“Be Invincible from Day One”Robyn EvansLiz MikolajAngelica Rosenzweig

Meet Tysha

Tysha is a talented young athlete. She recently became the starting outside hitter for her high-school volleyball team. The added pressure makes her a bit nervous, but she is excited for the chance to prove herself. This is a big opportunity for Tysha, as college recruiters might be showing up to the games. Tysha has been involved in sports all her life, and was often seen with her father and brothers lobbing volleys in the front of the house. Like a lot of 17 year olds, she also enjoys spending time with her teammates outside the court, and sometimes goes to the mall with them after practice.

Competitive \ Social \ Trendy

“I need the best equipment to perform. I’m lucky my parents are so supportive.”

Tysha’s Journey

/ Coach knows bestDuring practice today, Coach G told Tysha to get some special equipment to help her improve her coordination and peripheral vision. She would love to get some new accessories as well, like the new Nike shoes Marie brought to practice today.

Tysha’s Journey

/ Get in, get outSo Tysha goes to Dick’s Sporting Goods with her mom. When they arrive Tysha notices the display in the Volleyball section, and as she starts interacting with it, she finds Coach G’s list.

Meet Hank

Hank has just started his first major job since graduating college. In order to get closer to his co-workers and make new friends, he’s joined his company’s softball league. He played some baseball in high school, but hasn’t played much since, so he’s unsure of how things have changed in the past five years or so.

Despite having a steady job, Hank is still just starting out. He doesn’t want to spend too much money and relies on others to let him know about the best deals.

Casual \ Social \ Thrifty

“I love technology, but I love deals even more.”

Hank’s Journey

/ Some suggestionsHis buddy Jeff is also in the league, and creates a list of equipment Hank should have before their game at the end of the month. Hank received this list via email, showing an itemized view of the equipment, and a barcode at the bottom.

/ Some suggestionsHis buddy Jeff is also in the league, and creates a list of equipment Hank should have before their game at the end of the month. Hank received this list via email, showing an itemized view of the equipment, and a barcode at the bottom.

So Hank starts looking for the items on Dick’s sporting goods website, and decides he would like to try on a couple of things before he buys them.

Hank’s Journey

/ Check-in, check-outSo he goes to the store and tries to find the items in his list, he scans the barcode at the bottom of the list, which serves as a check-in. He is then pointed in the general direction of the equipment by the kiosk.

Hank’s Journey

/ Over here!As he walks around the store to try to find his items, he notices that as he approaches one of the items on his list, the dynamic price tags on the displays change color, and alert him he has found them. “This is cool!”

Not only does he find his friend’s suggested items, but nearby there are alternatives in a couple different price ranges.

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Meet Richard

Richard has been working for several years now, and has made it far in the time he’s worked for his company. Unfortunately he did not focus much on his health while he built his career, so he is wor-ried about being able to keep up at work and staying sharp.

Some of his fellow board members started running and exercising, and suggested he starts as well. But where should he begin?

“Technology gives me a headache. I’ll use whatever else I can to get in shape.”

Novice \ Established \ Spendy

Richard’s Journey

/ Runner who?Richard thinks running is something he might enjoy. So he goes to the store, and notices a boutique section in the corner that is all about running.

/ Expert AdviceRichard then talks to the assistant around the running section and he brings up a recommended set of items for starter runners in a display. So Richard gets a personalized experience, as well as the full attention of an expert in-store.

Richard’s Journey

Customer Landscape

/ People like to find things on their own

/ Too many choices paralyze decisions

/ Friends & coaches have trusted opinions

Whether with the aid of a phone or not, most people do not rely on sales associates.

It is much easier to make a decision when the choices are already narrowed.

Though sales associates have expertise, friends and coaches may be considered a more trusted source of information and suggestions.

Leverage a person’s network to create customized suggestions and responsive displays at local stores.

Where to start? Online I can search, how do I find things?

What to choose? There’s so many choices!

How to decide? What’s the best choice?

/ Focus Attention

/ Situate in the Community

/ Establish Trust

Draw the customer to areas to better equip themselves for their seasonal sport.

Utilize local/regional heroes and sports teams to foster the localized nature of stores.

Gather suggestions from coaches, teammates, and trusted friends in a way that can be accessed on multiple channels.

Objectives

Strategy

/ 10% - Lists with Friends- Organize store displays according to product’s popularity

- Enable list creation and sharing among people via web and mobile

Strategy

/ 50% - In-store Sensors- In-store check-in, pairing user’s lists with proximity sensors across the store to help users find items by themselves

- Implement dynamic price displays to respond to user’s proximity - Enable sharing of lists via social network integration

Strategy

/ 100% - Season Boutique- Seasonal boutiques in the corner of the store, focusing on sports that are active during that time

- Implement large interactive displays in store, to show action videos of local/regional athletes

- People can find additional information about the products features depicted in the videos by interacting with the displays

Appendix

During our visit to Bloomington’s DSG store, we noticed some areas in that had a kind of boutique setup already. However, the setup focused on gathering all the equipment, rather than providing a pleasant and engaging experience.

/ Primary Research

Appendix

In the case of golf, there were some areas to test the equipment before buying it. However, not as much attention was paid to the team sports, which aside from organization in specific aisles did not attempt to create a unique consumer experience.

/ Primary Research

Appendix

We also looked at DSG’s advertising campaigns of the last year to ensure our concepts embody the message that DSG is where people can find all their equipment.

/ Primary Research

“From day one, be untouchable”http://www.youtube.com/watch?v=V2pa38Ggbr0

“Never missed a game”http://www.youtube.com/watch?v=H9ZQXJOZu8w

Appendix

We were inspired by several exemplars, which embodied the type of engaging experience we wanted.

/ Secondary Research

“When Intel approached frog to think of a new retail point-of-sale concept, the company was hoping to show what the convergence of online and real-world shopping could look like.”

“The kiosks can give customers a depth of detail… comparable to what they can find in shopping on the Internet.” – The New York Times

Intel + Frog: http://www.frogdesign.com/work/intel-pos.html

“The Amore Pacific store is a pioneering example of creating an interactive, immersive environment in a retail setting using motion-sensors, computer graphics, projectors, and directed sound. Instead of static displays or basic interactive kiosks, the store detects where customers are and projects imagery based on their motion and the products they are standing in front of to create an engaging—and informative—experience.”

Amore Pacific display: http://www.frogdesign.com/work/amore-pacific-retail-display.html

“Getting passers by to stop and watch video of Victoria’s Secret models was not difficult. The challenge was creating customers out of these people by drawing them deep into the store. The videos needed to be both part of the retail experience and a sales tool.”

Victoria’s Secret display: http://www.frogdesign.com/work/victoria-secret.html

Appendix

We were inspired by several exemplars, which embodied the type of engaging experience we wanted.

/ Secondary Research

“ look broadly at the topic of using digital signs in retail and public environments”“Together with Intel, frog’s team settled on a concept that addressed the fact that customers often need to be more self-reliant in stores today. The design involves two 7-foot-tall foot panels bound at the center like a book. These elegant glossy white frames with bamboo accents house cutting-edge technology to create an experience that people find quite magical.”

Intel Digital signage: http://www.frogdesign.com/work/intel-digital-signage.html