Team Red Assignment5

Maya Chatila, Marco Cirri, Kelly Benton, and Catalina Caicedo Serv 216- Blueprinting ServicesAssignment 5Fall 2015Professor Louis Baker

THE GARDEN CENTER

Service Package

CORE FACILITATING ENHANCING FEATURES

Credit Card

Build & Grow Clinics

Paint Color Matching

Special Orders

Computer Generated Designs

In-store Consultation & Design Services

Cutting Material

Assembly

Loading

In-store Educational Workshops

Nationwide Stores

Call Center

Online ShoppingHome Improvement

Hardware Competitive Prices ComparisonMilitary Discount

In-store Translation

One-Year Plant GuaranteeDelivery Services

Gift Cards

Store Pickup

Stakeholder Map

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



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

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

Customer Service- Lead Cashier- Retail Sales Associate- Cashier- Sales Specialist

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

On-Site Management

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

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

StockersDelivery Specialists- Pricing Coordinator- Store Manager- Assistant Store Manager- Zone Manager- Operations Manager- O�ce 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 Management- Board- President

O�-site Management- Technical Support- Phone Operator- Inside Sales Representative- Maintenance

O�-site Customer Service

Categories: ShrubsFoundation/Hedge Shrubs

Accent Shrubs Flowering Shrubs

Screening Shrubs

Categories: Miscellaneous PlantsBamboo

Bug-Biting Plants Cacti & Succulents

Vines

Categories: Lawn ToolsLawn Care

Soil & Potting Mixes Pots

Fertilizers

Category Overview: Flowers

Roses

Orchids

Subcategories

Petunia Mums

Annuals PansiesPerennials

Category Overview: Flowers

Basic

$1 $1-$5 $10-$15

PremiumMedium

Value

Category Overview: FlowersAccessories

Accessories

Pots, Trays

Essentials

Soil, Fertilizer

ENCOUNTER MAPTRIGGER

Drive to Lowe’s Home Improvement Store

Park near garden center entrance

ENTER THE GARDEN CENTER

Walk through the aisles

Ask an associate for gardening advice

Find a plant

Look at the clearance sectionLook at soil and fertilizer

Look at the dierent plants

Checkout

EXIT THE GARDEN CENTER

Load the car

Drive back home

Need plants for

home-garden

Walk to garden center

Do garden layout research on Lowe’s website

Look at garden decorative accessories

Pick accessories

User: Home-gardener

TRIGGER


Park near garden center entrance

ENTER THE GARDEN CENTER

Walk through the aisles

Ask an associate for help locating ceramic pots

Heads to garden decorative accessories section Picks out di�erent ceramic pots

Picks out corresponding pot trays

Look at di�erent pots

Checkout

EXIT THE GARDEN CENTER

Load the truck

Drive to client’s house

Needs decorative accessories

and potting material for client’s garden

Walk to garden center

Install arbor and beautify garden with new pots

Look at garden arbors

Picks an arbor

ENCOUNTER MAPUser: Landscaping Contractor

Service Environments & Zones

ROOFING

VENTS

MASONRY

LUMBER

TREATED LUMBER

BUILDING MATERIALS

DOOR

S & WI

NDOW

S

FLOORING & TILEHOME

ORGANIZATIONKITCHEN

CABINETSAPPLIANCES

HARDWAREELECTRICAL

LIGHTING

HOME DECOR

PAINT

LIGHT BULBS

CHECKOUT & PRO SERVICES

MAIN ENTRANCE

TO GARDEN CENTER

SERVICE DESK

GARDEN CENTERENTRANCE &

EXITSIDE

ENTRANCE

COMMERCIAL & INSTALLED

SALES

TOOL WORLD

CHECKOUT

EXIT

CUSTOMER SERVICE & RETURNS

LAWN & GARDEN

SEASONAL

FASHION BATH

PLUMBING

OUTDOOR POWER

EQUIPMENT

SERVICE DESK

PAINTCENTER

WALLPAPERCENTER

CEILINGFANS

KEY CUTTING

WOOD CUTTING

SERVICE DESK

SERVICE DESK

CHECKOUT

PLANTS

POTS & SOIL

GARDEN ACCESSORIES

BULK ITEMS

CHAIN LINK & WIRE FENCINGFERTILIZERPOOL

CHEMICALSDOORS & WINDOWS

Professional Gardener Amateur

Personal garden Landscaping business

Do-it-yourself personality Hire a contractor type

