Cjay's Observation Lab
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Transcript of Cjay's Observation Lab
Observation Lab
A Crash Course on Creativity
Mission
Make observations in six stores, the
exterior, interior environment,
including products and people.
Present on insights, and hidden opportunities
A store:
For our purposes, a store is defined as an
establishment where merchandise or services are
sold.
I went to 6 stores
The first three are more traditional:
Ace Hardware
Walgreens Pharmacy
Illumination, the Lamp Dr.
The second three expanded
Brittany’s hair salon
The Greenhouse Café
Threadless
I tried some other places first…
The Happy Hours Food and Gas Mart
wouldn’t let me take any pictures…
Ace Hardware
Less than thrilling
But hey, they’re open!
A nice place to sit, in an otherwise cluttered
entryway
The store is bright, and yet dull, other than
the merchandise.
They have seasonal merchandise
Everything was well organized, and neat. It
still had the vibe of a garage sale-
Many items were sold
without packaging, or with
minimal packaging- so the
perceived value was directly
for the use of the item- not
an attractive box
The not-so-fancy environment might
Imply prices would be lower- or that
the store just isn’t making money and
might be overcharging anyway.
A solution might be to have more
price comparisons on items such as
Home Depot or OSH – competitors
That generally have lower prices.
The organization was really well done.
It was easier to find things than
in a lot of other hardware stores.
None of the shelves were much taller
Than a person could reach.
It’s a place to get functional things
I don’t think I would want to get distracted
By a cozy color of floor tile if I was
Shopping for electrical wire…
What they could offer is an on-line
shopping kiosk or catalogues for items
in a related category, but that aren’t
carried in the store
Staff ranged from quite old to teenagers at
the cash register.
The pay must not be very competitive. I was
glad for the older gentleman, who seemed very
knowledgeable about items in the store.
The girl at the register seemed happy enough.
Both wore the classic hardware-store apron.
It all seemed appropriate, but I wondered what
the turnover was like, and how the store
was matching inventory to shoppers.
A salesperson- an elderly gentleman was
very direct in asking if I needed assistance,
and directed me to the wooden dowels.
I saw many couples, and women, while I
would have expected more men during the
middle of a weekday
The hardware store had a selection of women’s
Gloves for work and gardening.
They also had a few aisles of kitchen implements-
which, much as gender roles are diminishing,
still tend to be in the domain of women.
I wonder if they would do well offering classes
For women- basic wiring, electrical, car care, etc.
Yes that is a 517 pound pumpkin.
The winner got a $50 gift certificate
to the store
Walgreens Pharmacy
Some of the marketing tactics outside the
store I find more repelling than appealing…
Ummmmm…
Just inside the door is a barage of “beauty
care” items, sale products, and many colors.
The floor reflects the lighting, the packages
reflect the lighting. No one looks good in
this lighting.
I want to leave. I didn’t want to walk in.
However, here are some thoughts for
makeup sales. They could offer testing days
where someone could come in
and give hygenic samples of the
makeup- it’s placement right by
the front door would suggest it’s a
big seller.
The marketing also suggests it’s
largely for teenagers and young
women, who would probably be
interested in finding out what
looks best for them.
In this hyper-stimulated culture
and environment- it might be
fitting to have a screen playing
make-up commercials, or how-
to’s.
The food, and toys, and everything, comes
packaged, and shiny.
I wonder if some
parts of the store
could have warmer,
more touchable
items or if this would
be too unsanitary in
A place where sick
People come.
I know I would feel
better if there were
more items offered
for preventative care.
It feels like a hospital, but without the
glamour of life-saving.
I have a feeling I would
never come in here
unless there was
something wrong with
me, and I needed to fix
it.
I would love more items
for preventative care…
It seems that trend is
growing in many places,
Why not here?
It’s designed for easy navigability, and the
light falls equally on everything.
This makes sense,
because it’s not their
business to highlight
attention on high-
value
items- people come
here for necessitiesSterile packaging is
important for health-
care items.
Loud pop music. The employees seem
miserable. The customers seem
uncomfortable, and do not make eye contact
with each other. The aisles are wide,
although no one uses a shopping cart.
The cashier seemed
annoyed when he had
to return to his register
to check me out.
