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Male Shopping Experience Final

Bonecrusher Bartels
Bonecrusher Bartels

Based on user research, men shopping for clothes can be categorized into 5 personas: well-informed shoppers, unwilling participants, window shoppers, accompanied shoppers, and uninformed shoppers. Each has different needs in a retail environment. Solutions include creating a comfortable sanctuary environment, showcasing offerings through logical organization, and extending the experience with additional services. A proposed retail space incorporates these solutions through its design, layout, and amenities to better meet the needs of different shopper types.

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Mens Clothing > Retail Experience Troy Frost Bob Bartels Gary Domke
Understanding the User > Based upon user observation and interviews we were able to categorize users into five basic behavior modes.
User Behavior Modes Mode Description Well informed/ knows exactly what he wants when entering the store and wants to focused shopper spend as little time as possible making purchase Unwilling is there against his will, usually because his girlfriend, mom, or another participant female has forced him into the store Window is a slow, casual browser that may not even have any interest in buying shopper anything Accompanied is someone who sort of knows what they want but brought along a shopper knowledgeable friend to help them pick it out Uninformed enters the store knowing they need an item, but needs the help of a shopper knowledgeable service rep for decision making
User Persona One well informed/ Jim focused shopper Jim is a guy who knows what he wants when he goes shopping and he usually checks online for new products or deals before going. This time hes after jeans. His last pair have worn out and he needs to replace them. He knows where he is going and he has kept up to date on the latest deals and offerings. When he gets there, he heads straight to the jeans section where hes always found his style. He finds his size and color, grabs them and doesnt even bother to try them on. He heads straight to the checkout not even taking notice of the environment or interacting with the sales rep.
User Persona Two unwilling Cory participant Corys girlfriend loves to shop and likes it when he comes with her. Cory doesnt share his girlfriends love of shopping but is forced to go this time be- cause she thinks he needs some new clothes. On this trip Corys girlfriend is looking for a few casual items and nicer work clothes for him. She looks around the store for a few things for him to try on and Cory is left standing awkwardly amongst the racks of clothes and in the way of other shoppers. While he waits for what seems like hours he looks for a place to stand and wait. The whole situation makes Cory uncomfortable.
User Persona Three window Joe shopper Joe is a wealthy guy who likes to shop in his free time. Joe doesnt really need anything in particular, he just likes to see what is out there. He will go around town on the weekends and usually spends several hours at the store just get- ting a feel for the newest styles without necessarily buying anything. On this outing Joe notices a pair of dress shoes he likes and after a significant time spent perusing he decides to try these on, likes them, and eventually ends up making a purchase.
User Persona Four accompanied Andrew shopper Andrew is completely lost when he goes shopping. He knows he needs new clothes but he has no idea what stores to shop at, which clothes are in style and what looks good on him. Luckily for him he has a sister who is willing to go with him to help pick out some new clothes. Andrew takes the time to try a few things on while his sister informs him whether or not she likes it. After an hour at the store and a lot of help from his sister, Andrew finds a couple of new shirts and a new pair of jeans.