Interior gardening Exterior gardening

Knowledgeable Lacking knowledge

Hobbyist Professional

Young Old

Landscaping ContractorTARGET GROUP A

Home-gardenerTARGET GROUP B

Bi-polar Opposites

TARGET GROUP A

Key MotivatorsBusiness, Monetary Interest, Succeeding

Physical / Emotional / MentalProud, Hard-working, Active

ExpectationsGet a great deal, Find materials in stock,

Find any supplementary materials in stock

Key MotivatorsHome beautification, Occupying free time

Goals Beautify home-garden, Expand gardening

knowledge & skills

Physical / Emotional / MentalCurious, Excited, Sedentary

ExpectationsFind a great deal, Find beautiful plants

GoalsGet good gardening tools,

Acquire most or all materials needed for job

TARGET GROUP BLandscaping Contractor Home-gardener

Target Group Study

GARDENER GEORGE• 67 years old• Retired police officer• Lives in Savannah, GA• Spends his summers in Florida• Family oriented• Loves his grand children• Loves to garden

GOALS• to maintain his backyard garden• to add a vegetable garden • to maintain his frontyard and lawn• to beautify his home’s “curb appeal” without over-spending• to gain more knowledge and experience about gardening

VALUES• Honesty & Integrity• Family first• Friends• Hard work• To serve and protect

BEHAVIORS• Confident• Knowledge-seeker• Outgoing• Protective

ACTIVITIES

ENVIRONMENTS• Primary home in Savannah, GA• Vacation home in Florida• Home-gardens in both

FAVORITE PLANTS

- Garden- Shovels- Grass- Soil- Buckets- Water bucket- Flowers

- Flower beds- Pots- Fence- Door- Outdoor seating- Dog- Trees

- Plants- Seed packets- Pots and trays- Garden center chain-link fence- Buckets- Associates- Soil bags

- Fertilizer- Lawn tools- Trees and shrubs- Flowers- Checkout desk- Fans- Water

- Landscaping objects- Bricks- Fences- Pool chemicals- Decorative accents- Garden arbors- Shopping carts

- Informational signs- Gardening book

BEFORE DURING AFTERHome-garden Garden centerParking lot

Notices plantsare wilting

Uses Lowe’s appto locate nearest

store

Drives to Lowe’s& parks near garden center

Enters the garden center

Grabs shoppingcart

Greeted by associate

Looks at di�erent

soils

Picks out somesoil and adds to

cart

Picks out severalplants and adds

to cart

Looks at di�erent fertilizers

Asks associatefor assistance

Picks out fertilizer andadds to cart

Makes purchaseat checkout

counter

Gets help loadinghis car

Drives homeUses his newpurchases to

garden

Looks atdi�erent

flowering plants

- Cars- Tra�c lights- Parking spaces- Signs- Shopping carts- Application

Parking lot Street Home-garden

- Car trunk- Cars- Parking spaces- Customers- Associate- Shopping cart- Lights

- Garden- Shovels- Grass- Soil- Buckets- Water bucket- Flowers

- Flower beds- Pots- Fence- Door- Outdoor seating- Dog- Trees

LINE OF INTERACTION

LINE OF VISIBILITY

Lowe’s phone app Lowe’s Associate

Stockers

Lowe’s Associate Lowe’s AssociateLowe’s Associate

Stockers Stockers Stockers

!! !

No self-checkoutNot knowledgeable enough

Plants in clearance section are dead

++Disappointed, ++Frustrated ++Tired, +Hopeful, +Appreciated

Dirty, unorganized, wet, wilted, dead plants, bright colors, fresh plants, livelyDead plants Cool Chemical stench Cool

++ Excited +Expectant, +Optimistic ++ Validated & Welcome ++Confused + Validated & Welcome, ++ Disappointed

Service Blueprint

Storyboard

Gardener George’s plants are wilting. He decides it’s time for a gardening supplies trip. He checks the Lowe’s app for th nearest store location.

Gardener George is excited about all the possibilities and rehabilitat-ing his plants. He grabs a cart and heads into the garden center to explore.

Gardener George browses through the plant selection and notices that many plants are dead. His excitement slowly turns into disappointment

Gardener George asks an associate for assistance, however, the associate is unable to provide enough information. Gardener George is confused and unhappy.

