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People, 

Not Percentages
Research & Design For Cross-Channel Experiences
by Allan Kempson, Nikki Easterday, and Stuart Ma...
Austin buys a tent
Part One
Everyone,
meet Austin.
Austin is going
backpacking and
wants to buy a
new tent.
He starts looking
for tents online.
Austin goes to
the closest
store.
Austin finally
talks to an REI
employee.
The employee
saves the day!!
How can we make
this better?
This is an
information space.
People,
not percentages.
A process for design
Part 2
We started as a
specialty retailer.
But we
started to act
like a Big Box
retailer.
We need to get
back to our roots.
Allan Kempson
Manager, Customer Experience Research
and Design (CX)
Nikki Easterday
Experience Design Manager, Store Desig...
Store Design / Visual Merchandising
Customer Experience Research
Physical Architects
Retail Operations
Store Employees
Mer...
The process
Part Two
1. Stakeholder
interviews
2a. Quantitative
customer research
2b. Qualitative
customer research
3a. Affinity
diagramming
workshops
Phase one:
store staff
3a. Affinity
diagramming
workshops
Phase two: HQ
stakeholders
4. Allan
presents
research
findings to
Nikki
5. Architect
Design
Development
(but first study all the things)
CX research
Stakeholder research
and requirements
6. Share with
leadership; get
their input
7. Refine
8a. Build a low-fi
prototype and iterate
8b. It’s messy.
8c. It gets worse.
8d. It gets better.
8z. It gets done..
9. Bring in-store
employees and
customers to test
10. Iterate again
11. Build in a
pilot store (It
gets messy
again).
BEFORE
BEFORE
BEFORE
AFTER
AFTER
AFTER
AFTER
12. More
research
13. Iterate and
continue to refine
for more stores
Findings and actions taken
Part Three
1Finding
Why people come
to the store
75 - 88% of customers start shopping online
Customers visit a store to touch, feel, and sense
Customers come to the store to get questions answered
1Solution
Self-Service
Education
Experience the product
Promote conversation through experience
Finding
A hard time
finding
2
Customers had to wander the gondolas
Solution
Activity-based
product display
2
We flipped the taxonomy
CAMP SHOP
TENTS STOVES COOK GEAR LIGHTING
CAMPING
BACKPACKING
CAMPING
BACKPACKING
CAMPING
BACKPACKING
CAMPING
BACKPACKING
CAMP SHOP
CAMPING BACKPACKING
TENTS
STOVES
COOK GEAR
LIGHTING
TENTS
STOVES
COOK GEAR
LIGHTING
Visual wayfinding
AFTER
Visual wayfinding
3Finding
Decision Trees
Solution
Decision Path
3
Solution
Decision Path
3
And it works!
What we learned
Part 4
You can’t empathize with a statistic
We need to work hard and fast to
understand the customer
Intellectual needs vs. sensing needs
We need to rethink our taxonomies
Involve everybody in the process
Involving everyone helps you as much as them
We framed the experience with
objective measures
We brought clarity through a customer-
focused understanding of the experience
Where do we go from here?
The challenge for Digital Retail
Take what we learned and move forward
1 Invest in
mixed-methods
customer
research
Take what we learned and move forward
1 2 Involve
everyone in
everything
Invest in
mixed-methods
customer
research
Take what we learned and move forward
1 2 3 Focus on
people, not
percentages
Involve
everyone in
everything
Invest in
mixed-methods
customer
research
Take what ...
Thanks!
by Allan Kempson, Nikki Easterday, and Stuart Maxwell
presented by Stuart Maxwell, Lead Information Architect, REI...
Discussion
The cutting room floor
We go backpacking!!
We go
backpacking!!
People, Not Percentages: Research & Design For Cross-Channel Experiences
People, Not Percentages: Research & Design For Cross-Channel Experiences
People, Not Percentages: Research & Design For Cross-Channel Experiences
People, Not Percentages: Research & Design For Cross-Channel Experiences
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People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 1 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 2 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 3 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 4 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 5 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 6 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 7 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 8 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 9 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 10 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 11 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 12 People, Not Percentages: 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Cross-Channel Experiences Slide 37 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 38 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 39 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 40 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 41 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 42 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 43 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 44 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 45 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 46 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 47 People, Not Percentages: Research & Design For Cross-Channel Experiences Slide 48 People, Not Percentages: Research & Design For Cross-Channel 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People, Not Percentages: Research & Design For Cross-Channel Experiences

