Winners application

Organization:

Advised by

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Date:

Winter 2020

Responsibilities:

  • Collaborating in The Design Sprint process

  • High-Fi prototyping

Team:

Pegah Sargolzaei

Anh Ho

Kristen Turner

Bobby Wu

This project had been conducted as a 5-days design sprint, where our design team collaborated to tackle problem areas in the Winners current store layout.

Our sprint challenge

Design an element for the shopping experience that combines both digital and physical aspects of retail, to be tested in Winners’ concept store in Winter 2020.

  • Previously, we conducted user research through an eye-tracking device to analyze user’s shopping behaviour. This data will be valuable to feed into our design sprints.

Design process

Mapping (Decide & Define)

Day 1

Finding out the major problems that have recurring patterns from multiple users, and classified them into:

 

User's shopping behavior:

  •         Online shopping cant replace physical store shopping for certain reasons including touch and         try the item,

  •        Dissatisfaction about the nuisance it is to navigate through the aisles with or without a cart,

  •        The end caps provided a great selection and a great focal point when looking for a gift,

  •        Choosing gifts always encourage people to buy unique items,

  •        Intimidated to try clothes on in-store, or too inconvenient,

  •        Frequent reorganization of the store's layout will ruin the user's shopping experience.

 

Product arrangement/store layout:

  •       Finding a balance of making the price accessible but at the same time, avoiding initial price            shock.

  •       Making hierarchy of labeling in store's signage is helpful to the users,

  •       Too small size labels on clothing rack product lines,

  •        Fast-selling clothes gone quick without any notice

  •        Undefined labels and subcategories for petite items.

Cart assorting:

We wanted to really narrow it on the most important problems that connect the users to the value potential of the business.

Day 2

Our team built some well-rounded insights to communicate the list of findings that might lead to some potential solutions.

Insights for Potential Solutions - Pt.1

  •       Physical and fixed solutions like signage might not work. The solution needs to be as flexible as         their store, and easy to update as their inventory is constantly changing.

  •      At the same time, Winners might not want to invest in flashy, high-tech solutions, as a core                 pillar  of their business model is keeping it simple so they can pass as much of the savings onto       customers as possible.

  •      The experience of a constantly changing store must be as seamless and non-irritating for the         user as possible.

 

Insights for Potential Solutions - Pt.3

If possible, we need to communicate with stakeholders who are experienced in the Winners’ store design to answer these questions:

  •        How frequently do they get new inventory in?

  •       How frequently do they make major changes to store layout?

  •       Do they receive shipments daily? Weekly? How often does a product go out to the floor? What          does that process look like currently?

Insights for Potential Solutions - Pt.4

Winners describes their experience as a “treasure hunt”, which we want to keep at the centre of our solution’s feeling. It frames how we approach the user’s problem with the business’ brand still in mind:

“How might we make Winners customers’ treasure hunt more fluid, without putting additional burdens

or barriers onto store staff?”

To summarize, the top 3 problem spaces in Winners are: 

  1. The navigation to a product’s location

  2. The labeling (signage, tags)

  3. The lack of categorizing for some products

“How can the digital and physical platforms of Winners fit together to create

truly great shopping experiences for our users, without affecting the existing

the value that Winners created for their shopping experience?”

Day 3

Sketch

To kick off the day, all the members of our team participated in the “Crazy 8’s” sketching method, where each member sketched up to 8 potential solutions in 8 minutes.

Here are all the concepts we came up with together:

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1) Kiosk: For facilitating the experience

    of in-store shopping of user, kiosk            navigate the user to the section

    that user looks for a specific item.

2) Winners application:

  • customer will be given the option to check the availability of specific 

        item.

  •  scanning items: in order to save the time that customers need to 

       browse and look for the specific               Item, they can just scan the item  

       and find their item in specific color         and size in a minimum time. 

  1. Weekly In-store Fashion Show with celebrity-level models

  2. Concept store with arrows painted on walls and floor department directions.

  3. AR app with information displayed for targeted shelves.

  4. Voice conversation UI built-in smart speakers around the store.

  5. VR store environment like street view on Google map.

  6. Store compass app

  7. On-the-shelf mobile phone checkout.

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  1. Employees login

  2. Employees receive items, indicate the category they’re receiving, and scan shelves 

  3. They put new inventory on the app, which  generates a map for staff & customers 

  4. This information is overlaid on a static map, and it sends notifications to the opted-in customer about new arrivals.

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Day 4

  1. We first evaluated each concept based on the feasibility of the idea and placed them in order. Then, we evaluated them based on how desirable or useful they were to the business and users’ goals.

  2. We finished with more dot voting, where each member of the team got 1 dot to choose the idea they felt best answered the design challenge. A tie was broken by our decision-maker.

Final Concept

  • Our chosen concept was:

  • “App that notifies customers of new arrivals & gives a map of the store/highlights items”

  • We chose this idea for several reasons;

    • It addresses many of the major issues we saw from our research, such as store navigation and helping customers find items.

    • It aims to increase business by enticing customers to visit regularly and builds a relationship with them with customizable notifications.

    • It doesn’t place a large burden on the other users of the tech; store employees

    • The functionality could scale in the future to help Winners send targeted offers to customers and allow them to see highlight items online, driving further business to stores.

Storyboards

Employee Storyboards:

Customer Storyboards:

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Day 4

Prototyping

  1. Employees receive product

  2. Employees put a product out on the floor, then scan a QR code on the shelf the new product has arrived on and label the type of item they’ve stocked (e.g., Men’s apparel, accessories, home, etc.

  3. They confirm any changes and the information they’ve input so far

  4. They submit the changes. The store’s map is updated with the new locations of merchandise categories, and a push notification is sent to customers who have the app to let them know there are new arrivals.

  1. Customers see their notification of new arrivals and make a trip to the store.

  2. Using the in-app map, customers are able to navigate to the section of the store with new items.

  3. If they’d like to browse other sections they’re interested in, they can see where those sections are from where they are on the map.

Reflections:

Our main feedback during our quick usability test sessions was:

  • The main page is confusing - users are unsure of the end goal. Better titles for pages and a descriptive introduction are needed.

  • Employee side - Information being displayed is not intuitive, current labeling isn’t helpful. What is it trying to express?
  • The map is too small; the user is wondering if there’s any interaction with the map.
  • The sign-up screen is OK and easy to follow but lacks security features. (ex. What if I lost my account and try to retrieve it?)