The Best Buy Experience Preview
THE
Pedometer
EXP
Vacuum
TYPES OF PEDOMETERS
SLEEP QUALITY
DISTANCE
STEPS TAKEN
fitbit ONEi activity tracker
Fitbit Flex
Samsung Gear Fit Finess Watch
Greeter Employees Other customers Best Buy Main Entrance
Cars Other Pedestrians Parking Lot
Arrive at Parking Lot
Enter Best Buy
CALORIES BURNED
SPEED
Polar+ Cycling Monitor
Walk to Location
Greeter asks if you need any help
Greeter Gives Location
!
Find Pedometers
Cashier(s) Other customers Check-out Area
Alexa Learn about major features and price points
Ask Employee for help
Line of Visibility Signs are Designed and placed to give direction
Employee Receives specific product training
Emotion Timeline Gain Bearings
Eager E xc i t e m e n t Expectant Optimistic
Confusion A t t e n t i ve
Locate Products
B r ow s e M e r c h a n d i s e
Joy f u l
Aw e Joy Wo n d e r m e n t
Four Action Framework
CASHIERS
P RO D U C T DESIGNER
O N - F LO O R E M P LOY E E S
SECURITY G UA R D
P RO D U C T TECHNICIAN
C U S TO M E R S E RV I C E DESIGNERS
G E E K S Q UA D
OT H E R C U S TO M E R S
ADD
SHELF S TO C K E R
S TO R E M A N AG E R G RO U N D S CREW
E M P LOY E E I N S T RU C TO R CLEANING CREW
Electronics
BAC K S TAG E S TA F F
Wa r r e n t y Accessories Pe a c e o f M i n d Best Buy Credit Card
Core Product Facilitating Services
Enhancing Services
Features and Benefits
• Video descriptions • Placemarker to give image of products that are out of stock • Interactive display to showcase product in action • Categorization by features
REMOVE
_
• Blocking displays • Clutter • Excess pedometers • Security tags that block view of product
RAISE
Fulfilled Goals:
Physical/Emotional/Mental Fulfilled Goals: Physical/Emotional/Mental
Tom
Larger sign easily indicating where the digital cameras and camcorders can be found.
Expects good custumer service and an organized floorplan layout. She expects to be able to find what she needs and wants easily. Alexa feels pretty confident about finding the pedometer suited to her.
• Increase size of infographics • Quality of security attachments • Organization • Raise product placement on shelves • Showcased product to available location Physical/Emotional/Mental Eager for a peometer Enthusiastic about browsing options Torn between the blue one and the red one Strains neck to look at bottom shelves Squats to look for the box • Amount of product on shelves she wants to info graphics • Move excessive product information
REDUCE
ACCESSORIES
James
Parking Lot
Fulfilled Goals:
Fulfilled Goals: Physical/Emotional/Mental Physical/Emotional/Mental
!
Walk to Location
Learn about major features and price points
Employee Offers Help
Find Vacuums
Cashier(s) Other customers Check-out Area
Greeter Gives Location
Find cooresponding Box
Decide on Product
!
Employee answers any questions
Signs are Designed and placed to give direction
Proceed to Check-out
Pay
Exit
Ask Employee for help retrieving box
Employee Receives specific product training
Emotion Timeline
Fulfilled Goals:
Fulfilled Goals: Physical/Emotional/Mental Physical/Emotional/Mental
Fulfilled Goals:
Loca te Products
Browse Merchandise
Select Product
Proceed to Check-out
Purchase
Exit
Joyful
Awe Joy Wonder ment
Sa tisf action
Angst Wear y
Sa tisf action Glee
Sa tisf action Glee Empower ed
• Splitting up product sections into multiple sections • Price
General
Expectations
General
Feels like he is probably 28 years old going to have to settle for a Has a fiance pedometer. Expects to not Is a nutritionist get very good service because of the last few times he has gone to Best Key Motivators “It would be great ifBuy. I could Has done a lot of track my workout progress.” research on pedometers Wants a pedometer that will and just wants to buyoptions the online about purchase Researches different look good Posts with workout along withher a personal review online to compare prices. But one he saw online but it will still feels confused clothes take too long for delivery. Not bulky orthe too plain-looking Goes home to open box and
Encounter Map
Wants to talk to someone in person. Decides to make a trip to Best Buy
try the pedometer out. Make sure everything works.
