People, Not Percentages: Research & Design For Cross-Channel Experiences
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Transcript of People, Not Percentages: Research & Design For Cross-Channel Experiences
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People, Not PercentagesResearch & Design For Cross-Channel Experiences
by Allan Kempson, Nikki Easterday, and Stuart Maxwell
presented by Stuart Maxwell, Lead Information Architect, REI @stumax, turninggrille.com Slides: bit.ly/peoplenotpercentages
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Austin buys a tentPart One
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Everyone, meet Austin.
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Austin is going backpacking and wants to buy a new tent.
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He starts looking for tents online.
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Austin goes to the closest store.
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Austin finally talks to an REI employee.
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The employee saves the day!!
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How can we make this better?
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This is an information space.
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People, not percentages.
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A process for designPart 2
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We started as a specialty retailer.
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But we started to act like a Big Box retailer.
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We need to get back to our roots.
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Allan Kempson Manager, Customer Experience Research and Design (CX)
Nikki Easterday Experience Design Manager, Store Design and Visual Merchandising (SDVM)
Meet Allan and Nikki.
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Store Design / Visual Merchandising
Customer Experience Research
Physical Architects
Retail Operations
Store Employees
Merchants
Digital Retail
Outdoor Adventure & Programs
Senior Leadership
Stakeholders for designing a physical space
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The processPart Two
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1. Stakeholder interviews
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2a. Quantitative customer research
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2b. Qualitative customer research
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3a. Affinity diagramming workshops Phase one: store staff
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3a. Affinity diagramming workshops Phase two: HQ stakeholders
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4. Allan presents research findings to Nikki
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5. Architect Design Development (but first study all the things)
CX research
Stakeholder research and requirements
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6. Share with leadership; get their input
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7. Refine
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8a. Build a low-fi prototype and iterate
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8b. It’s messy.
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8c. It gets worse.
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8d. It gets better.
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8z. It gets done..
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9. Bring in-store employees and customers to test
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10. Iterate again
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11. Build in a pilot store (It gets messy again).
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BEFORE
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BEFORE
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BEFORE
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AFTER
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AFTER
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AFTER
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AFTER
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12. More research
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13. Iterate and continue to refine for more stores
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Findings and actions takenPart Three
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1 Finding Why people come to the store
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75 - 88% of customers start shopping online
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Customers visit a store to touch, feel, and sense
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Customers come to the store to get questions answered
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1 Solution Self-Service Education
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Experience the product
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Promote conversation through experience
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Finding A hard time finding
2
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Customers had to wander the gondolas
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Solution Activity-based product display
2
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We flipped the taxonomy
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CAMP SHOP
TENTS STOVES COOK GEAR LIGHTING
CAMPINGBACKPACKING
CAMPINGBACKPACKING
CAMPINGBACKPACKING
CAMPINGBACKPACKING
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CAMP SHOP
CAMPING BACKPACKING
TENTSSTOVES
COOK GEARLIGHTING
TENTSSTOVES
COOK GEARLIGHTING
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Visual wayfinding
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AFTER
Visual wayfinding
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3 Finding Decision Trees
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Solution Decision Path
3
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Solution Decision Path
3
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And it works!
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What we learnedPart 4
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You can’t empathize with a statistic
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We need to work hard and fast to understand the customer
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Intellectual needs vs. sensing needs
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We need to rethink our taxonomies
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Involve everybody in the process
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Involving everyone helps you as much as them
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We framed the experience with objective measures
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We brought clarity through a customer-focused understanding of the experience
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Where do we go from here?
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The challenge for Digital Retail
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Take what we learned and move forward
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1 Invest in mixed-methods customer research
Take what we learned and move forward
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1 2 Involve everyone in everything
Invest in mixed-methods customer research
Take what we learned and move forward
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1 2 3 Focus on people, not percentages
Involve everyone in everything
Invest in mixed-methods customer research
Take what we learned and move forward
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Thanks!by Allan Kempson, Nikki Easterday, and Stuart Maxwell
presented by Stuart Maxwell, Lead Information Architect, REI; @stumax, turninggrille.com
Special thanks to: Mahsino Blamoh, Jordan Cordas, Louise Maxwell
Slides: bit.ly/peoplenotpercentages All images ©2016 Recreational Equipment, Inc.
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Discussion
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The cutting room floor
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We go backpacking!!We go backpacking!!