fazliazeem-creativityassignment2

7/31/2019 FazliAzeem-CreativityAssignment2

1/26

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.


2/26

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


3/26

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


4/26

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.


5/26

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


Does the store draw you in? If so, how?

I am a student and I am not drawn in.


Open

How does this make you feel?

That no one works in the shop since I dont see an attendant standing there.


6/26


Its too big, building wide


Seems they are trying TOO HARD to sell stuff to me

Environment:


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.


Too low for my liking, seems congested


Its open and bright but its a day store so no lights, I dont go there at evening when it closes


Next to the cafeteria, its TOO loud to buy things at the store


Kids eating food outside


No music, maybe music is needed


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.


no


Never seen it, never actually been inside the shop.


7/26


Its inside the school and there is security everywhere


I dont feel excited to go inside.


Yes, the cafeteria brings it down a level

Personnel:


Immediately, there is a person sitting inside when the store is open.

Does the salesperson have a script to follow with each customer?

yes


yes


1 to 1


Female 20-30

Are the salespeople using the store products?No


No


I dont think so, I would expect formal or suits

Products:


Ceramics on the shelves


No, equally featured items


8/26

Where are items that are for sale located in the store?

On the walls


By medium


No


Ceramics


Shirts, in basement


On the bottom


Yes


Yes

Customers:

Are most customers alone or with someone else? What is the relationship?Alone.


No idea, never actually seen people buy anything but did seem them go inside.


No, they browse first.

How long do customers stay in the store, on average?

2-3 minutes.


Yes.


Browsing


9/26


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



No, didnt even know it was an MIT store for merchandise.


Closed.


10/26


That they dont want me to come inside.


Too small, unknown font.


They dont want people to walk inside, only those that know what the store sells should come it.

Go figure.

Environment:


Maroon. MIT colors. Elite.

What type of floor does the store have? How does this effect the environment?

Plain floor, no affect.


Very high, open space.


Bright, positive feeling.

How loud is the environment?VERY quiet.



If there was no music, it would be too quiet.


moderate


Too much stuff everywhere


New leather



11/26

At the corner of the entrance.


They have cameras.


Not too long, too many random items there, a big overwhelming.


Its like a warehouse.

Personnel:


No one bothered me, thats ok, was browsing.


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.


No


I think they had 2-3 people who were buy stocking items.

What age and gender are the employees?18-30, mixed


no


yes


yes

Products:


shirts


12/26


yes


everywhere


function


no


Key-chains and pens


No items


Food, spread around the place


yes


yes

Customers:


alone


Random, mostly elder people


All directions


15 mins or more, lots of things there to browse.


yes


13/26


browsing


100%

Other Observations:


plain Sight?

Too many items, maybe a cleaner/homely look instead of a warehouse look.

Observation Lab 4:RISD Store, RI



Yes, creative use of window graphics


open


Open and inviting


14/26


Helvetica, small text but legible


Well designed and appropriate

Environment:


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.


Very high, I like the space, and the freedom to move.


Not too brightly lit, but like someones room, I liked that.


Not loud at all


music


It does


Warm


Well positioned merchandise


No


At the entrance/exit


Not visible, maybe thats a good thing.


15/26


I wanted to sit down and read books


It does

Personnel:


Immediately


yes


Yes


1 to 1


30-40, female


yes

Do the salespeople have a uniform?yes


yes

Products:


everything


Yes


everywhere


16/26


function


yes


postcards


Everything is accessible


At ground level


yes


yes

Customers:


Alone

What is the average age and gender of the customers?Everyone, a mix, no formula


yes


10 minutes


Yes


Browsing


100%


17/26

Other Observations:


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



Near the entrance


18/26


open


Welcome


Very big, texas font


Thatsits a texas store

Environment:


No color scheme, random


Tiled floor, nothing interesting


High enough, nothing special


Bright, well lit, welcoming

How loud is the environment?Not very loud


Customers talking


No music


Warm


Merchandise everywhere


No


19/26


In the center, to the left


None


Not long, many useless cheap items there


no

Personnel:


They dont engage you, you are supposed to browse yourself


Yes


no


1-1

What age and gender are the employees?35+, mixed


No


No


yes

Products:


Shirts


20/26


Everywhere


Everywhere


Function


Yes


Key chains, mugs, shirts


rugs


At the back of the store


Yes


Yes, too many

Customers:


In groups


Old, 30+ and children 8+


random


10 minutes


Yes


21/26


Browsing


100%

Other Observations:


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.


22/26

Observation Lab 6:

Blanton Museum of Art shop, Austin, Texas



I liked their window display


Closed, but thats good


The clear glass display was inviting.


I dont remember.


23/26


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.


I dont remember the floor.


High enough, inviting.


Bright, was alright


Not loud


Employees talking


No

Is the store warm or cold?Warm


Not enough merchandise


No


At the exit


Saw people, but no cameras


Not long, its small


24/26


No, needs a bigger place and less staff

Personnel:

How long does it take before a sales person initiates contact?Immediately


Yes


No


4 employees, 3 sales people, I think thats a bit high


25+ all women


No


Yes

Do the salespeople match the stores image?yes

Products:


Books


Yes


On the sidex


Function


25/26


No


Postcards


Larger books


Corner of the shop


No, had to ask them


yes

Customers:


Museum visitors


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


10 minutes


No


Browsing


50%

Other Observations:


26/26


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.

fazliazeem-creativityassignment2

Documents