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THE TOOL BOX

Maya Chatila Marco Cirri

Catalina Caicedo Kelly Benton

PAINT

INPUTS

Service Package
P.o.v: Service Provider

P.o.v: User

Approach: Technical

Approach: Functional

Nature: Services & Goods

Nature: Features & Benefits


Add-ons
Ease of Access

- Cramped layout
- Confusing displays
- Signs arent visible
- Hidden store maps

CORE
SERVICES

ENABLING
SERVICES

ENHANCING
SERVICES

AUGMENTED
SERVICE
OFFERING

Quality of Interaction
- Absent employees
- Limited interactive
display
- Limited self-checkout

Delivery Service
Shipping Service
Installation Service
Moving Service
Home Repair Service
Protection Plans
Store Credit Card
In-store Pickup

Participation

- Greeters
- Indifferent employees

Hardware
Home Improvement

Brick & Mortar Stores


Online Store/website
Mobile Application
Call Center

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Interactive Displays
Samples
Brochures
Range of products
Special buy of the day

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Stakeholder Map

Human Resources

Customer
Customer
Service

Vendors
Vendors
Cashiers

Seasonal
Seasonal
Employees
Stockers

Sales
Sales Associates
Associates

Department
Associates
Associates

Contractors
DIYers
Students
Hobbyists
Families
Other

Maintenance

On-site
Management
Management

Pro Services

Designers
Designers
IT

Off-site
Off-site Customer
Customer
Service
Off-site
Off-site Management
Management

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Delivery
Specialists
Specialists

On-Site Management

On-Site Customer Service Department Associates

Sales

- Department Manager
- Store Manager
- Assistant Store Manager
- Installation Manager
- Department Supervisor
- Garden Center Manager
- Night Manager
- Floor Manager

- Head of Customer Services


- Customer Service Representative
- Pro Services
- Customer Assistant
- Greeter
- Receptionist
- Guard

- Lead Cashier
- Retail Sales Associate
- Cashier
- Sales Associate

Off-Site Management

Off-site Customer Service Delivery Specialists

Stockers

- Pricing Coordinator
- Zone Manager
- Operations Manager
- Office Administrator
- Market Manager
- Product Manager
- Project Coordinator
- Operations Supervisor
- Area Manager
- Senior Financial Analyst
- Communications Manager
- Lead Generator
- Senior Quality Engineer
- Building Manager
- Director
- Corporate Manager
- Board
- President

- Technical Support
- Phone Operator
- Insides Sale Representative
- Maintenance

- Unloader/loader
- Overnight stocker
- Receiver
- Stocker
- Forklift Operator
- Warehouse Worker
- Freight Manager
- Freight Team Associate
- Vendor

- Garden Associates
- Paint Associates
- Lumber Associates
- Project Specialist
- Gardener
- Kitchen Designer
- Flooring Specialist
- Hardware Associate
- Plumbing Associate
- Lighting Associate
- Appliance Associate

- Delivery Driver
- Shipping Clerk
- Assembler
- Service Delivery Manager
- Order Picker
- Shipping Supervisor

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Category Overview
Brands

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Category Overview
Subcategories

Interior Paint

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Exterior Paint

Spray Paint

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Category Overview
Value

Basic

$9- $20

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Mid

$21- $40

Premium

$41- $50

Ultra Premium

$51- $100

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Category Overview
Accessories
Accessories

Hoses
Spray guns
Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Essentials

Brushes
Buckets

Add-ons

Delivery & Installation

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Encounter Map
User: Entrepreneur Elana

TRIGGER
Paints exterior of business

Uses app to color match

Receives the paint order

Finds closest store location online

Drives home

EXITS THE STORE


Looks at other paint accessories

Drives to store

Needs exterior paint


for small business

Places paint order


Gets quote for color mixing
Shows paint service desk associates specific color

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

ENTERS THE STORE


Finds paint section
Looks at different paint brands
Interacts with displays

Asks associate for information on color mixing

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Encounter Map
User: Charming Courtney

TRIGGER
Decides on a color

Compiles information on paint colors online

Test the color samples on walls

Gathers room paint inspiration from magazines

Drives home

EXIT THE STORE


Gets a price quote

Drives to the store

Needs paint for complete


home renovation

Heads to paint service counter


Looks at paint accessories
Interacts with displays

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

ENTERS THE STORE


Finds paint section
Look at different color palettes
Take free color samples

Asks associate for more information

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Service Environments & Zones


Ladders

Doors &
Windows

Home Deco &


Furniture

Bath

Lightning

Lumber
Electrical
Building
Materials

Flooring

Hardware

Plumbing

Paint

Garden Center
Cleaning

Seasonal

Repair Center
Checkout

Checkout

Checkout

MAIN ENTRANCE

Lawn Mowers
Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Lawn Mowers

Gardening

GARDEN CENTER
ENTRANCE &
EXIT
Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Service Environments & Zones

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Bi-polar Opposites
Business Owners

Home Owners

TARGET GROUP A

TARGET GROUP B

Low budget

Do-it-yourself personality

Loves to decorate

Lots of free time

Knowledgeable

Professional

Young

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Big budget

Hire a contractor type

Doesnt care about decorating

Only free on weekends

Lacking knowledge

Hobbyist

Old
Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Target Group Study


BUSINESS OWNER

HOME OWNER

TARGET GROUP A

TARGET GROUP B

Key Motivators
Business, Monetary Interest, Succeeding

Key Motivators
Low costs, Seeking painting help

Goals
Get affordable paint
Get tools to perform painting job properly

Goals
Get affordable paint
Get tools to perform painting job properly

Physical / Emotional / Mental


Hard-working, Busy, Excited, Invested

Physical / Emotional / Mental


Excited, Eager

Expectations
Get a great deal
Get help from knowledgeable professionals

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Expectations
Get help from knowledgeable professionals
Learn about different paints
Get a great deal

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

ENTREPRENEUR ELANA
36 years old
Single
Originally from Chicago, IL
Lives in Savannah, GA
Starting own business

GOALS

ACTIVITIES

VALUES

NOW OPEN!

to personalize her store


to open her store as soon as possible
to find affordable paint & stick to budget
to beautify her stores curb appeal
to gain more knowledge and experience about painting

I came to Savannah to start my own


business. I want to make this place
my new home, and grow my
business.

