the tool box

THE TOOL BOXMaya Chatila Marco Cirri Catalina Caicedo Kelly Benton

• The client is considering opening a new national bricks-and-mortar retail chain for home improvement products and services similar to a Home Depot or Lowe’s.

• Design a set of interrelated service offerings that will dramatically improve the customer’s decision-making and purchasing experience.

• The client is interested in improving the pre-purchase, point-of-purchase, and post-purchase experience in six product categories.

Project Objectives

Maya Chatila, Marco Cirri, Kelly Benton, Catalina CaicedoServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 8 | Fall 2015


5 Second PitchThe Tool Box is a home improvement store where amateurs walk in and experts walk out.

The Tool Box will have informed employees, informational hubs, and provide an interactive shopping experience for customers to utilize and enjoy.


30 Second Pitch

5 Minute Pitch

The Problems

CHARMING COURTNEY• 63 years old• Married• Retired teacher• Lives in Savannah, GA• Going through her second home rennovation

“ I finally convinced my husband to rennovate our home. I want to change everything!”

GOALS• to rennovate her home • to re-paint walls to match her new furniture• to add more color to her home• to beautify her home• to have a more modern feel to her home

VALUES• Education• Family • Friends• Affordable finds• Beautiful art

BEHAVIORS• Confident• Outgoing• Health-conscious• Energetic

ACTIVITIES

ENVIRONMENTS• Primary home in Savannah, GA

FAVORITE COLORS

HOME DECO

Service Problems & Touch Points


• Employees aren’t knowledgeable enough

• Employees are hard to find

• Difficult to compare products

• Minimal advertising for the mix-it center

• No store brand

• Sacrificing quality to get more affordable options

• Lack of information on painting tips/techniques

• Aisles are cramped

• Product is not organized

• Lack of general information about paint

• Layout and customer flow problems

User: Courtney

Service Ecosystem

O�-site Management

ContractorsDIYers

StudentsHobbyistsFamilies

Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers

Pro ServicesDelivery

SpecialistsStockers

MaintenanceVendors

On-site Management

DepartmentAssociates

O�-site CustomerService


ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




On-Site Management

Off-Site Management

- Department Manager- Store Manager- Assistant Store Manager- Installation Manager- Department Supervisor- Garden Center Manager- Night Manager- Floor Manager

- Pricing Coordinator- Zone Manager- Operations Manager- Office Administrator- Market Manager- Product Manager- Project Coordinator- Operations Supervisor- Area Manager- Senior Financial Analyst- Communications Manager- Lead Generator- Senior Quality Engineer- Building Manager- Director- Corporate Manager- Board- President

- Head of Customer Services- Customer Service Representative- Pro Services- Customer Assistant- Greeter- Receptionist- Guard

- Technical Support- Phone Operator- Insides Sale Representative- Maintenance

- Garden Associates- Paint Associates- Lumber Associates- Project Specialist- Gardener- Kitchen Designer- Flooring Specialist- Hardware Associate- Plumbing Associate- Lighting Associate- Appliance Associate

- Delivery Driver- Shipping Clerk- Assembler- Service Delivery Manager- Order Picker- Shipping Supervisor

- Lead Cashier- Retail Sales Associate- Cashier- Sales Associate

- Unloader/loader- Overnight stocker- Receiver- Stocker- Forklift Operator- Warehouse Worker- Freight Manager- Freight Team Associate- Vendor

On-Site Customer Service

Off-site Customer Service

Department Associates

Delivery Specialists

Sales

Stockers

Service Ecosystem


Back Stage StaffFront Stage Staff• Employees are not always friendly

• Employees aren’t knowledgeable enough/unable to help customers

• Lack of employees to assist customers with their needs

• Employees at the mix-it center aren’t knowledgeable

• Hard to find in-store customer service representatives

• No professional painters

• No professional painting consultants

• Coordination with front stage staff to re-stock items

• Long wait to get in touch with customer service via phone

Service Architecture


- Home furniture- Cars/Personal Car- Tra�c lights- Parking spaces- Signs- Shopping carts- Website & magazines

- Shopping Carts- Main Entrance- Associates- Receptionist- Lights- Aisles- Signs

- Paint Customer Service Desk- Customer Service desk- Customers- Brochures- Tools- Store map- Paint cans