Leaves the store with purchase
Fulfilled Goals:
WANTS TO GET SERIOUS ABOUT EXERCISING
Goes to Best Buy
Physical/Emotional/Mental
Enters he and looks for thesure Hesitant because is not pedometer section. where the pedometers are Frustrated looking for thefor right Gets frustrated looking pedometers and eventually asks box to the one hewhere wants employee to find pedometers. Eventually makes a decision and looks Unfulfilled Goals: for corresponding box. After looking Glad to have help Employee offersemployee’s help and explains for a while finds the one. some of the main features. x Didn’t get the color she Looks at all the in-store Worn out from looking options available. Is mainly concerned wanted about color and price. Wonders why there aren’t as many in store options as there are online
Buy a pedometer that will pedometer match Purchases her workout clothes
Alexa Expectations
Molly
ExpectationsGeneral
General
Tom Expectations
James
ExpectationsGeneral
General
Molly Expectations
Expects to spend as little Expects good custumerExpects to have28 Feels like he is probably 35 years old 23 years old a hard 19 years old yearstime old 35 years old Expects to have a hard time money service and an organized going to have to settle for a as possible. He really Single Has 3 cats finding the right Has vacuum. Has a messy roommate a fiance Single finding the right vacuum. floorplan layout. She Wants to talk to Is pedometer. Expects wants to not to make a decision fast Works as a construction Works at a tanning salon ana nutritionist Full time student atWants SCADto talk to an Works as a construction so that he can spend more expects to be able to find get very good service manager employee about which (Film major) manager employee about which time looking at the electronics. what she needs and wants because of the last few ones have the features she ones have the features she has been wanting to get a easily. Alexa feels prettyis looking for. he has gone toHe Best Key Motivators is looking for. Key Motivators confident about finding the Key Motivators times Key Motivators Key Motivators tablet. James has little Buy. Has done a lot of patience for shopping, pedometer suited to her. research on pedometers Wants to be more fit Needs Wants a pedometer that will a new vacuum because Wants He to be more fit Looking for something small for vacuums. and just wants to buyespecially the Looking for a product that fits her old one broke look good with her workout Looking for a productand thatlight fits for a dorm doesn’t know much about his lifestyle and needs No bags for convenience She has 3 cats so one she he saw online but it will clothes his lifestyle and needs vacuums but thats ok, he can take too one. long for delivery. Something that will make him Inexpensive desperately needs a new Not bulky or too plain-looking just look at the boxSomething to find outthat will make him want to work out more want to work out more what he needs.
Physical/Emotional/Mental Fulfilled Goals: Physical/Emotional/Mental Fulfilled Goals:
Fulfilled Goals: Physical/Emotional/Mental Physical/Emotional/Mental Fulfilled Goals:
Fulfilled Goals:
Signage in Best Buy is focused on larger, more general product areas. This includes appliances, phones, computers, etc. Signage for vacuums do not exist as they are situated under the appliances heading.
Physical/Emotional/Mental
all her electronics Buy a pedometer Bought a qualityHesitant vacuumbecause he is Thrilled for as by all her Eager for a peometerOverwhelmed by Buy not sureto see theBuy a pedometer that will a pedometer To buy a vacuumOverwhelmed choices A reasonably priced one about browsing Talked to an employee about as possible choices Enthusiastic where the pedometerssection are match her workout clothes A reasonably pricedinexpensive one Curious to see all the new Happy options Curious to see all the new options Frustrated looking for the right to play with the iPads electronics and appliances Bewildered as to which electronics and appliances Torn between the blue one box to the one he wants Unfulfilled Goals: Unfulfilled Goals: Unfulfilled Goals:Interested in the fancier models Goals: Unfulfilled Goals:Glad to have employee’s Interested in theUnfulfilled fancier models vacuum to choose and the red one help x Buy the pedometer he saw x Buy the pedometer used get the color she x he To saw get a quality Grossed vacuum out by the used Strains neck to look atGrossed out byxtheDidn’t Worn out from looking Thinks he should hurry up online online vacuum on display and make a decision x Making a reasonable decision vacuum on display bottom shelves wanted Wonders why there aren’t as x Make a quick trip x Make from looking at Distracted because he a quick trip Exhausted from looking at Squats to look for the Exhausted box many in store options as there everything in the store wants to look at Go Pros everything in the store she wants are online
!
When buying a larger sized product moving it from its location in the store to the cash register can be a troublesome task. Some objects, such as vacuums, can be moved by hand if the customer is willing. However, if the customer is unable or does not wish to move the item then they must request the help of employees. Employees may be busy, require extra help or even need equipment to handle the job, adding another element of difficulty to the equation.
James Packaging comes in all shapes and sizes and can be easily moved or nice and bulky.
Larger sign easily indicating where the digital cameras and camcorders can be found.