FAVORITE COLORS

Education
Family
Friends
Affordable finds
Success

BEHAVIORS

Outgoing
Ambitious
Perfectionist
Energetic

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

ENVIRONMENTS

Relocated from Chicago to Savannah


Lives in downtown Savannah
Opening a store in Savannah
Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Service Blueprint
Entrepreneur Elana

OBJECTS

- Shopping Carts
- Main Entrance
- Associates
- Receptionist
- Lights
- Aisles
- Signs

- Color Match App


- Cars/Personal Car
- Traffic lights
- Parking spaces
- Signs
- Shopping carts
- Website

- Paint displays
- Paint brushes and tools
- Paint mediums
- Paint color palettes
- Paint sticks
- Buckets
- Cardboard boxes

- Paint Customer Service Desk


- Customer Service desk
- Customers
- Brochures
- Tools
- Store map
- Paint cans

DURING

BEFORE
ENVIRONMENT

Personal Store

Home

Main Store

Parking Lot

++Excited

++Excited

++Excited

++Annoyed, ++Confused, ++Disappointed

SENSORY

Messy, Construction zone

Busy

Bright, Cramped, Noisy, Funky smell

Cramped, Unorganized, Bright, Busy, Cluttered, Hard to locate items

USER ACTION

Find closest
store location
online

Drives to Home
Depot
& parks near
main entrance

Enters store
through main
entrance

Looks at signs
for directions

Finds paint
section

Looks at
different paint
brands
!

Interacts with
paint display

Asks associate
for information
on color mixing

Personal Store

++Excited, ++Eager

++Exhausted
Color, paint fumes

Shows associate
specific color

Asks for color


mixing price
quote

- Furniture
- Store exterior
- Home
- Paint cans
- Delivery Truck
- Cardboard boxes

AFTER

EMOTION

Color match
using phone app

- Personal car
- Cars
- Traffic lights
- Parking spaces
- Signs

- Interactive display
- Paint cleanup & respiratory tools

Looks at paint
tools and other
accessories
!

Places custom
paint order and
checks out

Drives home

Receives custom
paint delivery

Paints exterior
of home

LINE OF INTERACTION

Phone
Application

Touch-screen
paint display

Website

Paint
Associate

Paint
Associate

Paint
Associate

Delivery
Associate

Paint
Associate

LINE OF VISIBILITY

Web & App


Developers

Stockers

Confusing

Colors on website
arent accurate
Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

UX
Team

UX Problems

Stockers

Not knowledgeable
enough

Confusing

Cant self checkout


with custom order

Hard to find
employee
Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Storyboard

Elana just moved to Savannah to start a new business venture.


She needs to paint her store.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

She heads to Home Depot to select paint colors for her store.

Elana was confused about the different paints available and their
proper usage. She was unable to receive proper help from the
paint associates, and was therefore unsatisfied with the whole
experience.

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

CHARMING COURTNEY
63 years old
Married
Retired teacher
Lives in Savannah, GA
Going through her second
home rennovation

GOALS

to rennovate her home


to re-paint walls to match her new furniture
to add more color to her home
to beautify her home
to have a more modern feel to her home

VALUES

ACTIVITIES

HOME
DECO

Education
Family
Friends
Affordable finds
Beautiful art

BEHAVIORS

Confident
Outgoing
Health-conscious
Energetic

ENVIRONMENTS

Primary home in Savannah, GA

I finally convinced my husband to


rennovate our home. I want to
change everything!

FAVORITE COLORS

Service Blueprint
Charming Courtney

OBJECTS

- Shopping Carts
- Main Entrance
- Associates
- Receptionist
- Lights
- Aisles
- Signs

- Home furniture
- Cars/Personal Car
- Traffic lights
- Parking spaces
- Signs
- Shopping carts
- Website & magazines

- Paint Customer Service Desk


- Customer Service desk
- Customers
- Brochures
- Tools
- Store map
- Paint cans

- Paint displays
- Paint brushes and tools
- Paint mediums
- Paint color palettes
- Paint sticks
- Buckets
- Cardboard boxes

DURING

BEFORE
Home

ENVIRONMENT

AFTER
Home

Main Store

Parking Lot

EMOTION

++Excited, ++Relaxed

++Excited

++Excited

++Annoyed, ++Confused, ++Disappointed

SENSORY

Fresh scent, Soft couch

Busy

Bright, Cramped, Noisy, Funky smell

Cramped, Unorganized, Bright, Busy, Cluttered, Hard to locate items

USER ACTION

Researches
paints online

Gets room paint


inspiration from
magazines

- Personal car
- Cars
- Traffic lights
- Parking spaces
- Signs
- Paint samples
- Furniture

- Interactive display
- Paint cleanup & respiratory tools

Drives to Home
Depot
& parks near
main entrance

Enters store
through main
entrance

Looks at signs
for directions

Finds paint
section

Looks at
different color
palettes

Interacts with
paint display

++Tired

Takes free
color samples

++Relieved
Color sample piles

Asks associate
for advice
!

