Retail Experience Design Delivery Framework. 1. Experience co-creation 2. Design definition 3. Design detailing 4. Build 5. Go live © Start Limited 2017 An integrated process gives the best results. We’ve honed our process, over many years, to integrate design and technology disciplines to create defining retail experiences. What follows is an outline of the programme, process and tools to enable you to redefine your retail experience. © Start Limited 2017 Retail experience design process Stage 01. Experience co-creation Stage 02. Design definition Stage 03. Design detailing Stage 04. Build Stage 05. Go live Purpose Purpose Purpose Purpose Purpose Review and validate the challenge Create a vision based on the experience ideas defined Detailed technical and functional development of the Start will provide design and project management Ensuring that the final product meets the original Understand all work delivered to date. in the previous stage. component parts of the experience. The emphasis is on support throughout the construction / manufacturing vision and expectations. Enabling the client team Generate and validate the experience ideas We will develop the overall retail experience and moving all work stream outputs towards final period, We will schedule the required software to take ownership of the solution moving forward. that will transform retail. establish the key functional, aesthetic and emotional demonstration for procurement, construction, development and test in accordance with the agreed Establishing and deploying the on-going support, requirements. In doing this we can align against any fabrication and production. requirements.All new content will be scripted, maintenance and optimisation requirements. supporting work streams and understand the overall storyboarded, produced and directed delivery programme. Ensuring the design meets the agreed design concept, and to the high standards required. 1.1 Priority definition 2.1 Experience design 3.1 Design development 4.1 Manufacture and construct 5.1 Handover Strategic and customer priority definition Format strategy Key component presentation Briefing and inspection meeting Handover pack Workshop structure and production brief Store concept design Copy deck Problem statement definition Communication platform Content strategy 4.2 Build and test Asset register 1.2 Experience workshop 2.2 Touchpoint design 3.2 Detailing and prototyping 5.2 Deploy and on-board Test plan Facilitation User interface designs Validated clickable prototype Support and maintenance contract Sprint plan Participation Touch point designs Specification / requirements documentation Detailed drawings (tender set) Hosting Consolidated digital experience and supporting tool set Document register 1.3 Workshop consolidation 2.3 Program alignment 4.3 Produce, edit 5.3 Optimise and support Draft service blueprint 3.3 Specialist design Shoot plan New roles identified (the people) Support desk Schematic / format analysis Design documentation as required Final assets Technology roadmap Success review Experience hierarchy Platform specifications / REQS Sample customer journeys Program management Program management Program management Program management Program management Scoping Requirements / Specification gathering Tender specifications Project planning Handover meeting, checklist and documentation Contracting Third party specialist and supplier identification Management of P.I.M.S Scoping Project planning / Specialist consultant appointments Pre tender cost plan review Contracting Information management Estimation and budget setting Interactive scope finalisation Workstation planning and coordination Workstation planning and coordination Team coordination Established R.A.C.I. Establishment of P.I.M.S Typical timings Typical timings Typical timings Typical timings Typical timings 5 Weeks 5 Weeks 8 Weeks To suit To suit © Start Limited 2017 Stage 01 Co-create the experience. © Start Limited 2017 Retail experience design process Stage 01. Experience co-creation Purpose Review and validate the challenge. Understand all work delivered to date. Generate and validate the experience ideas that will transform retail. Finalise the experience into a aligned and agreed plan of action. Project management ● Scoping ● Contracting ● Project planning / Information management ● Workstation planning and coordination ● Established R.A.C.I. 1.1 Priority definition 1.2 Experience workshop 1.3 Workshop consolidation Activity Activity Activity ● ● Key stakeholder interrogation Immersion ● Blueprint mapping ● ● Understanding around all ongoing work streams Platform development ● Schematic design ● ● Site / Ethnographic study Ideation ● Journey design and mapping ● Prototyping (Lo-Fi) ● Experience mapping ● Business case development ● Testing ● Persona / Customer definition ● Refinement Deliverables Deliverables Deliverables ● Strategic and customer priority definition ● Facilitation ● Draft service blueprint ● Workshop structure and production brief ● Participation ● Schematic / format analysis ● Problem statement definition ● Hosting ● Experience hierarchy ● Sample customer journeys ● Program / commercial plan Typical timings Typical timings Typical timings Milestone 5 Weeks 5 Weeks 8 Weeks ● Consolidated business case and KPIs ● Client approval to proceed Specific notes Specific notes Specific notes ● Project vision document © Start Limited 2017 Audience definition. © Start Limited 2017 Audience definition Shopper profiles. In order to map an experience successfully we first need to define the shoppers we are mapping against. To do this we use relevant research techniques to build detailed profiles covering demographic, psychographic and behavioural traits of the core shopper types. With this insight in place we can create a set of shopper personas against which we can align understanding and begin to ideate against. Understanding their key needs, relationships with the sector and organisation will provide rich territory for ideas that solve their problems but also unlock the opportunity that they possess. © Start Limited 2017 Experience mapping. © Start Limited 2017 Experience mapping Research methodologies. In order to paint the picture of this end-to-end experience, our team must first rigorously research the product or service in question. Beyond desk research and existing collateral provided to us, we employ a number of qualitative research methodologies such as interviews, observation, first-hand experience and shadowing. As this research is assimilated, we start to build an experience map that organises these findings. © Start Limited 2017 Map anatomy Touchpoints Touchpoints. We start by plotting each touchpoint a person encounters along a journey, as identified by our research. 1 2 3 4 5 6 Dependant on the product or service, these may be a mix of digital, physical and human interactions, e.g. using a website for research, visiting a shop or talking to customer services. Touchpoints are represented by columns, arranged chronologically, often spanning initial awareness through to support and beyond. © Start Limited 2017 Map anatomy Swimlanes Swimlanes. Once we have established a journey, we begin to map our findings against each touchpoint. We categorise our research into swimlanes. The number of swimlanes used, and the type of research they contain, Activities varies dependant on the journey we are mapping. In this example we have 4 swimlanes: ● Activities ● Sentiment ● Opportunities ● Competitors Sentiment Opportunities Competitors © Start Limited 2017 Understanding activities. The first swimlane seeks to describe the activity or activities that people engage in at each touchpoint. Is the activity non-linear and without time restrictions, as in the case of online research? Perhaps the process is linear and time based, as when checking out? It’s important that we understand as much as possible about the nature of these activities. © Start Limited 2017 Understanding sentiment. Understanding types of activity along a journey is useful; understanding how people feel about these interactions is powerful. Using our qualitative research we are able to map sentiment for each touchpoint. This process highlights where products and services are perceived to be succeeding and failing by the people that use them. © Start Limited 2017 Understanding opportunities. An experience map represents the final output of our research phase, providing a framework that makes sense of the complex ways people interact with a product or service. We now understand how and where the pain-points and failures are, but we have also begun to recognise the strategic opportunities. What we’ve learnt can now be taken forward into a design phase that will seek to provide solutions to the problems and exploit the opportunities. © Start Limited 2017 Understanding competitors. It’s a given that you should research competitor activity when looking to improve a product or service. Making the best use of that research is crucial and the real challenge. By mapping competitor activity at each touchpoint, we gain a granular view of the strengths and weakness of the wider market. When cross-referenced with other insights, these point to bases that need to be covered, and untapped spaces within which to innovate. © Start Limited 2017 Experience workshopping. © Start Limited 2017 Establish the agenda Before: setting up for success. 01. Project kickoff, scoping, briefing: A workshop session with the project owners, sponsors and managers. We will use a range of