- Paint displays- Paint brushes and tools- Paint mediums- Paint color palettes- Paint sticks- Buckets- Cardboard boxes

- Interactive display- Paint cleanup & respiratory tools

BEFORE DURING AFTERMain Store

++Excited, ++Relaxed

Parking Lot

Researches paints online

Gets room paintinspiration from

magazines

Drives to HomeDepot

& parks near main entrance

Enters storethrough main

entrance

Looks at paint tools and other

accessoriesDrives home Makes final

color decisions

Looks at di�erent color

palettes

Home

LINE OF INTERACTION

SENSORY

USER ACTION

EMOTION

ENVIRONMENT

OBJECTS

LINE OF VISIBILITY

Website

Stockers

Touch-screenpaint display Paint Associate Paint Associate

Web Developers

MagazineEditors

UX Problems Not knowledgeable enough

Hard to findemployee

++Tired

Bright, Cramped, Noisy, Funky smell Cramped, Unorganized, Bright, Busy, Cluttered, Hard to locate items

Interacts withpaint display

Fresh scent, Soft couch

- Personal car- Cars- Tra�c lights- Parking spaces- Signs- Paint samples- Furniture

Tests color samples on walls

++Excited ++Annoyed, ++Confused, ++Disappointed

Home

++Excited

Busy

Looks at signsfor directions

Finds paint section

Takes free color samples

Asks associatefor advice

Gets a pricequote

! !

UX Team

Color sample piles

!

Confusing

Stockers

Charming Courtney


Inputs: Framed Strategic Problems Service Provider’s POVCustomer’s POV

• How can I distinguish between various products and their benefits?

• How can I differentiate between different texturing mediums?

• How can I receive more information on the paints available?

• How can I receive more information on painting accessories?

• How can I compare all paints available to pick get the best value?

• How can I learn about paint care?

• How can the in-store paint selection be increased?

• How can the Color Matching touchscreen be improved?

• How can all paint brands be featured for comparison?

• How can the overall paint section layout be overhauled to better facilitate customer flow?

• How can all texturing mediums be displayed?

• How can employees offer more insight to customers about painting methods/techniques/care?

• How can more information be incorporated into the aisle displays?

The Solutions

Incremental Concepts

The Information Age:

Benefits:Features: Emotions:

Create a paint information hub where customers can learn about the different paints & accessories the store carries.

• Provides information

• Variety of information

• Customer Satisfaction

• Paint/brand value comparisons

• Paint information

• Paint brochures

• Paint recognition/color matching software

• Paint medium samples & comparisons

• Care information

• Tutorials, how-to’s

• Color mixing information

• Satisfied Customers

• Delighted Customers

Outputs


Incremental Concepts

The Pro Knows:


Create a paint information hub where customers can get assistance from professional/paint specialists.

• Provides professional insight• Professional painters

• Painting services• Satisfied Customers


Outputs


Transformative Concepts

Reactive Interaction:


Create a dynamic, interactive, and organized store layout that will enhance the customer’s shopping experience.

• Interactive

• Provides options for all people

• Personalization

• Customization

• Separate areas for beginner & professionals

• Mix-it-yourself paint center

• Popular paints section

• Kids section

• Trial areas (test brushes, paints, etc)

• Barcode shopping



• Engaged Customers

Outputs


Transformative Concepts

Giving Back


Give back to the customer and the community by offering exclusive store perks and store brand merchandise.

• Affordable options

• Money-making options

• Store brand paint

• Unused paint buyback

• Paint loyalty points

• Off-site kiosks for quick purchases



Outputs


Desktop Walk-through


Service Roleplay


Service Ecosystem


ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management




ContractorsDIYers


Other

IT

Human Resources

CustomerService

Designers

Sales Associates

Seasonal Employees

Cashiers


SpecialistsStockers

MaintenanceVendors

On-site Management

DepartmentAssociates &Specialists



On-Site Management

Off-Site Management

- Department Manager- Store Manager- Assistant Store Manager- Installation Manager- Department Supervisor- Garden Center Manager- Night Manager- Floor Manager