Personal Store

Looks at paint
tools and other
accessories

Gets a price
quote

Drives home

Tests color
samples on walls

Makes final
color decisions

LINE OF INTERACTION

Touch-screen
paint display

Website

Paint Associate

Paint Associate

LINE OF VISIBILITY

Web
Developers

Magazine
Editors

Stockers

UX Team

UX Problems

Stockers

Not knowledgeable
enough

Confusing

Hard to find
employee

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Storyboard

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Service Quality

Customer Satisfaction & Goal Fulfillment


Satisfied Customers

General user information


Looking for a broad selection of hardware/tools/paint
Expects to receive help from associates
Customers range from DIYers to professionals
Usually have at least a basic knowledge of items they are looking for

Pros

Cons

Wide selection

Employees arent knowledgeable

Add-on services
Huge selection of paint
Huge selection of primers
Employees are friendly

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Service Quality

Customer Satisfaction & Goal Fulfillment


Unsatisfied Customers

General user information


Looking for a broad selection of hardware/tools/paint
Expects to receive help from associates
Customers range from DIYers to professionals
Usually have at least a basic knowledge of items they are looking for

Pros

Cons

Wide selection

Employees arent knowledgeable

Add-on services

Employees are hard to find

Huge selection of paint

Employees arent friendly

Huge selection of primers

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Service Quality
Comparisons with Apple

Customer Service/Informational
More information about appliance features
Consultations
More knowledgeable employees

Workshops
Appliance demonstration by brand reps

Store layout & design


Efficient and spacious layout

The Genius Bars within Apple stores were positioned as an


integral part of the overall user experience, enabling users to
seek and receive support for both hardware and software
problems.
From start to finish, the process was simple, friendly, and
extremely consumer focused. For starters, setting up an appointment with the Genius Bar via Apples online website
was intuitive and easy.
Upon arriving to the Apple Store on the day of said appointment, the stores resident hipster/greeter asked what
brought me in. I told him I had an appointment and within 1
minute I had a seat at a table. Not more than a few minutes
later, my 11 a.m appointment got started at 11:05, pretty
impressive given that the Genius Bar was extraordinarily
packed at one of Chicagos busiest downtown locations.

Logical progression of layout


Allows customers to browse/showcases products on display

http://bgr.com/2015/05/26/apple-customer-service-genius-bar/
Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Gap Analysis

What customers expect

Gap

What customer receives

Color scheme displays

Indistinguishability

Paint hues displays

Texturing medium displays

Inaccessibility

No texturing display

Knowledgeable associates

Indifference

Unqualified associates

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Deep Insights
Positive

Negative

Color Matching Touchscreen

Not enough staff on hand

Staff seem to be more knowledgeable than those at competitor store

Hard to locate staff sometimes (huge store)

Available brochures on some products

Although there is a variety of brands, the selection is lacking

Lots of promotional sales

Staff is not friendly

Range of brands

Employees sometimes lack the knowledge/cant assist


customers
Space seems cluttered and hard to navigate through
Color Matching Touchscreen only displays select brands
No store brand paint selection

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Strategic Problems
Customers POV

Service Providers POV

How can I distinguish between various products and their benefits?

How can the in-store paint selection be increased?

How can I differentiate between different texturing mediums?

How can the Color Matching touchscreen be improved?

How can I receive more information on the paints available?

How can all paint brands be featured for comparison?

How can I receive more information on painting accessories?

How can the overall paint section layout be overhauled to


better facilitate customer flow?

How can I compare all paints available to pick get the best value?
How can I learn about paint care?

How can all texturing mediums be displayed?


How can employees offer more insight to customers about
painting methods/techniques/care?
How can more information be incorporated into the aisle displays?

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Four Action Framework

Reduce
Lack of organization

Raise

Add

Paint brand variety

More signs

Information available

Clear section dividers

Remove
Poor customer service

Customer service
Visual aids

Information on each brand


Customer reviews
Zone awareness
Detailed paint comparison charts

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Revamped Vision
Provide customers with more information, options, in-store interaction, and better customer service.
Achieved Through:

Evoking Emotions:

More information on the website and in-store

Excitement

Information offering brands comparisons

Making dreams come true

Better organization

Customer fulfillment

Interactive displays for customers to learn about paint

Customer satisfaction
Inspiration
Delight

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

PROCESS

Brainstorming Incremental Ideas

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Brainstorming Incremental Ideas

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Incremental Ideas
1- Better lighting
2- More paint use information on website and application
3- Organize paints and tools by brand and type
4- Provide more training for employees
5- More employees that staff the paint section
6- More organization overall
7- Better signs/aids to help customer get to the paint section
8- Separate accessories by section
9- Visible signs to divide the categories in the paint section
10- More samples from other brands
11- Separate sections for each brand
12- More informative labels for paint samples
13- Larger aisle/paint department overall
14- More divisions between paint hues
15- Identify different brands with markers
16- Divide the paint and accessories section
17- Paint brochures near store entry to aid customer
18- Improve the paint service desk customer service
19- More paint specialists
20- Texture samples in brush section
21- Clarification of prices for each product
22- Train employees to assist customers/customer service
23- Implement how to post cards
24- Add paint swatches next to paint cans to provide a visual aid for customers
25- Palettes that show paint textures/medium comparisons

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

26- Paint sample comparison wall


27- Extend paint recognition software to all brands
28- Information about brush cleaning/care
29- In-store and online paint demonstrations
30- Offer painting services in-store and online
31- Reduced sample can prices
32- Brighten up paint displays
33- Provide better visuals of paint
34- Live tutorials for paint mixing
35- Wet and dry paint samples for comparison
36- Add dividers for interior and exterior paints
37- Categorize different paint quality
38- Try before you buy availability
39- Advertise promotional sales on paint at store entrance
40- Advertise promotional sales on paint at paint service counter
41- More information on each different brand
42- More information regarding paint respiratory accessories
43- More variety for respiratory accessories
44- More medium variety
45- More visible information on paint drying times
46- More information on paint/wall care
47- Advertise color mixing
48- More information on color mixing process/service
49- Display color mixing prices
50- More signs to help locate the paint section

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Affinitizing Ideas
In-store Information

Store Layout

Website & Application

- Organize paints and tools by brand and type


- More informative labels for paint samples
- Paint brochures near store entry to aid customer
- Texture samples in brush section
- Clarification of prices for each product
- Implement how to post cards
- Add paint swatches next to paint cans to provide a visual
- Palettes that show paint textures/medium comparisons
- Paint sample comparison wall
- Extend paint recognition software to all brands
- Information about brush cleaning/care
- In-store and online paint demonstrations
- Provide better visuals of paint
- Live tutorials for paint mixing
- Wet and dry paint samples for comparison
- Categorize different paint quality
- More information on each different brand
- More information regarding paint respiratory accessories
- More visible information on paint drying times
- More information on paint/wall care
- More information on color mixing process/service
- Display color mixing prices

