RETHINKING THE BIG-BOX

RETAIL EXPERIENCE

SAMANTHA BENNET, JACKSON WOODS, ALEX JEFFERS, EVAN RUSZALA, ISABELLA PINEDA

PROJECT
OVERVIEW

Design a set of interrelated service offerings that

will dramatically improve the customers
decision-making and purchasing experience.

ONSITE
RESEARCH

A
E
I
0
U

going around trying on different kinds of headphones, putting on headphones, picking up

headphones looking at them closer, reading labels on headphones, casually pacing

temperature is very cold, lighting is blue-ish, smells like electronics, strong smell as soon as you
enter, different zones for different electronics

engage with headphones through listening, search for ink cartons, ask salesperson for help, getting
guided by salesperson, check out, pacing around store through environments.

headphones, printers, signs, aisles, money, register, counter, electronics, lights, displays, music,
cables, ink, paper, catalogs, shelves

couples, lonely buyers, families, 20s and 30s, double couples, friends

SERVICE
PACKAGE

Geek Squad

Store
Electronics and
Appliances

Apple, Samsung, Sony

& Windows kiosk
Free Shipping $35 and Over

Website

Deal fo the Day

Size

Sales and Promotions

Employees

Trade-in Center

Best Buy Marketplace

College Student Deals

Core Service

Facilitating Services

Enhancing Services

Differentiating Services

STAKEHOLDER
MAP

distribution

mobile
management

corporate
retail
salesman

customer
service
customers

cashiers

delivery
service

mobile
salesman

geek squad
repair service
retail
management

cleaning service

CATEGORY
OVERVIEW

BRANDS

TYPES
Circumaural (Full-Size)
Supra-Aural (on-ear)
Earbuds
Canalbuds
In-ear headphones
Noise cancelling
Wireless (Bluetooth)
DJ
Sport

VALUE
$50 and below

$50 to $100

$100 to $500

ACCESORIES
Audio cable
Stereo splitter
Eartips
Smart wrap
Earbud tips
Amps
Cases
Extension cords
Splitters
Ear cushions and tips
Cables and cords
Chargers
Batteries
Adapters

ENVIRONMENTS
AND ZONES

Cameras and Camcorders

Music

Mobile Phones

Speakers
Movies

Headphones

Customer Service

Checkout

Entrance

Cart
Return

PERSONA
PROFILE 1
KEY MOTIVATOR
Sophia fell in love with Jordans headphones and decided she
needed a pair for herself.
Dr. Dre Beats are the most popular headphones in school and she
loves to have the latest styles.

GOALS
Fast checkout process so she can immediately own her new head
phones.

Sophia, Angela,
& Jordan
The new Beats are
super cool and I just
have to have them.

PHYSICAL, EMOTIONAL AND MENTAL STATES

Eager to own her Beats headphones.
Hopes the transaction is quick.

EXPECTATIONS
good condition. She wants to be able to buy them ASAP and put
them on when she gets in her car.

PERSONA
PROFILE 2
KEY MOTIVATOR
Bought a new TV and forgot to buy an HDMI cord with it.
Want to sit back and relax by watching a movie after a long week
end of moving.

GOALS
Find the HDMI cords quickly within best buy in order to hurry home
and relax.
Not spend an arm and leg on a simple connector cord.
Easily identify which cord will work with their new TV and AppleTv
without having to consult an employee.

PHYSICAL, EMOTIONAL AND MENTAL STATES

Lindsey & Mark

A glass of wine and a
movie is all we want, the
only thing missing is an
HDMI cord.

Want the HDMI cord to be found easily.

Eager to get in and out.
Tired of crazy sales people bargering them in stores.

EXPECTATIONS
Lindsey and Mark expect to be able to get in and out of Best Buy
within
minutes without being bothered too much by em
ployees and to have everything they need to know about their
product displayed.

