Men’s Clothing > Retail ExperienceTroy Frost

Bob Bartels

Gary Domke

Understanding the User >Based upon user observation and interviews we were able to categorize users into five

basic behavior modes.

Mode

Well informed/

focused shopper

knows exactly what he wants when entering the store and wants to

spend as little time as possible making purchase

is there against his will, usually because his girlfriend, mom, or another

female has forced him into the store

Unwilling

participant

is a slow, casual browser that may not even have any interest in buying

anything

Window

shopper

is someone who sort of knows what they want but brought along a

knowledgeable friend to help them pick it out

Accompanied

shopper

enters the store knowing they need an item, but needs the help of a

knowledgeable service rep for decision making

Uninformed

shopper

Description

User Behavior Modes

well informed/

focused shopper

Jim

Jim is a guy who knows what he wants when he goes shopping and he

usually checks online for new products or deals before going. This time he’s

after jeans. His last pair have worn out and he needs to replace them. He

knows where he is going and he has kept up to date on the latest deals and

offerings. When he gets there, he heads straight to the jeans section where

he’s always found his style. He finds his size and color, grabs them and

doesn’t even bother to try them on. He heads straight to the checkout not

even taking notice of the environment or interacting with the sales rep.

User Persona One

unwilling

participant

Cory

Cory’s girlfriend loves to shop and likes it when he comes with her. Cory

doesn’t share his girlfriends love of shopping but is forced to go this time be-

cause she thinks he needs some new clothes. On this trip Cory’s girlfriend is

looking for a few casual items and nicer work clothes for him. She looks around

the store for a few things for him to try on and Cory is left standing awkwardly

amongst the racks of clothes and in the way of other shoppers. While he waits

for what seems like hours he looks for a place to stand and wait. The whole

situation makes Cory uncomfortable.

User Persona Two

window

shopper

Joe

Joe is a wealthy guy who likes to shop in his free time. Joe doesn’t really need

anything in particular, he just likes to see what is out there. He will go around

town on the weekends and usually spends several hours at the store just get-

ting a feel for the newest styles without necessarily buying anything. On this

outing Joe notices a pair of dress shoes he likes and after a significant time

spent perusing he decides to try these on, likes them, and eventually ends up

making a purchase.

User Persona Three

accompanied

shopper

Andrew

Andrew is completely lost when he goes shopping. He knows he needs new

clothes but he has no idea what stores to shop at, which clothes are in style

and what looks good on him. Luckily for him he has a sister who is willing to

go with him to help pick out some new clothes. Andrew takes the time to try a

few things on while his sister informs him whether or not she likes it. After an

hour at the store and a lot of help from his sister, Andrew finds a couple of new

shirts and a new pair of jeans.

User Persona Four

uninformed

shopperNathan

Nathan is completely lost when shopping and has no idea what clothing suits

him or how to navigate the store. Looking at all the rows and racks of clothing,

he is a little overwhelmed so he finds a sales rep to help him out. The employee

points him to the men’s section and gives him the standard spiel about sale

items and what’s currently popular. After that, and a few minutes of looking

around, Nathan gets frustrated and leaves the store without buying anything.

User Persona Five

Identifying Needs + Solutions >From these user personas, we were able to determine certain unmet needs in the existing

retail experience. Then we outlined various solutions to the identified problems.

User Needs Requirements

Requirement

Comfortable

environment

a place where men feel relaxed, comfortable, and aren’t harassed by

the staff

the store is well organized, well stocked, and has a wide range of

sizes available for all types of men

Organized

inventory

employees who can adapt to the emotional needs of each patron - contact

doesn’t feel scripted but is natural and relaxed

Adaptable

customer care

service continues beyond just clothing purchases with other available

online and in-store offerings

Extended

retail experience

the customers knows what they can expect at one store will be true

across all outlets

Consistent

offerings

Description

Needs Clusters Matrix

Organized

inventory

Comfortable

environment

Adaptable

customer care

Extended

retail experience

Consistent

offerings

Focused

shopper

Unwilling

participant

Window

shopper

Accompanied

shopper

Uninformed

shopper

1.

2.

3.

Needs Based Directives & Solution Architecture

1. create a sanctuary

please the senses

sports entertainment

fine beers and spirits

comfortable furniture

pleasing smells

refined adornment

educate and train staff

assess individual needs

appreciative and personal treatment

greet as a friend/colleague

2. showcase offerings

logical organization

clear signage

items categorized by type

plain sight layout

3. extend the experience

relevant services

men’s grooming

custom tailoring

fine accessories and tobaccos

online presence

in-store aesthetic

live inventory by store

reservation of items

Generating the Space >Here we begin to realize our solution architecture in a retail space and how the

suggested solutions fulfill the needs of our various user personas.

Image/Texture Palette

Retail Space 2D

Retail Space 3D

Retail Space: Well Informed Shopper

Jim

Needs:logical organizationclear signageitems categorized by typeplain sight layout

relevant servicesmen’s groomingcustom tailoring fine accessories and tobaccos

online presencein-store aestheticlive inventory by store reservation of items

Retail Space: Unwilling Participant

Cory

Needs:please the sensessports entertainmentfine beers and spirits comfortable furniturepleasing smellsrefined adornment

Retail Space: Window Shopper

Joe

Needs:please the sensessports entertainmentfine beers and spirits comfortable furniturepleasing smellsrefined adornmenteducate and train staffassess individual needspersonal treatmentgreet as a friend/colleaguelogical organizationclear signageitems categorized by typeplain sight layoutrelevant servicesmen’s groomingcustom tailoring fine accessories and tobaccos online presencein-store aestheticlive inventory by store reservation of items

Retail Space: Accompanied Shopper

Andrew

Needs:please the sensessports entertainmentfine beers and spirits comfortable furniturepleasing smellsrefined adornment

educate and train staffassess individual needspersonal treatmentgreet as a friend/colleague

logical organizationclear signageitems categorized by typeplain sight layout

relevant servicesmen’s groomingcustom tailoring fine accessories and tobaccos

Retail Space: Uninformed Shopper

Nathan

Needs:please the sensessports entertainmentfine beers and spirits comfortable furniturepleasing smellsrefined adornment

educate and train staffassess individual needspersonal treatmentgreet as a friend/colleague

logical organizationclear signageitems categorized by typeplain sight layout

Retail Space

Retail Space

Retail Space

Men’s Clothing >

Retail Experience Troy Frost

Bob Bartels

Gary Domke