Observation Lab - Assignment 2

1. Creativity Class
Observation Lab - Assignment Two
By Dana Eckert

2. DESIGN COMMUNICATE
HANDS-ON DISCOVERY
INFLUENCE INSPIRE

3. DESIGN COMMUNICATE
HANDS-ON DISCOVERY
INFLUENCE INSPIRE

4. APPLE COMPUTER, INC.
Apple Computer – This gorgeous, all glass, Apple retail store opened Saturday
October 27th, and people lined up for blocks to see Apple’s newest gem. The
15,000 square foot store replaces Apple’s flagship store down the street. The
building is breathtaking, with 25 foot high, soaring arched glass ceilings, marble
walls, and a much grander, wider Genius Bar set center stage.

5. Apple’s Creative Genius lies in its ability to make customers feel good, and
remain to Apple. Elegant retail environments that mirror the look and feel
of the beautifully designed products, and a space designed to encourage
discovery are Apple’s keys to success.
Shown here: Apple’s demonstrate their to Apple, as
evidenced by the several block long lines wrapping around the corner, waiting to
get a look at the new building.

6. APPLE COMPUTER, INC. Observations and Insights:
•Apple’s customers have an emotional
commitment to Apple, as evidenced by the
several block long lines wrapping around the
corner, as their loyal customers wait to get a
look at the new building.
•Apple understands customers needs and
often defines customer needs before the
customer even knows they have them.
• Apple has incredible brand identity
through its’ famous apple logo.
•Apple creates passion and its’ products are
pure inspiration.
Apple is a fabulous example of a store that does
it all right. Every facet of the Innovation Engine •Store design encourages hands-on
is addressed here. With its genie bar as the interaction and product discovery.
focus of the customer experience, customers
come to Apple to learn , discover and • Apple uses suspense, clean
experience the products. Apples products beg lines, beautiful design, brand
to be touched, played with, held, admired and identify, and excellent and
explored. And their stores encourage their knowledgeable customer service to
customers to come and do just that! keep its customers coming back for
more!

7. •Big and Bold Products
showcased in Beautiful and
Breathtaking Glass Buildings
•Genius Bar focal point
•Hands on learning and
support
•Knowledgeable Staff
•Recognizable blue shirts for
“Genius” support
•Attractive Merchandising
•Enticing Advertising
•Brand Recognition
•Globally recognized logo
•Bright and Bold Colors
•Elegant Product Design
•Graceful, Clean Lines
•Quality Products
•Market domination
•User Groups
•Develops relationships with
its customers
•Drama and showmanship
involved in product launches
and building unveilings.

8. Apple Computer is a perfect example of the innovation engine!
All aspects of the Innovation Engine’s
mobius strip weave together here.
Apple’s imagination allows them to
build products their customers want.
The knowledge of their customers and
the resources they have available
make it possible.
Their culture Is an “I can do” culture
because they have the attitude that if
they imagine it, they can create it.
Their buildings highlight their
imagination, and create environments
where customers can come explore
and build their own creations with
Apples products.
Their culture breeds customer loyalty,
and their customers are so
emotionally committed, they
reinforce the culture.

9. SUGAR SHACK
Sugar Shack –
colorful displays tasty
fantasy
hands-on, interactive
environment.
good old fashioned customer service.
Expert staff
designed to inspire

10. SUGAR SHACK

11. SUGAR SHACK Observations:
• Bright & colorful
• Inviting/welcoming
• Interactive/hands-on
• Lures with Tasty Samples
• Smells Good
• Excellent customer service
• Encourages whimsical fantasy and
imagination
• Creates a destination environment
where kids and adults alike can explore
their fantasies
• Is as comfortable planning events as
catering parties, as selling candy.
•Attracts customers of all ages.
* Feels magical, playful and fun
• Designed to inspire
Insights:
•The Sugar Shack has all arms of the
Innovation Engine, but would benefit
from some innovative programs, such
as candy making, candy artwork,
cooking with candy, and candy grams.

12. The Sugar Shack is another great example of the Innovation Engine!
The Sugar Shack has created a fun
culture of loyal kids, teens and adults,
who believe the Sugar Shack is the
answer for all their entertaining and
sweet tooth needs.
They have created an imaginative world
of fantasy for young and old alike to
indulge their sweet tooth.
Their knowledge of their customer base
is evidenced by the plasma screen and
wifi, the colorful candy bins, the sweet
tasting candy. They have created
resources, and use their display items,
like the candy cart or the soda fountain
to plan special events and cater to their
Insight: What is missing? customers every whim.
They could expand their market and cater to the teens and adults interested in living healthy, and
offer some old fashioned tasty but healthy treats. They are in a pretty health conscious
community. Their products don’t reflect that. Although that also isn’t what they are trying to be.
They offer tasty samples, but could expand on their offerings with candy making or candy
decorating classes.