What kind of training
or opportunities could
the store offer to increase
job satisfaction and give
employees something to
grow towards?
All customer walk/wheelchair ways are very
obvious, and seem designed for heavy traffic
and long lines.
The store seems to do just what it was
designed for. It seems people are discouraged
from lingering by the wide straight aisles.
Necessities of all types are well organized-
but a little messy.
A lower-glare floor would reduce my stress
level.
Happier employees would make me feel better
about shopping there.
Illumination, the Lamp Doctor
This lamp store sells retail lamps and
lightbulbs, and also does custom builds and
installations for local businesses.
The unusual logo - a lightbulb doctor
working on a lamp that looks like a woman’s leg-
makes me expect a trendy or well-put-together
store.
The left-hand door was locked, but the one next
to it was open.
Just inside the door, the store was a mess…
ancient looking binders lined the wall.
Boxes on the floor, products on the floor,
clean but messy everywhere. Why am I
here?
The lighting store could have used some
better lighting…
It was silent inside, and two older men were
the salespeople. They would have let me come
and go in peace, but when I made eye contact
they greeted me.
When I asked for battery powered LED string
lights, one of the gentleman said he had
something like that, and went into an even
more cluttered and ancient looking storeroom.
This item must be 20 years old.
The salespeople were probably the owners
of the store. They didn’t seem concerned about
making a sale. They also didn’t seem to find it
odd that their stock was out of date!
Another customer returned an item, and they
also took this very casually, agreeing with her
on the problem.
I learned they make their money from
making custom pieces and lighting for local
businesses. Take this colander and
steamer- basket chandelier, for example.
They really didn’t care how the store looked, it
was functional for them, that’s what mattered
They could have a beautiful showcase for
their custom work- inspiring customers
to get lighting for their homes that is also
as elegant as their commercial builds
They could at least showcase pictures
of their other work.
Going for a more modern look, they could
even put in a wall with a window into
their workspace, so people could watch
while they build custom designs.
While I didn’t get what I was looking for, I
did get an education about lights.
Did you know LED lights change color
with the frequency of electricity that’s run
through them?
Some colors require more energy, and run
much hotter.
What a great experience to have salespeople
so incredibly knowledgeable, and happy to
educate customers.
They could easily have a you-tube channel
on how to do lighting properly, and how
to choose the right lights for your neesds.
A very functional display.
Here they showed the difference in color
temperature.
(The bulbs turn on and off with the switches)
Customers can get an idea of how a light
will look. Yellow and warm, or blue and cool.
Blue-white light in a display case. The
owner said it makes the colors of the boxes
stand out.
It would seem to me there
might be more eye-catching
items to put in a display case.
Especially here, right by the
register. They could sell keychain
flashlights, or reading lamps, all kinds
of other things could be available.
They seemed happy with the amount of business they were getting- although
cleaning up and adding nice touches to the environment might bring in new business,
they seem to be happy with how laid-back they run their business.
What opportunities are there that work with the personalities of the owners?
They do sell a few upscale items.
The woman riding the dolphin and
holding up the lampshade costs $5,000
I said “maybe you could sell it on e-bay.
The saleperson said – maybe, or we could
just keep it here.
I could go to a store like this when I need a
haircut:
I could use the standard form of exchange:
Sometimes,
I like to do things a little differently.
This woman cuts my
hair.
She is the owner of a
jewelry design
business.
I paid her by helping
her
make jewelry for two
hours. So you could
say
the cash register was
located in her
workshop.
Brittany makes really beautiful jewelry
I had seen the jewelry before, on her,
and for sale.
The care she put into the product,
and the display, made me feel confident
in her artistic ability with my precious
hair.
(Have you ever gotten a reeaalllly bad
haircut that took months to grow out?)
(I have.)
She has earrings out and she’s working on
some when I arrive.
The house is inviting, and she leaves a
space for me to park in the driveway.
Inside it smells like soup, it’s beautiful and
the floors are clean.
She asks me if it’s ok for her to put some music on,
and asks what kind I’d like to listen to.
We settle on a “price,” in trade, which may be
negotiable if I don’t like the haircut.
She takes suggestions, and has an idea of what she
wants to do.
Based on the atmosphere and style of her house,
and the jewelry she makes, I feel confident I can
trust her idea.
