Best Buy Service Exercise

 
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5 WEEKS. 4 STUDENTS.

1 SERVICE EXERCISE.


CHALLENGE

How can 4 Service Designers optimize and transform the service package of buying audio devices at Best Buy?


THE TEAM

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MY ROLE

I played a large part in the research and concept phase. During the beginning phases I collected mostly qualitative data from onsite observations, secondary readings, opportunity gap analysis, service blueprinting, affinity mapping, journey mapping, and personas. As the project progressed I help to brainstorm concepts based off our previous research and push them into motion by conducting multiple desktop walk through, stress tests, role play of the scenario, prototype of interior set up, value proposition for Best Buy, and next steps for implementation of the new concepts.


Quick Summary


THE TASK

Design a set of interrelated service offerings that will dramatically improve the customer’s decision making and purchasing experience.


THE optimization SOLUTION

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Techknowology TABLET

Description:

Concept: Create a web browser that is shown on an in store tablet that allows the customer to take a survey to help decide which headphones are most appropriate for them. Several factors include style, color, price, wear-ability, and size. Once a decision is made to purchase, the tablet will cue a sales associate to grab your item and take you to the nearest cast register to check out. Through the Techknowology Tablet our vision is to satisfy the personalization piece that is normally missing from the shopping experience.

Benefits:

  • Quickly learn the best product for you

  • Self-serve

  • Hassle-free shopping

  • Organized

  • See entire selection of products offered all at once


THE TRANSFORMATION SOLUTION

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GAMES GALORE

Description:

Games Galore, is an in-store event hosted every weekend to provide a safe and positive environment for all age groups for the local community to socialize and compete. Through game tournaments which offer cash or merchandise prizes. This event will allow the community to get a first hand glance at the large selection of headphones and other electronics in stock. The products will be available for purchase throughout the night.

Benefits:

  • Attract different age groups

  • Show off headphones and other products

  • More interaction with technology

  • Establish a sense of community

  • Prize giveaways inspire future customers and returning customers


THE DOUBLE DIAMOND PROCESS

 

By using the double diamond process we were able to divide up the tools necessary for each phase.

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THE PROCESS


TIMELINE

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PHASE 1: Discover

GOALS

  • Grasp a better understanding of the topic

  • Read countless online articles about Best Buy and competitors

  • Analyze competitors and their offerings

  • Onsite observations


SeCONDARY RESEARCH (COMPETITORS)

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  • Chokehold around online sales

  • Has a better shipping track-record

  • Has more website traffic correlated with sales

  • Advanced knowledge/higher qualified sales associates

  • More inviting and accessible floor plan

  • More flexible ans longer lasting return policy

  • More promotional offers and lower standard of retail pricing


ONSITE OBSERVATIONS

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Users: College students, teens, adults, professionals, families.

Activities: Shopping, one stop shop, infrequent visits, product comparison in store by looking.

Environment: Large in space, cluttered, lots of product choices, unorganized, hard to find specific brands.

Interactions Between Employee and Customer: Extremely minimal- welcomed at entrance , cashier, forced to ask for help


INSIGHTS

●  Best Buy has friendly employees but more times than not you have to ask for help versus the employee offering to help you.

●  Best Buy has a clean and dirt free environment but the sections in store are consistently unorganized.

●  Best Buy has various product categories- we are focusing on the audio device section but it is good to note a variety of other products.

●  An overwhelming store layout leads you to be over stimulated by surrounding product displays but an overall lack of inventory you can actually purchase.

●  Non-enthusiastic staff is present to help customers.


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PHASE 2: Define

GOALS

  • Confirm a problem based off of primary and secondary research

  • Affinitize data points to find target areas

  • Draft an opportunity gap analysis to see where we could exploit areas to fix in the service

  • Define specific questions regarding the direction of improvement

  • Create personas to help identify what kind of consumer is most likely to use this service

  • Journey map the personas path through the buying experience before and after the new service is implemented


THE PROBLEM

Optimization: Consumers are lacking a sense of personalization and direction when trying to purchase the ideal audio device from themselves or for others.

Transformation: Currently Best Buy only has one revenue stream from selling products. In the future, we would like to increase this.


AFFINITY MAPPING

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The main categories of topics located on the top of the rectangles helped us push a certain direction for our concepts. This step is crucial to help us create optimization and transformation solutions.


OPPORTUNITY GAPS

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By figuring out the gaps between price quality, customer sacrifice, and a needs gap can help us to fill the inbetween with our service offering. We want the customer to have the best and most convenient experience possible without breaking the bank.


DEFINE DIRECTION

From the End Users Point of View:

  • How can we raise awareness towards local store promotions?

  • Why is there consistently an unorganized mess when there is an associate placed in every section?

From the Service Providers Point of View:

  • How can we increase the interaction between customer and employee?

  • How can Best Buy increase customer interest in headphones?

  • How could Best Buy get an edge on online shopping?

  • How can Best Buy improve inventory-turnover ratio?


PERSONA


USER JOURNEY MAP

IDEAL USER JOURNEY MAP


INSIGHTS

●  By affinitizing data points we are now able to see a more clear direction of what our concepts should hold. We will look into the feasibility of guidance tablets and events held at Best Buy because those two topics were repetitive in our mapping.

●  Opportunity gaps will help with the optimization concept because we will be able to see the gaps that are missing and fill them with our slight change to the service package.

●  Creating personas now helps us to target what kind of user is most in the negative situation we are presenting.

●  Overall, we can see that Joanne faces issues a lot of people face, such as, the desire for help when you are too busy to be reading about trends due to a busy schedule. The quick one time shopper is someone we are trying to influence to come in, get the help they need, and head on out. For the lingering shoppers we would love to make a longer stay and engage them with more products if they have the time to do so.