- Better lighting
- More organization overall
- Better signs/aids to help customer get to the paint section
- Separate accessories by section
- Visible signs to divide the categories in the paint section
- Separate sections for each brand
- Larger aisle/paint department overall
- More divisions between paint hues
- Identify different brands with markers
- Divide the paint and accessories section
- Brighten up paint displays
- Add dividers for interior and exterior paints
- More signs to help locate the paint section

- More paint use information on website and application

Customer Service

Item Availability
- More samples from other brands
- Reduced sample can prices
- Try before you buy availability
- Advertise promotional sales on paint at entrance
- Advertise promotional sales at service counter
- More variety for respiratory accessories
- More medium variety
- Advertise color mixing

- Provide more training for employees


- More employees that staff the paint section
- Improve the paint service desk customer service
- More paint specialists
- Train employees to assist customers/customer service
- Offer painting services in-store and online

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Funneling Ideas
In-store Information

Customer Service

Store Layout

- Organize paints and tools by brand and type


- Paint brochures near store entry to aid customer
- Texture samples in brush section
- Implement how to post cards
- Palettes that show paint textures/medium comparisons
- Paint sample comparison wall
- Extend paint recognition software to all brands
- Information about brush cleaning/care
- In-store and online paint demonstrations
- Categorize different paint quality
- More information on each different brand
- More information regarding paint respiratory accessories
- More information on paint/wall care
- More information on color mixing process/service

- Improve the paint service desk customer service


- More paint specialists
- Train employees to assist customers/customer service
- Offer painting services in-store and online

- Better signs to help customer get to the paint section


- Visible signs to divide the categories in the paint section
- Separate sections for each brand
- Larger aisle/paint department overall
- Divide the paint and accessories section
- Add dividers for interior and exterior paints

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Item Availability
- More samples from other brands
- More variety for respiratory accessories
- More medium variety

Website & Application


- More paint use information on website and application

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Forming Concepts
In-store Information
- Create a paint information hub where customers can learn about the different paints/mediums & accessories the store carries. The information provided
includes: paint brochures, paint recognition/color matching software that features all brands in-store, paint/brand & value comparisons, paint medium samples
& comparisons, care information, demos, tutorials, how-tos, information on color mixing, etc..
- Create a paint information hub where customers can get assistance from professional/paint specialists.

Customer Service
- Improve the overall customer service quality by providing employees with more training, hiring more paint specialists to assist customers, & offering paint
services both in-store and online.

Item Availability
- Increase item availability and variety in-store, including paints samples, respiratory accessories, and painting mediums.

Store Layout
- Change the overall painting department layout: increase the department size, aisle walk-through space, separate paints and accessories, add clear sectioning
dividers, & clear/visible signs for customers to follow.

Website & Application


- Expand the painting section on both the website and application to provide customers with more information, paint/brand comparisons, and how-to tutorials.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Consequences & Sequel


Concept 1:

Immediate

Short-term

Long-term

- Create a paint information hub where customers can learn about the
different paints/mediums & accessories the store carries. The information
provided includes: paint brochures, paint recognition/color matching
software that features all brands in-store, paint/brand & value comparisons,
paint medium samples & comparisons, care information, demos, tutorials,
how-tos, information on color mixing, etc..

Increase in visitors

Increase in visitors

Increase in visitors

Increase in non-user visitors

Increase in non-user visitors

Increase in customer loyalty

Increase in customer satisfaction

Increase in customer satisfaction

and satisfaction

Concept 2:

Immediate

Short-term

Long-term

Create a paint information hub where customers can get assistance

Increase in visitors

Increase in visitors

Increase in visitors

from professional/paint specialists.

Increase in non-user visitors

Increase in non-user visitors

Increase in customer loyalty

Increase in customer satisfaction

Increase in customer satisfaction

and satisfaction

Concept 3:

Immediate

Short-term

Long-term

Improve the overall customer service quality by providing

Increase in visitors

Increase in visitors

Increase in visitors

employees with more training, hiring more paint specialists to assist

Increase in non-user visitors

Increase in customer satisfaction

Increase in customer loyalty

customers, & offering paint services both in-store and online.

Increase in customer satisfaction

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

and satisfaction

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Consequences & Sequel


Concept 4:
- Increase item availability and variety in-store, including paints

Immediate

Short-term

Long-term

Increase in visitors

Increase in visitors

Increase in visitors

Increase in customer satisfaction

Increase in customer loyalty

samples, respiratory accessories, and painting mediums.

and satisfcation

Concept 5:
- Change the overall painting department layout: increase the

Immediate

Short-term

Long-term

Increase in visitors

Increase in visitors

Increase in visitors

Immediate

Short-term

Long-term

Increase in visitors

Increase in visitors

Increase in visitors

Increase in customer satisfaction

Increase in customer loyalty

department size, aisle walk-through space, separate paints and


accessories, add clear sectioning dividers, & clear/visible signs for
customers to follow.

Concept 6:
- Expand the painting section on both the website and application
to provide customers with more information, paint/brand
comparisons, and how-to tutorials.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

and satisfaction

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Decision Matrix
Decision
Criteria

Weight

Concept 1

Concept 2

Concept 3

Concept 4

Concept 5

Concept 6

Feasibility

20

10

Usefulness

20

10

10

Meaningfulness

20

Desirability

20

Accessibility

20

Total

100

920

900

840

740

760

760

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Final Concepts
Concept 1:
Create a paint information hub where customers can learn about the different paints/mediums & accessories the store
carries. The information provided includes: paint brochures, paint recognition/color matching software that features
all brands in-store, paint/brand & value comparisons, paint medium samples & comparisons, care information, demos,
tutorials, how-tos, information on color mixing, etc..

