Ideation

After conducting interviews and exploring research, our group started off the ideation phase by narrowing the three most optimal potential personas and then developed the scenarios for each. Our three personas are 1) student 2) amateur artist and 3) professional artist.

Then, we were able to better profile those identified personas and organize the scenarios accordingly to best capture the typical cases of three different shoppers in the store.

After developing the scenarios, our group delved into each of the scenarios and started listing our potential intervention points for improving the shopping experience at Top Notch Art Supplies by organizing what kinds of customers the store has and what their shopping experience looks like.

After listing the intervention points, we spent a deliverable time just ideating potential improvements and how we could intervene in each points to better the customer’s shopping experience at Top Notch Art Supplies.

We organized our potential intervention points into our personas as the following:

Scenario 1 — Student.

Decide to enter store

  • Window display (screen → interactive art), sales, street art, something to draw on
  • Word of mouth

Browses

  • Interactive (markers, papers, etc.)
  • Not just random markers
  • Utilize test scribbles → automatically generate pretty pictures or get an aggregate of scribbles
  • Vending machine to sell markers
  • Testers feed data
  • Recommendations
  • Operations
  • Non-interactive (oil paintings, clay, etc.)
  • For oil paintings, show comparison side by side (comparison between colors and brands)
  • Gloves that simulates using it (augmented reality)
  • Famous artworks that use the oil paintings
  • Screen info matches with tester
Demo units

Walks out

  • Printed info/additional resources
  • Summary (add to wish-list)
  • Include famous artworks that use some specific tools
  • Integrate with online store

Scenario 2 — Amateur.

Goal: wants to learn more

Has desire to learn water colors

  • Set of sample pack — low investment pack at front of desk
  • 2 papers
  • A little paint
  • A cheap brush
  • Show timelapse of making art
  • Have artworks in art store → focus on artists
  • Tool case studies/explorations

Asks clerk for advice

  • Free up artist to take questions → automating tasks
  • Build community
  • Pamphlet that directs to artist
  • Bid to make clerk into artist/human
  • Flow: pamphlet → artist/clerk/community

Converses

  • Repo of samples
  • Takeaway document/summary

Makes best guess for purchase

  • Takeaway document/summary, including
  • Additional resources
  • Coupons
  • Points
  • Customer info
  • Smaller purchase (trial paper)

More things that are cheap and disposable


Scenario 3 — Professional.

Run out of materials

Come to store to pick up more

  • Subscription
  • Backroom storage models

Casual conversation with clerk and catch up what’s new

  • Loyalty customers
  • Free samples
  • Through face recognition or points

Reconfirm purchase

Impulse buy

Leave store

  • Summary
  • Incentives to get them participated on community group

After we organized the possibility for various intervention points, we considered what would connect to what points to figure out the links and connections between the intervention points. Some of the most connected points are: 1) checking online first, 2) getting to the store and trying out an item, 3) deciding not to buy, 4) clerk recommending a product, and 5) making a well-considered purchase.

Speed Dating Results.

In the course of our 3 different speed dates, we were able to both reconfirm and eliminate some of our potential interventions.

The results were as the following:

Positive Feelings

  • Vending machines
  • Tester Packs
  • Tactile product demos
  • Subscription discounts

Neutral/Negative Feelings

  • Live artists working in store
  • Clerk recommendations
  • Summary Pamphlets
  • Keeping track of customer activity

Link to our slides: https://docs.google.com/a/andrew.cmu.edu/presentation/d/1KPPqiBmQ6mhn2QIzxPnW_8ijU9k5PuxO9yEpOOaCiE8/edit?usp=sharing

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