Expectations
General
General
Four Action Framework
Expects to spend as little 23 years old 19 years old money as possible. He really Has 3 cats Has a messy roommate wants to make a decision fast Works at a tanning salon Full time student at SCAD so that he can spend more (Film major) time looking at the electronics. He has been wanting to get a Key Motivators Key Motivators tablet. James has little patience for shopping, Looking for something small Needs a new vacuum because especially for vacuums. He and light for a dorm her old •one broke Inforgraphics to help doesn’t reduce words on price-tags know much about No bags for convenience She has• 3Larger cats so she signs to direct vacuums customer to vacuum but thats ok, he canlocation Inexpensive desperately needs a new one. just look at the box to out • Organization by categories instead offind brands what he needs. • Lead-in display near entrance
+
ADD
• Section for best sellers • App for informationals
Fulfilled Goals:
Physical/Emotional/Mental
_
Fulfilled Goals:
RAISE
• Freestanding displays • Benefits/warrenties • Ability to “test” more products • Subcategories to appliances sign • Layout • Security
Thrilled to see the electronics To buy a vacuum for as section inexpensive as possible Happy to play with the iPads Bewildered as to which Unfulfilled Goals: Unfulfilled Goals: vacuum to choose Thinks he should hurry up x To get a quality vacuum • “Used” vacuum and make a decision x Making a reasonable decision • Clutter Distracted because he • Boxes on top shelf • Reduce QRT code necessity to look at Goappliances) Pros • Other products in areawants (chairs aren’t • Amount of packaging Bought a quality vacuum Talked to an employee about options
REMOVE
• Security camera
REDUCE
• Wasted space • Blank tag space
Encounter Map “I need a new vacuum.”
Posts online about purchase along with a personal review
Researches different options online to compare prices.
Goes home to open the box and try the vacuum out. Make sure everything works.
Leaves the store with purchase
“I want to feel how heavy it is before I make any decisions.” Decides to make a trip to Best Buy
WANTS TO INVEST IN A QUALITY VACUUM
Goes to Best Buy
Enters and gets sidetracked in the electronics section.
Purchases vacuum
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M e m b e r s Rew a r d s Social Media Geek Squad Displays
Service Packge
James
Molly
!
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Tr a i n e d E m p l oy e e s Customer Service Online shopping Signage
O N S TAG E S TA F F
+
Expectations
STEAM AND DEEP CLEANERS
E m p ow e r e d
>
GRAPHIC DESIGNER
JA N I TO R
Molly
Tom
Signage in Best Buy is focused on larger, more general product areas. This includes appliances, phones, computers, etc. Smaller product lines such as pedometers are often ignored and pushed aside. Without proper signage locating the Pedometer section can prove difficult.
INDUSTRIAL ENGINEER
HARD FLOOR
Primary Employee Secondary Employees Other customers Vacuum Location
Overwhelmed by all her Eager for a peometer Thrilled to see the electronics Hesitant because he is not sure Buy a pedometer that will Buy a pedometer Bought a quality vacuum To buy a vacuum for as Overwhelmed by all her Eager for a peometer Thrilled to see the electronics Gain Bearings Hesitant is not sure priced Buy Buy a pedometerwhere that will Bought a quality vacuum To buy aEnter vacuum for as choices Enthusiastic about browsing section the pedometers are because he match her workout clothes A reasonably onea pedometer Talked to an employee about inexpensive as possible choices Enthusiastic about browsing section the pedometers are match her workout clothes looking forwhere A reasonably priced oneto see all the new Talked to an employee about inexpensive as possible Exit Curious Happy to play with the iPads S e l eoptions ct Product Purchase Frustrated the right options Curious to see all the new options Happy to play with the iPads Frustrated looking for the right options electronics and appliances Torn between the blue one Bewildered as to which box to the one he wants Unfulfilled Goals: electronics appliances Goals: Torn between the blue one Goals: to which box tohelp the one he wants Unfulfilled Goals: Interested in the fancier models and Unfulfilled and the red one vacuum to choose Bewildered as Unfulfilled Glad to have employee’s Unfulfilled Goals: x Buy thehelp Unfulfilled Goals: Unfulfilled Goals: Thinks he should hurryvacuum Unfulfilled Goals: pedometer he saw Interested in the fancier models and the red onex Didn’t get the color to choose Glad to have employee’s Grossed out by the used Strains neck to look at up x she To get a quality vacuum Worn out from looking x Buy the pedometer he saw online Grossed out by the used Strains neck to look at Thinks he should hurry up x Todecision x Didn’t get the color she get a Ea quality vacuum Worn out from looking vacuum on display bottom shelves and make a decision ger Confusion x Making a reasonable wanted Wonders why there aren’t as online x Make quick trip Attentive vacuum on display shelves and make a decision x MakingExcitement wanted a reasonable decision Wonders why there aren’taas Exhausted from looking at Squats to look for thebottom box Distracted because he many in store options as there x Make a quick trip Expectant Satisfaction SSquats a t i s f a c t i oto n look for theS abox tisfaction Exhausted from looking at Distracted because he many in store options as there everything in the store she wants wants to look at Go Pros are online Optimistic Glee Glee everything in the store she wants wants to look at Go Pros are online