She gave me a really awesome haircut.
I recommend her to everyone.
To fit with her style of doing business, I
would offer some simple things.
An I-pad with slideshows of haircuts
she’s
given, along with potential styles that
people could browse through.
Giving suggestions by using those
pictures
might help some clients feel more
comfortable.
Chai tea (she studies Ayurvedic
medicine).
The smell would be wonderful and
even
cozier for guests.
Offering skin-care products or facials
The Greenhouse Cafe
The lighting by the
entryway could
use some help
As this is an
underground
establishment,
I would suggest
not a printed
sign, but perhaps
a giant spoon?
Reservations are by appointment, but it could be easier to spot the house.
something welcoming by the door would be nice. It’s closed, and it takes
a moment for someone to answer.
Some Ladies I know are interested in having
a café out of their house.
I’m greeted with a warm and enthusiastic
welcome.
Music is playing from the kitchen, other people are
inside and are talking and laughing loudly.
I’m asked to take my shoes off at the door, but the
shoe racks are already full- it would be nice if I
weren’t worried about my shoes getting lost in the
shuffle.
I feel really welcome and at home, wondering what’s
on the menu for me. These girls cater to people with
special diets- so they ask me if I have any
restrictions in what I eat. That’s very comforting,
because I can’t eat wheat!
It smells- amazing- and the kitchen is a
little crowded, but comfortable.
One of the women is an herbalist, and
makes tinctures and remedies.
I feel like this idea of medicinal
food might really be something. I hope
it’s good, though, I’m not one for
macrobiotics or rice cakes, so to speak.
I’m willing to trust them, now that I’ve
told them what I can’t eat, they have a
plan for our meal (I brought a friend).
It’s nice to see they are enjoying them-
selves, and are thoroughly excited
about what they are preparing.
They will eat the same food when
they are done.
They have fresh, seasonal produce on the
table- both decor and stock for the meal.
They invite me and my guest to sit outside
on the back porch while we are waiting
The presentation of the food is rustic. Wood
and ceramic serving dishes, and fresh food.
They have a flyer describing their style
of cooking, so I can’t say I was surprised.
While exciting and friendly, they seem
busy with the cooking, and I’m not sure
what to expect in terms of them
hostessing my lunch.
I do enjoy this more than watching most
prep cooks prepare my meal- they
look twice as busy and like they are
having half as much fun.
The art was a little, strange, when I went to
the bathroom. Interesting.
I suggest they make it a little less like a house,
and have a table set, and a more designated
sitting area.
The kitchen was too busy to feel comfortable
in, as a paid experience. Having seating
elsewhere would be essential.
I’m not sure how I will feel about paying
when it feels like eating at a friend’s house.
At the same time- they are serving
incredible food, and the meal itself, is
completely professional.
Stuffed peppers with goat cheese.
The taste is over-the-top.
If the girls are going to stick with the
table in the kitchen, they might want to
switch to a performance-style of cooking.
In fact, the way they were telling jokes and
doing impersonations, I think they should
make themselves the entertainment and
charge extra!
Getting a meal cooked with such care-
definitely worth the price.
The kitchen is where lunch meals are
served- after being individually prepared
I tried to find another unusual store…
The Honey place down the street didn’t have
anyone around…
I liked the rustic charm…
but even the bees weren’t around.
The sign says honk your horn… so much for
customer service… no one came.
So I found another store
Threadless
Threadless is an online store that sells t-
shirts and art.
It has some interesting aspects when looked
at though the lens of this project.
The lighting- is backlit
The music, the smells, the décor, is all by the choice
of the shopper
The organization of the items can be changed, to be
by style (mens or womens) by popularity, by price, by
most recently added to oldest, or by theme.
It’s easy to find things
It’s easy to find help, and have questions
answered.
It’s impossible to talk to anyone
They have seasonal specials and sales.
The cash register is a snap- although they
don’t take cash.
They have a unique model
People submit designs, and other people vote on
them, saying if they would or would not buy a shirt
with that design printed on it.
So stock is extremely relevant to customers.
I can’t think of anything that would make this store
better- except maybe if I had a 3 foot, touch screen
monitor, and could see each of the t-shirts on a
replica of myself on the screen.
That, might be for the future.