The document summarizes observations and proposals for improving several local businesses, including a grocery store, podiatrist office, dry cleaners, spa, office supplies store, and optical shop. The observations note issues with long checkout lines, disorganized signage and materials, empty cash registers, and a somber atmosphere. The proposals suggest using technology to improve checkout efficiency, updating branding and images, better organizing materials, opening more registers, and livening up the customer experience.

1. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
These are the places I visited, there are not so many pictures since they didnt let me take any more.
The following slides contain the recommendations for each one of them.
At the end of this document you may find the OBSERVATIONS LAB with the answers.
Grocery Store Podologist DryCleaners&Alterations
SPA Office Supplies OpticalShop
Esteban Reynoso - México

2. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
This store has so many improvement opportunities that naming them would take more than a simple analysis, so I just focused on at the
checking out process. They call them Express Lanes, since you are only allowed to check out 15 items or less.
The thing is that everyone follows the rules, but they only open 3 out of 6 cashiers and people lines up like if it’s the bank, so they until
they have an available spot. As you can see the line gets quite long and there has to be a Manager (circled) pointing out where People
can pay their groceries. This opportunity is SO in sight that it shouldn't be that hard to start improving service ASAP.
PROPOSAL: Get technology involved , so a light turns on as soon as there's room for the next customer to line up and place their
groceries on the band and be able to really turn your checking out process “EXPRESS”
Esteban Reynoso - México

3. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
Podologist
This business tries to say so much on they sign that its hard to digest everything they claim to do for your feet. All the products on the
apparel and cardboard sign makes it look cheap. Even though they provide a good service.
PROPOSAL: Work in to a better image, a logo and cleaner look will make people feel more comfortable with your service and products. If
they already have clients why not procure them and make the process of getting new ones more easy. They could even turn it into a
pedicure SPA PLUS professional podologist services.
Esteban Reynoso - México

4. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
DryCleaners
&Alterations
This business they seem to have everything improved but it’s a shame that all that POP material is all misplaced and worned out. They do
an overall service on your clothes, from dry cleaning to alterations.
PROPOSAL: Just organize and follow up with the manual of the franchise, instead of showing a place that looks messy. Make it fun for
your employees and your customers.
Esteban Reynoso - México

5. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
SPA
This one has so much potential on creativity that the only thing in my mind when I saw it, if you are on a spot like this, you should
explode the stress that everyone is going through on red lights and intersection.
PROPOSAL: nice looks but I would name it more like, DRIVE OUT THE STRESS, RELAXDRIVE, RELAXED SPOT, everything inside is great just
need to reach the drivers need to forget their troubles.
Esteban Reynoso - México

6. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
Office Supplies
Believe it or not, the Office Depot in Mexico has 8 cashiers and they open 0 for you. You have to pay at the customers service counter.
PROPOSAL: If your stores are that big for the little customers flow reduce them and don’t make them feel like mice in a labyrinth, the
self-service is pleasant for everyone but not at the edge like feeling alone. Get a chart of the store or since you have the space you can
build a “Shopping Rally” each month with an specific sale. That would be fun! This was easy, just place the employee from customer
service on one of the Check out cashiers at least so you don’t step out of the store thinking that they are not in service most of the time.
Esteban Reynoso - México

7. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
OpticalShop
I like the slogan of this optical shop “portodo lo que hay quever…®” (Because there is a lot to see) but seems cold and a little bit solemn.
PROPOSAL: based on their name I created a surprised face logo. I guess It would cheer up the place more and maybe if they could update
their environment they would bring more customers. Their pricing seems to be fair.
Esteban Reynoso - México

8. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
Esteban Reynoso - México

9. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
Esteban Reynoso - México

10. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
Esteban Reynoso - México

11. VentureLab | ACrashCourseonCreativity Assignment: ARE YOU PAYING ATTENTION?
Professor Tina Seelig, Stanford University
Esteban Reynoso - México