ENCOUNTER
MAP 1
sees a friend in school
who bought new Beats
friend refers her to
Best Buy

gets into car and

opens headphones

drives over with

friend

asked to show
receipt at exit

gets receipt and

bag with
headphones

pulls money from

birthday and pays

I want the same

headphones my friend
just bought

walks in, goes

directly to
headphones

placed beats, cant

wants

walks to check out

counter

salesperson
approaches her

grabs headphones
she wants
salesperson directs
her to them

she asks about the

headphones she
wants

ENCOUNTER
MAP 2
bought a new TV, need
an HDMI cable
install apple tv,
watch movie

drive to Best Buy

walk in, walk
around isles
looking for cable

get in car and drive

back home

not asked for

receipt at exit

We need an HDMI
cable to plug our
AppleTv to our new TV

use Best Buy

Rewards Card

walk to cash register,

pay with credit card,
get receipt

salesperson asks if
they need help

tell him about

HDMI cable, get
directed there

walk towards cash

register
notice headphones
and walk to section

laugh and play for

a while
try on several and
listen to music

SERVICE
BLUEPRINT 1

- Car
- Street

- New TV
- Cables
-Set up manual

- Apple TV
- New TV

Home

Buy a new TV

- Street lights

- Entrance door
- Best Buy sign

Car

Need an HDMI
cable to connect
apple tv

- Isles
- Other tech products
- Shelves

- Salesperson
- Isles

Entrance

- Salesperson
- Cable section

Aisles

Start walking
through the
isles looking for
the cable

Cable section

A salesperson
approaches
them and asks if
they need help

Tell him they

need an HDMI
cable

Salesperson
directs them to
the right place

Greet entering
customers

Greet customers
and ask if they
need any help

Listen to
customers
request

Direct customers
to the cables
section

Get dressed with

Best Buy t-shirt

Get dressed with

Best Buy t-shirt

Walk into Best

Buy

Drive to Best Buy

to buy cable

- Sales person

Choose an HDMI
cable without
much thought

- Headphone section
- Headphones
- Speakers
- Headphone diplays

- Aisles
- Tech products

Salespeople are not very

timely, they are insistent
when you have refused
their help, but not present
when you need them.

- Headphone section
- Headphones
- Speakers
- Headphone diplays

- Headphone section
- Headphones
- Speakers
- Headphone diplays

Start walking
towards the cash
register

- Headphone section
- Headphones
- Music
- Headphone diplays
- Headphone videos
- Mirror

- Headphone section
- Headphones
- Music
- Headphone diplays
- Headphone videos
- Mirror

Headphones section

Aisles

See the
headphones
section on their
way there

Make a stop at the

headphones
section

headphones and
speakers

- Isles
-Check out section

Aisles

Try on several
headphones

Goof around,
laugh and listen
to music

Head to cash
register

- HDMI cable
- Check out counter
- Cashier
- Cash register

Layout the
headphone
section and
organize products

The section is not well

organized, speakers are
mixed up with headphones
and the same brand is

- Credit card
- Best Buy rewards card

Cash Register

Buy the HDMI

cable

Greet customers

Layout the
headphone
section and
organize products

Clean place and

organize products

Too much information

which is too overwhelming
for the customer. Too many
products and no evident
signage of how to get
around.

- Cable section
- Shelves
- Cables
- HDMI cable section

- Best Buy bag

- HDMI cable
- Receipt

Exit

Pay with credit

card and use
their Best Buy
Rewards card

Process payment.
Add points to
Best Buy rewards
card

Payment
processing system

Best Buy only offers the

Best Buy Credit Card,
which many customers are
not interested in.

Grab their bag

and walk to exit

- Car
- Street lights

Car

Get into car and

drive back home

-Apple TV
- New TV
- HDMI cable

Home

Plug apple tv to
new tv using
HDMI cable

SERVICE
BLUEPRINT 2
- Cable section
- Shelves
- Cables
- HDMI cable section

Cable section

alesperson
ts them to
t place

Choose an HDMI
cable without
much thought

- Headphone section
- Headphones
- Speakers
- Headphone diplays

- Aisles
- Tech products

- Headphone section
- Headphones
- Speakers
- Headphone diplays

- Headphone section
- Headphones
- Speakers
- Headphone diplays

- Headphones
- Music
- Headphone diplays
- Headphone videos
- Mirror

Headphones section

Aisles

Start walking
towards the cash
register

- Headphone section
- Headphones
- Music
- Headphone diplays
- Headphone videos
- Mirror