Alexa
Stakeholders
Tom
Alexa
Fulfilled Goals: Physical/Emotional/Mental Physical/Emotional/Mental
Enter
COMMERCIAL & GARAGE
ROBOT
Greeter Employees Other customers Best Buy Main Entrance
Cars Other Pedestrians
Arrive at Enter Greeted Decide on Expectations Expectations Expectations Parking Lot Best Buy by Greeter Expectations Pay Exit General General General General Product Expectations Expectations Expectations Expectations General General General General Expects to spend as little Expects good custumer Feels like he is probably 28 years old 35 years old 23 years old Expects to have a hard time 19 years old Expects Expects good custumer Feels like he is probably money as possible. He really to spend as little Line of Interaction 19 years old service and an organized going to have to settle for a 28 years old 35 years old 23 years old Expects to have a hard time Has a fiance Single Has 3 cats finding the right vacuum. Has messy roommate money as possible. Heareally wants to make a decision fast floorplan layout. She service and an organized pedometer. Expects going to not to have to settle for a Has a fiance Single Has 3 cats Has a messy roommate Is a nutritionist Works as a construction Works at a tanning salon Wants to talk to an finding the right vacuum. Full time student at SCAD wants to make a decision fast floorplan layout. She pedometer. Expects to not sosalon that he can spend more expects to be able to find get very good service Is a nutritionist Works as a construction Works at a tanning Wants to talk to an Full time student at SCAD manager employee about which (Film major) so that he can spend more get very good service Greeter asks time looking at the electronics. what she needs and expects wants to be able to find because of the last few manager employee about which (Film major) ones have the features she looking at the electronics. what she needs and wants of the last few if you need He has been wantingtime to get a easily. Alexa feels pretty times he has gone tobecause Best ones have the features she is looking for. Key Motivators He has been wanting to get a Key Motivators KeytoMotivators Key Motivators easily. pretty times he has gone Best any help tablet. James has little confident about finding theAlexa feels Buy. Has done a lot of is looking for. Key Motivators Key Motivators Key Motivators Key Motivators tablet. James has little confident about finding the Buy. Has done a lot of patience for shopping, pedometer suited to her. research on pedometers Wants to be more fit Looking forofsomething small Needs a new vacuum because Line Visibility patience for shopping, pedometer suited Wants to her. a pedometer that will on pedometers especially for vacuums. He and justwill wants to buyresearch the Wants a pedometer that Wants to be more fit Looking for something small look good with her workout Looking and light her old one broke Needs a new vacuum because especially for vacuums. He for a dorm and just wants to buy the for a product that fits doesn’t know much about one he saw online but it will look good with her workout Looking for a product that fits and light for a dorm clothes lifestyle Noabout bags for convenience She has 3 cats so sheher old one broke doesn’t know much one he saw onlinehis but it will and needs but thats ok, he can take too long for delivery. clothes his lifestyle No bags for convenience Greeter 3 cats so vacuums she Not bulky or too plain-looking Something that will make him and needs Inexpensive desperately needs aShe newhas one. vacuums but thats ok, he can take too long for delivery. justa look the box to find out Not bulky or too plain-looking Something that will make him Inexpensive desperately needs newat one. Receives want to work out more just look at the box to find out what he needs. want to work out more Training what he needs.
Employee answers any questions
Greeter Receives Training
HANDHELD & STICK
CANISTER
Jawbone UP
Line of Interaction
!
Personas
Primary Employee Secondary Employees Other customers Pedometer Location
Greeted by Greeter
UPRIGHT
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E
C N E I ER
TYPESDavid OF VACUUMS Johnson, Sofia Silvestrini, Lauren Menezes
Eventaully makes it to the appliances. Looks at all the in-store options availble. Tries out the grip and weight on several.
Eventually makes a decision and looks for corresponding box. Needs employee’s help retrieving it. Employee comes over to offer help and explains some of the features and benefits.