Team Red Assignment6

7/24/2019 Team Red Assignment6

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THE TOOL BOXMaya Chatila Marco Cirri Catalina Caicedo Kelly Benton


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PAINT


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INPUTS


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Service Package

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015 Maya Chatila, Marco Cirri, Kelly Benton, C

CORESERVICES

AUGMENTEDSERVICE

OFFERING

ENABLINGSERVICES

ENHANCINGSERVICES

HardwareHome Improvement

Brick & Mortar StoresOnline Store/website

Mobile ApplicationCall Center

Interactive DisplaysSamples

BrochuresRange of products

Special buy of the day

Ease of Access- Cramped layout- Confusing displays- Signs arent visible- Hidden store maps

Quality of Interaction- Absent employees- Limited interactivedisplay

- Limited self-checkout

Participation- Greeters- Indifferent employees

Delivery ServiShipping ServInstallation SeMoving ServicHome Repair Protection PlaStore Credit CIn-store Picku

Add-ons

P.o.v: Service Provider P.o.v: User

Approach: Technical Approach: Functional

Nature: Services & Goods Nature: Features & Benefits


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Stakeholder Map


Off-site Management

Contractors

DIYers

Students

HobbyistsFamilies

Other

Customer

Service

Designers

Sales Associates

Seasonal

Employees

Cashiers

Pro Services

Delivery

Specialists

Stockers

MaintenanceVendors

On-site

Management

Department

Associates

Off-site Customer

Service

Off-site Management

Contractors

DIYers

Students

HobbyistsFamilies

Other

Customer

Service

Designers

Sales Associates

Seasonal

Employees

Cashiers

Pro Services

Delivery

Specialists

Stockers

MaintenanceVendors

On-site

Management

Department

Associates

Off-site Customer

Service

Off-site Management

Contractors

DIYers

Students

HobbyistsFamilies

Other

Customer

Service

Designers

Sales Associates

Seasonal

Employees

Cashiers

Pro Services

Delivery

Specialists

Stockers

MaintenanceVendors

On-site

Management

Department

Associates

Off-site Customer

Service

Off-site Management

Contractors

DIYers

Students

HobbyistsFamilies

Other

Customer

Service

Designers

Sales Associates

Seasonal

Employees

Cashiers

Pro Services

Delivery

Specialists

Stockers

MaintenanceVendors

On-site

Management

Department

Associates

Off-site Customer

Service

Off-site Management

Contractors

DIYers

Students

HobbyistsFamilies

Other

Customer

Service

Designers

Sales Associates

Seasonal

Employees

Cashiers

Pro Services

Delivery

Specialists

Stockers

MaintenanceVendors

On-site

Management

Department

Associates

Off-site Customer

Service

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 Assoc- Cashier- Sales Associate

- Unloader/loader- Overnight stocker- Receiver- Stocker- Forklift Operator- Warehouse Worke- Freight Manager- Freight Team Asso- Vendor

On-Site Customer Service

Off-site Customer Service

Department Associates

Delivery Specialists

Sales

Stockers


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Category OverviewBrands



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Category Overview

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015 Maya Chatila, Marco Cirri, Kelly B

Interior Paint Spray PaintExterior Paint

Subcategories


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Category Overview


Value

Basic Mid Premium Ultra Premium

$9- $20 $21- $40 $41- $50 $51- $100


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Category Overview


Accessories

Accessories

Hoses

Spray guns

Essentials

Brushes

Buckets

Add-ons

Delivery & Installation


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Encounter MapUser: Entrepreneur Elana

Maya Chatila, Marco Cirri, Kelly Benton, CServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Needs exterior paint

for small business

TRIGGER

Uses app to color match

Finds closest store location online

Drives to store

Finds paint section

Looks at different paint brands

Interacts with displays

Asks associate for information on color mixingShows paint service desk associates specific color

Gets quote for color mixing

Looks at other paint accessories

Drives home

Receives the paint order

Paints exterior of business

Places paint order

EXITS THE STORE ENTERS THE STORE


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Encounter MapUser: Charming Courtney


Needs paint for complete

home renovaton

TRIGGER

Compiles information on paint colors online

Gathers room paint inspiration from magazine

Drives to the store

Finds paint section

Look at different color palettes

Take free color samples

Asks associate for more informationInteracts with displays

Looks at paint accessories

Gets a price quote

Drives home

Test the color samples on walls

Decides on a color

Heads to paint service counter

EXIT THE STORE ENTERS THE STORE


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Service Environments & Zones


Lumber

Ladders

Lawn Mowers Lawn Mowers Gardening

CheckoutCheckoutCheckout

Bath Lightning

Electrical

Cleaning

Seasonal

Repair Center

Garden Cent

Doors &

Windows

Building

MaterialsPlumbing PaintFlooring Hardware

Home Deco &

Furniture

GARDEN CEN

ENTRANCE

EXIT

MAIN ENTRANCE


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Service Environments & Zones



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Bi-polar Opposites

Maya Chatila, Marco Cirri, Kelly BeServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Low budget Big budget

