MindBoggler Design

Transcription

Eeeyolpchim scru aM seeRMindBoggler DesignMindBoggler Design

Introduction:This process book outlines the research journey taken byMindBoggler Design team over the course of ten weeks. The datacollected focuses on the subject of music culture. The design teamwas put to the challenge to establish a focus related to the subject,experiment with innovative research methods, and then use theresults to uncover insights and opportunities to design for.Focus Statement:This study will focus on how employees are affected by the musicplayed in retail stores throughout downtown Savannah.MindBoggler Design

Team MembersColin Beney was born and raised in Canton,Michigan. During his childhood he always foundinterest in the appearance and functionality of the toyshe owned, continually wondering where they camefrom. Colin first began to take interest in engineering,then later discovered the world of product design andwas immediately hooked. He spent 2 years at a localcommunity college before transferring to the SavannahCollege of Art and Design to pursue a BFA in IndustrialDesign. Colin is currently working toward finishing hisdegree while pursuing minors in Interaction Design andService Design.Gavin Grant is a junior at SCAD Savannahworking towards a BFA in Industrial Design with awminor in service design. He was born and raised inAlbuquerque, NM, and as a result he loves spicy food.His obsessions include modifying cars, woodworkingand enjoys the outdoors. He prides himself in beingcalm and collected in all situations, and believes that ithas gotten him to where he is today.

Kuan-Lu Wu was born and raised in Taipei,Taiwan. When he was a child, he was interested indrawing. In his high school career, he started to haveinterest in engineering, but he didn’t stop to draw;instead, he began to think about how to combine theartistic appearance with the functional industrialproduct. To learn how to gather his two interests, he iscurrently studying Industrial Design at the SavannahCollege of Art and Design.Samantha Lynn is a 21 year old Junior from asmall town in northeastern Pennsylvania. Aftergrowing up making films with friends, she decided toattend Savannah College of Art and Design as a filmmajor. However she soon realized she had a passion formaking 3d models while taking 3d design and changedto her current major, industrial design. Samantha lovesexploring new techniques that she is thrown into andhopes to continue working as a successful designer.MindBoggler Design

Table of Contents

MethodsFindingsPersonasDesign ConceptsAppendixMindBoggler Design

MethodsIn order to thoroughly gather information,our design team explored a variety of researchmethods.MindBoggler Design

Our Research Journey:

PHASE 1: Chose a focus. Began direct observations at the Oglethorpe Mall. Conducted Customer interviews at the Oglethorpe Mall.PHASE 2: Refined focus statement. Designed a survey and issued them at Urban Outfittersand Primary Art Supply. Analyzed survey results and created employee interviewquestions. Conducted employee interviews at Urban Outfitters,Express, and Hollister. Designed cultural probe. Analyzed data to find insights and opportunitiesMindBoggler Design

Phase 1:

CHOSE A FOCUS:- To begin, our team first sat down and began brainstormingaround the subject of music culture. During this process numerous ideas were thrown on the table and evaluated. Afterdiscussing each idea, we narrowed down a focus for our research.1st Focus Statement:This study will focus on how a customer’s shopping experienceis affected by the music played in the Oglethorpe mall.MindBoggler Design

DIRECT OBSERVATION- Our first approach to researching our newly developedfocus was to conduct direct observation.- At the Oglethorpe mall we observed several retailenvironments including: Hollister, Express, American Eagle, 5-7-9, Forever 21,Radio Shack, and Spencer’s.- At each location we closely observed the volume level, style/genre, how themusic was played, and customerdemographics.

INTERVIEWS- For our next step we began interacting with our participants.- At the Oglethorpe Mall customer interviews were conductedat Hollister, Express, and American Eagle with the intention tofind a more in depth look on our focus.- However, these were not successful since most customerseither didn’t have an opinion about the music, or were in toomuch of a hurry to answer.MindBoggler Design

Phase 2:

REFINED FOCUS:- After returning from our first round of field studies webegan to feel that our focus wasn’t allowing us to receive thedata that we needed. We then made the decision to refine ourfocus in order to foster a more productive data collection.2nd Focus Statement:- This study will focus on how employees are affected by themusic played in retail stores throughout downtown Savannah.MindBoggler Design

SURVEYAfter changing the focus of our research we decided to experiment with themethod of surveying in order to gain insights on the behavior of our participants.The survey we designed consisted of 5 questions, allowing our participants toeasily complete it on site. We decided to direct it toward the customers in order togain a better idea of how they interacted with employees.We then analyzed the survey results, using the information to design a list ofemployee interview questions.

