User Experience framework for retail development.

1. Future Retail 2013
Method
Futuretail
Designing Complete
Retail Experiences
Alexander Grünsteidl
1

2. Prada Flagship Store
experience
Prada | OMA | IDEO
2000 - 2001
2

3. Prada Flagship Store
experience
Prada | OMA | IDEO
2000 - 2001
3

4. 3 Goldfish & 1
computer. Interactive
fishtank experience
NCR research | IDEO
1999 - 2000
4

5. Future Retail 2013
I hate shopping.
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6. Future Retail 2013 6
I love it.

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The story of
a new bicycle
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I need a new bike...
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9. I pass an attractive looking bicycle shop
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I check out different models

11. The assistant offers advice and a trial
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12. I take
different bikes
for a spin
till I find one I like
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I Like This One!
13
Price: £475

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I Look At The
Manufacturer Website
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I look at the
mobile site
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I learn about
different available models
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I ask the assistant about
different options
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Price:
£745.00
Price:
£564.95
Price:
£399.95

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He can
not deliver
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Further research
compare dealers
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I find a much
cheaper offer
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I order and receive
the bike
delivered
to my doorstep
within a week
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I am required
to assemble
the bike
costs me
at least
an hour
and
some fiddling

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I am happy with my
new bike
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I wish I could
pay the shop
where
I tried out
the bike
a commission...
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25. Future Retail 2013
Service
commission
there is no
tracking
mechanism
in place
25

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How will the store survive?
Where will I be able to try
out products in the future?
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As transactions move
elsewhere the very
nature of the high
street is changing...
...or is it?
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retailer home
Retail as we know it

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retailer homehome
internet comparison
and online purchase
distributor
Emerging retail
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retailer homehome
internet comparison
and online purchase
distributor
Emerging retail
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The
last
click
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Fitting fee
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Awareness Consideration Purchase Activation Usage Support
?
Customer Journey
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Relationships
+
Engagement
34

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Previously
retailers owned the
relationship with
the customer
Retailer Customer
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manufacturer
service provider
aggregator
Retailer Customer
Previously
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37. Future Retail 2013
books
30 - 60 %
furniture
25 - 50%
fashion
50 - 75 %
10 - 30 %
consumer
electronics
10 - 30 %
10 - 30 %
digital
media
? - 5 %
37
Margin pressure
impacts Customer Service
Marc Andreessen: “Retail chains are a fundamentally implausible
economic structure if there’s a viable alternative,” he says. “You combine
the fixed cost of real estate with inventory, and it puts every
retailer in a highly leveraged position. Few can survive a decline of 20 to
30 percent in revenues. It just doesn’t make any sense for all this stuff to
sit on shelves. There is fundamentally a better model.”

38. Future Retail 2013
The roles
are changing
38

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manufacturer
service provider
aggregator
Retailer Customer
Previously
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manufacturer
service provider
aggregator
Customer
Now
40

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41
Now the retailer becomes
a mediator
between
customers & brands

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Stores Become
Places To Manage
Customer Relationships
“Stores” become
places to manage
customer relationships

43. Future Retail 2013
showrooms
webfronts
solution boutiques
curastores
advertailers
shoperiences
experetail
manufacturer
service provider
aggregator
Customer
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From transactions
to providing services
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4 Types of
Engagement With
The Customer
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Explorative
Focused
Transaction Experience
Engagement
4 Types of
engagement
with the
customer

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Explorative
Focused
Transaction Experience
KNOW
WHAT I WANT
Engagement

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New Service Touch Points?
48

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Albert Heijn
Appie integrated shopping

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Albert Heijn
Appie integrated shopping

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Albert Heijn
Appie integrated shopping

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Albert Heijn
Appie integrated shopping

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Albert Heijn
Appie integrated shopping

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Albert Heijn
Appie integrated shopping

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Explorative
Focused
Transaction Experience
Provide
– Pick-up
– Delivery
Offer
– Decision making
– Cross sales
– Security + Trust
KNOW
WHAT I WANT
Engagement

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Explorative
Focused
Transaction Experience
DON’T KNOW
WHAT I WANT
Engagement

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Stock extension
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Public
transport
scanning
touchpoint
Tesco
South Korea

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Explorative
Focused
Transaction Experience
Provide
– Advice
– Help
Offer
– Comparison
– Alternatives
DON’T KNOW
WHAT I WANT
Engagement