User Persona Five uninformed Nathan shopper Nathan is completely lost when shopping and has no idea what clothing suits him or how to navigate the store. Looking at all the rows and racks of clothing, he is a little overwhelmed so he finds a sales rep to help him out. The employee points him to the mens section and gives him the standard spiel about sale items and whats currently popular. After that, and a few minutes of looking around, Nathan gets frustrated and leaves the store without buying anything.
Identifying Needs + Solutions > From these user personas, we were able to determine certain unmet needs in the existing retail experience. Then we outlined various solutions to the identified problems.
User Needs Requirements Requirement Description Comfortable a place where men feel relaxed, comfortable, and arent harassed by environment the staff Organized the store is well organized, well stocked, and has a wide range of inventory sizes available for all types of men Adaptable employees who can adapt to the emotional needs of each patron - contact customer care doesnt feel scripted but is natural and relaxed Extended service continues beyond just clothing purchases with other available retail experience online and in-store offerings Consistent the customers knows what they can expect at one store will be true offerings across all outlets
Needs Clusters Matrix Unwilling Focused Window Accompanied Uninformed participant shopper shopper shopper shopper Comfortable 1. environment Adaptable 2. customer care Organized 3. inventory Extended retail experience Consistent offerings
Needs Based Directives & Solution Architecture 1. create a sanctuary 2. showcase offerings 3. extend the experience please the senses logical organization relevant services sports entertainment clear signage mens grooming fine beers and spirits items categorized by type custom tailoring comfortable furniture plain sight layout fine accessories and tobaccos pleasing smells refined adornment online presence in-store aesthetic educate and train staff live inventory by store assess individual needs reservation of items appreciative and personal treatment greet as a friend/colleague
Generating the Space > Here we begin to realize our solution architecture in a retail space and how the suggested solutions fulfill the needs of our various user personas.
Image/Texture Palette
Retail Space 2D
Retail Space 3D
Retail Space: Well Informed Shopper Jim Needs: logical organization clear signage items categorized by type plain sight layout relevant services mens grooming custom tailoring fine accessories and tobaccos online presence in-store aesthetic live inventory by store reservation of items
Retail Space: Unwilling Participant Cory Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment
Retail Space: Window Shopper Joe Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment educate and train staff assess individual needs personal treatment greet as a friend/colleague logical organization clear signage items categorized by type plain sight layout relevant services mens grooming custom tailoring fine accessories and tobaccos online presence in-store aesthetic live inventory by store reservation of items
Retail Space: Accompanied Shopper Andrew Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment educate and train staff assess individual needs personal treatment greet as a friend/colleague logical organization clear signage items categorized by type plain sight layout relevant services mens grooming custom tailoring fine accessories and tobaccos
Retail Space: Uninformed Shopper Nathan Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment educate and train staff assess individual needs personal treatment greet as a friend/colleague logical organization clear signage items categorized by type plain sight layout
Retail Space
Retail Space
Retail Space
Mens Clothing > Retail Experience Troy Frost Bob Bartels Gary Domke

