Observation Lab 1: Mega Mobile, Boston

Before you enter the store: Does the store draw you in? If so, how? Colorful exterior, I found them using their website online. Is the door open or closed? Closed, air-conditioned shop, its better since this is on a busy street and its noisy outside. How does this make you feel? That the place is secure and trustworthy since I didnt want to be disturbed by the traffic outside. How big is the sign lettering and in what font? About 2 feet in height and century gothic font. What does it tell you about the store? They thought hard about their brand.

Environment: What is the color scheme of the store? How does this affect you? Red, white, green, friendly and cutting edge colors. What type of floor does the store have? How does this effect the environment? Plain floor, gives a clean look How high is the ceiling? How does this feel? About 11 feet high, gives an open look. How brightly lit is the store? How does this affect you? Very brightly lit, felt safe and professional. How loud is the environment? Not loud at all. What is causing the noise? Customers asking questions to the shopkeepers. Is there music playing? If so, does it fit the environment? Yes, light radio music, was relevant. Is the store warm or cold? Cold. Is the store crowed with merchandise or is it sparse? Merchandise at the corners, well maintained displays. Does the store have a distinctive smell? No Where is the cash register located? At the end of the store. How visible is the store security? They had cameras but they were not intrusive. How long do you want to stay in this store? They dont have seats for customers so they dont want you to stay for long since its a small store. Does the environment influence the perceived value of the merchandise? Yes

Personnel: How long does it take before a sales person initiates contact? We wait our turn since there are 2 people at the counter. Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? Yes What is the ratio of salespeople to customers? 1 to 1 What age and gender are the employees? 25-35 Are the salespeople using the store products? No Do the salespeople have a uniform? No Do the salespeople match the stores image? No

Products: What is the first product that you notice? Simplemobile poster and advertisement. Is there a central display table with featured products? Yes, on the side. Where are items that are for sale located in the store? On the side. How are the products arranged? By function? By price? By color? Color. Are there free samples or demonstrations? Yes

What products are at eye level? Mobile packages What items in the store are in the least accessible locations? Headphones Where are the most and least expensive products located? Up above the display Are the prices of the products easy to find? No Are there impulse items near the cash register? Yes Customers: Are most customers alone or with someone else? What is the relationship? Alone What is the average age and gender of the customers? 20-45, 80% women When a customer enters the store, do they tend to walk in the same path or direction? One direction How long do customers stay in the store, on average? 10 minutes Do customer touch the products? Is this encouraged? No, they ask for advice, the shopkeepers facilitate interaction. Do most customers appear to be on a mission or are they browsing? On a mission. What percent of customers purchase products in the store? 20%, I was one of them. Most are here to fix their phone.

Other Observations: The shopkeepers are fluent Arabic speakers from Egypt, quite a hit among Muslim/Arabic speaking customers. They knew a lot about my country, so I trusted them. I recommend them over best buy any day, for phones/phone tech support.

Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in plain Sight? It is obvious to me as a customer, since I did buy a product from them, that their linguistic ability and personal reference was their unique selling point. They knew customers by first name hence I would have expected a loyalty card system where they could use points and tangential rewards to encourage people to buy or sell new and used phones.

Observation Lab 2: MassArt made store, Boston

Before you enter the store: Does the store draw you in? If so, how? I am a student and I am not drawn in. Is the door open or closed? Open How does this make you feel? That no one works in the shop since I dont see an attendant standing there.