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Explorative
Focused
Transaction Experience
DON’T KNOW
WHAT I WANT
Engagement

71. Future Retail 2013
Learn from the
fashion industry
71

72. We tune technology to create harmony in your life.
Digital Wellbeing
Showroom
Shop at Bluebird
2006 - 2007
72

73. Retail
prototype
lifestyle
platform
73

74. Future Retail 2013
Fashion
Conversations Music
Memories
74
Digital Wellbeing
Showroom
1 platform
4 zones

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84. Future Retail 2013
personalised wish listtrack transactions
Digital Wellbeing
Showroom
Physical
Bookmarking
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Supermarket
Sarah
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Supermarket
Sarah
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Supermarket
Sarah
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Too much choice
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Think like
an editor
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91. © digital wellbeing labs 2010 91

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Where can you
discover applications
and services that suit
your personal lifestyle?
The AppLounge
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Places to discover iPhone Apps and Services
word of mouth blogs
print
ads
iTunes
Store
print mags
Genius
recommendation
App Store
on Device
TV ad

95. © digital wellbeing labs 2010
Service providers consistently fail to offer
introductions to the applications and services
available through their services channels
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96. © digital wellbeing labs 2010
Shopfront lifestyle magazine
similar content different emphasis
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97. Travel lifestyle collection
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AppsCoffee Accessories Events
The AppLounge 2010
Increase dwell time
+ + +
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A place to discover
applications and services
that suit your personal
lifestyle?

99. © digital wellbeing labs 2010
500 million apps downloaded and counting
Already 10,000 Apps available for iPad
99

100. games
iBooks
entertainment
education
travel
lifestyle
utilities
music
magazines
accessories
Curated digital lifestyle selections
100

101. urban voyager
... on the town
city dweller
kids in tow
metro ware
.....
games
iBooks
entertainment
education
travel
lifestyle
utilities
music
magazines
accessories
Curated digital lifestyle selections
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103. Grab a coffee or a cocktail.
Take a seat.
Go to theapplounge.com to discover curated
collections of apps, music and accessories,
or trial the apps on one of the AppLounge devices.
Bookmark the site to your homepage to
keep up-to-date with our selection of
hand picked apps.
1/RELAX
2/EXPLORE
3/ENJOY
Integrating hospitality and showroom
103

104. prototyping displays and fittings
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108. App
demo
page
local
App Server
client
Mobile
internet
(themed)
portal
Menu
local WiFi server
App
demo
page
WiFi
internet
access
(themed)
mobile
browser
portal
menu
App-
Lounge
iPhone
App
WiFi
internet
access
client
laptop
portal
Menu
collection
AppLounge
iPads | iPhones | iPod Touches
iTunes
Store
App-
Lounge
Channel
Applounge
Website
Server
customer
The AppLounge IT set up
timed
voucher
timed
voucher
iTunes
Store
App-
Lounge
Channel
iTunes
Store
Themed
WiFi Channels
local
App Server
local
WiFi
App
demo
page
App
demo
pages
local WiFi cloud
inside AppLounge space
AppLounge blackboard
download
Application
iTunes song
Themed
WiFi Channels
app
coupon
app
coupon
Menu
currently
playing
offer of
the day
Currently Playing
AppLounge Dashboard
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109. Future Retail 2013 109
The
Bouncepad
product and
service
company

110. Apps
iBooks
Accessories
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Lifestyle
curator
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grapedistrict

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Explorative
Focused
Transaction Experience
Provide
– Browsing
– Inspiration
Offer
– Awareness
DON’T KNOW
WHAT I WANT
Engagement

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Explorative
Focused
Transaction Experience
KNOW
WHAT I WANT
Engagement

120. Future Retail 2013
Embrace hospitality
in your brand
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Nespresso Club
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122. Destination “shopping”
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123. removing classification
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Own your
community
network
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125. Coffee shops
everywhere
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127. Brands can extend
relationships with
customers
by providing
a community space
and/or gathering
around shared events.
127

128. Future Retail 2013
Bike repair + cafe
Bookstore + cafe
Bookstore + restaurant
Fashion + bar
Laundry + cafe
Bank + design shop
Bank + work lounge
Barber + nail studio + money transfer
Internet + cafe
Alternative forms
hospitality
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Urban
prototyping
BoxPark
129