Do-it-yourself personality Hire a contractor type

Loves to decorate Doesnt care about decora

Knowledgeable

Lots of free me Only free on weekends

Lacking knowledge

ProfessionalHobbyist

Young Old

Business Owners

TARGET GROUP A

Home Owners

TARGET GROUP B


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Target Group Study


TARGET GROUP A

Key MotivatorsBusiness, Monetary Interest, Succeeding

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

ExpectationsGet a great deal

Get help from knowledgeable professionals

Key MotivatorsLow costs, Seeking painting help

GoalsGet affordable paint

Get tools to perform painting job properly

Physical / Emotional / MentalExcited, Eager

ExpectationsGet help from knowledgeable professionals

Learn about different paints

Get a great deal

GoalsGet affordable paint

Get tools to perform painting job properly

TARGET GROUP B

BUSINESS OWNER HOME OWNER

ENTREPRENEUR ELANA


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ENTREPRENEUR ELANA 36 years old

Single

Originally from Chicago, IL

Lives in Savannah, GA

Starting own business

I came to Savannah to start

business. I want to make this

my new home, and grow my

business.

GOALS to personalize her store

to open her store as soon as possible

to find affordable paint & stick to budget

to beautify her stores curb appeal to gain more knowledge and experience about painting

VALUES Education

Family

Friends

Affordable finds

Success

BEHAVIORS Outgoing

Ambitious

Perfectionist

Energetic

ACTIVITIES

NOW OPEN!

ENVIRONMENTS Relocated from Chicago to Savannah

Lives in downtown Savannah

Opening a store in Savannah

FAVORITE COLORS

Maya Chatila, Marco Cirri, Kelly BServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015


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Service BlueprintEntrepreneur Elana

- Color Match App- Cars/Personal Car- Traffic 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

BEFORE DURING AFTER

Main Store

++Excited

Parking Lot

Color matchusing phone app

Find closeststore location

online

Drives to HomeDepot

& parks nearmain entrance

Enters storethrough main

entrance

Asks for colormixing price

quote

Looks at painttools and other

accessories

Drives homePa

Looks atdifferent paint

brands

Home

LINE OF INTERACTION

SENSORY

USER ACTION

EMOTION

ENVIRONMENT

OBJECTS

LINE OF VISIBILITY

PhoneApplication Website

PaintAssociate

Stockers

Touch-screenpaint display

PaintAssociate

DeliveryAssociate

PaintAssociate

PaintAssociate

Web & AppDevelopers

Stockers

UX ProblemsConfusingNot knowledgeable

enough

Hard to findemployee

Colors on websitearent accurate

Cant self checkoutwith custom order

Confusing

++Excited, ++Eager

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

Interacts withpaint display

Messy, Construction zone

- Personal car- Cars- Traffic lights- Parking spaces- Signs

Receives custompaint delivery

- Furn- Stor- Hom- Pain- Deliv- Card

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

Personal Store

++Excited

Busy

Looks at signsfor directions

Finds paintsection

Asks associatefor informationon color mixing

Shows associatespecific color

Places custompaint order and

checks out

! ! !! !

UXTeam

Perso

++Exha

Color, pa


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Maya Chatila, Marco Cirri, Kelly Benton, CatServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Storyboard

Elana just moved to Savannah to start a new business venture.She needs to paint her store.

She heads to Home Depot to select paint colors for her store. Elana was confused about the different paints available and proper usage. She was unable to receive proper help from tpaint associates, and was therefore unsatisfied with the whoexperience.

CHARMING COURTNEY


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CHARMING COURTNEY 63 years old

Married

Retired teacher

Lives in Savannah, GA

Going through her secondhome rennovation

I finally convinced my husba

rennovate our home. I want t

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


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Service BlueprintCharming Courtney

- Home furniture- Cars/Personal Car- Traffic 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 AFTER

Main Store

++Excited, ++Relaxed

Parking Lot

Researchespaints online

Gets room paintinspiration from

magazines

Drives to HomeDepot



entrance

Looks at painttools and other

accessories

Drives homeMa

colo

Looks atdifferent color

palettes

Home

LINE OF INTERACTION

SENSORY

USER ACTION

EMOTION

ENVIRONMENT

OBJECTS

LINE OF VISIBILITY

Website

Stockers


Paint Associate Paint Associate

WebDevelopers

MagazineEditors

UX Problems Not knowledgeableenough

Hard to findemployee

++Tired

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


Fresh scent, Soft couch

- Personal car- Cars- Traffic lights- Parking spaces- Signs- Paint samples- Furniture

Tests colorsamples on walls

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

Home

++Excited

Busy

Looks at signsfor directions

Finds paintsection

Takes freecolor samples

Asks associatefor advice

Gets a pricequote

! !

UX Team

Person

++Reliev

Color sam

!

