Reframing hardware stores retail experience
Hardware stores are stuck in the past, reaching a narrow customer group despite interest from more diverse audiences. For example, the fastest growing group of first-time homebuyers are single women. What would an inviting, inclusive hardware experience look like? Our team designed an interactive pop-up experience to rethink how hardware stores attract people beyond their existing customer base. My role included the following contributions:
· Research lead: developed research plan, interview guide, synthesis
· Facilitator: orchestrated group discussion to align concepts
· Prototyper: sketched storyboards, led interviews to gather feedback
· Service designer: developed service flow of wall anchoring lesson
Research
We conducted 15 street intercepts with hardware store customers. Our finding were that customers visited stores frequently, often weekly, attracted by convenience, trust (especially compared to online purchasing) and excellent customer service. However, female customers were more likely to cite a negative interaction with a sales associate, like being talked down to.
We conducted non-participatory shopper observations that demonstrated the outsized role that sales associates play in the customers experience. Difficult store navigation was a common pitfall, with customers frequently needed assistance to locate items.
Additionally, we posted post-it notes with prompts for the future of hardware stores on social media — this proved largely unsuccessful. Social listening was more fruitful, finding similar experiences with female customers complaining about poor treatment by store associates.
Concept Design
Armed with our research insights, I facilitated conversations to align the group around our service concept. We found education, respect and accomplishment as core meaningful experiences. This translated into a retail experience where a customer could learn to do a home repair with the friendly support of a sales associate. I developed two storyboard service concepts — one built on digital interactions, and the other dependent on an in-person experience. A teammate and I conducted feedback sessions with 3 female hardware store customers. The participants expressed pointed a desire to learn and do, and to have more in-person interactions, with strategic, helpful digital components, like instructions emailed afterwards.
From there, our team constructed a 1/8th scale model of the pop-up space. Using 3D modeling software and Oculus goggles, the team was able to understand spatial constraints of the service design and make modifications around placement and flow.
Live pilot
At a live, in-person micro-pilot in March 2019, our team constructed a pop-up experience within 4 x 8ft. space constraints, complete with real dry wall. I greeted participants, explained the lesson at hand, and then guided them through the steps of setting a wall anchor and hanging a picture frame (including guidance on operating power tools!). We received the following feedback on our concept:
Facebook’s AR Design Lead Charlie Sutton described it as “flawless” service design. The greeting, guidance, and step-by-step education was well throughout and orchestrated. However, since it was a high touch interaction, we could’ve incorporated more browsable interactions for people who wanted to just watch.
Participants were initially slow to engage, but once other people were doing the wall anchor lesson, interest and engagement piqued (reinforcing the “browsability” need).
A “false door” Google form helped us capture email addresses. 89% of participants asked to be informed about future workshops, indicating a strong desire for the offering.
This project included MC Abbott, Tobin Shreeve, Judith Basler and Angelique Lee.