Concept 2:
Create a paint information hub where customers can get assistance from professional/paint specialists.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Brainstorming Transformative Ideas

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Transformative Ideas
1- Offer deals for paints and brush sets (starter packs, etc.)
2- Paint the roof
3- Real-time picture application that allows customers to color their walls
4- Paint exterior wall tiles with different paint colors
5- Substituting swatches with virtual reality scan of your house
6- Huge color changing paint bucket over paint section to guide customers
7- In-store interior designers to help customers pick colors
8- Paint exterior of store with featured color
9- Have playback videos throughout store
10- Special interactive paint events
11- Photoshop controls to create your own custom paint color
12- Separate areas for beginners and professionals
13- Install interactive living room where paint colors can be loaded/seen
14- Paint games for kids to help them choose room colors
15- Interactive walls with paint selection tools
16- Paint your own wall (interactive testing area)
17- Walk on tiles that light up and lead customers to paint section
18- Hologram paint demonstrations
19- Interactive texture wall
20- Informational videos playing near samples of paint
21- Mood color swatch picker
22- Brush trial area
23- Free giveaways to promote certain brands
24- Hire a painter on the spot service
25- Paintball against a wall to try colors (exterior paints only)

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

26- Free exterior painting demonstrations


27- Hire an associate to paint for you
28- Paint your community day (graffiti)
29- Store brand paint that is more affordable
30- Barcode gun to tag paints that you want
31- Light up floors section for kids to choose their paint
32- App that scans objects and creates paint id for mixing
33- In-store virtual communication with consultants/pros
34- Complimentary video/written tutorials with paint purchase
35- Paint section on a separate floor
36- Sell your unused paint back to store service
37- Paint loyalty points
38- Paint sample packets (limited quantity per customer)
39- Value paint packs
40- Value painting accessory packs
41- Color palette packs and recommendations
42- Paint donation for a cause
43- Paint kiosks at off-site locations for quick purchases
44- Paint kiosks at store entrance for quick purchases
45- Paint drive-through pickup
46- Paint donation center
47- Mix-it-yourself paint center
48- Popular paints section
49- Golden Ticket free paints on select days
50- Black Friday/Cyber Monday paint deals

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Affinitizing Ideas
Promotional

Store Layout & Interactive Design

Store Services

- Paint the roof


- Offer deals for paints and brush sets (starter packs)
- Special interactive paint events
- Free giveaways to promote certain brands
- Paint sample packets (limited quantity per customer)
- Value paint packs
- Value painting accessory packs
- Golden Ticket free paints on select days
- Black Friday/Cyber Monday paint deals

- Paint exterior wall tiles with different paint colors


- Huge color changing paint bucket over paint section to guide customers
- Paint exterior of store with featured color
- Separate areas for beginners and professionals
- Walk on tiles that light up and lead customers to paint section
- Light up floors section for kids to choose their paint
- Paint section on a separate floor
- Popular paints section
- Mix-it-yourself paint center
- Real-time picture application that allows customers to color their walls
- Photoshop controls to create your own custom paint color
- Install interactive living room where paint colors can be loaded/seen
- Substituting swatches with virtual reality scan of your house
- Paint games for kids to help them choose room colors
- Brush trial area
- Paintball against a wall to try colors (exterior paints only)
- Paint your own wall (interactive testing area)
- Barcode gun to tag paints that you want
- App that scans objects and creates paint id for mixing

- Sell your unused paint back to store


- Store brand paint that is more affordable
- Paint loyalty points
- Off-site paint kiosks for quick purchases

Customer Service
- In-store interior designers to help customers pick colors
- Hire a painter on the spot service
- Hire an associate to paint for you
- In-store virtual communication with consultants/pros

Informational
- Have playback videos throughout store
- Interactive walls with paint selection tools
- Hologram paint demonstrations
- Interactive texture wall
- Informational videos playing near samples of paint
- Mood color swatch picker
- Free exterior painting demonstrations
- Complimentary video/written tutorials with paint
- Color palette packs and recommendations

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Community
- Paint your community day (graffiti)
- Paint donation for a cause
- Paint donation center

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Funneling Ideas
Promotional

Store Layout & Interactive Design

Store Services

- Offer deals for paints and brush sets (starter packs)


- Free giveaways to promote certain brands
- Paint sample packets (limited quantity per customer)
- Golden Ticket free paints on select days

- Separate areas for beginners and professionals


- Light up floors section for kids to choose their paint
- Popular paints section
- Mix-it-yourself paint center
- Real-time picture application that allows customers to color their walls
- Photoshop controls to create your own custom paint color
- Install interactive living room where paint colors can be loaded/seen
- Paint games for kids to help them choose room colors
- Brush trial area
- Paintball against a wall to try colors (exterior paints only)
- Paint your own wall (interactive testing area)
- Barcode gun to tag paints that you want

- Sell your unused paint back to store


- Store brand paint that is more affordable
- Paint loyalty points
- Off-site paint kiosks for quick purchases

Customer Service
- In-store interior designers to help customers pick colors
- Hire a painter on the spot service
- In-store virtual communication with consultants/pros

Informational

Community Involvement
- Paint your community day (graffiti)
- Paint donation center

- Interactive walls with paint selection tools


- Hologram paint demonstrations
- Interactive texture wall
- Informational videos playing near samples of paint
- Mood color swatch picker
- Free exterior painting demonstrations
- Complimentary video/written tutorials with paint

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Forming Concepts
Promotional
- Offer frequent promotional deals to customers, including free paint supplies giveaways, free paint sample packets, painting starter packs, and the golden
ticket free paint promotion on select days.

Customer Service
- Raise the bar for all: offer specialty customer services including free in-store design consultations, virtual communication with painting professionals, and the
ability to hire a painter on the spot.

Informational
- The Information Age: offer multiple informational services to customers to aid in their pre-purchase, point-of-purchase, and post-purchase experience,
including: interactive walls with paint selection & texturing tools, hologram paint demonstrations and informational videos, mood color swatch pickers, and
complimentary tutorials with each purchase.

Store Layout & Interactive Design


- Create a dynamic, interactive, and organized store layout that will enhance the customers shopping experience. This is done by creating separate areas
for both beginners and professionals, adding a mix-it-yourself paint center for customers that know what they want, a popular paints section, and a kids paint
section with light up floors to keep them entertained. Interactive customization services include, trial areas (where customers can test brushes, paints, and
texturing mediums), paintball on the wall (for exterior paints only), and a barcode gun to tag your selection.

Store Services
- Store perks: offer store brand paints that are more affordable, unused paint buyback, paint loyalty points & off-site paint kiosks for quick purchases.