- Pricing Coordinator- Zone Manager- Operations Manager- Office Administrator- Market Manager- Product Manager- Project Coordinator- Operations Supervisor- Area Manager- Senior Financial Analyst- Communications Manager- Lead Generator- Senior Quality Engineer- Building Manager- Director- Corporate Manager- Board- President

- Head of Customer Services- Customer Service Representative- Pro Services- Customer Assistant- Greeter- Receptionist- Guard

- Technical Support- Phone Operator- Insides Sale Representative- Maintenance

- Garden Associates- Paint Associates- Lumber Associates- Project Specialist- Gardener- Kitchen Designer- Flooring Specialist- Hardware Associate- Plumbing Associate- Lighting Associate- Appliance Associate

- Delivery Driver- Shipping Clerk- Assembler- Service Delivery Manager- Order Picker- Shipping Supervisor

- Lead Cashier- Retail Sales Associate- Cashier- Sales Associate

- Unloader/loader- Overnight stocker- Receiver- Stocker- Forklift Operator- Warehouse Worker- Freight Manager- Freight Team Associate- Vendor

On-Site Customer Service

Off-site Customer Service

Department Associates

Delivery Specialists

Sales

Stockers


Service Architecture


- Color Match App- Cars/Personal Car- Tra�c lights- Parking spaces- Signs- Shopping carts- Website

- Shopping Carts- Main Entrance- Associates- Receptionist- Lights- Aisles- Signs

- Paint Customer Service Desk- Customer Service desk- Customers- Brochures- Tools- Store map- Paint cans

- Paint displays- Paint brushes and tools- Paint mediums- Paint color palettes- Paint sticks- Buckets- Cardboard boxes

- Interactive display- Paint cleanup & respiratory tools- Mix-it-yourself station- Informational hubs- Paintball range- Barcode gun

BEFORE DURING AFTERMain Store

++Excited

Parking Lot

Complies infoon paint colors

online

Gathers roominspiration

from magazines

Drives to Tool Box

& parks near main entrance

Enters storethrough main

entranceDrives home Writes stellar

online reviewLooks at colors

Home

LINE OF INTERACTION

SENSORY

USER ACTION

EMOTION

ENVIRONMENT

OBJECTS

LINE OF VISIBILITY

Website Touch-screenpaint displayGreeter Website

Web & App Developers

++Excited, ++Eager

Bright, Fresh Scent, Spacious Bright, Fresh Scent, Spacious, Organized

Informational hub for prices

Messy, Construction zone

- Personal car- Cars- Tra�c lights- Parking spaces- Signs

Paints interiorwalls

- Furniture- Store exterior- Home- Paint cans- Delivery Truck- Cardboard boxes

++Excited ++Excited, ++Impressed, ++Amazed

Personal Store

++Excited

Busy

Greeted & directed to store map

Grabs barcode gun and heads to

paint sectionTags items

Tests exteriorpaint at

paintball range

Checkout & receive items

UXTeam

Stockers

++Delighted

Color, paint fumes


Stress Test


Coping with the holiday rush

Sold out/out of stock

Slow barcode shopping item delivery

Lack of barcode scanners for shoppers

Prevent scanner theft

• Hire seasonal employees

• Extend store hours, but give employees shorter shifts

• Offer holiday deals- pre-packaged, cheaper inventory

• Rain check

• Coupons/discounts on different brands of item

• In-store ordering and free delivery

• Cafeteria outside with complimentary, non-alcoholic drinks

• Phone application with quick response (QR) code scanning capability

• Anti-theft chips embedded in scanners

20 Minute Pitch

The Process

The Double Diamond

Discover Define Develop Deliver


Design is an iterative process

Discover:• Identify the problem• Gain understanding of real problem• Visualize findings

• Concept design• Generate, develop & visualize process• Co-create holistic concepts

• Prototype in reality• Intangibility of services• Generate vision of service concept

• Implement new service concept• Service blueprint• Change

Define:

Develop:

Deliver:

UAEOI


U

A

E

O

I

• Employees, contractors, DIY’ers, students, hobbyists, business owners

• Browse paint selection, push carts, look at palette colors, look for employee for help/ask questions, select paint, checkout