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80 years ago, the bar for a retail experience was low. A simple shelf in a gas station was enough to display our company's initial product line. Today, that won't cut it. Today's designers have to incorporate scores of inputs, from how our customers encounter our products online and in the real world, to multiple departmental budgets and timelines converging around a campaign. In this environment, it's easy for customer perspective to get lost.

And yet customer experience is more important than ever. "Experience" is the secret sauce that will save physical stores from Internet giants. For designers, experience can be an overwhelmingly broad and loosely defined concept that is dependent on context and requires a rich understanding of the people for whom we are designing.

As leaders within our company's design and research teams, we’ll walk through our experience research and design approach via a case study of REI’s recently redesigned camping department. We'll share this process in detail: understanding customers in their authentic context; comparing information behavior in the physical and digital worlds; fostering customer-centricity on diverse design teams; carrying this empathy through physical space design, prototyping, and iteration; and navigating the politics of experience design.

People, Not Percentages: Research & Design For Cross-Channel Experiences

  1. 1. People, 
 Not Percentages Research & Design For Cross-Channel Experiences by Allan Kempson, Nikki Easterday, and Stuart Maxwell presented by Stuart Maxwell, Lead Information Architect, REI @stumax, turninggrille.com Slides: bit.ly/peoplenotpercentages
  2. 2. Austin buys a tent Part One
  3. 3. Everyone, meet Austin.
  4. 4. Austin is going backpacking and wants to buy a new tent.
  5. 5. He starts looking for tents online.
  6. 6. Austin goes to the closest store.
  7. 7. Austin finally talks to an REI employee.
  8. 8. The employee saves the day!!
  9. 9. How can we make this better?
  10. 10. This is an information space.
  11. 11. People, not percentages.
  12. 12. A process for design Part 2
  13. 13. We started as a specialty retailer.
  14. 14. But we started to act like a Big Box retailer.
  15. 15. We need to get back to our roots.
  16. 16. Allan Kempson Manager, Customer Experience Research and Design (CX) Nikki Easterday Experience Design Manager, Store Design and Visual Merchandising (SDVM) Meet Allan and Nikki.
  17. 17. Store Design / Visual Merchandising Customer Experience Research Physical Architects Retail Operations Store Employees Merchants Digital Retail Outdoor Adventure & Programs Senior Leadership Stakeholders for designing a physical space
  18. 18. The process Part Two
  19. 19. 1. Stakeholder interviews
  20. 20. 2a. Quantitative customer research
  21. 21. 2b. Qualitative customer research
  22. 22. 3a. Affinity diagramming workshops Phase one: store staff
  23. 23. 3a. Affinity diagramming workshops Phase two: HQ stakeholders
  24. 24. 4. Allan presents research findings to Nikki
  25. 25. 5. Architect Design Development (but first study all the things) CX research Stakeholder research and requirements
  26. 26. 6. Share with leadership; get their input
  27. 27. 7. Refine
  28. 28. 8a. Build a low-fi prototype and iterate
  29. 29. 8b. It’s messy.
  30. 30. 8c. It gets worse.
  31. 31. 8d. It gets better.
  32. 32. 8z. It gets done..
  33. 33. 9. Bring in-store employees and customers to test
  34. 34. 10. Iterate again
  35. 35. 11. Build in a pilot store (It gets messy again).
  36. 36. BEFORE
  37. 37. BEFORE
  38. 38. BEFORE
  39. 39. AFTER
  40. 40. AFTER
  41. 41. AFTER
  42. 42. AFTER
  43. 43. 12. More research
  44. 44. 13. Iterate and continue to refine for more stores
  45. 45. Findings and actions taken Part Three