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Male Shopping Experience Final

  • 1. Mens Clothing > Retail Experience Troy Frost Bob Bartels Gary Domke
  • 2. Understanding the User > Based upon user observation and interviews we were able to categorize users into five basic behavior modes.
  • 3. User Behavior Modes Mode Description Well informed/ knows exactly what he wants when entering the store and wants to focused shopper spend as little time as possible making purchase Unwilling is there against his will, usually because his girlfriend, mom, or another participant female has forced him into the store Window is a slow, casual browser that may not even have any interest in buying shopper anything Accompanied is someone who sort of knows what they want but brought along a shopper knowledgeable friend to help them pick it out Uninformed enters the store knowing they need an item, but needs the help of a shopper knowledgeable service rep for decision making
  • 4. User Persona One well informed/ Jim focused shopper Jim is a guy who knows what he wants when he goes shopping and he usually checks online for new products or deals before going. This time hes after jeans. His last pair have worn out and he needs to replace them. He knows where he is going and he has kept up to date on the latest deals and offerings. When he gets there, he heads straight to the jeans section where hes always found his style. He finds his size and color, grabs them and doesnt even bother to try them on. He heads straight to the checkout not even taking notice of the environment or interacting with the sales rep.
  • 5. User Persona Two unwilling Cory participant Corys girlfriend loves to shop and likes it when he comes with her. Cory doesnt share his girlfriends love of shopping but is forced to go this time be- cause she thinks he needs some new clothes. On this trip Corys girlfriend is looking for a few casual items and nicer work clothes for him. She looks around the store for a few things for him to try on and Cory is left standing awkwardly amongst the racks of clothes and in the way of other shoppers. While he waits for what seems like hours he looks for a place to stand and wait. The whole situation makes Cory uncomfortable.
  • 6. User Persona Three window Joe shopper Joe is a wealthy guy who likes to shop in his free time. Joe doesnt really need anything in particular, he just likes to see what is out there. He will go around town on the weekends and usually spends several hours at the store just get- ting a feel for the newest styles without necessarily buying anything. On this outing Joe notices a pair of dress shoes he likes and after a significant time spent perusing he decides to try these on, likes them, and eventually ends up making a purchase.
  • 7. User Persona Four accompanied Andrew shopper Andrew is completely lost when he goes shopping. He knows he needs new clothes but he has no idea what stores to shop at, which clothes are in style and what looks good on him. Luckily for him he has a sister who is willing to go with him to help pick out some new clothes. Andrew takes the time to try a few things on while his sister informs him whether or not she likes it. After an hour at the store and a lot of help from his sister, Andrew finds a couple of new shirts and a new pair of jeans.
  • 8. User Persona Five uninformed Nathan shopper Nathan is completely lost when shopping and has no idea what clothing suits him or how to navigate the store. Looking at all the rows and racks of clothing, he is a little overwhelmed so he finds a sales rep to help him out. The employee points him to the mens section and gives him the standard spiel about sale items and whats currently popular. After that, and a few minutes of looking around, Nathan gets frustrated and leaves the store without buying anything.
  • 9. Identifying Needs + Solutions > From these user personas, we were able to determine certain unmet needs in the existing retail experience. Then we outlined various solutions to the identified problems.
  • 10. User Needs Requirements Requirement Description Comfortable a place where men feel relaxed, comfortable, and arent harassed by environment the staff Organized the store is well organized, well stocked, and has a wide range of inventory sizes available for all types of men Adaptable employees who can adapt to the emotional needs of each patron - contact customer care doesnt feel scripted but is natural and relaxed Extended service continues beyond just clothing purchases with other available retail experience online and in-store offerings Consistent the customers knows what they can expect at one store will be true offerings across all outlets
  • 11. Needs Clusters Matrix Unwilling Focused Window Accompanied Uninformed participant shopper shopper shopper shopper Comfortable 1. environment Adaptable 2. customer care Organized 3. inventory Extended retail experience Consistent offerings
  • 12. Needs Based Directives & Solution Architecture 1. create a sanctuary 2. showcase offerings 3. extend the experience please the senses logical organization relevant services sports entertainment clear signage mens grooming fine beers and spirits items categorized by type custom tailoring comfortable furniture plain sight layout fine accessories and tobaccos pleasing smells refined adornment online presence in-store aesthetic educate and train staff live inventory by store assess individual needs reservation of items appreciative and personal treatment greet as a friend/colleague
  • 13. Generating the Space > Here we begin to realize our solution architecture in a retail space and how the suggested solutions fulfill the needs of our various user personas.
  • 17. Retail Space: Well Informed Shopper Jim Needs: logical organization clear signage items categorized by type plain sight layout relevant services mens grooming custom tailoring fine accessories and tobaccos online presence in-store aesthetic live inventory by store reservation of items
  • 18. Retail Space: Unwilling Participant Cory Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment
  • 19. Retail Space: Window Shopper Joe Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment educate and train staff assess individual needs personal treatment greet as a friend/colleague logical organization clear signage items categorized by type plain sight layout relevant services mens grooming custom tailoring fine accessories and tobaccos online presence in-store aesthetic live inventory by store reservation of items
  • 20. Retail Space: Accompanied Shopper Andrew Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment educate and train staff assess individual needs personal treatment greet as a friend/colleague logical organization clear signage items categorized by type plain sight layout relevant services mens grooming custom tailoring fine accessories and tobaccos
  • 21. Retail Space: Uninformed Shopper Nathan Needs: please the senses sports entertainment fine beers and spirits comfortable furniture pleasing smells refined adornment educate and train staff assess individual needs personal treatment greet as a friend/colleague logical organization clear signage items categorized by type plain sight layout
  • 25. Mens Clothing > Retail Experience Troy Frost Bob Bartels Gary Domke