DTD Portfolio 3

[juliansportfolio3]

REFLECTION

My aim was to do more interviewing and this time I really tried to go out of my comfort zone. And from interview to interview it was getting easier.

We tried some new stuff like different observation techniques

The feedback that I got from the last projects was to talk out more what I am thinking. This time I tried to talk out loud about everything that came to my mind. I also gave my opinion to all topics to show them my involvement.

I also tried to keep in mind to check from time to time if our ideation/prototype suits to our design challenge. That was something we forgot sometimes the last project.

Our team worked really good together. Everybody had different strengths that they brought into the project.

We didn't made a perfect prototype what was good because a prototype should be something that you make quite fast and its just to check if the product works.

Im really happy with our outcome

The customer was really happy with our reframed prototypes

[juliansportfolio3]

We improved our first prototype and came up with these 3D animated new prototypes that we gonna present finally to the customer.

I created the poster that the shop can display in their shop window to show how much the stores donated.

[juliansportfolio3]

Main insights from the testing

Charity Game: 

Kids want to play more than once

Kids love the game

Parents get the message, kids not really

IMPROVEMENT

Close the boxes

Easy readable explanation sign for the game

Jumping Game:

Not enough eye-catching

Kids and adults use it

Kids get curious

IMPROVEMENT

Make it from different directions

More visible and adjustable

Direction Steps:

No one used it Hard to get attention on the floor instore We skipped this concept and decided to further with the other two concepts

[juliansportfolio3]

PROTOTYPING

After the elaboration of our concepts we started building our prototypes. 

Directionsteps in shape of an elephant foot because of the elephant mascot toy toy of Intertoys. We made them in the makerslab with the laser cutter.

Jumping game in front of the store that leads people in the store. Also made with the laser cutter.

And a donation game that should help to improve the image of the Intertoys and also learn kids how to share with kids in need. 

[juliansportfolio3]

These are the three concepts that we presented the client.

1 Direction: Using the floor with interactive elements and also to navigate people better trough the store.

2 Direction: A calender that people can take home, so they have the Intertoys in their homes.

3 Direction: A charity game that learns children how to share with other people. The donations from Intertoys they did before anyways.

The decision of the client was to go with the first and third concept. The planning of the calendar for a whole year in advance is in his opinion not possible. So we tried to focus on the first and third concept for the next weeks (finishing concepts + prototypes + testing)

[juliansportfolio3]

In the next step we tried more ideation methods to think about all directions we could go. We wrote on post-it how we could make the shopping experience even more worse. We also made some mind-maps were we concentrated on different topics for example the floor.

For our initial presentation of our first concepts we decided on 3 different routes that we want to show the client.

[juliansportfolio3]

To make it better understandable how the target group and the shop workers think and behave we created a persona for each of them.

[juliansportfolio3]

Our aim in the beginning was to try out different brainstorming methods. Based on our insights we tried to come up with ideas. Everybody wrote down 2 ideas and then we passed it to the next person so everybody could add something to the ideas. 

After this we discussed the different ideas and everyone could choose his favorite ideas.

My ideas:

Interactive store windows with buttons to press, barber/makeup-artist for the parents inshore, Carrera race track trough the store, hanging bridges, rollercoaster, boardgame-play-area, interactive floor design

[juliansportfolio3]

With the permission of the client we did interviewing in 5 different stores in Amsterdam and Utrecht. We splittet up in groups to do the interviews. 

Before the interviews we prepared a guideline with some questions. 

We interviewed shop workers, adults (parents, grandparents) and kids.

I tried to do doing a lot of the interviews. The more I interview people the easier it was. I definitely improved my interview skills in this last project.

All the interviews I transcripted I made a map with all the important insights or quotes that could be useful for us. 

We put all our insights together on the whiteboard and tried to cluster them again, first we clustered them after the shop size but we decided it makes more sense to build categories independently from the shop size. So we came up with categories like: nostalgic, physical shop experience, inspiration etc..

We wrote down all the nuggets that we found out.

[juliansportfolio3]

As a next step we tried to cluster all our insights that we got from the observations in the stores.

We also did some research to get a better feeling for the whole topic about shop structure, other toy stores, the Intertoys bankruptcy, retail vs. online and trends.

We came up with our first design challenge which was:

How might we get more parents with their children aged 5-10 to visit the Intertoys store regularly while making it a real experience?

[juliansportfolio3]

To get an overview how the shops look like and how people move/interact there we went to three different stores with different shop sizes (XS to XL).

We oberserved customers how they move, how much time they spend in the shop and how they interact in the shop. We used the observing technique of shadowing. Also we pretend to be customers in the store to find more out about the service in the store.

[juliansportfolio3]

GOOD OVERVIEW

Before the client meeting we tried to come up with some known knowns and known unknowns. We also created an overview with the target group, first design challenges, a to-do-list and questions for the client. 

[juliansportfolio3]

INTRO FINAL PROJECT

In our last final project we had to work for the client Intertoys. As a kick off we went to the Intertoys-headoffice to get a briefing from the client. 

Due to the growth of online retail, non traditional toy sellers like Lidl and a declining birth rate Intertoys went bankrupt in February this year. But the Portuguese holding company Green Swan bought Intertoys in March. So they could keep 230 shops open and saved between 1.000 and 1.500 jobs.

Our task was it to make more effective use of their retail space to create customer experience that differentiate their brand in the dutch toy market, making Intertoys stores a place parents will regularly visit with their children – aged between 5-10 years old.