Gardener George decides on some products and heads to the checkout counter. He is a little relieved that this process is quick.

Gardener George heads home and works on his garden. He is satisfied with his purchases.

LANDSCAPER LARRY• 41 years old• Married with 2 kids• Lives in Savannah, GA• Invested his life-savings in his business• Has an eye for design• Loves to garden• Energetic, loves a good deal, good negotiator

GOALS• to grow his landscaping business• to make money• to get the job done efficiently and quickly• to satisfy his clients• to create beautiful gardens and gathering spaces

VALUES• Honesty & Integrity• Family first• Friends• Hard work• Good business dealings

BEHAVIORS• Confident• People person• Bargain-hunter• Precise

ACTIVITIES

ENVIRONMENTS• Primary home in Savannah, GA• Business located in Savannah, GA• Maintains a home-garden

FAVORITE PLANTS

$

Service Blueprint- O�ce chairs- O�ce desk- Fans- Windows- Client- Computer- Clock

- Paper- Portfolio- Pens- O�ce door- Work photos- Truck- Company logo

- Plants- Seed packets- Pots and trays- Garden center chain-link fence- Buckets- Associates- Soil bags

- Fertilizer- Lawn tools- Trees and shrubs- Flowers- Checkout desk- Fans- Water

- Landscaping objects- Bricks- Fences- Pool chemicals- Decorative accents- Garden arbors- Shopping carts

- Informational signs- Gardening book

BEFORE DURING AFTERO�ce Garden center

++Excited, ++Inspired

Parking lot

Meets with client

Decide on landscaping

plan

Drives to Lowe’s& parks near garden center

Enters the garden center

Grabs shoppingcart


Looks at di�erent

soils & fertilizers


Looks atdi�erent pots

and trays

Picks out arbor and

adds to cart

Picks out pots and

adds to cart

Makes purchaseat checkout

counter

Gets help loadinghis truck

Drives to client’shome

Installs arborand re-pots

plants

Looks atdi�erent

flowering plants

- Cars- Tra�c lights- Parking spaces- Signs- Shopping carts

Parking lot Street Client’s garden

- Truck trunk- Cars- Parking spaces- Customers- Associate- Shopping cart- Lights

- Garden- Shovels- Client’s house- Soil- Buckets- Water bucket- Flowers

- Flower beds- Pots- Fence- Door- Outdoor seating- Client- Trees

LINE OF INTERACTION

LINE OF VISIBILITY

Lowe’s AssociateClient

Stockers

Lowe’s Associate Lowe’s AssociateLowe’s Associate

Stockers Stockers Stockers

! !

No self-checkoutNot knowledgeable enough

Plants in clearance section are dead

Lack of variety

++Appreciated, +Indi�erent

Dirty, unorganized, wet, wilted, dead plants, bright colors, fresh plants, lively

!

Looks at garden arbors

Cool room Warm Fresh air Warm

++ Excited ++Eager, ++Inspired, ++ Validated & Welcome - Eager, - Inspired, + Validated & Welcome, + Disappointed

Storyboard

Landscaper Larry meets with a client. They discuss ideas to beautify her garden.

They finalize the landscape plan. Landscaper Larry needs supplies to begin work.

Landscaper Larry finds a great deal on garden arbors. He knows his client will be very pleased.

Landscaper Larry heads to the checkout counter. He is pleased with the quick and efficient process.

Landscaper George completes work on his client’s garden. Both are satisified with the outcome.

Service Quality & Comparisons On-Site Interviews: Customer Satisfaction & Goal FulfillmentCustomer Delighted

Customer UnsatisfiedCustomer Satisfied

Customer SatisfiedTom- 46Shopping for mulch & various accessories

• What do you like about the Lowe’s garden center?

• What do you dislike about the garden service?

• Do you buy everything for your garden here?

• If you could implement something new here, what would it be?

“I like that we can grab what we need & check out quickly, & they have everything.”

“No complaints.”

“Yes.”

“No implementations.”

Alan- late 70sBuying pots and fertilizer





John- 55Shopping for mulch





“I like the service here better than Home Depot. The assistants here know more about their departments.”

“They have a lot of things at very reasonable prices.”

No complaints.”

No complaints.”

“Yes.”

“I also go to a specialized garden place because they have things Lowe’s doesn’t carry.”

“More personnel.”

“A cafeteria.”