Confusing

Stockers


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Maya Chatila, Marco Cirri, Kelly Benton, CaServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Storyboard


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Service QualityCustomer 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 DIYers to professionals

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

Pros Cons

Employees arent knowledgeable

S i Q lit


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Service QualityCustomer 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 DIYers to professionals

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

Pros Cons

Employees arent knowledgeable

Employees are hard to find

Employees arent friendly

S i Q lit


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Service QualityComparisons 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

http://bgr.com/2015/05/26/apple-customer-service-genius-bar/

The Genius Bars within Apple stores were positioned as anintegral part of the overall user experience, enabling users toseek and receive support for both hardware and softwareproblems.

From start to finish, the process was simple, friendly, andextremely consumer focused. For starters, setting up an ap-pointment with the Genius Bar via Apples online websitewas intuitive and easy.

Upon arriving to the Apple Store on the day of said ap-pointment, the stores resident hipster/greeter asked whatbrought me in. I told him I had an appointment and within 1minute I had a seat at a table. Not more than a few minuteslater, my 11 a.m appointment got started at 11:05, prettyimpressive given that the Genius Bar was extraordinarilypacked at one of Chicagos busiest downtown locations.

G A l i


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Gap Analysis

What customers expect What customer receivesGap

Color scheme displays

Texturing medium displays

Knowledgeable associates

Indistinguishability

Inaccessibility

Indifference

Paint hues displays

No texturing display

Unqualified associates


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Ma a Chatila, Marco Cirri, Kell Benton, CatServ 216: Blue rintin Services | Professor Louis T. Baker | Assi nment 6 | Fall 2015

Deep Insights

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 lacki

Staff is not friendly

Employees sometimes lack the knowledge/cant assistcustomers

Space seems cluttered and hard to navigate through

Color Matching Touchscreen only d isplays select brands

No store brand paint selection

NegativePositive

St t i P bl


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Strategic ProblemsService Providers POVCustomers 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 tobetter facilitate customer flow?

How can all texturing mediums be displayed?

How can employees offer more insight to customers aboutpainting methods/techniques/care?

How can more information be incorporated into the aisle dis

Fo r Action Frame ork


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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

Revamped Vision


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Revamped Vision

Provide customers with more information, options, in-store inter-

action, and better customer service.

More information on the website and in-store

Information offering brands comparisons

Better organization

Interactive displays for customers to learn about paint

Excitement

Making dreams come true

Customer fulfillment

Customer satisfaction

Inspiration

Delight

Achieved Through: Evoking Emotions:


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PROCESS

Brainstorming Incremental Ideas


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Incremental Ideas


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1- Better lighting2- More paint use information on website and application3- Organize paints and tools by brand and type4- Provide more training for employees5- More employees that staff the paint section6- More organization overall7- Better signs/aids to help customer get to the paint section8- Separate accessories by section9- Visible signs to divide the categories in the paint section10- More samples from other brands11- Separate sections for each brand12- More informative labels for paint samples13- Larger aisle/paint department overall14- More divisions between paint hues

15- Identify different brands with markers16- Divide the paint and accessories section17- Paint brochures near store entry to aid customer18- Improve the paint service desk customer service19- More paint specialists20- Texture samples in brush section21- Clarification of prices for each product22- Train employees to assist customers/customer service23- Implement how to post cards24- Add paint swatches next to paint cans to provide a visual aid for customers

25- Palettes that show paint textures/medium comparisons

26- Paint sample comparison wall27- Extend paint recognition software to all brands28- Information about brush cleaning/care29- In-store and online paint demonstrations30- Offer painting services in-store and online31- Reduced sample can prices32- Brighten up paint displays33- Provide better visuals of paint34- Live tutorials for paint mixing35- Wet and dry paint samples for comparison36- Add dividers for interior and exterior paints37- Categorize different paint quality38- Try before you buy availability39- Advertise promotional sales on paint at store entrance

40- Advertise promotional sales on paint at paint service cou41- More information on each different brand42- More information regarding paint respiratory accessorie43- More variety for respiratory accessories44- More medium variety45- More visible information on paint drying times46- More information on paint/wall care47- Advertise color mixing48- More information on color mixing process/service49- Display color mixing prices

50- More signs to help locate the paint section

Maya Chatila, Marco Cirri, Kelly BentServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Incremental Ideas

Affinitizing Ideas


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Website & ApplicationIn-store Information

Item Availability

- More paint use information on website and appli- Organize paints and tools by brand and type- More informative labels for paint samples- Paint brochures near store entry to aid customer- Texture samples in brush section- Clarification of prices for each product- Implement how to post cards- Add paint swatches next to paint cans to provide a visual- Palettes that show paint textures/medium comparisons- Paint sample comparison wall- Extend paint recognition software to all brands- Information about brush cleaning/care- In-store and online paint demonstrations- Provide better visuals of paint- Live tutorials for paint mixing- Wet and dry paint samples for comparison- Categorize different paint quality

- More information on each different brand- More information regarding paint respiratory accessories- More visible information on paint drying times- More information on paint/wall care- More information on color mixing process/service- Display color mixing prices

- More samples from other brands- Reduced sample can prices- Try before you buy availability- Advertise promotional sales on paint at entrance- Advertise promotional sales at service counter- More variety for respiratory accessories- More medium variety- Advertise color mixing

