Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in
plain Sight?
Too many items, maybe a cleaner/homely look instead of a warehouse look.
Observation Lab 4:RISD Store, RI
Before you enter the store:
Does the store draw you in? If so, how?
Yes, creative use of window graphics
Is the door open or closed?
open
How does this make you feel?
Open and inviting
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How big is the sign lettering and in what font?
Helvetica, small text but legible
What does it tell you about the store?
Well designed and appropriate
Environment:
What is the color scheme of the store? How does this affect you?
Yellow and black, high contrast was good
What type of floor does the store have? How does this affect the environment?
Tiled, black and white. I liked it, since it was so different from anything I have seen before in
similar stores.
How high is the ceiling? How does this feel?
Very high, I like the space, and the freedom to move.
How brightly lit is the store? How does this affect you?
Not too brightly lit, but like someones room, I liked that.
How loud is the environment?
Not loud at all
What is causing the noise?
music
Is there music playing? If so, does it fit the environment?
It does
Is the store warm or cold?
Warm
Is the store crowed with merchandise or is it sparse?
Well positioned merchandise
Does the store have a distinctive smell?
No
Where is the cash register located?
At the entrance/exit
How visible is the store security?
Not visible, maybe thats a good thing.
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How long do you want to stay in this store?
I wanted to sit down and read books
Does the environment influence the perceived value of the merchandise?
It does
Personnel:
How long does it take before a sales person initiates contact?
Immediately
Does the salesperson have a script to follow with each customer?
yes
Does the salesperson treat different customers differently?
Yes
What is the ratio of salespeople to customers?
1 to 1
What age and gender are the employees?
30-40, female
Are the salespeople using the store products?
yes
Do the salespeople have a uniform?yes
Do the salespeople match the stores image?
yes
Products:
What is the first product that you notice?
everything
Is there a central display table with featured products?
Yes
Where are items that are for sale located in the store?
everywhere
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How are the products arranged? By function? By price? By color?
function
Are there free samples or demonstrations?
yes
What products are at eye level?
postcards
What items in the store are in the least accessible locations?
Everything is accessible
Where are the most and least expensive products located?
At ground level
Are the prices of the products easy to find?
yes
Are there impulse items near the cash register?
yes
Customers:
Are most customers alone or with someone else? What is the relationship?
Alone
What is the average age and gender of the customers?Everyone, a mix, no formula
When a customer enters the store, do they tend to walk in the same path or direction? -
yes
How long do customers stay in the store, on average?
10 minutes
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
100%
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Other Observations:
Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in
plain Sight?
Never seen a better designed university store in my life, but its RISD, so the design is expected
to be well thought about.
Observation Lab 5: Texas State Museum Shop, Austin, Texas
Before you enter the store:
Does the store draw you in? If so, how?
Near the entrance
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Is the door open or closed?
open
How does this make you feel?
Welcome
How big is the sign lettering and in what font?
Very big, texas font
What does it tell you about the store?
Thatsits a texas store
Environment:
What is the color scheme of the store? How does this affect you?
No color scheme, random
What type of floor does the store have? How does this effect the environment?
Tiled floor, nothing interesting
How high is the ceiling? How does this feel?
High enough, nothing special
How brightly lit is the store? How does this affect you?
Bright, well lit, welcoming
How loud is the environment?Not very loud
What is causing the noise?
Customers talking
Is there music playing? If so, does it fit the environment?
No music
Is the store warm or cold?
Warm
Is the store crowed with merchandise or is it sparse?
Merchandise everywhere
Does the store have a distinctive smell?
No
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Where is the cash register located?
In the center, to the left
How visible is the store security?
None
How long do you want to stay in this store?
Not long, many useless cheap items there
Does the environment influence the perceived value of the merchandise?
no
Personnel:
How long does it take before a sales person initiates contact?
They dont engage you, you are supposed to browse yourself
Does the salesperson have a script to follow with each customer?