EMPLOYEE INTERVIEWS- Using the list interview questions created from the survey,our team conducted employee interviews at Urban Outfitters,Express, and Hollister.MindBoggler Design

CULTURAL PROBE:- Interviewing employees during their work shift was often difficult. Our team decided it was necessary to design a cultural probe in order to help avoid theseproblems. We decided to use an online blog called Posterous.com. The blog allowedour participants (employees) to post photos and comments of their experiencesfrom their cell phones during their work shifts. The Posterous Phone App made itquick and easy for employees to up loads their photos on the fly while at work.

MindBoggler Design

FindingsTakeawaysInsightsOpportunitiesMindBoggler Design

Takeaways, Insights and Opportunities:

- After analyzing all of the data collected during Phase 2, ourteam began to dive deeper in to the data searching foropportunities to design for. We started by first looking forrepeating patterns found in the data. If a certaincharacteristic repeated at least three times, it constituted itselfas a takeaway. From our takeaways when then developedinsights which later led to opportunities.MindBoggler Design

Takeaways:

- Employees said loud music influenced communicationwith customers negatively.- Music definitely effects productivity and energy levels ofthe employees while working.- Line at Express had flow issues, and created confusion between customers.MindBoggler Design

Insights:

- The gaps in communication are caused by the music beingplayed too loud however may be fixed by an increase in communication volume.- The energy level of employees is influenced by the musicbeing played in the store, and can be directly controlled toregulate store productivity.- Line confusion slows down store sales as well as lowerscustomer enjoyment. This may be prevented through a moreorganized approach, or by simplifying the checkout process.MindBoggler Design

Infographics:

ExpressBlonde GuyDirect ObservationReserved at first, then opened up.Tara B.Would skip songs all the time if able.(Store Manager)InterviewsVery eager to help.Tara G.(Co-Manager)EmployeesExtremely talkative and energetic.Tara G.(Co-Manager)Sings and dances often.Worked for 8 years.SCAD Film MajorJacob M.(Sales)Worked for 2 months.Wants more variation.Dancing.CustomersDirect ObservationMiddle aged women.Busiest Saturday after 5pm.Unsure of line location.Chaotic line area.Direct ObservationMusic loud.“Stylish” remixes.Atmosphere“Runway Music”InterviewsVolume becomes annoying.“Matches brand perfectly.”MindBoggler Design

Infographics:

MindBoggler Design

Opportunities:

- Voice recognition employee headsets: Music dimming whenapproached, Voice amplifying, and heart rate controlled musicselection.- Headphones in line: Audio notification to keep up with lineflow.- Scan-as-you-go shopping: No communication- Self check out.- Shoppers pick music played in Urban: Fits urban more thanother stores to create a mix of styles.- Handed headphones to wear during shopping: Control songselection and volume, as well as receive instructions for self-checkout.MindBoggler Design

PersonasInterviewee ScaleBrianAllisonShaneMindBoggler Design

Interviewee Scale:After conducting employee interviews, we took the resultsand analyzed the data. From the data and our exposure todifferent work environments we developed twelvecategories of factors that influenced the employee’sworking experience. Using a seperate color for eachemployee, we plotted their opinions in accordance to alltwelve categories. This created a visual way to groupcommon patterns between multiple employees, and helpedinform us of what traits were necessary for our personas.