Richard- late 50sBuying seasonal flowers and soil for his garden





“I like that it is fast, get in, get your things and get out, but that’s it.”

“The lack of variety in plants.”

“Yes.”

“More plants.”

Service Quality & Comparisons Comparison with Herb Creek Garden Supply

Customer Service/Informational

Inventory

• Information about what plants are best for local climate

• Consultations

• Flower/plant selection is available online

• Plant delivery service

• Plant selection changes constantly

• Wide array of gardening & landscaping tools

What existing services o�ers What customer really needs

· No exemplary variety of plant selection

· Dying plants

· Limited information on plant care

· No specificity of in-season plants

· Associates aren’t knowledgeable enough

· Need specific types of plants and more options

· Fresh plants to grow a healthy garden

· Plant care/maintenance information

· Information about plants that thrive in di�erent conditions

· Knowledgeable associates

Gap

· Inaccessibility, Indi�erence

· Inaccessibility, Intangibility, Indistinguishability

· Intangibility, Inaccessibility

· Inaccessibility, Indistinguishability

· Indi�erence

Gap Analysis

Deep Insights

• Staff seem to be friendlier than those at competitor store

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

• Quick process from start to finish

• Garden center separate checkout makes it quick/no lines

• Hands on experimentation/can touch plants, products, etc.

• Wide selection of care tools

• Not enough staff on hand

• Hard to locate staff sometimes (huge store)

• Limited selection of plants (depends on time of year, etc)

• Limited plant selection is the number one complaint

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

• Clearance section is clustered and detracts from the overall feel of the place

NegativePositive

Strategic Problems

• How can I get access to more different types of plants?

• How can I distinguish between seasonal/not seasonal plants?

• How can I receive more information on plant care?

• How can I receive more information on gardening practices?

• Why is the plant quality in the clearance section lacking?

• How can more plant care information be provided?

• How can the clearance section be improved?

• How can plant turnover be increased?

• How can the overall garden center layout be overhauled to better facilitate customer flow?

• How can plants be protected from cooler temperatures and still be available to customers?

• How can the overall organization of lawn tools and accessories be improved?

• What can be done to create a separate section for garden decorative accessories?

Service Provider POVCustomers POV

Four Action Framework

· Amount of plants in clearance section

· Quantity of unpopular plants

· Dead plants

Reduce Remove

Raise Add

· Plant variety

· Amount of flowers

· Amount of associates

· More gardening books

· Clear section dividers

· Gardener Recommendations

· Visible signs that identify areas

· Gardening tool recommendations

· How to pamphlets

· Gardener’s essential kits for beginners

· Bigger font on price tags

· Assistance buttons

Ideas

• Re-arrange the layout of the garden center to improve overall customer flow/aid in customer browsing

• Separate space for plants

• Separate space for seasonal plants

• Reduce the clearance section and maintain health of plants

• More associates on hand to help customers

• More gardening books and resources for customers to consult

• Interactive displays for customers to learn about plants they are looking at/shopping for

• Plant growing sessions

• Rent greenhouse space

• Plant ordering service

• Gardener recommendation section

TransformationOptimization

Vision

Enhance the overall plant shopping experience through more in-store interaction (displays), providing a wider selection of plants with frequent selection turnover, and access for enthusiasts and

others to garden

• Excitement

• Making dreams come true

• Customer fulfillment

• Customer satisfaction

• Inspiration

• Delight

Achieved Through: Evoking Emotions:• Re-arrange the layout of the garden center/separate plant space

• Seasonal plants section

• Reduce the clearance section and maintain health of plants

• More gardening books and resources for customers to consult

• Rent greenhouse space

• Interactive displays with professional gardener recommendations for customers to learn about plants they are looking at/shopping for

LARGE APPLIANCES

Service Package

CORE FACILITATING ENHANCING FEATURES

Credit Card

Build & Grow Clinics

Paint Color Matching

Special Orders

Computer Generated Designs

In-store Consultation & Design Services

Cutting Material

Assembly

Loading

In-store Educational Workshops

Nationwide Stores

Call Center

Online ShoppingHome Improvement

Hardware Competitive Prices ComparisonMilitary Discount

In-store Translation

One-Year Plant GuaranteeDelivery Services

Gift Cards

Store Pickup

Stakeholder Map


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



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

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

Customer Service- Lead Cashier- Retail Sales Associate- Cashier- Sales Specialist