- Provide more training for employees- More employees that staff the paint section

- Improve the paint service desk customer service- More paint specialists- Train employees to assist customers/customer service- Offer painting services in-store and online

Customer Service

Maya Chatila, Marco Cirri, Kelly BentoServ 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Affinitizing IdeasStore Layout- Better lighting- More organization overall- Better signs/aids to help customer get to the paint section- Separate accessories by section- Visible signs to divide the categories in the paint section

- Separate sections for each brand- Larger aisle/paint department overall- More divisions between paint hues- Identify different brands with markers- Divide the paint and accessories section- Brighten up paint displays- Add dividers for interior and exterior paints- More signs to help locate the paint section

Funneling Ideas


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Website & Application

In-store Information

Item Availability

- More paint use information on website and application

- Organize paints and tools by brand and type- Paint brochures near store entry to aid customer- Texture samples in brush section- Implement how to post cards- Palettes that show paint textures/medium comparisons- Paint sample comparison wall- Extend paint recognition software to all brands- Information about brush cleaning/care- In-store and online paint demonstrations- Categorize different paint quality- More information on each different brand- More information regarding paint respiratory accessories- More information on paint/wall care- More information on color mixing process/service

- More samples from other brands- More variety for respiratory accessories- More medium variety

- Improve the paint service desk customer service- More paint specialists- Train employees to assist customers/customer service- Offer painting services in-store and online

Customer Service


Funneling IdeasStore Layout- Better signs to help customer get to the paint sec- Visible signs to divide the categories in the paint s- Separate sections for each brand- Larger aisle/paint department overall- Divide the paint and accessories section- Add dividers for interior and exterior paints

Forming Concepts


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Website & Application

In-store Information

Item Availability

- Expand the painting section on both the website and application to provide customers with more information, paint/brand comparisons, and how-to tuto

- Create a paint information hub where customers can learn about the different paints/mediums & accessories the store carries. The information provideincludes: paint brochures, paint recognition/color matching software that features all brands in-store, paint/brand & value comparisons, paint medium sam& comparisons, care information, demos, tutorials, how-tos, information on color mixing, etc..

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

- Increase item availability and variety in-store, including paints samples, respiratory accessories, and painting mediums.

- Improve the overall customer service quality by providing employees with more training, hiring more paint specialists to assist customers, & offering painservices both in-store and online.

Customer Service


Forming Concepts

Store Layout- Change the overall painting department layout: increase the department size, aisle walk-through space, separate paints and accessories, add clear sectiodividers, & clear/visible signs for customers to follow.

Consequences & Sequel


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Consequences & SequelConcept 1:- Create a paint information hub where customers can learn about thedifferent paints/mediums & accessories the store carries. The informationprovided includes: paint brochures, paint recognition/color matchingsoftware that features all brands in-store, paint/brand & value comparisons,

paint medium samples & comparisons, care information, demos, tutorials,how-tos, information on color mixing, etc..

Concept 2:Create a paint information hub where customers can get assistance

from professional/paint specialists.

Concept 3:Improve the overall customer service quality by providing

employees with more training, hiring more paint special ists to assist

customers, & offering paint services both in-store and online.

Immediate

Immediate

Immediate

Short-term

Short-term

Short-term

Long-term

Long-term

Long-term

Increase in visitors

Increase in non-user visitors

Increase in customer satisfaction
















Increase in custom

and satisfaction


Increase in custom

and satisfaction


Increase in custom

and satisfaction



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Consequences & SequelConcept 4:- Increase item availability and variety in-store, including paints

samples, respiratory accessories, and painting mediums.

Concept 5:- Change the overall painting department layout: increase the

department size, aisle walk-through space, separate paints and

accessories, add clear sectioning dividers, & clear/visible signs for

customers to follow.

Concept 6:- Expand the painting section on both the website and application

to provide customers with more information, paint/brand

comparisons, and how-to tutorials.

Immediate

Immediate

Immediate

Short-term

Short-term

Short-term

Long-term

Long-term

Long-term










Increase in customer l

and satisfcation



Increase in customer l

and satisfaction

Decision Matrix


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Decision Matrix

Decision

Criteria

Weight Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6

20 10 9 9

10 10

8 8

8

8

8 8

8

8

8

7

7

7

7

7

7

7

7

7

9 9

9

9 9

9 9

20

20

20

20

100 920 900 840 740 760 760

Feasibility

Usefulness

Meaningfulness

Desirability

Accessibility

Total

Final Concepts


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Final Concepts

Concept 1:Create a paint information hub where customers can learn about the different paints/mediums & accessories the scarries. The information provided includes: paint brochures, paint recognition/color matching software that feature

all brands in-store, paint/brand & value comparisons, paint medium samples & comparisons, care information, demtutorials, how-tos, information on color mixing, etc..

Concept 2:Create a paint information hub where customers can get assistance from professional/paint specialists.