• Loud, cramped, busy, unorganized inventory

• Shopping carts, paint cans, register, card reader, paint palettes, paint brushes, stir sticks, sponges, respiratory items, signs

• Ask employee for paint brand recommendations, ask employee for mix-it quote, ask employee for general information about paint

Bi-polar Opposites


Low budget Big budget

Do-it-yourself personality Hire a contractor type

Loves to decorate Doesn’t care about decorating

Knowledgeable

Lots of free time Only free on weekends

Lacking knowledge

Professional Hobbyist

Young Old

ContractorTARGET GROUP A

Home OwnersTARGET GROUP B

Target Group Study


TARGET GROUP A

Key MotivatorsBusiness, Monetary Interest, Succeeding

Physical / Emotional / MentalHard-working, Busy, Excited, Invested

ExpectationsGet a great deal

Key MotivatorsLow costs, Seeking painting help

Goals Get a�ordable paint

Get tools to perform painting job properly

Physical / Emotional / MentalExcited, Eager

ExpectationsGet help from knowledgeable professionals

Learn about di�erent paintsGet a great deal

GoalsGet a�ordable paint

Get tools to perform painting job properly

TARGET GROUP BCONTRACTOR HOME OWNER

Service Quality


Customer Satisfaction & Goal Fulfillment

Satisfied Customers

• Wide selection

• Add-on services

• Huge selection of paint

• Huge selection of primers

• Employees are friendly

General user information• Looking for a broad selection of hardware/tools/paint

• Expects to receive help from associates

• Customers range from DIY’ers to professionals

• Usually have at least a basic knowledge of items they are looking for

Pros Cons• Employees aren’t knowledgeable

Service Quality


Customer Satisfaction & Goal Fulfillment

Unsatisfied Customers

• Wide selection

• Add-on services

• Huge selection of paint

• Huge selection of primers

General user information• Looking for a broad selection of hardware/tools/paint

• Expects to receive help from associates

• Customers range from DIY’ers to professionals

• Usually have at least a basic knowledge of items they are looking for

Pros Cons• Employees aren’t knowledgeable

• Employees are hard to find

• Employees aren’t friendly

Service Quality Comparison


Inspiration: Apple

“There will be somebody here who can do service right in the store and who can answer any questions you’ve got about your Mac or about any of the peripherals or software that work with it” (http://bgr.com/2015/05/26/apple-customer-service-genius-bar/).

A = Approach Customers with a personalized, warm welcome P = Probe politely to understand the customer’s needsP = Present a solution for the customer to take home today L = Listen for and resolve any issues or concernsE = End with a fond farewell and an invitation to return

http://www.theitsmreview.com/2014/01/customer-experience-apple/

“The staff at Apple retail stores are all screened and trained with a great deal of scrutiny before they make it out onto the sales floor to interact with customers” (https://www.shopify.com/blog/15468897-the-apple-store-guide-to-insanely-great-customer-service).

Gap Analysis


What customers expect What customer receivesGap

Color scheme displays

Texturing medium displays

Knowledgeable associates

Indistinguishability

Inaccessibility

Indi�erence

Paint hues displays

No texturing display

Unqualified associates

Deep Insights & Opportunities


• Color Matching Touchscreen

• Staff seem to be more knowledgeable than those at competitor store

• Available brochures on some products

• Lots of promotional sales

• Range of brands

• Not enough staff on hand

• Hard to locate staff sometimes (huge store)

• Although there is a variety of brands, the selection is lacking

• Staff is not friendly

• Employees sometimes lack the knowledge/can’t assist customers

• Space seems cluttered and hard to navigate through

• Color Matching Touchscreen only displays select brands

• No store brand paint selection

NegativePositive

Four Action Framework


· Lack of organization · Poor customer service

Reduce Remove

Raise Add

· Paint brand variety

· Information available

· Customer service

· Visual aids

· More signs

· Clear section dividers

· Information on each brand

· Customer reviews

· Zone awareness

· Detailed paint comparison charts

Value Proposition


For all customers, from the amateur DIY’er to the professional contractor

That delivers an informative and interactive shopping experience through hands-on displays and simulations, as well as in-store professional help

That need information, professional insight, or inspiration

Unlike Home Depot, Lowe’s, and other national chains

The Tool Box is an innovative and interactive home improvement store

Our service offers a personal, interactive, and tailored experience

Because of our re-imagined shopping structure and professional help

Who?