See the
headphones
section on their
way there

Make a stop at the

headphones
section

headphones and
speakers

omers
o the cables
tion

- Isles
-Check out section

Aisles

Try on several
headphones

Goof around,
laugh and listen
to music

Head to cash
register

- HDMI cable
- Check out counter
- Cashier
- Cash register

Cash Register

Buy the HDMI

cable

Greet customers

Layout the
headphone
section and
organize products

Layout the
headphone
section and
organize products

The section is not well

organized, speakers are
mixed up with headphones
and the same brand is

- Credit card
- Best Buy rewards card

- Best Buy bag

- HDMI cable
- Receipt

Exit

Pay with credit

card and use
their Best Buy
Rewards card

Process payment.
Add points to
Best Buy rewards
card

Payment
processing system

Best Buy only offers the

Best Buy Credit Card,
which many customers are
not interested in.

Grab their bag

and w

SERVICE
BLUEPRINT 2

-Class Rooms
-Locker Halls
-Backpacks

Highschool

Sees friend with

new Beats

- Abercorn St
-Whitaker St
- Pedestrians

Car

Drives to Best Buy

with Friends

- Tables and chairs

- Lighting
-Entrance Attendant
- Entrance doors

- Headphone Displays
-Speakers
-Product packages
-Music

Best Buy Entrance

Walk into Best

Buy

- Beats Dispaly Video

-Variety of Headphones
-Product Information
-Headphone Boxes

Headphone Section
Wanders
around the
front ailes.

Gets distracted
by smaller
section.

A salesperson
approaches
them and asks if
they need help

- Condiment table
- Condiments
-Straws

Beats Section

Tells her to follow

him to the main
Beats section

She asks if they

have baby blue
ones.

She browses the

Best Buy store

She asks her
friend which
ones.

She picks out the

blue ones and
goes to check
out.

Friends wander
around the store.

- Sugar
- Cream
-Stirring Stick

- Bar
- Stool

- Laptop
-Bar
- Headphones

- Barista
- Bar
-Stool

-Condiment table

Registers

Walks through check

out.

Best Buy Entrance

Her friends buy some

candy on the way out.

Shows the
attendant her
receipt

- Bar
-Stool

- Mug
- Dirty Dishes bin

Parking Lot

Walk out to the car.

- Laptop
- Backpack

- Table
- Event pamphlets

- Barista

Car

Open the box in

the car.

Starts wearing
them immediately,
have them

Listens to music
with friends

Passes the
headphones
around.

hang out with

friends.

Line of Interaction

Greeted by
Entrance
Attendant

Talks with sales

person about
Beats Headphones

Directs her over to

the Beats display

Sales person
shows her the
baby blue
versions available

Attendant
thanks her for
the receipt and
says goodbye

Remove dirty
dishes from bin

Say goodbye
to customer

Line of Visibility

Sales people
helping other
customers and
restocking
the store.

Set clean bin on

dirty dishes
section

Line of Inner Interaction

Acquisition of
pamphlets for
upcoming events

Stock room clerk

for resupplying
the store.

Confused about
where the
headphones she
wants are

Customer Emotions

Neutral

Constantly asked if
she needs help can
become intrusive

Just wants to leave

the store without
any holdups

SERVICE
BLUEPRINT 2
ables and chairs
ting
ce Attendant
ance doors

- Headphone Displays
-Speakers
-Product packages
-Music

est Buy Entrance

Walk into Best

Buy

- Beats Dispaly Video

-Variety of Headphones
-Product Information
-Headphone Boxes

Headphone Section
Wanders
around the
front ailes.

Gets distracted
by smaller
section.

reeted by
ntrance
ttendant

A salesperson
approaches
them and asks if
they need help

- Condiment table
- Condiments
-Straws

Beats Section

Talks with sales

person about
Beats Headphones

Tells her to follow

him to the main
Beats section

Directs her over to

the Beats display

She asks if they

have baby blue
ones.

She browses the

Best Buy store

She asks her
friend which
ones.

She picks out the

blue ones and
goes to check
out.

Friends wander
around the store.

Sales person
shows her the
baby blue
versions available

Sales people
helping other
customers and
restocking
the store.

Stock room clerk

for resupplying
the store.