Brainstorming Transformative Ideas


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Brainstorming Transformative Ideas

Transformative Ideas


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1- Offer deals for paints and brush sets (starter packs, etc.)2- Paint the roof3- Real-time picture application that allows customers to color their walls4- Paint exterior wall tiles with different paint colors5- Substituting swatches with virtual reality scan of your house

6- Huge color changing paint bucket over paint section to guide customers7- In-store interior designers to help customers pick colors8- Paint exterior of store with featured color9- Have playback videos throughout store10- Special interactive paint events11- Photoshop controls to create your own custom paint color12- Separate areas for beginners and professionals13- Install interactive living room where paint colors can be loaded/seen14- Paint games for kids to help them choose room colors15- Interactive walls with paint selection tools16- Paint your own wall (interactive testing area)17- Walk on tiles that light up and lead customers to paint section18- Hologram paint demonstrations19- Interactive texture wall20- Informational videos playing near samples of paint21- Mood color swatch picker22- Brush trial area23- Free giveaways to promote certain brands24- Hire a painter on the spot service25- Paintball against a wall to try colors (exterior paints only)

26- Free exterior painting demonstrations27- Hire an associate to paint for you28- Paint your community day (graffiti)29- Store brand paint that is more affordable30- Barcode gun to tag paints that you want

31- Light up floors section for kids to choose their paint32- App that scans objects and creates paint id for mixing33- In-store virtual communication with consultants/pros34- Complimentary video/written tutorials with paint purcha35- Paint section on a separate floor36- Sell your unused paint back to store service37- Paint loyalty points38- Paint sample packets (limited quantity per customer)39- Value paint packs40- Value painting accessory packs41- Color palette packs and recommendations42- Paint donation for a cause43- Paint kiosks at off-site locations for quick purchases44- Paint kiosks at store entrance for quick purchases45- Paint drive-through pickup46- Paint donation center47- Mix-it-yourself paint center48- Popular paints section49- Golden Ticket free paints on select days50- Black Friday/Cyber Monday paint deals


a s o at e deas

Affinitizing Ideas


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Store ServicesPromotional

Informational

- Sell your unused paint back to sto- Store brand paint that is more affo- Paint loyalty points- Off-site paint kiosks for quick purc

-Paint the roof- Offer deals for paints and brush sets (starter packs)- Special interactive paint events- Free giveaways to promote certain brands

- Paint sample packets (limited quantity per customer)- Value paint packs- Value painting accessory packs- Golden Ticket free paints on select days- Black Friday/Cyber Monday paint deals

- Have playback videos throughout store- Interactive walls with paint selection tools- Hologram paint demonstrations- Interactive texture wall- Informational videos playing near samples of paint- Mood color swatch picker- Free exterior painting demonstrations- Complimentary video/written tutorials with paint- Color palette packs and recommendations

- In-store interior designers to help customers pick colors- Hire a painter on the spot service- Hire an associate to paint for you

- In-store virtual communication with consultants/pros

- Paint your community day (graffit- Paint donation for a cause- Paint donation center

Customer Service

Community


gStore Layout & Interactive Design- Paint exterior wall tiles with different paint colors- Huge color changing paint bucket over paint section to guide customers- Paint exterior of store with featured color- Separate areas for beginners and professionals

- Walk on tiles that light up and lead customers to paint section- Light up floors section for kids to choose their paint- Paint section on a separate floor- Popular paints section- Mix-it-yourself paint center- Real-time picture application that allows customers to color their walls- Photoshop controls to create your own custom paint color- Install interactive living room where paint colors can be loaded/seen- Substituting swatches with virtual reality scan of your house- Paint games for kids to help them choose room colors- Brush trial area

- Paintball against a wall to try colors (exterior paints only)- Paint your own wall (interactive testing area)- Barcode gun to tag paints that you want- App that scans objects and creates paint id for mixing

Funneling Ideas


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g

Store ServicesPromotional

Informational

- Sell your unused paint back to stor- Store brand paint that is more affo- Paint loyalty points

- Off-site paint kiosks for quick purc

- Offer deals for paints and brush sets (starter packs)- Free giveaways to promote certain brands- Paint sample packets (limited quantity per customer)

- Golden Ticket free paints on select days

- Interactive walls with paint selection tools

- Hologram paint demonstrations- Interactive texture wall- Informational videos playing near samples of paint- Mood color swatch picker- Free exterior painting demonstrations- Complimentary video/written tutorials with paint

- In-store interior designers to help customers pick colors- Hire a painter on the spot service- In-store virtual communication with consultants/pros

- Paint your community day (graffiti- Paint donation center

Customer Service Community Involvement

Store Layout & Interactive Design- Separate areas for beginners and professionals- Light up floors section for kids to choose their paint- Popular paints section- Mix-it-yourself paint center- Real-time picture application that allows customers to color their walls- Photoshop controls to create your own custom paint color- Install interactive living room where paint colors can be loaded/seen- Paint games for kids to help them choose room colors- Brush trial area- Paintball against a wall to try colors (exterior paints only)- Paint your own wall (interactive testing area)- Barcode gun to tag paints that you want

Forming Concepts


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Store Services

Community Involvement

Promotional

Informational

- Store perks: offer store brand paints that are more affordable, unused paint buyback, paint loyalty points & off-site paint kiosks for quick purchases.