Community Involvement
- Giving Back: Host community events, including paint donations and paint your community days to beautify local neighborhoods.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Consequences & Sequel


Concept 1:

Immediate

Short-term

Long-term

- Offer frequent promotional deals to customers, including free paint

Increase in visitors

Increase in visitors

Increase in visitors

supplies giveaways, free paint sample packets, painting starter

Increase in customer interest

Increase in customer satisfaction

Increase in customer loyalty

packs, and the golden ticket free paint promotion on select days.

and satisfaction

Concept 2:

Immediate

Short-term

Long-term

- Raise the bar for all: offer specialty customer services including

Increase in visitors

Increase in visitors

Increase in visitors

free in-store design consultations, virtual communication with

Increase in customer interest

Increase in customer satisfaction

Increase in customer loyalty

painting professionals, and the ability to hire a painter on the spot.

and satisfaction

Concept 3:

Immediate

Short-term

Long-term

- The Information Age: offer multiple informational services to

Increase in visitors

Increase in visitors

Increase in visitors

customers to aid in their pre-purchase, point-of-purchase, and post-

Increase in customer interest

Increase in customer satisfaction

Increase in customer loyalty

purchase experience, including: interactive walls with paint selection

and satisfaction

& texturing tools, hologram paint demonstrations and informational


videos, mood color swatch pickers, and complimentary tutorials
with each purchase.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Consequences & Sequel


Concept 4:

Immediate

Short-term

Long-term

- Create a dynamic, interactive, and organized store layout that will


enhance the customers shopping experience. This is done by creating
separate areas for both beginners and professionals, adding a mix-ityourself paint center for customers that know what they want, a popular
paints section, and a kids paint section with light up floors to keep them
entertained. Interactive customization services include, trial areas
(where customers can test brushes, paints, and texturing mediums),
paintball on the wall (for exterior paints only), and a barcode gun to tag
your selection.

Increase in visitors

Increase in visitors

Increase in visitors

Increase in customer satisfaction

Increase in customer loyalty

Concept 5:

Immediate

Short-term

Long-term

- Store perks: offer store brand paints that are more affordable,
unused paint buyback, paint loyalty points & off-site paint kiosks for
quick purchases.

Increase in visitors

Increase in visitors

Increase in visitors

Increase in customer satisfaction

Increase in customer loyalty

Concept 6:

Immediate

Short-term

Long-term

- Giving Back: Host community events, including paint donations

Increase in visitors

Increase in visitors

Increase in visitors

and paint your community days to beautify local neighborhoods.

Increase in customer interest

Increase in customer satisfaction

Increase in customer loyalty

and satisfcation

and satisfaction

and satisfaction

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Decision Matrix
Decision
Criteria

Weight

Concept 1

Concept 2

Concept 3

Concept 4

Concept 5

Concept 6

Feasibility

20

Usefulness

20

10

Meaningfulness

20

Desirability

20

Accessibility

20

Total

100

720

760

820

920

880

620

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Final Concepts
Concept 1:
Create a dynamic, interactive, and organized store layout that will enhance the customers shopping experience. This
is done by creating separate areas for both beginners and professionals, adding a mix-it-yourself paint center for
customers that know what they want, a popular paints section, and a kids paint section with light up floors to keep
them entertained. Interactive customization services include, trial areas (where customers can test brushes, paints,
and texturing mediums), paintball on the wall (for exterior paints only), and a barcode gun to tag your selection.

Concept 2:
Store perks: offer store brand paints that are more affordable, unused paint buyback, paint loyalty points & off-site paint
kiosks for quick purchases.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

OUTPUTS

General Overview
Incremental Concepts
Concept 1:

Benefits:

Emotions:

Create a paint information hub where customers can learn about the different

- Provides information

- Satisfied Customers

paints/mediums & accessories the store carries. The information provided includes: - Variety of information
paint brochures, paint recognition/color matching software that features all brands

- Tutorials

in-store, paint/brand & value comparisons, paint medium samples & comparisons,

- Customer Satisfaction

- Delighted Customers

care information, demos, tutorials, how-tos, information on color mixing, etc..

Concept 2:

Create a paint information hub where customers can get assistance from

Benefits:

Emotions:

- Provides professional insight

- Satisfied Customers

professional/paint specialists.

- Delighted Customers

Transformative Concepts
Concept 1:

Create a dynamic, interactive, and organized store layout that will enhance the customers shopping

Benefits:

Emotions:

- Interactive

- Satisfied Customers

experience. This is done by creating separate areas for both beginners and professionals, adding a

- Provides options for all people

- Delighted Customers

mix-it-yourself paint center for customers that know what they want, a popular paints section, and a

- Personalization & Customization

- Engaged Customers

Benefits:

Emotions:

kids paint section with light up floors to keep them entertained. Interactive customization services
include, trial areas (where customers can test brushes, paints, and texturing mediums), paintball on
the wall (for exterior paints only), and a barcode gun to tag your selection.

Concept 2:

Store perks: offer store brand paints that are more affordable, unused paint buyback, - Affordable options
paint loyalty points & off-site paint kiosks for quick purchases.
- Money-making options
Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

- Satisfied Customers
- Delighted Customers
Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Revamped Service Package


P.o.v: Service Provider

P.o.v: User

Approach: Technical

Approach: Functional

Nature: Services & Goods

Nature: Features & Benefits


Add-ons
Ease of Access

- Revamped layout
- Larger sections
- Larger signs
- More store maps

CORE
SERVICES

ENABLING
SERVICES

ENHANCING
SERVICES

of Interaction
AUGMENTED Quality
- Knowledgeable
SERVICE
employees
Interactive
displays
OFFERING
- Fast checkouts
- Self-checkouts

Participation

- Greeters
- Alert employees
- Interactive paint testing
- Mix-it-yourself center
- Testing areas

Hardware
Home Improvement

Brick & Mortar Stores


Online Store/website
Mobile Application
Call Center
Off-site kiosks
Barcode guns

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Delivery Service
Shipping Service
Installation Service
Moving Service
Home Repair Service
Protection Plans
Store Credit Card
In-store Pickup
Loyalty Card
Student Membership
Individual Membership
Family Membership
Elderly Membership
Military Membership
Community Donations

