RETHINKING THE BIG-BOX

SHOPPING EXPERIENCE
VACUUMS

SAMANTHA BENNETT, JACKSON WOODS, ALEXANDRA JEFFERS, EVAN RUSZALA, ISABELLA PINEDA

FIVE SECOND
PITCH

5
SECOND

We want to create an all-immersive,

interactive experience that allows
customers to make better shopping
decisions.

THIRTY SECOND
PITCH

30
SECOND

We want to create an all-immersive,

interactive experience that allows
customers to make better shopping
decisions.
HOW ARE WE GOING TO ACHIEVE THIS?
By reimagining the customer/
product interaction with the
creation of a hands-on vacuum
kiosk which will allow customers to
test them in real-life situations.

FIVE MINUTE
PITCH

5
MINUTE

PROBLEMS

Things are cluttered

Staff isnt knowledgeable
Information is delivered poorly
Lack of employee availability
Complex decision making process

THE SOLUTION

A space which feels welcoming

and uncluttered, with helpful and
knowledgeable staff, clear labels
and signs and easily understandable
visual information which will facilitate
the customers decision process.

FIVE MINUTE
PITCH

FIVE MINUTE
PITCH

Housewife Helen notices the Try Em

Out vacuum kiosk. She sees a section
labeled For the home owner. She
decides to take a look at the vacuums
displayed in this section.

She carefully reads the labels next to

each vacuum, which have clearly
marked features and simple
vocabulary.

Helen nds two Eureka vacuums which

t her needs and her budget. One is
on sale, the other one seems to have
more power and better features.

A salesperson approaches her and

asks her if she would like to try out any
of the vacuums. He asks her about her
oor type at home and if she has any
pets.

Helen is able to try out the vacuum in

the carpet section. She is able to
witness the power of suction,
ergonomics and reach of each one.

She nally decides on the Eureka

AirSpeed ULTRA Bagless Upright
Vacuum. She walks to the cash register
condent on her selection.

THIRTY MINUTE
PITCH

30
MINUTE

THE PROBLEM
Shopping in big department stores can leave customers
feeling insignificant and overwhelmed.
Shopping for a vacuum is often a confusing and dry
experience in the store, leaving much to be discovered
about their choice at home instead of during the
selection process.
Going through the store alone can be frustrating
if things are not clearly indicated with simple to
understand vocabulary.

THIRTY MINUTE
PITCH

TRY IT OUT
VACUUM KIOSK
Allows customers to try out vacuums before purchasing one
Customers are able to try them out on different kinds of floors
Witness how they absorb powder off the surface of the floor
Relatable categories like College Student, Pet Owner, Home Owner
Next to each vacuum there is a clear description of the features in simple vocabulary

THIRTY MINUTE
PITCH

CHECKOUT

MARKET
ANALYSIS

$30 - $150

$200 - $499

$500 - $900

STAKEHOLDER
BUBBLE MAP

RESTROOMS
&
STORAGE

PRINTERS & ACCESSORIES

BAGS & ACCESSORIES

APPLE

WINDOWS

APPLIANCES

TV & HOME THEATER

VIDEO
GAMES

MOVIES
&
MUSIC

DIGITAL
CAMERAS
&
CAMCORDERS

MOBILE
PHONES

ACTIVITY
TRACKER

KITCHEN APPLIANCES

PHONE ACCESSORIES
CLOTHING APPLIANCES

EMPTY
CARTS

CAR ELECTRONICS
CHECKOUT

CARTS
EXIT

ENTRANCE

PICKUP

CUSTOM
ER
SERVICE

GEEK SQUAD

SERVICE
BLUEPRINT

SERVICE BLUEPRINT
Physical
Evidence

Internet
Phone
Market. Materials

Place

Home

What the
Customer
Does

Research
Product

Onstage
Actions

Main area
Checkout
Cust. serv.

Promotional
Materials

Dept. sign
Employee

Merchandise
Product sign

Prod. descrip.
Video demo
Charts

Employ.
communication tools

Best Buy
Enter
Best Buy

Read
over
promo

Phone
Website

Cash register
Member card
Gift card

Best Buy - Vacuum Isle

Study
environ.

Locate
the
product

Provide
guidance

Greeting

Backstage
Actions

Website
Mainten.

Promote
merch

Environ.
setup

Item
organiza.

Pain-points

!
Website
usability

!
Not
promoted
well

!
No map to
navigate

!
No clear
indication

PreShopping
Experience

VACUUM CLEANER

Compare
options

Speak to
employ.