13. PENZEYS SPICES
Penzeys Spices – Penzey’s is an online spice catalogue shop that recently began
adding retail stores. Window displays are warm and earthy, the broad
selection, quality and pricing of Penzey’s are the best in town. The smells of
the spices are sweet and tantalizing as you walk through the door. This is a
wonderful store, with great potential to be even better!

14. PENZEYS SPICES

15. Penzeys Spices draws people in, but is lacking in culture.
Penzeys Spices does a good job of
displaying their products, and
provides opportunities through
smell and touch to get hands on.
They have created a warm and cozy
environment, but it stops short of its
potential.
The store has elements of the
innovation engine, but lacks in all
areas of the mobius strip.
Insight: What is missing?
They need to create a culture around Spices. Having take-home recipe cards is not
enough. They need to be more imaginative, expand their habitat to reflect their
products. A hands-on working kitchen, instead of a display, would provide a place
where customers could experiment and play with the spices. They could learn to cook
with them, try them on different foods, provide opportunities to educate their
customers about the healing properties of spice. A better website would help too!

16. MICROSOFT CORPORATION
Microsoft– This 6,369 square foot store at the Stanford Shopping Center in Palo
Alto, located just feet away from rival Apple, features a partially glass storefront so
passersby can view people “playing” in the xbox corner, dancing to video
software, watching movies on the video wall, or trying out the rows of pcs and tablets
filling the store. The back of the store features an answers desk, (similar to Apple’s
genius bar), and even a conference room. On the day I visited, a women was dancing in
the storefront window to a video game, kids were playing on the computers, and a group
of customers were in the back learning how to use Microsoft Words. Fun and
innovative, with it’s own group of loyal followers, Microsoft is trying to makeover it’s
image to be more innovative.

18. Microsoft Corporation is remaking it’s image and embracing innovation.
Microsoft Corporation has embraced the
Innovation Engine. The company is
working hard to enhance it’s imagination
and provide playful habitats, that keep
their customers on board.
Insight: What is missing?
They need to create a culture that
is unique to Microsoft. It felt more like
Apple than it did like Microsoft, and that
didn’t feel authentic. It needs to define
it’s own attitudes and culture, building
upon the knowledge and resources they
have spent years cultivating. Microsoft
has been around a long time. The
imagination and habitat arms of the
innovation engine are stronger than
they’ve been in a long time. Microsoft
needs to work on the other parts of the
Innovation Engine and what makes it
uniquely Microsoft.

19. SPRINKLES CUPCAKES
SPRINKLES CUPCAKES – This innovative cupcake shop is as creative as they come.
When they first opened, there were lines out the door. In multiple high-end
locations across the US, Sprinkles is making a big splash with it’s delicious and tasty
cupcakes. Offering gluten free and an assortment of flavors that can be ordered
online or in the store, and catering to parties and weddings, Sprinkles has a unique
niche. Trying to develop a sense of community and culture, Sprinkles donates a
portion of it’s earning back to the community.

20. SPRINKLES CUPCAKES
SPRINKLES CUPCAKES – This innovative cupcake shop is as creative as they come.
When they first opened, there were lines out the door. In multiple high-end
locations across the US, Sprinkles is making a big splash with it’s delicious and tasty
cupcakes. Offering gluten free and an assortment of flavors that can be ordered
online or in the store, and catering to parties and weddings, Sprinkles has a unique
niche. Trying to develop a sense of community and culture, Sprinkles donates a
portion of it’s earning back to the community.

21. •Bright, bold colors
•Lots of glass
• Attractive displays
• Delicious product
• Wonderful smells
• Fresh baked or bake at home
• Order online
• Places to sit and relax
•Attention to detail
•Big, open spaces
• Catering Options
• Seasonal offerings
• Donates to local community charities
• Works well within the innovation engine – Imagination
abounds, habitat supports the product
• Creates a culture – often long lines. Has the attitude we are the
best.
• Knows and attracts their customers. Uses resources their
customer base knows. Ie. Recently added movies.

22. NIKE INC.
Nike’s theme is Inspiration and Innovaton for Every Athlete in the World. Few companies do
it better than Nike! With worldwide brand recognition, ties and advertising with major
athletes, design your own, Nike online and Nike Community, Nike meets every criteria of the
Innovation Engine.

23. Nike Inc

24. All aspects of the Innovation Engine’s
Nike, like Apple, is a perfect example of the mobius strip weave together here.
innovation engine! Nike’s imagination allows them to
build products their customers want.
Nike encourages its customers to
explore and build and design their
own Nike products.
The Nike Logo is part of the culture
and wearing it is part of the attitude.
Nike knows athletes. It uses
International Athlets as resources and
mentors. Kids look up to Nike
Athletes. The Nike Attitude is seen in
teens and adults a like. Like Apple,
they inspire a huge customer loyalty.
Their culture breeds customer loyalty,
and their customers are so
emotionally committed, they
reinforce the culture.
Nike is a global citizen, and gives back
to the world. People love Nike and it’s
become a status symbol everywhere.