How big is the sign lettering and in what font? Its too big, building wide What does it tell you about the store? Seems they are trying TOO HARD to sell stuff to me

Environment: What is the color scheme of the store? How does this affect you? Yellow font What type of floor does the store have? How does this affect the environment? Its like a large government sign, something tells me that its industrial/mass produced and hence is not approachable or friendly from the outside. How high is the ceiling? How does this feel? Too low for my liking, seems congested How brightly lit is the store? How does this affect you? Its open and bright but its a day store so no lights, I dont go there at evening when it closes How loud is the environment? Next to the cafeteria, its TOO loud to buy things at the store What is causing the noise? Kids eating food outside Is there music playing? If so, does it fit the environment? No music, maybe music is needed Is the store warm or cold? moderate Is the store crowed with merchandise or is it sparse? Too crowded with merchandise, but I have more of an issue with too many unconnected items compressed in a small space, maybe a bigger place is needed. Does the store have a distinctive smell? no Where is the cash register located? Never seen it, never actually been inside the shop.

How visible is the store security? Its inside the school and there is security everywhere How long do you want to stay in this store? I dont feel excited to go inside. Does the environment influence the perceived value of the merchandise? Yes, the cafeteria brings it down a level Personnel: How long does it take before a sales person initiates contact? Immediately, there is a person sitting inside when the store is open. Does the salesperson have a script to follow with each customer? yes Does the salesperson treat different customers differently? yes What is the ratio of salespeople to customers? 1 to 1 What age and gender are the employees? Female 20-30 Are the salespeople using the store products? No Do the salespeople have a uniform? No Do the salespeople match the stores image? I dont think so, I would expect formal or suits Products: What is the first product that you notice? Ceramics on the shelves Is there a central display table with featured products? No, equally featured items

Where are items that are for sale located in the store? On the walls How are the products arranged? By function? By price? By color? By medium Are there free samples or demonstrations? No What products are at eye level? Ceramics What items in the store are in the least accessible locations? Shirts, in basement Where are the most and least expensive products located? On the bottom Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Yes Customers: Are most customers alone or with someone else? What is the relationship? Alone. What is the average age and gender of the customers? No idea, never actually seen people buy anything but did seem them go inside. When a customer enters the store, do they tend to walk in the same path or direction? No, they browse first. How long do customers stay in the store, on average? 2-3 minutes. Do customer touch the products? Is this encouraged? Yes. Do most customers appear to be on a mission or are they browsing? Browsing

What percent of customers purchase products in the store? Never seen any yet, never paid much attention to this store yet.

Other Observations: Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in plain Sight?
I see that their door could remain closed, their signage could be smaller, maybe a bigger space.

Observation Lab 3: MIT-Coop Store, Boston

Before you enter the store: Does the store draw you in? If so, how? No, didnt even know it was an MIT store for merchandise. Is the door open or closed? Closed.

How does this make you feel? That they dont want me to come inside. How big is the sign lettering and in what font? Too small, unknown font. What does it tell you about the store? They dont want people to walk inside, only those that know what the store sells should come it. Go figure.

Environment: What is the color scheme of the store? How does this affect you? Maroon. MIT colors. Elite. What type of floor does the store have? How does this effect the environment? Plain floor, no affect. How high is the ceiling? How does this feel? Very high, open space. How brightly lit is the store? How does this affect you? Bright, positive feeling. How loud is the environment? VERY quiet. What is causing the noise? Is there music playing? If so, does it fit the environment? If there was no music, it would be too quiet. Is the store warm or cold? moderate Is the store crowed with merchandise or is it sparse? Too much stuff everywhere Does the store have a distinctive smell? New leather Where is the cash register located?

At the corner of the entrance. How visible is the store security? They have cameras. How long do you want to stay in this store? Not too long, too many random items there, a big overwhelming. Does the environment influence the perceived value of the merchandise? Its like a warehouse. Personnel: How long does it take before a sales person initiates contact? No one bothered me, thats ok, was browsing. Does the salesperson have a script to follow with each customer? It was WEIRD what she said to me, did you find it good no one has said that to me in my life. Thats just plain weird. She was saying that to everyone. Must be a cultural thing, thats ok, I am not from around here. Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? I think they had 2-3 people who were buy stocking items. What age and gender are the employees? 18-30, mixed Are the salespeople using the store products? no Do the salespeople have a uniform? yes Do the salespeople match the stores image? yes Products: What is the first product that you notice? shirts