  46. 46. 1Finding Why people come to the store
  47. 47. 75 - 88% of customers start shopping online
  48. 48. Customers visit a store to touch, feel, and sense
  49. 49. Customers come to the store to get questions answered
  50. 50. 1Solution Self-Service Education
  51. 51. Experience the product
  52. 52. Promote conversation through experience
  53. 53. Finding A hard time finding 2
  54. 54. Customers had to wander the gondolas
  55. 55. Solution Activity-based product display 2
  56. 56. We flipped the taxonomy
  57. 57. CAMP SHOP TENTS STOVES COOK GEAR LIGHTING CAMPING BACKPACKING CAMPING BACKPACKING CAMPING BACKPACKING CAMPING BACKPACKING
  58. 58. CAMP SHOP CAMPING BACKPACKING TENTS STOVES COOK GEAR LIGHTING TENTS STOVES COOK GEAR LIGHTING
  59. 59. Visual wayfinding
  60. 60. AFTER Visual wayfinding
  61. 61. 3Finding Decision Trees
  62. 62. Solution Decision Path 3
  63. 63. Solution Decision Path 3
  64. 64. And it works!
  65. 65. What we learned Part 4
  66. 66. You can’t empathize with a statistic
  67. 67. We need to work hard and fast to understand the customer
  68. 68. Intellectual needs vs. sensing needs
  69. 69. We need to rethink our taxonomies
  70. 70. Involve everybody in the process
  71. 71. Involving everyone helps you as much as them
  72. 72. We framed the experience with objective measures
  73. 73. We brought clarity through a customer- focused understanding of the experience
  74. 74. Where do we go from here?
  75. 75. The challenge for Digital Retail
  76. 76. Take what we learned and move forward
  77. 77. 1 Invest in mixed-methods customer research Take what we learned and move forward
  78. 78. 1 2 Involve everyone in everything Invest in mixed-methods customer research Take what we learned and move forward
  79. 79. 1 2 3 Focus on people, not percentages Involve everyone in everything Invest in mixed-methods customer research Take what we learned and move forward
  80. 80. Thanks! by Allan Kempson, Nikki Easterday, and Stuart Maxwell presented by Stuart Maxwell, Lead Information Architect, REI; @stumax, turninggrille.com Special thanks to: Mahsino Blamoh, Jordan Cordas, Louise Maxwell Slides: bit.ly/peoplenotpercentages All images ©2016 Recreational Equipment, Inc.
  81. 81. Discussion
  82. 82. The cutting room floor
  83. 83. We go backpacking!! We go backpacking!!
  • DaphnePuerto

    Aug. 26, 2017
  • anapquinta7

    May. 23, 2016
  • ARMOSHIURManagingDir

    May. 19, 2016

80 years ago, the bar for a retail experience was low. A simple shelf in a gas station was enough to display our company's initial product line. Today, that won't cut it. Today's designers have to incorporate scores of inputs, from how our customers encounter our products online and in the real world, to multiple departmental budgets and timelines converging around a campaign. In this environment, it's easy for customer perspective to get lost. And yet customer experience is more important than ever. "Experience" is the secret sauce that will save physical stores from Internet giants. For designers, experience can be an overwhelmingly broad and loosely defined concept that is dependent on context and requires a rich understanding of the people for whom we are designing. As leaders within our company's design and research teams, we’ll walk through our experience research and design approach via a case study of REI’s recently redesigned camping department. We'll share this process in detail: understanding customers in their authentic context; comparing information behavior in the physical and digital worlds; fostering customer-centricity on diverse design teams; carrying this empathy through physical space design, prototyping, and iteration; and navigating the politics of experience design.

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