- Giving Back: Host community events, including paint donations and paint your community days to beautify local neighborhoods.

- Offer frequent promotional deals to customers, including free paint supplies giveaways, free paint sample packets, painting starter packs, and the goldenticket free paint promotion on select days.

- The Information Age: offer multiple informational services to customers to aid in their pre-purchase, point-of-purchase, and post-purchase experience,including: interactive walls with paint selection & texturing tools, hologram paint demonstrations and informational videos, mood color swatch pickers, andcomplimentary tutorials with each purchase.

- Raise the bar for all: offer specialty customer services including free in-store design consultations, virtual communication with painting professionals, andability to hire a painter on the spot.

Customer Service


g p

Store Layout & Interactive Design

- Create a dynamic, interactive, and organized store layout that will enhance the customers shopping experience. This is done by creating separate areasfor both beginners and professionals, adding a mix-it-yourself paint center for customers that know what they want, a popular paints section, and a kids pasection with light up floors to keep them entertained. Interactive customization services include, trialareas (where customers can test brushes, paints, andtexturing mediums), paintball on the wall (for exterior paints only), and a barcode gun to tag your selection.



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q qConcept 1:- Offer frequent promotional deals to customers, including free paint

supplies giveaways, free paint sample packets, painting starter

packs, and the golden ticket free paint promotion on select days.

Concept 2:- Raise the bar for all: offer specialty customer services including

free in-store design consultations, virtual communication with

painting professionals, and the ability to hire a painter on the spot.

Concept 3:- The Information Age: offer multiple informational services to

customers to aid in their pre-purchase, point-of-purchase, and post-

purchase experience, including: interactive walls with paint selection

& texturing tools, hologram paint demonstrations and informational

videos, mood color swatch pickers, and complimentary tutorials

with each purchase.

Immediate

Immediate

Immediate

Short-term

Short-term

Short-term

Long-term

Long-term

Long-term


Increase in customer interest












Increase in custom

and satisfaction


Increase in custom

and satisfaction


Increase in custom

and satisfaction



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q qConcept 4:- Create a dynamic, interactive, and organized store layout that willenhance the customers shopping experience. This is done by creatingseparate areas for both beginners and professionals, adding a mix-it-yourself paint center for customers that know what they want, a popular

paints section, and a kids paint section with light up floors to keep thementertained. Interactive customization services include, trial areas(where customers can test brushes, paints, and texturing mediums),paintball on the wall (for exterior paints only), and a barcode gun to tagyour selection.

Concept 5:

Concept 6:

- Store perks: offer store brand paints that are more affordable,unused paint buyback, paint loyalty points & off-site paint kiosks forquick purchases.

- Giving Back: Host community events, including paint donations

and paint your community days to beautify local neighborhoods.

Immediate

Immediate

Immediate

Short-term

Short-term

Short-term

Long-term

Long-term

Long-term












Increase in custom

and satisfcation


Increase in customand satisfaction


Increase in customand satisfaction

Decision Matrix


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Decision

Criteria

Weight Concept 1 Concept 2 Concept 3 Concept 4 Concept 5 Concept 6

20 6 8 7

7 8

7 7

8

8

8 9

10

8

6

9

9

9

9

6

6

6

9

9

8 8

8

9 9

8 7

20

20

20

20

100 720 760 820 920 880 620

Feasibility

Usefulness

Meaningfulness

Desirability

Accessibility

Total

Final Concepts


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Concept 1:Create a dynamic, interactive, and organized store layout that will enhance the customers shopping experience. This done by creating separate areas for both beginners and professionals, adding a mix-it-yourself paint center for

customers that know what they want, a popular paints section, and a kids paint section with light up floors to keepthem entertained. Interactive customization services include, trial areas (where customers can test brushes, paintsand texturing mediums), paintball on the wall (for exterior paints only), and a barcode gun to tag your selection.

Concept 2:Store perks: offer store brand paints that are more affordable, unused paint buyback, paint loyalty points & off-site pkiosks for quick purchases.


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OUTPUTS

General Overview


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Concept 1:Create a dynamic, interactive, and organized store layout that will enhance the customers shopping

experience. This is done by creating separate areas for both beginners and professionals, adding a

mix-it-yourself paint center for customers that know what they want, a popular paints section, and a

kids paint section with light up floors to keep them entertained. Interactive customization services

include, trial areas (where customers can test brushes, paints, and texturing mediums), paintball on

the wall (for exterior paints only), and a barcode gun to tag your selection.

Store perks: offer store brand paints that are more affordable, unused paint buyback,

paint loyalty points & off-site paint kiosks for quick purchases.

Concept 1: Benefits:

Benefits:

Benefits:

Benefits:

Emotions:

Emotions:

Emotions:

Emotions:

Incremental Concepts

Transformative Concepts

Create a paint information hub where customers can learn about the different

paints/mediums & accessories the store carries. The information provided includes:

paint brochures, paint recognition/color matching software that features all brands

in-store, paint/brand & value comparisons, paint medium samples & comparisons,

care information, demos, tutorials, how-tos, information on color mixing, etc..