Is there a central display table with featured products? yes Where are items that are for sale located in the store? everywhere How are the products arranged? By function? By price? By color? function Are there free samples or demonstrations? no What products are at eye level? Key-chains and pens What items in the store are in the least accessible locations? No items Where are the most and least expensive products located? Food, spread around the place Are the prices of the products easy to find? yes Are there impulse items near the cash register? yes Customers: Are most customers alone or with someone else? What is the relationship? alone What is the average age and gender of the customers? Random, mostly elder people When a customer enters the store, do they tend to walk in the same path or direction? All directions How long do customers stay in the store, on average? 15 mins or more, lots of things there to browse. Do customer touch the products? Is this encouraged? yes

Do most customers appear to be on a mission or are they browsing? browsing What percent of customers purchase products in the store? 100%

Other Observations: Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in plain Sight?
Too many items, maybe a cleaner/homely look instead of a warehouse look.

Observation Lab 4:RISD Store, RI

Before you enter the store: Does the store draw you in? If so, how? Yes, creative use of window graphics Is the door open or closed? open How does this make you feel? Open and inviting

How big is the sign lettering and in what font? Helvetica, small text but legible What does it tell you about the store? Well designed and appropriate Environment: What is the color scheme of the store? How does this affect you? Yellow and black, high contrast was good What type of floor does the store have? How does this affect the environment? Tiled, black and white. I liked it, since it was so different from anything I have seen before in similar stores. How high is the ceiling? How does this feel? Very high, I like the space, and the freedom to move. How brightly lit is the store? How does this affect you? Not too brightly lit, but like someones room, I liked that. How loud is the environment? Not loud at all What is causing the noise? music Is there music playing? If so, does it fit the environment? It does Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Well positioned merchandise Does the store have a distinctive smell? No Where is the cash register located? At the entrance/exit How visible is the store security? Not visible, maybe thats a good thing.

How long do you want to stay in this store? I wanted to sit down and read books Does the environment influence the perceived value of the merchandise? It does Personnel: How long does it take before a sales person initiates contact? Immediately Does the salesperson have a script to follow with each customer? yes Does the salesperson treat different customers differently? Yes What is the ratio of salespeople to customers? 1 to 1 What age and gender are the employees? 30-40, female Are the salespeople using the store products? yes Do the salespeople have a uniform? yes Do the salespeople match the stores image? yes Products: What is the first product that you notice? everything Is there a central display table with featured products? Yes Where are items that are for sale located in the store? everywhere

How are the products arranged? By function? By price? By color? function Are there free samples or demonstrations? yes What products are at eye level? postcards What items in the store are in the least accessible locations? Everything is accessible Where are the most and least expensive products located? At ground level Are the prices of the products easy to find? yes Are there impulse items near the cash register? yes Customers: Are most customers alone or with someone else? What is the relationship? Alone What is the average age and gender of the customers? Everyone, a mix, no formula When a customer enters the store, do they tend to walk in the same path or direction? yes How long do customers stay in the store, on average? 10 minutes Do customer touch the products? Is this encouraged? Yes Do most customers appear to be on a mission or are they browsing? Browsing What percent of customers purchase products in the store? 100%

Other Observations: Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in plain Sight?
Never seen a better designed university store in my life, but its RISD, so the design is expected to be well thought about.

Observation Lab 5: Texas State Museum Shop, Austin, Texas

Before you enter the store: Does the store draw you in? If so, how? Near the entrance

Is the door open or closed? open How does this make you feel? Welcome How big is the sign lettering and in what font? Very big, texas font What does it tell you about the store? Thats its a texas store Environment: What is the color scheme of the store? How does this affect you? No color scheme, random What type of floor does the store have? How does this effect the environment? Tiled floor, nothing interesting How high is the ceiling? How does this feel? High enough, nothing special How brightly lit is the store? How does this affect you? Bright, well lit, welcoming How loud is the environment? Not very loud What is causing the noise? Customers talking Is there music playing? If so, does it fit the environment? No music Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Merchandise everywhere Does the store have a distinctive smell? No

