Assignment 2 A Crash Course on Creativity Professor Tina Seelig, Stanford University October 2012

1. pa ying
Are you
tion?
atten
Author: Emilio Martínez
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A Crash Course on Creativity - Assignment 2
Professor Tina Seelig, Stanford University
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October 2012

2. Mission
• Go to at least 6 different stores.
• Spend some minutes in each store
making OBSERVATIONS.
• Capture INSIGHTS and HIDDEN
OPPORTUNITIES.
• Use photos to highlight the insights.

3. The Family
Team has a plan
Alias: nena
Alias: papa
Alias: mama mama

4. Testing…
Ups!! Crisis is hitting hard!

5. Store 1
INSIGHTS
• Name and sign are clear about the
activity.
• “Aseptic” and impersonal
atmosphere.
OPPORTUNITIES
• More welcoming environment.
• Taking advantage of the power of
the sign to inspire interior
decoration.
• Make a place for families not for
drivers.

6. Store 2
INSIGHTS
• Shoes are always in the same order,
grouped by brands.
• Lights illuminate shelves directly.
• No false ceiling installed.
OPPORTUNITIES
• A largest sign.
• Mix brands to facilitate the customers to
find the ideal shoe.

7. Store 3
INSIGHTS
• Products sorted by categories,
types and colors.
• Easy access and clear ways.
• Direct and indirect lighting.
OPPORTUNITIES
• Mix accessories to promote
cross-shopping.

8. Store 4
INSIGHTS
• Name is clear and recognizable as brand.
• Employees well identified.
• Decoration is typical of the chain: a mixture
between serious and casual.
OPPORTUNITIES
• A broader entrance that encourages to walk
inside.

9. Store 5
INSIGHTS
• The sign combines website address,
activity and target consumer.
• You can see kids painting on tables.
• The door is closed.
OPPORTUNITIES
• Provide a playing place that
promotes kids creativity.

10. Store 6
INSIGHTS
• Two entryways.
• A slightly dark ambience.
• Clothes do not follow any order.
OPPORTUNITIES
• Change the music, please!!!

11. Conclusion
• A good solution is one that can be
visualized immediately.
• Spend some time to pay attention
carefully can yield great benefits.
• A few minutes looking details may
replace many hours of intense work
sessions.
utsid e and
Go o
k around!!
loo