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Urban
prototyping
BoxPark

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Urban
prototyping
BoxPark

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What are the alternative
forms of hospitality?
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Explorative
Focused
Transaction Experience
KNOW
WHAT I WANT
Engagement
Provide
– Demonstrations
– Immersion events
– Try-vertising
– Recommendation
Offer
– Learning & training

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From retail
to services
Explorative
Focused
Transaction Experience

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Retail
journey
Explorative
Focused
Transaction Experience
interchangeable
bricks & mortar
and online

137. Future Retail 2013 137
Retail
journey
Explorative
Focused
Transaction Experience
interchangeable
bricks & mortar
and online

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Retail
journey
Explorative
Focused
Transaction Experience
interchangeable
bricks & mortar
and online

139. Future Retail 2013
Imagine...
139

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the digital lifestyle showroom
A visit to the digital lifestyle showroom on
the high street
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Pick up a shopping basket card
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Use your card to collect “bookmarks” from
displays for products and services you are
interested in.
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Review, edit and purchase items from
your wish-list on a sales-kiosk in the
showroom.
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Use your shop card to access your wish-
list from home and make purchases
online.
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Attend demonstrations ...
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... and skill workshops
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Visit the showroom lounge with friends,
enjoy a drink and discover new services
together.
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A place for online communities to meet in
real life and share live events.
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lifestyle collections exposure product face time skill workshop & hospitality retail conduit
discover explore learn more purchase | stay in touch
re-active lifestyle shopwindow product & service demo kiosks service demo lounge in-store online transaction kiosk
friends & family introductionsimmersive lifestyle explorer online coupon transactionshop entrance lifestyle guidance
one-on-one Q&A instore pick-uptouch and play showcases
show and tellhome demos
Touchpoints
across the
customer
journey
discover explore learn more purchase
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Agile Commerce
from channels to
touchpoints
a evolving
value chain

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The role of
each touch point
needs to be considered
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152
Nokia retail
service
scenarios

153. Future Retail 2013
153
Service Design
Customer Journeys
3 Body-storming and Service enactment
Method uses various approaches to develop and try out
service protocols. In these enactments we consider
person to person and user to device interactions. In this
example different patient to medical professional
dialogues are explored for clinical settings, to understand
the roles at each stage of the patient engagement.
4 User Journey and Path to Participation scoping.
All stages of the lifetime engagement with the customer
are considered. On a store level shorter cycles need to
be considered from repeat glances at the shop window
to the first time visit to gain information about a product
and available services before purchase.
The team defines requirements at each stage of the
relationship with the customer, which at a later stage
become the specifications for design implementation.
3
4

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154
Nokia retail
service
design
blueprints
across
touchpoints

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155
9
Service Design
prototyping and rollout
7 Early stage service evidencing props; integration of
digital services with physical assets trials.
Rapid high fidelity mock-ups to story board and validate
service concepts. In this case a pharmacy prescription
combined with an online data management tool.
8 Paper prototypes
Exploration to rapidly test a physical interaction concept
using RFID to trigger content retrieval on retail kiosks.
And exploring space requirements for Interior Architects.
9 Testing prototype in-store with target customers
High fidelity prototype of laser cut tablet mounting
assembly, integrated with an online lifestyle catalog,
allowing customers to try out apps, explore magazine
and book content, learn about products on display
7
8

156. Future Retail 2013
156
Service Design
prototyping and rollout
10 Behaviour prototyping
Code level prototypes as part of the overall
implementation to test and adjust navigation and fine
tune the behaviour of interactive widgets
11 Usability prototyping
Testing of interfaces across different display types and
touch points to learn about limitations and understand
opportunities.
10 11

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Nokia global
retail
redefining
interactive
retail

158. Future Retail 2013
Nokia retail
staff training
158

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Nokia retail
analytics
reacting to
customer
behaviours
159

160. Future Retail 2013
Brands needs to have
a narrative structure which
forms relationships between
different touch points
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161. Future Retail 2013
—Think like an editor
—Learn from fashion
—Own your community
—Adopt hospitality
161

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162
Method
Alexander Grünsteidl
Director, Interaction Design
alexander@Method.com
Thanks
10x10
Changing
Retail
Currency
method.com
digitalwellbeinglabs.com

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