SpencerCareyBlonde GirlJacobTaraTaraCo-ManagerManagerKiaraAlways Enjoys MusicThat PlaysNever Enjoys MusicThat PlaysAlways Hears CustomerNever Hears CustomerMusic Always ImprovesProductivityMusic Never ImprovesProductivityMusic PositivelyEffects MoodMusic NegativelyEffects MoodAlways Sings and Dancesto Music in StoreNever Sings and Dancesto Music in StorePrefers Upbeat MusicWhile WorkingPrefers Laid Back MusicWhile WorkingFinds Music too LoudFinds Music too QuietMusic Changed inStore FrequentlyMusic Rarely Changedin StoreHas Complete Controlof MusicHas No Controlof MusicAmount of Time Employedwith Campany 10 yrs.0 yrs.Not Annoyed byRepeating PlaylistAnnoyed by RepeatingPlaylistAge of Employee30 yrs.18 yrs.MindBoggler Design

Brian“It’s hard to help customers when I can’t hear them.”Name: BrianAge: 28Degree: M.B.A.BusinessAdministrationStatus: Full-TimeGrad Student/Employed Full-timeBrian is a 28-year-old graduate student working toward finishing his Master’s in Business AdministrationDegree studying at the University of Michigan, AnnArbor. Brian is also working full time in a co-managerposition at an Express clothing store not far fromcampus. During 5 years at Express, Brian has becomean excellent role model for hisemployees. Many of them feel that Brian is dependable, hardworking, and goes out of his way to helpthem out. At work Brian is constantly exposed tomusic. He enjoys a large variety of genres and has nocomplaints about the music played other than it canbe loud from time to time. Due to hisexperience in management, Brian is a very good communicator and is comfortable solving problems understress.Aside from school and work Brian takes advantage ofthe weekends to relax and exercise. He enjoys mountain biking, golfing, going out for dinner and drinkswith friends, and organizing game nights for his coworkers. At the moment Brian is currently single. Dueto his heavy work load, dating is not one of his mainpriorities. Occasionally, Brian considers starting hisown business. He is constantly coming up with newbusiness ideas and feels that many have potential atbecoming successful.Brian’s Goals and Needs:- Improve his communicationwith customers- “Get in the zone” to increaseproductivity- Create a more positive workenvironment for his employees- Have more variety in the workplaylistDesigning for Brian:- Help him serve customers moreeffectively- Develop a method to allowemployees to customize themusic selection to fit their needs.- Help him increase theproductivity of his staff.- Design a way to eliminaterepetition within in-storew\playlists.

Enjoyment of Music:Ability to Hear Customer:Music’s Effect on Productivity:Music’s Effect on Mood:Sings and Dances to Music (Never):(Often)Prefered Tempo of Music (Laid Back):(Upbeat)Music Volume (Too Loud):(Too Quiet)How Often Music is Changed:Control of Music:Time Employed with Company:7 yearsAnnoyance of Repeating Playlist:Age:28 years oldMindBoggler Design

Allison“I always sing and dance when a good song is playing.”Name: AllisonAge: 21Degree: BFAGraphic DesignStatus: Full-timeCollege Student/Employed Part-timeAllison is a 21-year-old from Austin, Texas currentlyfinishing the last year of her Graphic Design degreeat the Rhode Island School of Design. Allison lovesphotography and uses her skills as a photographer toenhance her projects in graphicdesign. In addition to school, she is also working parttime at an Urban Outfitters clothing store in downtown Providence. At work Allison isresponsible for stocking shelves as well as runningthe register. She enjoys her work and often sings anddances to the music to pass the time. While workingshe constantly discovers new music that usually endsup in her ipod by the end of the day. Allison favorsan upbeat style playlist in order to keep her motivatedand energized at work.Allison’s Goals and Needs:- Music that she can sing and danceto- Discover new music whileworking- Become promoted to shiftsupervisorDesign for Allison:- Create the opportunity for her tofind music similar to what iscurrently playing in the store.In her free time she enjoys horseback riding,- Let her control how the music iswildlife photography, and having bonfires withplayed in the store.friends. A typical weekend for Allison consists of- Foster a more lively and energeticSkyping with family and waking up early to do sunrisework environment.photo shoots. Allison is very optimistic individualwith a positive attitude constantly eager to learnsomething new.

Enjoyment of Music:Ability to Hear Customer:Music’s Effect on Productivity:Music’s Effect on Mood:Sings and Dances to Music (Never):(Often)Prefered Tempo of Music (Laid Back):(Upbeat)Music Volume (Too Loud):(Too Quiet)How Often Music is Changed:Control of Music:Time Employed with Company:5 monthsAnnoyance of Repeating Pla

environments including: Hollister, Express, American Eagle, 5-7-9, Forever 21, Radio Shack, and Spencer’s. - At each location we closely observed the volume level