- Provides information

- Variety of information

- Tutorials

- Customer Satisfaction

- Provides professional insight

- Interactive

- Provides options for all people

- Personalization & Customization

- Affordable options

- Money-making options

- Satisfied Customers

- Delighted Customers





- Engaged Customers



Concept 2:Create a paint information hub where customers can get assistance from

professional/paint specialists.

Concept 2:

Revamped Service Package


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CORESERVICES

AUGMENTEDSERVICE

OFFERING

ENABLINGSERVICES

ENHANCINGSERVICES

HardwareHome Improvement

Brick & Mortar StoresOnline Store/website

Mobile ApplicationCall Center

Off-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 areasPaintball on the wallStore brand paints

Unused paint buybackPaint Loyalty Points

Paint 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- Mi x-it-yourself center- Testing areas

Delivery ServiceShipping ServicInstallation ServMoving ServiceHome Repair SProtection PlanStore Credit CaIn-store PickupLoyalty CardStudent MembeIndividual Mem

Family MemberElderly MemberMilitary MembeCommunity Do

Add-ons

P.o.v: Service Provider P.o.v: User

Approach: Technical Approach: Functional

Nature: Services & Goods Nature: Features & Benefits

Revamped Encounter Map


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User: Entrepreneur Elana

Needs exterior paint

for small business

TRIGGER

Uses app to generate precise color tag

Finds closest store location online

Drives to store

Finds paint section

Uses informational hub to get more info on paint

Interacts with displays

Asks associate at professional desk for inputHeads to Mix-it-yourself paint station to mix paint

Mixes paint

Signs up for store membership at kiosk

Drives home

Paints exterior of business

Writes a stellar review online

Uses self-checkout

EXITS THE STORE ENTERS THE STORE

Revamped BlueprintEntrepreneur Elana


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Entrepreneur Elana

- Color Match App- Cars/Personal Car- Traffic 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

BEFORE DURING AFTER

Main Store

++Excited

Parking Lot

Color match/tagon appl

Find closeststore location

online

Drives toTool Box



entrance

Drives homeWritonlin

Informationalhub

Home

LINE OF INTERACTION

SENSORY

USER ACTION

EMOTION

ENVIRONMENT

OBJECTS

LINE OF VISIBILITY

PhoneApplication

Website PaintAssociate


Greeter We

Web & AppDevelopers

++Excited, ++Eager

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




Paints exteriorof business

- Furnitu- Store e- Home- Paint c- Deliver- Cardb

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

Personal Store

++Excited

Busy

Greeted &directed tostore map

Finds paintsection

Asks associateas pro desk

for input

Mixes paint atmix-it-yourselfpaint station

Self-checkout

UXTeam

UXTeam

Persona

++Delight

Color, pain

Storyboard


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Elana needs to paint the exterior of her store. Sheuses the Tool Box Color Matching App to pick theperfect color.

She heads to the local Tool Box to buy some paint. She is delighted to be able mix the paint colorherself.

Revamped Encounter Map


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User: Charming Courtney

Needs paint for complete

home renovaton

TRIGGER

Compiles information on paint colors online

Gathers room paint inspiration from magazines

Drives to the store

Grabs barcode gun and heads to paint section

Looks at different color palettes

Uses informational hub to compare prices

Tags specific paints using barcode gunTags paint accessories with barcode gun

Tests exterior paint color at outdoor

paintball the wall range

Receives tagged items

Drives home

Begins painting interior walls

Writes a favorable review online about her

interactive in-store experience

Checks out

EXIT THE STORE ENTERS THE STORE

Revamped BlueprintCharming Courtney


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Charming Courtney

- Color Match App- Cars/Personal Car- Traffic 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 AFTER

Main Store

++Excited

Parking Lot

Complies infoon paint colors

online

Gathers roominspiration

from magazines

Drives toTool Box



entrance

Drives homeWritonlin

Looks at colors

Home

LINE OF INTERACTION

SENSORY

USER ACTION

EMOTION

ENVIRONMENT

OBJECTS

LINE OF VISIBILITY

Website Touch-screenpaint display

Greeter We

Web & AppDevelopers

++Excited, ++Eager

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

Informationalhub for prices



Paints interiorwalls

- Furnitu- Store e- Home- Paint c- Deliver- Cardb

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

Personal Store

++Excited

Busy

Greeted &directed tostore map

Grabs barcodegun and heads to

paint section

Tags itemsTests exterior

paint atpaintball range

Checkout &receive items

UXTeam

Stockers

Persona

++Delight

Color, pain

Storyboard


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Courtney is renovating her home and wants topaint her walls. She browses through color pal-ettes in home magazines for inspiration.

Courtney heads to the local Tool Box . She is veryintrigued when she comes across the barcodeshopping gun.

She enjoys zapping her purchases and completeher shopping trip in record time!