Where is the cash register located? In the center, to the left How visible is the store security? None How long do you want to stay in this store? Not long, many useless cheap items there Does the environment influence the perceived value of the merchandise? no Personnel: How long does it take before a sales person initiates contact? They dont engage you, you are supposed to browse yourself Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? no What is the ratio of salespeople to customers? 1-1 What age and gender are the employees? 35+, mixed Are the salespeople using the store products? No Do the salespeople have a uniform? No Do the salespeople match the stores image? yes Products: What is the first product that you notice? Shirts

Is there a central display table with featured products? Everywhere Where are items that are for sale located in the store? Everywhere How are the products arranged? By function? By price? By color? Function Are there free samples or demonstrations? Yes What products are at eye level? Key chains, mugs, shirts What items in the store are in the least accessible locations? rugs Where are the most and least expensive products located? At the back of the store Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Yes, too many Customers: Are most customers alone or with someone else? What is the relationship? In groups What is the average age and gender of the customers? Old, 30+ and children 8+ When a customer enters the store, do they tend to walk in the same path or direction? random How long do customers stay in the store, on average? 10 minutes Do customer touch the products? Is this encouraged? Yes

Do most customers appear to be on a mission or are they browsing? Browsing What percent of customers purchase products in the store? 100%

Other Observations: Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in plain Sight?
This is a generic store, I was surprised to see the fake Texas passport, so I would like that to be highlighted more, as a novelty item.

Observation Lab 6: Blanton Museum of Art shop, Austin, Texas

Before you enter the store: Does the store draw you in? If so, how? I liked their window display Is the door open or closed? Closed, but thats good How does this make you feel? The clear glass display was inviting. How big is the sign lettering and in what font? I dont remember.

What does it tell you about the store? It was not important to remember the sign, the contents were more important Environment: What is the color scheme of the store? How does this affect you? Orange and white, nice colors, inviting. What type of floor does the store have? How does this effect the environment? I dont remember the floor. How high is the ceiling? How does this feel? High enough, inviting. How brightly lit is the store? How does this affect you? Bright, was alright How loud is the environment? Not loud What is causing the noise? Employees talking Is there music playing? If so, does it fit the environment? No Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not enough merchandise Does the store have a distinctive smell? No Where is the cash register located? At the exit How visible is the store security? Saw people, but no cameras How long do you want to stay in this store? Not long, its small

Does the environment influence the perceived value of the merchandise? No, needs a bigger place and less staff Personnel: How long does it take before a sales person initiates contact? Immediately Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 4 employees, 3 sales people, I think thats a bit high What age and gender are the employees? 25+ all women Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? yes Products: What is the first product that you notice? Books Is there a central display table with featured products? Yes Where are items that are for sale located in the store? On the sidex How are the products arranged? By function? By price? By color? Function

Are there free samples or demonstrations? No What products are at eye level? Postcards What items in the store are in the least accessible locations? Larger books Where are the most and least expensive products located? Corner of the shop Are the prices of the products easy to find? No, had to ask them Are there impulse items near the cash register? yes Customers: Are most customers alone or with someone else? What is the relationship? Museum visitors What is the average age and gender of the customers? Saw all kinds, mostly older people When a customer enters the store, do they tend to walk in the same path or direction? Same path How long do customers stay in the store, on average? 10 minutes Do customer touch the products? Is this encouraged? No Do most customers appear to be on a mission or are they browsing? Browsing What percent of customers purchase products in the store?

50% Other Observations:

Insights, Hidden Opportunities, what did I miss? Biggest surprises? Anything in plain Sight?
I think reducing the staff, labeling the prices for the more expensive items and adding more items would improve things from my perspective. The lego stuff blew me away, was not expecting that, those architectural models of famous buildings, didnt buy since they were crazy expensive.