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

On-Site Management

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

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

StockersDelivery Specialists- Pricing Coordinator- Store Manager- Assistant Store Manager- Zone Manager- Operations Manager- O�ce 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 Management- Board- President

O�-site Management- Technical Support- Phone Operator- Inside Sales Representative- Maintenance

O�-site Customer Service

Categories: Washers & Dryers

Categories: Refrigerators

Category: Ovens

Category Overview: RangesBrands

Category Overview: Ranges

Electric Gas Induction Cook TopSubcategories

Free Standing Free Standing

Free Standing GasSlide-in Slide-in

Slide-in ElectricDouble Oven Double Oven

Category Overview: Electric RangesValue

Basic Mid Premium

$300-$599 $600-$899 $900-$1999Model: $377 Model: $679 Model: $1599

Category Overview: Electric RangesValue

Ultra Premium

$1600-$3100Model: $2879

Category Overview: Electric RangesAccessories

Accessories

TraysDecorative

Essentials

KnobsCovers

Add-ons

Delivery & InstallationWarranty

TRIGGER


Park near main entrance

ENTER THE STORE

Look for department signs

Look at the di�erent appliances on display

Look for specific kitchen suite

Read information pamphlets

Locate sign and walk to appliance departmentSchedule delivery & installation

EXIT THE STORE

Drive back home

Remodeling home kitchen and needs a stove

Walk into store

Locate the suite with associate’s help

Ask associate for help

Checkout

Receive delivery next day

Oversee stove installation

Encounter Map

TRIGGER


Park near main entrance

ENTER THE STORE

Look for department signs

Ask an associate for help locating specific stove

Check the stove’s specifications again Locate the stove with associate’s help

Locate sign and walk to appliance department

EXIT THE STORE

Drive to apartment complex

Replacing stoves atapartment complex

Walk into store

Schedule a delivery

Confirm with associate that it’s in stock

Checkout

Receive stove delivery

Install stoves

Encounter Map


ROOFING

VENTS

MASONRY

LUMBER

TREATED LUMBER

BUILDING MATERIALS

DOOR

S & WI

NDOW

S

FLOORING & TILEHOME

ORGANIZATIONKITCHEN

CABINETSAPPLIANCES

HARDWAREELECTRICAL

LIGHTING

HOME DECOR

PAINT

LIGHT BULBS

CHECKOUT & PRO SERVICES

MAIN ENTRANCE

TO GARDEN CENTER

SERVICE DESK

GARDEN CENTERENTRANCE &

EXITSIDE

ENTRANCE

COMMERCIAL & INSTALLED

SALES

TOOL WORLD

CHECKOUT

EXIT

CUSTOMER SERVICE & RETURNS

LAWN & GARDEN

SEASONAL

FASHION BATH

PLUMBING

OUTDOOR POWER

EQUIPMENT

SERVICE DESK

PAINTCENTER

WALLPAPERCENTER

CEILINGFANS

KEY CUTTING

WOOD CUTTING

SERVICE DESK

SERVICE DESK

CHECKOUT

PLANTS

POTS & SOIL

GARDEN ACCESSORIES

BULK ITEMS

CHAIN LINK & WIRE FENCINGFERTILIZERPOOL

CHEMICALSDOORS & WINDOWS

Experienced Amateur

High Standards Low standards

Knowledgeable Lacking knowledge

Detail oriented

Efficient and quick Slow and methodical

Bargain-hunter Unlimited funds

Young Old

General ContractorTARGET GROUP A

DIY-erTARGET GROUP B

Completion Oriented

Bi-polar Opposites

TARGET GROUP A

Key MotivatorsBusiness, Monetary Interest, Succeeding

Physical / Emotional / MentalProud, Hard-working, Active, Busy

ExpectationsGet a great deal, Find materials in stock,

Find any supplementary materials in stockDiversity of materials

Key MotivatorsHome beautification, Hobbyist, Self-reliance

Goals Beautify home, Personalize projects,

Get the job done right, Express creativity

Physical / Emotional / MentalThinker, Driven, Confident

ExpectationsAssociates with various expertise,

A�ordable materials, Diversity of materials

GoalsGet a�ordable &reliable tools,

Acquire most or all materials needed for jobPerform job e�ciently and quickly

TARGET GROUP BGeneral Contractor DIY-er

Target Group Study

MOTHER MOLLY• 34 years old• Married with 3 kids• Lives in Savannah, GA• Take yearly family vacations to Disney World • Her kids are her customers in the kitchen• Home-maker