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PHASE 3: Deliver

GOALS

  • 4 action framework to help think vertically

  • Decision matrix to narrow down a concept for optimizing and transforming Best Buy

  • Present an optimization concept

  • Service package to show expansion of optimization concept

  • Present a transformation concept

  • Service package to show expansion of transformation concept

  • Perform user scenarios and a desktop walk through


4 ACTION FRAMEWORK

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This simple exercise can help us brainstorm deeper. If we think laterally and remove the most common thing seen in a store we start to develop futuristic concepts. Moving to the reduce, increase, and add category we can start to invision a store front that is similar to the existing on but change it slightly.


CONCEPTS For optimization

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Techkowology

Concept: Create a web browser that is shown on an in store tablet that allows the customer to take a survey to help decide which headphones are most appropriate for them. Several factors include style, color, price, wear-ability, and size. Once a decision is made to purchase, the tablet will cue a sales associate to grab your item and take you to the nearest cast register to check out.

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Iconic Duo

Concept: Create a clear layout of the store and present it as an icon map. The map will be located immediately when you enter the Best Buy. A greeter will be standing next to the sign to hand you a map that is quick and easy to read. This will allow you to get to the section you need more efficently. The time spent tracking the item for purchase overall will be reduced.


DECISION MATRIX

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final CONCEPT For optimization

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Techknowology

Concept: Create a web browser that is shown on an in store tablet that allows the customer to take a survey to help decide which headphones are most appropriate for them. Several factors include style, color, price, wear-ability, and size. Once a decision is made to purchase, the tablet will cue a sales associate to grab your item and take you to the nearest cast register to check out.

Tech Needed: Tablet, Tablet Stand, and Survey

 


SERVICE PACKAGE

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SERVICE PACKAGE WITH OPTIMIZATION

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USER SCENARIO (Techknowology)

Scenario A: The customer takes the Techknowology survey on online to learn what headphones are right for him at home.

Scenario A: The customer takes the Techknowology survey on online to learn what headphones are right for him at home.

Associate collects the headphones the survey chose for the customer.

Associate collects the headphones the survey chose for the customer.

Scenario B: The customer takes the Techknowology survey at Best Buy on a tablet to learn what headphones are right for him.

Scenario B: The customer takes the Techknowology survey at Best Buy on a tablet to learn what headphones are right for him.

Associate gives the customer the headphones.

Associate gives the customer the headphones.

A Best Buy associate is notified that a customer completed the survey and walks to the headphone section.

A Best Buy associate is notified that a customer completed the survey and walks to the headphone section.

The associate checks the customer out and he gets to leave wearing his new headphones.

The associate checks the customer out and he gets to leave wearing his new headphones.


CONCEPTS For Transformation

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Games Galore

Concept: Create a video game tournament night that will take place on a couple weekends a month. Pay to play entree and all ages are welcome. Gamers will use the equipment sold inside of the store and each player will have headphones on to encourage the sales of each of the items, specially headphones. The Games Galore concept will allow the community to get involved with big businesses.

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Quick Kiosk

Concept: Create a kiosk that gives the customer the ability to check the availability of products within the kiosk so this way you don’t have to drive to a far Best Buy location. We would like to place the kiosks in nearby malls to better convience the customer. The Quick Kiosk is a more effcient way to get consumers their products faster.


DECISION MATRIX

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FINAL CONCEPT For Transformation

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Games Galore

Concept: Create a video game tournament night that will take place on a couple weekends a month. Pay to play entree and all ages are welcome. Gamers will use the equipment sold inside of the store and each player will have headphones on to encourage the sales of each of the items, specially headphones. The Games Galore concept will allow the community to get involved with big businesses.

Tech Needed: Gaming Devices, Headphones, and Tech Prizes


SERVICE PACKAGE

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SERVICE PACKAGE WITH TRANSFORMATION

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Desktop Walk Through

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INSIGHTS

●  Generating concept ideas is much more fun and exciting when you have other people to bounce ideas off of each other.

●  Once the concept had been decided on through our decision matrix doing a role play exercise (user scenario or desktop walk through) was super helpful to better understand the things that could go wrong.

●  By creating value to Best Buy's service offering we could see these concepts lifting off in the future.


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Phase 4: Deliver

GOALS

  • Create value for the service user and service provider

  • Determine further action for implementation

  • Present a well organized presentation


Creating Value (Games galore)

Value for the Service User:

  • Fulfills goals of a community setting

  • Fulfills goals of a trendy new outing

  • Solves the problem of no plans on a Saturday night

  • Achieves social interaction because people are gathered with similar likings

  • Potential to fulfill a goal of winning a tournament

  • Achieves sensory fulfillment by being able to play video games

  • Benefits of trying out headphones before you buy them

  • Prevents the problem of kids getting into trouble on the weekends

Value for the Service Provider:

  • New revenue stream(s)

  • Improves community awareness for store

  • Improves customer satisfaction by allowing them to try on the headphones before purchasing

  • Achieves an entire production by using the products you already have in stock

  • Builds loyalty by putting customers with other customers to recommend products to one another

  • Increases differentiation by being the only store to host this kind of event

  • Improves employee motivation to help out at events to get in to gaming tournaments for free


Further Action

Games Galore:

  • Create viable set-up for Games Galore night

  • Advertise heavily

  • Begin event night in summer of 2017

  • Test in 10 local stores

  • Release to stores in heavily populated areas in 2018

Techknowology Tablet:

  • Start winter of 2017

  • Create survey shopper in spring 2017

  • Test in 50 stores across the USA

  • Collect customer feedback and refine survey

  • Release to every Best Buy store 2019