Store Layout & OrientationL t


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Layout

Inspiration Ikea style multi-level building

Layout resembles a home

Elevator & escalators for access to upper levels

3 entrances/exists to store

Large aisles aid in store navigation

Possible roof-top cafeteria/hangout

1Lumber Tools & Hardware

Kitchen Bath &Plumbing Lighting Electrical

Paint Flooring

Doors & Windows Garden CenterSeasonalSide Entrance

Main Entrance

2

3

Store Layout & OrientationP i t S ti


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Paint Section

Painting

Information

Hub

Painting

Pros

Hub

Inventory

Paint

Info Info Info Info Info Info Info

InfoInfoInfoInfoInfoInfoInfo

Inventory

Paint

Interior Design Concept 1Atmosphere


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Atmosphere

Sleek

Modern

Refined

Music varies from secto section

Inviting

Friendly

Interior Design Concept 2Atmosphere


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Atmosphere

Sleek

Modern

Refined

Music varies from sectto section

Inviting

Friendly

Interior Design Concept 3


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Atmosphe

Sleek

Modern

Refined

Music varies fsection to sec

Inviting

Friendly

Visual MerchandisingOrganized Color-coded Big Displays


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g g p y

Creative Sleek & Clean Bright

Customer ServiceInspiration: Apple


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Inspiration: Apple

There will be somebody here who can do service right in the store and who can answer any questions youve got about your Mac or abouof 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 welcomeP = Probe politely to understand the customers needs

P = Present a solution for the customer to take home todayL = 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 intewith customers.

https://www.shopify.com/blog/15468897-the-apple-store-guide-to-insanely-great-customer-service

- Screen employees to determine qualifications- Proper training for employees- The Tool Box Way of customer service

- Outstanding in-store services

Customer ServiceIn-store paint specialists Friendly Employees Knowledgeable Employees


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In store paint specialists Friendly Employees Knowledgeable Employees

24 Hour Hot-line Loading/Unloading Color-mixing specialists

Experiential Store DesignPaintball the wall range Barcode shopping Light section for kids


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Paintball the wall range Barcode shopping Light section for kids

Interactive walk-on displays Informational Hub Mix-it-yourself station

Exterior Design & LocationFlagship store located in Savannah GA Simple geometry/grey


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Flagship store located in Savannah, GA

Multi-level

Simple geometry/grey

Simple geometry/grey


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OUTCOME

Value For The Service ProviderImproving Service Quality


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

Up-to-date and thorough item information is provided to aid even the most amateurish of customers during their shopping experience

Complimentary 24 hour hot-line

Professional and licensed staff available for hire

Customer service desk inspired by Apples Genius Bar

Always keep items in-stock to satisfy customer needs

Maintain store upkeep & cleanliness

Value For The Service ProviderImproving Service Productivity


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Provide virtual tutorials for customers

Information booths where customers can be connected l ive to a professional (paid service)

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

Rent spray paint equipment

Rooftop hangout for customers (Ikea-inspired)

Value For The Service ProviderBuilding Loyalty: Loyalty Program


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Tool Box Customer Loyalty Program

Loyalty program offers incentives, d iscounts, and weekend promotions, newsletter

Customers can also opt in and get an assortment of free paint samples every month

Offer paid annual memberships (Sams 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

Offer store brand paint that is more affordable

Offer store brand paint accessories

Building Loyalty: Memberships

Building Loyalty: Merchandise

Value For The Service ProviderIncreasing Differentiation


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

Tool Box Painting Accessories: store brand painting accessories that are cheaper than known brands, for your every need

Tool Box Painting Kiosks available off-site for the customers convenience

Tool Box Try it before you buy it

Value For The Service ProviderGenerating Additional Revenue Creating New Revenue Streams


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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 Rooftop Hangout

Tool Box Branding Merchandise (t-shirts, hats)

Tool Box Informational Booths (in-store paid tutorials)

Value For The Service ProviderReducing Costs


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Buy back paints from customers and re-sell

Replace some in-store employees with out-of-store employees

Marketing & value generation

Tool Box Employee card with benefits

Discounted tools/paint for employees

Great store atmosphere

Reducing Costs

Improving Employee Motivation & Loyalty

Value For The UserFulfilling Goals Solving, Preventing, Reducing Perceived Pro


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Cheaper store brand paints

Items are always in stock

Knowledgeable & friendly employees

Quick and easy checkouts

More interactive & engaging shopping experience

Customer rewards & memberships programs

Community events

Multiple checkout points to prevent lines

Self-checkout means self-checkout!

Customer assistance buttons Wide aisles

Items are always in stock

Special paint orders are ready the same day with free delivery

Value For The UserAchieving Sensorial, Social, Intellectual, Spiritual Rewards


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Rooftop hangout

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

Value For The UserSaving Time & Money


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Quick checkouts, including self-checkouts

Affordable store brands

Elevators and escalators to navigate between floors

Barcode gun shopping

Sell your own custom paint colors

Sell unused paint/supplies back to the store

Information booth tutorial employees needed

Making Money


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Team Red Assignment6

Documents

Transcript of Team Red Assignment6