GOALS• to raise a happy and healthy family• to provide for her family• to create a perfect home• to cook great meals for her family• to provide a good family environment at home

VALUES• Family first• Education• Friends• Honesty• Healthy Family

BEHAVIORS• Caring• Passionate• Bargain-hunter• Perfectionist

ACTIVITIES

ENVIRONMENTS• Primary home in Savannah, GA

DREAM KITCHEN APPLIANCES

A+

Service Blueprint

- Catalog- Furniture- Cars- Tra�c lights- Parking spaces- Signs- Shopping carts

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

- Appliances- Customer Service desk- Customers- Brochures- Tools- Store map- Pro Services desk

- Hardware- Tools- Kitchen suites- Stoves- Refrigerators- Ovens- Cardboard boxes

- Kitchen Accessories- Appliance Associates- Appliance Service Desk

BEFORE DURING AFTERHome Main Store

++Excited, ++Thrilled

Parking lot

Catalog comparison

Deal at Lowe’scatches her

eye

Drives to Lowe’s& parks near

main entrance

Enters storethrough main

entrance

Looks at signsfor directions


Finds appliancesection


Heads to checkoutcounter

Locates suite with associate’s

help

Makes purchase,

including warranty

Schedules adelivery & installation

Heads home andawaits delivery

Enjoys newkitchen suite

Looks at theselection available

Home kitchen

LINE OF INTERACTION

LINE OF VISIBILITY

Lowe’s Associate Lowe’s Associate Lowe’s Delivery&Assembly Team

Lowe’s Associate

Stockers

! !

No self-checkoutNot knowledgeable enough/slow

++ Thrilled, ++ Happy, ++ Delighted

Bright, Cramped, Some noise Cramped, Unorganized, Bright Warm

Browses forspecific suite

Smooth laminate catalog pages Warm

++ Excited ++Excited, ++ Validated & Welcome ++Excited, ++ Validated & Welcome

Stockers

- Home- Furniture- Cars- Tra�c lights- Parking spaces- Signs- Shopping carts

Delivery&Installation

- Delivery Team- Installation Team- Kitchen Suite- Tools- Delivery Truck- Carboard boxes

Storyboard

Mother Molly is renovating her kitchen. She looks at different kitchen suites. She compares prices using several catalogs, and eventually finds a perfect suite.

She heads to Lowe’s with her son. In there, they find their way to the appliance section.

Molly locates the amazing kitchen suite with the help of an associate. She is very excited to make it a new addition to her dream kitchen.

The suite is delivered and installed the next day. Molly is delighted and wastes no time getting to baking.

CONTRACTOR CARL• 31 years old• Married with 1 kid• Lives in Savannah, GA• Works at a local apartment complex• Renovates apartment kitchens• Loves to work in the shop• Energetic, loves a good deal, straight-forward

GOALS• to eventually own his very own contracting business• to make money• to get the job done efficiently and quickly• to satisfy his clients• to increase occupancy at apartment complex

VALUES• Family first• Friends• Hard work• Good business dealings• Cheaper work-arounds

BEHAVIORS• Confident• People person• Bargain-hunter• Precise

ACTIVITIES

ENVIRONMENTS• Primary home in Savannah, GA

FAVORITE BRANDS

$

Service Blueprint

- Catalog- Cars- Tra�c lights- Parking spaces- Signs- Shopping carts- Truck

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

- Appliances- Customer Service desk- Customers- Brochures- Tools- Store map- Pro Services desk

- Hardware- Tools- Kitchen suites- Stoves- Refrigerators- Ovens- Cardboard boxes

- Kitchen Accessories- Appliance Associates- Appliance Service Desk

BEFORE DURING AFTERMain Store

+Indi�erent

Parking lot

Catalog comparison

Deal at Lowe’scatches his

eye

Drives to Lowe’s& parks near

main entrance

Enters storethrough main

entrance

Looks at signsfor directions


Finds appliancesection


Confirm that it is in stock

Locates stove with associate’s

help

Makes bulk purchase,

including warranty

Schedules adelivery

Heads to apartment complex

Installs stovesin apartments

Looks at theselection available

Apartment Complex

LINE OF INTERACTION

LINE OF VISIBILITY

Lowe’s Associate Lowe’s DeliveryLowe’s Associate Lowe’s Associate Lowe’s Associate

Stockers

! !