Interactive Displays
Samples
Brochures
Range of products
Special buy of the day
Popular paints section
Kids paint section (room color chooser)
Separate professional and beginner areas
Paintball on the wall
Store brand paints
Unused paint buyback
Paint Loyalty Points
Paint info hubs
Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Revamped Encounter Map


User: Entrepreneur Elana

TRIGGER
Writes a stellar review online

Uses app to generate precise color tag

Paints exterior of business

Finds closest store location online

Drives home

EXITS THE STORE


Signs up for store membership at kiosk

Drives to store

Needs exterior paint


for small business

Uses self-checkout
Mixes paint
Heads to Mix-it-yourself paint station to mix paint

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

ENTERS THE STORE


Finds paint section
Uses informational hub to get more info on paint
Interacts with displays

Asks associate at professional desk for input

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Revamped Blueprint
Entrepreneur Elana

OBJECTS

- Paint Customer Service Desk


- Customer Service desk
- Customers
- Brochures
- Tools
- Store map
- Paint cans

- Shopping Carts
- Main Entrance
- Associates
- Receptionist
- Lights
- Aisles
- Signs

- Color Match App


- Cars/Personal Car
- Traffic lights
- Parking spaces
- Signs
- Shopping carts
- Website

Personal Store

Home

Main Store

Parking Lot

++Excited

++Excited

++Excited

++Excited, ++Impressed, ++Amazed

SENSORY

Messy, Construction zone

Busy

Bright, Fresh Scent, Spacious

Bright, Fresh Scent, Spacious, Organized

USER ACTION

Find closest
store location
online

Drives to
Tool Box
& parks near
main entrance

Enters store
through main
entrance

Greeted &
directed to
store map

Finds paint
section

Informational
hub

- Furniture
- Store exterior
- Home
- Paint cans
- Delivery Truck
- Cardboard boxes

AFTER

EMOTION

Color match/tag
on appl

- Personal car
- Cars
- Traffic lights
- Parking spaces
- Signs

- Interactive display
- Paint cleanup & respiratory tools
- Mix-it-yourself station
- Informational hubs

DURING

BEFORE
ENVIRONMENT

- Paint displays
- Paint brushes and tools
- Paint mediums
- Paint color palettes
- Paint sticks
- Buckets
- Cardboard boxes

Interacts with
paint display

Personal Store

++Excited, ++Eager

++Delighted
Color, paint fumes

Asks associate
as pro desk
for input

Mixes paint at
mix-it-yourself
paint station

Self-checkout

Drives home

Paints exterior
of business

Writes stellar
online review

LINE OF INTERACTION

Phone
Application

Website

Touch-screen
paint display

Greeter

Paint
Associate

Website

LINE OF VISIBILITY

Web & App


Developers

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

UX
Team

UX
Team

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Storyboard

Elana needs to paint the exterior of her store. She


uses the Tool Box Color Matching App to pick the
perfect color.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

She heads to the local Tool Box to buy some paint.

She is delighted to be able mix the paint color


herself.

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Revamped Encounter Map


User: Charming Courtney

TRIGGER
Writes a favorable review online about her
interactive in-store experience
Begins painting interior walls

Compiles information on paint colors online


Gathers room paint inspiration from magazines

Drives home

EXIT THE STORE


Receives tagged items

Drives to the store

Needs paint for complete


home renovation

Checks out
Tests exterior paint color at outdoor
paintball the wall range
Tags paint accessories with barcode gun

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

ENTERS THE STORE


Grabs barcode gun and heads to paint section
Looks at different color palettes
Uses informational hub to compare prices

Tags specific paints using barcode gun

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Revamped Blueprint
Charming Courtney

OBJECTS

- Paint Customer Service Desk


- Customer Service desk
- Customers
- Brochures
- Tools
- Store map
- Paint cans

- Shopping Carts
- Main Entrance
- Associates
- Receptionist
- Lights
- Aisles
- Signs

- Color Match App


- Cars/Personal Car
- Traffic lights
- Parking spaces
- Signs
- Shopping carts
- Website

Personal Store

Home

Main Store

Parking Lot

++Excited

++Excited

++Excited

++Excited, ++Impressed, ++Amazed

SENSORY

Messy, Construction zone

Busy

Bright, Fresh Scent, Spacious

Bright, Fresh Scent, Spacious, Organized

USER ACTION

Gathers room
inspiration
from magazines

Drives to
Tool Box
& parks near
main entrance

Enters store
through main
entrance

Greeted &
directed to
store map

Grabs barcode
gun and heads to
paint section

Looks at colors

- Furniture
- Store exterior
- Home
- Paint cans
- Delivery Truck
- Cardboard boxes

AFTER

EMOTION

Complies info
on paint colors
online

- Personal car
- Cars
- Traffic lights
- Parking spaces
- Signs

- Interactive display
- Paint cleanup & respiratory tools
- Mix-it-yourself station
- Informational hubs
- Paintball range
- Barcode gun

DURING

BEFORE
ENVIRONMENT

- Paint displays
- Paint brushes and tools
- Paint mediums
- Paint color palettes
- Paint sticks
- Buckets
- Cardboard boxes

Informational
hub for prices

Personal Store

++Excited, ++Eager

++Delighted
Color, paint fumes

Tags items

Tests exterior
paint at
paintball range

Checkout &
receive items

Drives home

Paints interior
walls

Writes stellar
online review

LINE OF INTERACTION

Website

Touch-screen
paint display

Greeter

Website

LINE OF VISIBILITY

Web & App


Developers

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Stockers

UX
Team

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Storyboard

Courtney is renovating her home and wants to


paint her walls. She browses through color palettes in home magazines for inspiration.

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Courtney heads to the local Tool Box . She is very


intrigued when she comes across the barcode
shopping gun.

She enjoys zapping her purchases and completes


her shopping trip in record time!

