Observa(on Lab: Insights and Hidden Opportuni(es
K. Kemp 2012 for: A Crash Course on Crea5vity
OBSERVATIONS: What a8racts people
to shops?
Shop names and the feelings we associate
with those names
Candy Shop
LARGE ENTRANCES ATTRACT MORE PEOPLE
Regular H&M Entrance AN
D…
H&M with Lighting and Ample Entrance
No need for shop name to be in large le8ers.
DO SOMETHING DIFFERENT: Hang clothing from the ceiling…
Ac5ve Observa5on Reveals: SURPRISES!
• While people are drawn into the shop by the sales racks at the front, few people stop to look at this items.
• The staff – a lot of people were turned off by staff assistants trying to help them.
• People, in general, are drawn to (dy tables and organized displays.
Oportuni5es and Solu5ons
• Take (me to understand exactly what the customer wants and do it…
• Give customers the chance to explore without bother…
• All marke(ng needs a hook to draw in the customers: some(mes it’s simple, “Happy Books” and “Happy Pills”