How?

Why?

Primary Alternative?

What?

Key Differentiator?

Proof?

Service Package


CORE SERVICES

AUGMENTED SERVICE

OFFERING

ENABLING SERVICES

ENHANCINGSERVICES

HardwareHome ImprovementStore Memberships

Brick & Mortar StoresOnline Store/website

Mobile ApplicationCall Center

O�-site kiosksBarcode guns

Interactive DisplaysSamples

BrochuresRange of products

Special buy of the dayPopular paints section

Kids paint section (room color chooser)Separate professional and beginner areas

Store brand paintsUnused paint buyback

Paint Loyalty PointsPaint info hubs

Ease of Access- Revamped layout- Larger sections - Larger signs- More store maps

Quality of Interaction- Knowledgeable employees- Interactive displays - Fast checkouts- Self-checkouts

Participation- Greeters- Alert employees- Interactive paint testing- Mix-it-yourself center- Testing areas

Value For The Service Provider


• More knowledgeable and qualified employees that are able to assist customers with their needs

• Complimentary 24 hour hot-line

• Professional and licensed staff available for hire

• Customer service desk inspired by Apple’s Genius Bar

• Always keep items in-stock to satisfy customer needs

Improving Service Quality



• Provide virtual tutorials for customers

• Information booths where customers can be connected live to a professional (paid service)

• Value packs to get rid of items that would otherwise go on clearance

Improving Service Productivity



• Offer paid annual memberships (Sam’s Club, Cost-co)

• Different tiers of memberships including: student, military, elderly, individual, families, and businesses

• Included benefits: access to scrap section (lumber), discounted spray paint, re-sell unused paints, 10% discount

Building Loyalty: Memberships



• Tool Box Paints: store brand paints that are cheaper than known brands, and just as vivid

• Tool Box Painting Accessories

• Tool Box Painting Kiosks available off-site for the customers’ convenience • Tool Box “Try it before you buy it”

Increasing Differentiation



• Tool Box Brand Paints & Accessories

• Tool Box Credit Card

• Tool Box paint kiosks at various off-site locations

• Tool Box Paints

• Tool Box Memberships

• Tool Box Home Painting Services • Tool Box Business Painting Services

• Tool Box Magazine

• Tool Box Informational Booths (in-store paid tutorials)

Generating Additional Revenue

Value For The User


• Cheaper store brand paints

• Items are always in stock

• Knowledgeable & friendly employees

• Quick and easy checkouts

• More interactive & engaging shopping experience

• Multiple checkout points to prevent lines

• Self-checkout means self-checkout!

• Customer assistance buttons • Wide aisles

• Special paint orders are ready the same day with free delivery

Fulfilling Goals Solving, Preventing, Reducing Perceived Problems

Value For The User


• Multiple checkout points to prevent lines

• Self-checkout means self-checkout!

• Customer assistance buttons • Wide aisles

• Special paint orders are ready the same day with free delivery

Solving, Preventing, Reducing Perceived Problems

• Space is not cluttered or unorganized

• Friendly employees make customers feel welcomed & appreciated • Informational hubs provide customers with all the information they need to gain the confidence and paint that wall!

• Fresh, light scent

• Music varies from one section to another

Achieving Sensorial, Social, Intellectual, Spiritual Rewards

Value For The User


Value For The User


• Quick checkouts, including self-checkouts

• Affordable store brands • Barcode gun shopping

• Sell unused paint/supplies back to the store

• Information booth tutorial employees needed

Saving Time & Money Making Money

Positioning Map


Low Prices

High Prices

Limited SelectionAce Hardware

Tool Box

Home Depot

Lowe’s

Wide Selection

Conclusion

Conclusion


• Amateurs walk in, professionals walk out

• Barcode shopping provides an interactive experience for shoppers and assists with customer flow

• Informational hub

• Professional hub for consultations and hiring painters

• Knowledgeable and friendly employees

• Affordable store brands • Professional help • Store memberships

Interactive and Informational Store

Customer Comes First

the tool box

Documents