Yes
Does the salesperson treat different customers differently?
no
What is the ratio of salespeople to customers?
1-1
What age and gender are the employees?35+, mixed
Are the salespeople using the store products?
No
Do the salespeople have a uniform?
No
Do the salespeople match the stores image?
yes
Products:
What is the first product that you notice?
Shirts
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Is there a central display table with featured products?
Everywhere
Where are items that are for sale located in the store?
Everywhere
How are the products arranged? By function? By price? By color?
Function
Are there free samples or demonstrations?
Yes
What products are at eye level?
Key chains, mugs, shirts
What items in the store are in the least accessible locations?
rugs
Where are the most and least expensive products located?
At the back of the store
Are the prices of the products easy to find?
Yes
Are there impulse items near the cash register?
Yes, too many
Customers:
Are most customers alone or with someone else? What is the relationship?
In groups
What is the average age and gender of the customers?
Old, 30+ and children 8+
When a customer enters the store, do they tend to walk in the same path or direction? -
random
How long do customers stay in the store, on average?
10 minutes
Do customer touch the products? Is this encouraged?
Yes
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Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
100%
Other Observations:
Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in
plain Sight?
This is a generic store, I was surprised to see the fake Texas passport, so I would like that to be
highlighted more, as a novelty item.
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Observation Lab 6:
Blanton Museum of Art shop, Austin, Texas
Before you enter the store:
Does the store draw you in? If so, how?
I liked their window display
Is the door open or closed?
Closed, but thats good
How does this make you feel?
The clear glass display was inviting.
How big is the sign lettering and in what font?
I dont remember.
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What does it tell you about the store?
It was not important to remember the sign, the contents were more important
Environment:
What is the color scheme of the store? How does this affect you?Orange and white, nice colors, inviting.
What type of floor does the store have? How does this effect the environment?
I dont remember the floor.
How high is the ceiling? How does this feel?
High enough, inviting.
How brightly lit is the store? How does this affect you?
Bright, was alright
How loud is the environment?
Not loud
What is causing the noise?
Employees talking
Is there music playing? If so, does it fit the environment?
No
Is the store warm or cold?Warm
Is the store crowed with merchandise or is it sparse?
Not enough merchandise
Does the store have a distinctive smell?
No
Where is the cash register located?
At the exit
How visible is the store security?
Saw people, but no cameras
How long do you want to stay in this store?
Not long, its small
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Does the environment influence the perceived value of the merchandise?
No, needs a bigger place and less staff
Personnel:
How long does it take before a sales person initiates contact?Immediately
Does the salesperson have a script to follow with each customer?
Yes
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers?
4 employees, 3 sales people, I think thats a bit high
What age and gender are the employees?
25+ all women
Are the salespeople using the store products?
No
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?yes
Products:
What is the first product that you notice?
Books
Is there a central display table with featured products?
Yes
Where are items that are for sale located in the store?
On the sidex
How are the products arranged? By function? By price? By color?
Function
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Are there free samples or demonstrations?
No
What products are at eye level?
Postcards
What items in the store are in the least accessible locations?
Larger books
Where are the most and least expensive products located?
Corner of the shop
Are the prices of the products easy to find?
No, had to ask them
Are there impulse items near the cash register?
yes
Customers:
Are most customers alone or with someone else? What is the relationship?
Museum visitors
What is the average age and gender of the customers?
Saw all kinds, mostly older people
When a customer enters the store, do they tend to walk in the same path or direction? -Same path
How long do customers stay in the store, on average?
10 minutes
Do customer touch the products? Is this encouraged?
No
Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
50%
Other Observations:
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Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in
plain Sight?
I think reducing the staff, labeling the prices for the more expensive items and adding more
items would improve things from my perspective. The lego stuff blew me away, was not
expecting that, those architectural models of famous buildings, didnt buy since they were crazy
expensive.