Rethinking the Big-Box Shopping Experience

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.

FIVE MINUTEPITCH

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

THIRTY MINUTEPITCH

CHECKOUT

$200 - $499$30 - $150 $500 - $900

MARKETANALYSIS

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

PERSONAPROFILE

CUSTOMERGAP

CUSTOMERGAP

CUSTOMERGAP

CUSTOMERGAP

VALUEPROPOSITION

VALUEPROPOSITION

VALUEPROPOSITION

VALUEPROPOSITION

SERVICE PACKAGE

“Try It Out” Vacuum Kiosk

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

DEMOPROTOTYPES

DEMOPROTOTYPES

CHECKOUT

DEMOPROTOTYPES

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

STRESSTEST

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.

THANKYOU