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. 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
18. Allan Kempson
Manager, Customer Experience Research
and Design (CX)
Nikki Easterday
Experience Design Manager, Store Design
and Visual Merchandising (SDVM)
Meet Allan
and Nikki.
19.
20. 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
81. 1 2 Involve
everyone in
everything
Invest in
mixed-methods
customer
research
Take what we learned and move forward
82. 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