Provide
knowledge
e

Make
recommend.

!
Lack of
product
descript.

Shopping
Experience

!
Employee
availability

Seek
3rd party
help

Geek Squad
Cust. serv.

Cash Register

Cust. serv.

Decide
on the
product

Checkou
t process

Help with
decision
making

Checkout
Process

Repair,
exchange,
refund

Membership

Repair
Device

Leave
store

Post
purchase
service

!
Redefine
Purpose

PostShopping
Experience

SERVICE
GAPS

What the
customers expects:

No promotion
No product knowledge
Not much variety
Great post-purchase service
Hard to locate
Discount
Employee availability

GAP

Promotion
opportunity

Better
location
Better
employee
assistance

What the
customers receives:

No promotion
Great product knowledge
Variety of products
Swift service
Hard to locate
No discount
No employee availability

FOUR ACTION
FRAMEWORK

Create

Raise

Multimedia

Directional
Guidance

Product
Reviews
Verbal
Promotions
Zone
Awareness

Employee
Training
Non-Visual Aid

Reduce

Price
Confusion

Eliminate

Off Brands

STRATEGIC
PROBLEMS
Complex/difficult decision making process
Lack of product information displayed

END USER POV

Lack of employee availability

Lack of promotions and advertisements
Lack of in-store and online integration
Lack of specific product indication

Inefficient invetory management

PROVIDER POV

Customer traffic flow

Employee training

MARKET
SEGMENTATION

HOUSEWIFE HELEN

COLLEGE CAMERON

Large Size

Compact Size

Loud

Quiet

Ordinary

Stylish

High Power

Low Power

Stationary

Portable

PERSONA
PROFILE

CUSTOMER
GAP

CUSTOMER
GAP

CUSTOMER
GAP

CUSTOMER
GAP

VALUE
PROPOSITION

VALUE
PROPOSITION

VALUE
PROPOSITION

VALUE
PROPOSITION

SERVICE
PACKAGE

Try It Out Vacuum Kiosk

FEATURES AND
BENEFITS

The vacuum cleaner shopping will be a fully interactive, unique experience.

FEATURES

Customers will be able to get a feel for the product before purchasing.
The stations will resemble parts of the customers home environment.

Customers will experience something new that they will tell people about.

BENEFITS

They will leave feeling confident knowing that they bought the right product.
The shopping experience will be smooth, easy and intuitive.

POSITIONING
VIS A VIS
HIGH CUSTOMER/PRODUCT INTERACTION

BETTER BUY

SEARS
WIDE SELECTION

LIMITED SELECTION

TARGET
HH GREG

WALL MART

EBAY AMAZON

LOW CUSTOMER INTERACTION

VALUE
CREATION
WEIGHT

Total

CONCEPT 1
(Signage)

CONCEPT 2
(The Kiosk)

CONCEPT 3
(Trade Ins)

100

Criteria

CONCEPT 4
(The New App)

650

WEIGHT

CONCEPT 1
(Rental)

CONCEPT 2
(Giant Vacuum)

CONCEPT 3
(New Store)

CONCEPT 4
(Can you clean it)

DESIRABILITY

30

FEASABILITY

20

MEANINGFULNESS

15

SUITABILITY

15

USEFULNESS

20

10

Total

100

805

600

900

590

DEMO
PROTOTYPES

DEMO
PROTOTYPES

DEMO
PROTOTYPES

CHECKOUT

DEMO
PROTOTYPES

VACUUM TESTING

CHOOSE THE VACUUM(S) YOU

WOULD LIKE TO TEST OUT

CHOOSE THE MATERIAL TO TEST IT ON

ALLOW EMPLOYEE TO POUR BLUE

SAND ON MATERIAL

WITNESS THE POWER AND SUCTION

OF THE VACUUM, COMPARE, AND
MAKE THE RIGHT CHOICE!

DEMO
PROTOTYPES

VACUUM FEATURES
Dyson DC14 All Floors Upright Vacuum
Flexible for accessing hard
to reach corners and spaces

Great for cleaning pet fur

Certied asthma friendly

Noiseless

STRESS
TEST

CONCEPT
SUMMARY

By creating the Vacuum Kiosk, we will provide the

customers an engaging, interactive experience
that will drastically change their buying desicions
and their shopping experience. They will leave
the store with a product they are knowledgeable
of and which fulfills all their needs.

THANK
YOU