Troy Frost Gary Domke Bob Bartels Designing Services & Experiences, KU, Fall 2011

1. Men’s Clothing > Retail Experience
Troy Frost
Bob Bartels
Gary Domke

2. Understanding the User >
Based upon user observation and interviews we were able to categorize users into five
basic behavior modes.

3. User Behavior Modes
Mode Description
Well informed/ knows exactly what he wants when entering the store and wants to
focused shopper spend as little time as possible making purchase
Unwilling is there against his will, usually because his girlfriend, mom, or another
participant female has forced him into the store
Window is a slow, casual browser that may not even have any interest in buying
shopper anything
Accompanied is someone who sort of knows what they want but brought along a
shopper knowledgeable friend to help them pick it out
Uninformed enters the store knowing they need an item, but needs the help of a
shopper knowledgeable service rep for decision making

4. User Persona One
well informed/ Jim
focused shopper
Jim is a guy who knows what he wants when he goes shopping and he
usually checks online for new products or deals before going. This time he’s
after jeans. His last pair have worn out and he needs to replace them. He
knows where he is going and he has kept up to date on the latest deals and
offerings. When he gets there, he heads straight to the jeans section where
he’s always found his style. He finds his size and color, grabs them and
doesn’t even bother to try them on. He heads straight to the checkout not
even taking notice of the environment or interacting with the sales rep.

5. User Persona Two
unwilling Cory
participant
Cory’s girlfriend loves to shop and likes it when he comes with her. Cory
doesn’t share his girlfriends love of shopping but is forced to go this time be-
cause she thinks he needs some new clothes. On this trip Cory’s girlfriend is
looking for a few casual items and nicer work clothes for him. She looks around
the store for a few things for him to try on and Cory is left standing awkwardly
amongst the racks of clothes and in the way of other shoppers. While he waits
for what seems like hours he looks for a place to stand and wait. The whole
situation makes Cory uncomfortable.

6. User Persona Three
window Joe
shopper
Joe is a wealthy guy who likes to shop in his free time. Joe doesn’t really need
anything in particular, he just likes to see what is out there. He will go around
town on the weekends and usually spends several hours at the store just get-
ting a feel for the newest styles without necessarily buying anything. On this
outing Joe notices a pair of dress shoes he likes and after a significant time
spent perusing he decides to try these on, likes them, and eventually ends up
making a purchase.

7. User Persona Four
accompanied Andrew
shopper
Andrew is completely lost when he goes shopping. He knows he needs new
clothes but he has no idea what stores to shop at, which clothes are in style
and what looks good on him. Luckily for him he has a sister who is willing to
go with him to help pick out some new clothes. Andrew takes the time to try a
few things on while his sister informs him whether or not she likes it. After an
hour at the store and a lot of help from his sister, Andrew finds a couple of new
shirts and a new pair of jeans.

8. User Persona Five
uninformed Nathan
shopper
Nathan is completely lost when shopping and has no idea what clothing suits
him or how to navigate the store. Looking at all the rows and racks of clothing,
he is a little overwhelmed so he finds a sales rep to help him out. The employee
points him to the men’s section and gives him the standard spiel about sale
items and what’s currently popular. After that, and a few minutes of looking
around, Nathan gets frustrated and leaves the store without buying anything.

9. Identifying Needs + Solutions >
From these user personas, we were able to determine certain unmet needs in the existing
retail experience. Then we outlined various solutions to the identified problems.

10. User Needs Requirements
Requirement Description
Comfortable a place where men feel relaxed, comfortable, and aren’t harassed by
environment the staff
Organized the store is well organized, well stocked, and has a wide range of
inventory sizes available for all types of men
Adaptable employees who can adapt to the emotional needs of each patron - contact
customer care doesn’t feel scripted but is natural and relaxed
Extended service continues beyond just clothing purchases with other available
retail experience online and in-store offerings
Consistent the customers knows what they can expect at one store will be true
offerings across all outlets

11. Needs Clusters Matrix
Unwilling Focused Window Accompanied Uninformed
participant shopper shopper shopper shopper
Comfortable 1.
environment
Adaptable 2.
customer care
Organized 3.
inventory
Extended
retail experience
Consistent
offerings

12. Needs Based Directives & Solution Architecture
1. create a sanctuary 2. showcase offerings 3. extend the experience
please the senses logical organization relevant services
sports entertainment clear signage men’s grooming
fine beers and spirits items categorized by type custom tailoring
comfortable furniture plain sight layout fine accessories and tobaccos
pleasing smells
refined adornment online presence
in-store aesthetic
educate and train staff live inventory by store
assess individual needs reservation of items
appreciative and personal treatment
greet as a friend/colleague

13. Generating the Space >
Here we begin to realize our solution architecture in a retail space and how the
suggested solutions fulfill the needs of our various user personas.

14. Image/Texture Palette

15. Retail Space 2D

16. Retail Space 3D

17. Retail Space: Well Informed Shopper
Jim
Needs:
logical organization
clear signage
items categorized by type
plain sight layout
relevant services
men’s grooming
custom tailoring
fine accessories and tobaccos
online presence
in-store aesthetic
live inventory by store
reservation of items

18. Retail Space: Unwilling Participant
Cory
Needs:
please the senses
sports entertainment
fine beers and spirits
comfortable furniture
pleasing smells
refined adornment

19. Retail Space: Window Shopper
Joe
Needs:
please the senses
sports entertainment
fine beers and spirits
comfortable furniture
pleasing smells
refined adornment
educate and train staff
assess individual needs
personal treatment
greet as a friend/colleague
logical organization
clear signage
items categorized by type
plain sight layout
relevant services
men’s grooming
custom tailoring
fine accessories and tobaccos
online presence
in-store aesthetic
live inventory by store
reservation of items

20. Retail Space: Accompanied Shopper
Andrew
Needs:
please the senses
sports entertainment
fine beers and spirits
comfortable furniture
pleasing smells
refined adornment
educate and train staff
assess individual needs
personal treatment
greet as a friend/colleague
logical organization
clear signage
items categorized by type
plain sight layout
relevant services
men’s grooming
custom tailoring
fine accessories and tobaccos

21. Retail Space: Uninformed Shopper
Nathan
Needs:
please the senses
sports entertainment
fine beers and spirits
comfortable furniture
pleasing smells
refined adornment
educate and train staff
assess individual needs
personal treatment
greet as a friend/colleague
logical organization
clear signage
items categorized by type
plain sight layout

22. Retail Space

23. Retail Space

24. Retail Space

25. Men’s Clothing >
Retail Experience
Troy Frost
Bob Bartels
Gary Domke