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Observation Journey Adrián Catalán (@ykro)

Observation journey

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Page 1: Observation journey

Observation JourneyAdrián Catalán (@ykro)

Page 2: Observation journey

looking for an insight

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Bookstore

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quiet atmosphere, wood floor and furniture (felt like home) and season decoration

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employees uniform(gray vest) seem strange and felt out of place

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most of the customers were accompanied and in the age range of 30+

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they have security cameras I’ve never noticed before

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even when they have a kids section no kid came while I was there

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there’s a coffeshop in the store, the smell of fresh coffe invite you to stay and read a

book

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Electronics

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very clean and shiny, space and layout make you feel like you were in an open place

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hostesses and salesmen chased me everytime I were close to a product

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some of the brands were at the spotlight and the others were in places difficult to reach

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some small expensive items (ipod nano, headphones, etc) where behind a glass

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items of the same category (tv, refrigerator, stove, etc) have the price only if they are the cheapest (for

expensive items you have to ask the price)

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Decoration & antiques

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brightly place, layout properly distributed(products are easy to find)

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weird smell (because some antiques and essences they have for sale I presume)

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toys were located at lower height and expensive antiques at higher shelves

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they have some bestselling books at the front but most of them were at the back and

in shelves(no central display)

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Shoes

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the salesmen were kind and friendly and seem interested in helping

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the environment was awful, they didn’t have AC, aisles were small and the smell was odd

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even that they only had 2 sales representatives and were several customers at the time, they approached me(and

everyone else) like every minute :S

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small sizes of men shoes were at the very back of the store

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impulse items near register were all for women

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Clothes

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big shopwindow, brightly store and big open door

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music was loud, store products seem really expensive (but they were normally priced)

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they have 2 visible security persons, one at the front and one at the back (both women)

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sales representatives don't have a uniform but you can easily spot them (don’t ask how)

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floor had a pattern different for each side of the store (men/women)

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clothes were at eye level, high and low shelves had shoes

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Dollar store

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brightly place

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loud music (from the mall and another track from the store, both reggaetón :S)

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toys were located at lower height and expensive antiques at higher shelves

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Make your store tell a story to the customers through the products

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With insights we can change and improve the experience

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Setup the layout to take maximun advantage of the space available (don’t over fill)

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Use smells, sounds and colors in your benefit (even if you can’t control them)

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Don’t sell a product, build a experience for the customers

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Observation JourneyAdrián Catalán (@ykro)

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