No self-checkoutNot knowledgeable enough/slow

Appreciates help

Bright, Cramped, Some noise Cramped, Unorganized, Bright

Browses forspecific stove

model

Warm

Stockers

- Truck- Cars- Tra�c lights- Parking spaces- Signs

Accepts Delivery

- Delivery Team- Installation Instructions- Kitchens- Tools- Delivery Truck- Carboard boxes

+Indi�erent +Indi�erent

Storyboard

Contractor Carl needs to install new stoves in the apartment complex he works at. He heads to Lowe’s.

He finds his way to the appliance section and locates the stoves he saw on sale.

He makes the purchase and schedules a delivery.

Contractor Carl wastes no time installing the new stoves in the apartments. He is satisfied with the result.

Service Quality & Comparisons On-Site Interviews: Customer Satisfcation & Goal FulfillmentCustomer Delighted

Customer Unsatisfied

Customer SatisfiedMarissa- 36In the market for a new washer & dryer

• What do you like about the Lowe’s appliance section?

• What do you dislike about the appliance section?

• Do you plan on purchasing an appliance here?


“I like that things on display are usually in stock also, so it’s easy to shop.”

“Nothing.”

“Yes.”

“I think the setup they have is great.”

Mike- 55Wants a new refrigerator





“It’s very crowded, a lot to look at.”

“I would say the flow.”

“Yes, eventually, I’m still shopping around.”

“A bigger clearance section.”

Andrea- 29Wants to upgrade to stainless steel kitchen appliances





“I like that I can purchase an appliance and consult a kitchen designer as well.”

“It’s very cramped and unorganized.”

“Not sure.”

“More space, organization, more appliances.”

Comparison with Apple

Customer Service/Informational

Store layout & design

Workshops

• More information about appliance features

• Consultations

• More knowledgeable employees

• Efficient and spacious layout

• Logical progression of layout

• Allows customers to browse/showcases products on display

• Appliance demonstration by brand reps

Service Quality & Comparisons

Gap Analysis

What existing services o�ers What customer really needs

· Limited in-store appliance selection

· Lack of accessories

· Appliances aren’t organized

· Options for kitchen

· Accessories to customize appliance

· Clearly organized appliances to aid in decision process

Gap

· Inaccessibility

· Inaccessibility

· Indistinguishability

Deep Insights

• Staff seem to be friendlier than those at competitor store

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

• Available brochures on some products

• Clearance section

• 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

• Clearance section seems randomly inserted in layout

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

• Space seems cluttered and it’s hard to navigate/compare different appliances

NegativePositive

Strategic Problems

• How can I get access to a wider selection of appliances?

• How can I differentiate between one appliance and another?

• How can I receive more information on appliance features?

• How can I receive more information on appliance suites?

• How can I compare all appliances with promotional sales?

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

• How can the clearance section be improved?

• How can all appliance brands be featured for customers to compare?

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

• How can all appliance features be displayed?

• How can employees offer more insight to customers about appliances that aren’t in stock?

• How can more appliance packages be displayed in-store?

Service Provider POVCustomers POV

Four Action Framework

· Space clutter · Old stock

Reduce Remove

Raise Add

· Appliance variety

· Information available

· More signs

· Clear section dividers

· Information on each brand

· Detailed appliance features

· Detailed appliance comparison charts

Ideas

• Re-arrange the layout of appliances to provide more space for customers to walk & browse

• Divide the space into clear sections for each appliance

• More kitchen suite displays

• Display for comparing prices/features

• A separate clearance section/promotional section

• Interactive displays for customers to put their dream kitchen/ appliance section together

• Kitchen demos

• Kitchen world section

TransformationOptimization

Vision

Provide customers with more information, in-store interaction, and a wider appliance selection in order to enhance their overall

appliance shopping experience

• Re-arrange the layout of appliances

• More kitchen suite displays

• Display for comparing prices/features

• Interactive displays for customers to put their dream kitchen/ appliance section together

• Kitchen demos

• Kitchen world section

• Excitement

• Making dreams come true

• Customer fulfillment

• Customer satisfication

• Inspiration

• Delight

Achieved Through: Evoking Emotions:

THANK YOU!

Team Red Assignment5

Documents

Transcript of Team Red Assignment5