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Store Layout & Orientation


Layout

Paint

Kitchen

Side Entrance

Lumber

Bath &Plumbing

Tools & Hardware

3
2
1

Flooring

Lighting

Electrical

Doors & Windows

Seasonal

Garden Center

Main Entrance
Inspiration
Ikea style multi-level building

3 entrances/exists to store

Layout resembles a home

Large aisles aid in store navigation

Elevator & escalators for access to upper levels

Possible roof-top cafeteria/hangout

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Store Layout & Orientation


Paint Section
Info

Info

Info

Info

Info

Inventory

Painting
Information
Hub

Info

Info
Paint

Painting
Pros
Hub

Inventory

Info

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Info

Paint
Info

Info

Info

Info

Info

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Interior Design Concept 1


Atmosphere
Sleek
Modern
Refined
Music varies from section
to section
Inviting
Friendly

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Interior Design Concept 2


Atmosphere
Sleek
Modern
Refined
Music varies from section
to section
Inviting
Friendly

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Interior Design Concept 3


Atmosphere
Sleek
Modern
Refined
Music varies from
section to section
Inviting
Friendly

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Visual Merchandising
Organized

Color-coded

Big Displays

Creative

Sleek & Clean

Bright

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Customer Service
Inspiration: Apple
There will be somebody here who can do service right in the store and who can answer any questions youve got about your Mac or about any
of the peripherals or software that work with it.
http://bgr.com/2015/05/26/apple-customer-service-genius-bar/

The staff at Apple retail stores are all screened and trained with a great deal of scrutiny before they make it out onto the sales floor to interact
with customers.
https://www.shopify.com/blog/15468897-the-apple-store-guide-to-insanely-great-customer-service

A = Approach Customers with a personalized, warm welcome


P = Probe politely to understand the customers needs
P = Present a solution for the customer to take home today
L = Listen for and resolve any issues or concerns
E = End with a fond farewell and an invitation to return
http://www.theitsmreview.com/2014/01/customer-experience-apple/

- Screen employees to determine qualifications


- Proper training for employees
- The Tool Box Way of customer service
- Outstanding in-store services

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Customer Service
In-store paint specialists

Friendly Employees

Knowledgeable Employees

24 Hour Hot-line

Loading/Unloading

Color-mixing specialists

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Experiential Store Design


Paintball the wall range

Barcode shopping

Light section for kids

Interactive walk-on displays

Informational Hub

Mix-it-yourself station

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Exterior Design & Location


Flagship store located in Savannah, GA

Simple geometry/grey

Multi-level

Simple geometry/grey

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

OUTCOMES

Value For The Service Provider


Improving Service Quality
More knowledgeable and qualified employees that are able to assist customers with their needs
Up-to-date and thorough item information is provided to aid even the most amateurish of customers during their shopping experience
Complimentary 24 hour hot-line
Professional and licensed staff available for hire
Customer service desk inspired by Apples Genius Bar
Always keep items in-stock to satisfy customer needs
Maintain store upkeep & cleanliness

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The Service Provider


Improving Service Productivity
Provide virtual tutorials for customers
Information booths where customers can be connected live to a professional (paid service)
Value packs to get rid of items that would otherwise go on clearance
Rent spray paint equipment
Rooftop hangout for customers (Ikea-inspired)

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The Service Provider


Building Loyalty: Loyalty Program
Tool Box Customer Loyalty Program
Loyalty program offers incentives, discounts, and weekend promotions, newsletter
Customers can also opt in and get an assortment of free paint samples every month

Building Loyalty: Memberships


Offer paid annual memberships (Sams Club, Cost-co)
Different tiers of memberships including: student, military, elderly, individual, families, and businesses
Included benefits: access to scrap section (lumber), discounted spray paint, re-sell unused paints, 10% discount

Building Loyalty: Merchandise


Offer store brand paint that is more affordable
Offer store brand paint accessories


Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The Service Provider


Increasing Differentiation
Tool Box Paints: store brand paints that are cheaper than known brands, and just as vivid
Tool Box Painting Accessories: store brand painting accessories that are cheaper than known brands, for your every need
Tool Box Painting Kiosks available off-site for the customers convenience
Tool Box Try it before you buy it

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The Service Provider


Generating Additional Revenue

Creating New Revenue Streams

Tool Box Brand Paints & Accessories

Tool Box Paints

Tool Box Credit Card

Tool Box Memberships

Tool Box paint kiosks at various off-site locations

Tool Box Home Painting Services


Tool Box Business Painting Services
Tool Box Magazine
Tool Box Rooftop Hangout
Tool Box Branding Merchandise (t-shirts, hats)
Tool Box Informational Booths (in-store paid tutorials)

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The Service Provider


Reducing Costs
Buy back paints from customers and re-sell
Replace some in-store employees with out-of-store employees
Marketing & value generation

Improving Employee Motivation & Loyalty


Tool Box Employee card with benefits
Discounted tools/paint for employees
Great store atmosphere

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The User


Fulfilling Goals

Solving, Preventing, Reducing Perceived Problems

Cheaper store brand paints

Multiple checkout points to prevent lines

Items are always in stock

Self-checkout means self-checkout!

Knowledgeable & friendly employees

Customer assistance buttons

Quick and easy checkouts

Wide aisles

More interactive & engaging shopping experience

Items are always in stock

Customer rewards & memberships programs

Special paint orders are ready the same day with free delivery

Community events

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The User


Achieving Sensorial, Social, Intellectual, Spiritual Rewards
Rooftop hangout
Space is not cluttered or unorganized
Friendly employees make customers feel welcomed & appreciated
Informational hubs provide customers with all the information they need to gain the confidence and paint that wall!
Fresh, light scent
Music varies from one section to another

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo

Value For The User


Saving Time & Money
Quick checkouts, including self-checkouts
Affordable store brands
Elevators and escalators to navigate between floors
Barcode gun shopping

Making Money
Sell your own custom paint colors
Sell unused paint/supplies back to the store
Information booth tutorial employees needed

Serv 216: Blueprinting Services | Professor Louis T. Baker | Assignment 6 | Fall 2015

Maya Chatila, Marco Cirri, Kelly Benton, Catalina Caicedo