Phase 3: Ideation

We had some preliminary ideas from our brainstorming and problem framing processes. In our ideation session, we expanded on those ideas. We condensed the nine segments of the user journey into four user phases: Browsing, Engagement, Trial & Error, and Decision.

For each phase, we outlined a few processes to present during our speed dating” sessions. Prior to the sessions, we translated each of the processes into handdrawn storyboards.

User Phase 1: Browsing

Process 0: Baseline

  1. When you enter the shoe store, you’re greeted by a salesperson then head to your preferred section
  2. You look through different shoes and find styles you like
  3. Salesperson comes over and you tell them which shoes you’re interested in
  4. They measure your foot with a shoe sizer then go get the shoes from stock

Process A: Enter goal, enter size → look at shoes → style-selection screen activates near shoe → on app, see your “cart” → request to try on

  1. On your way to the store, you enter your “shopping goal” for the day
  2. When you enter the store, you are greeted by a shoe specialist who gives you a token
  3. As you browse through shoes, you tap shoes you want to try on with the token
  4. Once you’re done with your first look around the store, you press a button on the token which submits your interests
  5. You’re assigned an available try-on-station
  6. At the station, you take off your shoes and stand on a digital mat or device that measures your foot size/profile
  7. You sit down and the mat vibrates, gently massaging your feet while you wait for a salesperson to help you

Process B: Inspired by YouTube Watch History

  1. You look at a variety of shoes that interest you within the store and depending on how you interact with each shoe, it is either added to an “interested in” list or a “not interested in” list
  2. When you’re done looking at shoes and want to start trying on shoes, you sit down at a chair and the shoes that you’re interested in will automatically be requested for you
  3. The system looks at your past purchase history and figures out what shoe size will work best for you and requests your interested in shoes in that size
  4. Your current location in the store is automatically recorded to send to the runners/salesperson

User Phase 2: Engagement

Process 0: Baseline (salesperson goes to pick up shoe from the back)

  1. Salesperson acts as the runner and gets notified of the shoes that the customer is interested in
  2. Salesperson picks up the shoes that the customer is interested in, along with similar ones that they might like based on other customers’ experiences
  3. Salesperson delivers shoes to customer

Process A: (Engagement) Runner & salesperson notified, try-on station assigned

  1. Runner notified w/ shoe and customer location → brings shoes
  2. Available salespersons receive notification with the shopper profile → salesperson accepts → goes to customer
  3. Directs to closest fitting station

Process B: Robotic retrieval

  1. A robot is notified of the customer’s interested shoes and retrieves them from the stock
  2. Customer is notified that the robot is retrieving something
  3. Robot delivers shoes to the customer’s current location
  4. Robot has expert opinions on different types of shoes that customers can request from their interface
User Phase 2, Process B storyboard

User Phase 3: Trial & Error

Process 0: Baseline (A customer tries on shoes → walk around store to test shoes → customer returns to salesperson and gives personal opinion → repeat

  1. Customer puts on shoes as salesperson says, “walk around in them, see if you like them”
  2. Customer walking around store along aisle
  3. Customer returns saying they think their heel is slipping a bit
  4. The salesperson says, “maybe we should try a size smaller?” Customer agrees

Process A: customer tries on shoes → use treadmill to test shoes → salesperson notates customer thoughts and helps give opinions → salesperson request more shoes

  1. Customer puts on shoes as salesperson says, “walk around in them, see if you like them” [with treadmill in background]
  2. Customer walking on treadmill which analyzes the customer’s walk
  3. The treadmill notices the customer’s heel is slipping and displays this
  4. The salesperson notices and says, “your heel seems to be slipping a bit, maybe we should try a size smaller?” Customer agrees
User Phase 3, Process A storyboard

User Phase 4: Decision

Process 0: Baseline

  1. Tell salesperson you like the shoes and want to buy them
  2. Salesperson brings you to the cashier station
  3. You complete transaction and checkout with a cashier
  4. Receive hard copy of receipt from cashier

Process A: pick shoe → checkout through account information in profile once they leave the store, no cashier → receipt notification

  1. Tell salesperson you like the shoes and want to buy them
  2. Your account automatically gets charged based on which shoes you walked out with as you cross through the door
  3. Notification on phone with receipt
User phase 4, Process A storyboard

Process B: interactive shoebox

  1. Tell salesperson you like the shoes and want to buy them
  2. The shoe box displays the price of the shoes and asks you to confirm
  3. Once you confirm, the shoes are yours, the salesperson says goodbye, and you walk out the door.
  4. A notification is sent to your phone with the receipt & your salesperson’s profile in case you want to message them with questions
User phase 4, Process B storyboard