Confused about
where the
headphones she
wants are

Constantly asked if
she needs help can
become intrusive

- Sugar
- Cream
-Stirring Stick
-Condiment table

Walks through check

out.

SENSORY
IMPRESSIONS

TRIGGER

Entering building

Entering building

Entering building

TYPE

Smell

Sight

Hearing

INTENSITY

Medium-High

Extremely High

Low-Medium

DURATION

Permanent

Permanent

Permanent

PLEASANTNESS
IMPACT

It smells like new

electronics, plastic and
tape

The amount of things

are overwhelming,
sgnage is not evident

Sounds are neutral, do

not bother or create
pleasure

Smells like new, most

people like this

Customer feels
overwhelmed at
moment of entrance

No effect of pain or
pleasure

SERVICE
QUALITY

Sophia, Angela and Jordan

Lindsey and Mark

Wants to get exact headphones her friend has

Is able to buy the exact headphones as her friends

Find cable section quickly

Get lost walking through the aisles

Since she knows exactly what she wants, she

Finds them after some struggle and help because
they are misplaced

Expects to be assisted if she needs it

Salesperson is insistent about providing help

Rapid operation
headphones

Expect to get good rewards and points with

Best Buy rewards card
Get 5% discount

STRATEGIC PROBLEMS
END USER
Why are things confusing and not laid out logically?
Why are some displays not working?
Why are the prices bold and very noticeable?
Why do they have different areas for the same thing?
Why are employees constantly asking if you need help?
Why isnt the signage noticeable?
Why dont rewards card members feel appreciated?
Why are displays not very explanatory?
Why arent employees knowledgeable on products?

STRATEGIC PROBLEMS
SERVICE PROVIDER -

Why do employees constantly have to ask customers if they need help?

How can employees be better educated?
How can rewards card members feel more appreciated?

CATEGORY
OVERVIEW

BRANDS

TYPES
Dot matrix
Ink Jet
Laser
Photo Printer
Dye-sublimation
Thermal
All in one
LED
3D
Portable
Receipt

$500 and below

$500 to $3000

$3000 and above

ACCESORIES
Ribbon
Ink cartridge
Toner cartridge
Paper
Printer adapters
Printer cables
Printer trays and
drawers

VALUE

ENVIRONMENTS
AND ZONES

Computers

Printers

Cameras

Mobile Phones

Headphones

Customer Service

Checkout

Entrance

Cart
Return

ENCOUNTER
MAP 1
needs a printer for
school
installs printer and
uses it to print
essay

calls dad so he can

buy it

dad goes to
bestbuy.com

calls dad from car

signs receipt and

exits

employee comes
back with printer
ready

features son needs

I need a printer for my

college papers

employee
dissapears through
doors
Best Buy employee
says she will be
right back

orders it to be
picked up at
Abercorn location

son drives to best

buy

woman in counter
asks for order
number and ID

walks in and heads

to store pick-up
counter

ENCOUNTER
MAP 2
children need printer for
school papers
use printer for
paper due next day

go online to see
what printers are
available

go online to see
their Best Buy
rewards points

walk into store

asked to show
receipt at exit

We need a printer for

the kids school projects
agree and check
out

search for where

printers are located

employee asks if
they need help

are asked if they

want to sign up for
Best buy rewards
Continue to cash
register

get directed to
printers
employee has to
research which
printer they need

SERVICE
BLUEPRINT 1

-Cellphone
_Dad

- printer broken
- apartment

Home

Printer breaks
when son is at
school
Line of Interaction

- Computer
-Desk
- keyboard

-Computer
-Desk
-Keyboard

Online

Son calls dad

to tell him
printer broke

Dad goes online

and starts to
research printer
costs

-Computer
-Desk
-Keyboard
-Mouse

-Cellphone

Online

Looks at the
product review
and buys one
online

I.d. card
Paper
Wallet

-Car
-Road
- Stoplights

Online/ Car

He chooses the
option for store
pick up in
Savannah

Dad calls his

son to let him
know its ready
to be picked up

-Car
-parking lines
-Parking lot

Parking Lot

Son gets the order

number and his
i.d. ready

Son drives to
Best Buy

Chooses a spot
right infront of
the store

-Signs
- People
-Geek Squad

-Entrance
-Door

Walks into
Best Buy and is
greeted by an
employee

Store pick-up
is to the right
of the entrance

customers

Line of Invisibility

Line of Inner Interaction

Customer Emotions

+
neutral

They do not say if you can

bring a student i.d. with
you or if it has to be a
state issued i.d.

- Headphone se ction
- Headphones
- M usic
- Headphone dipl ays
- Headphone videos
- M irror

-Doors
-Counter
-Computer

Store Pick-Up

Aisles

G reet entering

not enough product

reviews for the

-Rope
-Costumers

-Register
-Computer
-counter
-Store Clerk

Salespeople are not very

timely, they are insistent
when you have refused
their help, but not present
when you need them.

He waits in line

When he gets
to the counter
the woman asks
how she can help

-Pen
-Signature

-Bag

Cash R egister

He hands her his

number and i.d

She types in the

number and says
shell be right back

She comes back

with the printer
boxed and ready
to go

She has him

sign a reciept

-Doors
-Cash Registers
-Parking Lot

Exit

She says have

a nice day and
hands him the
pinter

He walks out
of the store
happy

-Cellphone
-Car
-Parking lot

Car
When he gets in
his car he calls his
dad

-New Printer

Home

He drives home
with a new printer
the same day his
broke

SENSORY
IMPRESSIONS

TRIGGER

Entering building

Entering building

Entering building

TYPE

Smell

Sight

Hearing

INTENSITY

Medium-High

Extremely High

Low-Medium

DURATION

Permanent

Permanent

Permanent

PLEASANTNESS
IMPACT

It smells like new

electronics, plastic and
tape

The amount of things

are overwhelming,
sgnage is not evident

Sounds are neutral, do

not bother or create
pleasure

Smells like new, most

people like this

Customer feels
overwhelmed at
moment of entrance

No effect of pain or
pleasure

SERVICE
QUALITY

Dan and James

Wants an easy process, dad orders, quick pickup

Process is quick and easy, ready to go

Martha, John, Lea and Jake

Expect employees to be knowledgeable of what

they are sellling
Employee has to research on laptop

Minimal effort, no choosing, no paying

Printer is already chosen, only has to sign receipt

Get only 5% of discount and have to

create a Credit Card

Expect differences and features to be evident

Printers are organized by brand

STRATEGIC PROBLEMS
END USER

How can displays be more informative?

Why dont employees know about differences on each product?
How can we create a better path towards the printers?
Why arent there explanatory signs detailing products?
Why are there zero advertisements on products?
How can we reduce favoritism towards brands?
How can we create interactive displays?

STRATEGIC PROBLEMS
SERVICE PROVIDER

Why do employees constantly have to ask customers if they need help?

How can employees be better educated?
How can rewards card members feel more appreciated?
Why are employees pushed to sell certain brands?
Why are customers not sure how to get to places throughout store?

OPPORTUNITIES

REMOVE
-Multiple display areas
-Non working
headphone displays
-Bold prices
-Randomly placed
-items

REDUCE
-Amount of product
displays
-Amont of employees
who ask if you need
help
-Quantity of items
displayed

INCREASE
-Make it easier to
compare headphones
-Staff during holidays
-Signs and directions
-Variety
-Condensing product
into one section
holders
Organize by price
rather than brand

ADD
-Better explained
displays
-Explanatory signs
-Coherent organization
-Button to call for
assistance
-Price check scanners
on aisles
-Self checkout
-Trade system
-Wholistic experience

OPPORTUNITIES

REMOVE
-Pointless, redundant
shelves, could be used
for other products
-Section of store,
locate in front

REDUCE
-Employees asking if
you need help

INCREASE
-Ads and signage in
store
-More knowledgeable
and trained employees
-Music, ambiance,
make experience less
boring
-Organize according to
price or quality
-Different part of store,
move location

ADD
-Displays, practice
printers where you can
see the quality of the
print
- More advertisements

VISION FOR
REVAMPED EXPERIENCE

We believe that the customer should feel unburdened by

service staff and delighted by the product they purchase.
The customer should have access to plenty of reliable
information through good display advertising. The
need, but never be too far away from a staff member if
they need help.

THANK
YOU