Nicola Dunlop Process Journal SETREOTYPE Self Initiated Project
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
Stereotype is an in-store music experience supported by Fopp which enhances music discovery and customer relationship in-store. The experience encourages customers to see past the CD graphic and song title, allowing them to discover listen and converse about their chosen album of interest.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
CONTENT
INTRODUCTION 3 IN-STORE RESEARCH 5 ONLINE RESEARCH 8 BRIEF 11 criteria for success EARLY DESIGN IDEAS & ANALYSIS
13
INITIAL USER JOURNEY
16
STAFF FEEDBACK 21 TIME AND MONEY 27 STEREOTYPE CONCEPT 31 STAFF AND CUSTOMER FEEDBACK
37
DEVELOPED WIRE FRAME 55 IN-STORE EXPERIENCE 57 PHYSICAL TOUCH POINTS 59 REFLECTION 62
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
GENERATION Y CUSTOMER Within the last decade music has become digital. The internet has evolved the form of music consumption to create a new generation of customers, currently referred to as the self empowered “Generation Y� . No longer is it necessary for consumers to visit their local music store. With the internet they are automatically placed at the heart of a global music market. Through the use of online reviews, free streaming sites and search engines they are encouraged to discover, play and share music with minimum spend and energy. Therefore the function of the physical music stores is severely under threat, and so how can the physical music store remain relevant on the high street with the rise in online activity?
HIGH PRODUCT KNOWLEDGE
TECH SAVVY
CENTRE OF A GLOBAL MARKET SMART SPENDING
GENERATION Y CUSTOMER
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
It was essential to look at the assets of the physical music store and establish aspects of the music experience that cannot be attained online and therefor emphasized and empowered. In-store customers at Love Music, Glasgow helped establish these assets by expressing their opinion on International Record Store Day. In general those asked stated it was the in-store staff who really make the experience. “An in-store Guru to interact with, other than an online algorithm.” Others appreciate being physically connected to music in a social hub.
15TH JANUARY HMV ANNOUNCED INTENT TO FILE FOR ADMINISTRATION.
166 STORES CLOSURES NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
WHY MUSIC LOVERS LIKE THE IN-STORE EXPERIENCE?
TO BE IN A PHYSICAL SPACE WHERE MUSIC IS APPRECIATED AND CELEBRATED IS PRICELESS
I LIKE TO ESCAPE IN THE MUSIC
I FEEL MORE IN TOUCH WITH THE MUSIC WHEN I AM IN-STORE THAN ONLINE.
WITH THE IN-STORE I CAN BUY INSTANTLY RATHER NICOLA DUNLOP_Self Initiated THAN WAIT FOR DELIVERY.
I LIKE TO PHYSICALLY FLICK THROUGH THE RECORDS. THE IN-STORE GUY IS ALWAYS THE FACE OF THE EXPERIENCE - I WOULD TRAVEL FOR GOOD IN-STORE STAFF.
I LOVE THEM - IT IS MORE PERSONAL AND THEY PLAY GOOD MUSIC.
BDes/Hons Product Design, Year 4 Glasgow School of Art
THE CURRENT IN-STORE EXPERIENCE FOPP, GLASGOW
Chart Hits
Preferred music
Flicking through
Study CD cover
Purchase
On entering the store the customer is automatically hit with the “Top Charts” wall, displaying the most popular music to date. However with a thirst for music discovery, this is not necessarily what Generation-Y want.
Unlike the online experience, the user has to navigate through a range of set music genres which are not tailored to their personal favourites or recommendations.
The physical discovery of music in-store is the action of flicking through CD cases and artists names as opposed to a search engine.
The graphics and familiar artist name are the main factors that entice a customer’s music discovery in the physical store. Unlike the online music experience the customer is unable to listen or interact with the song, artist or album in-store. It is only the visual graphics and single written review on certain covers that they are able to experience first hand.
The CD which is purchased tends to one which has been experienced online.
PAIN POINT NICOLA DUNLOP_Self Initiated
PAIN POINT
Receipt
PAIN POINT
6 BDes/Hons Product Design, Year 4 Glasgow School of Art
POSITIVES of in-store Interact with a physical form of music Social hubb in which love and appreciation for music can be shared and experienced Personal in-store staff guru who is knowledgeable on music - conversation rather than a screen recommendation
NEGATIVES of in-store unable to listen to the music
discovery is limited to the name, graphics and general store background information provided online experience is more personal than the physical
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
GENERATION Y’S IN-STORE EXPERIENCE
Regardless of this appreciation, it was clear from research that our internet savvy generation tend do their music research online and use the physical store simply for an instant purchase. Currently Generation Y are unable to do music discovery in-store resulting in minimum spend and quick in-store interaction. This limited in-store visit does not utilize the in-store staff or physical music experience.
I WILL STREAM THE MUSIC FROM YOUTUBE OR GROOVESHARK FIRST TO BECOME FAMILIAR WITH AN ARTIST OR BAND INITIALLY. MY PHYSICAL PURCHASE IS NOT TO EXPERIENCE THE MUSIC FIRST HAND - I DO ALL THAT ONLINE. IT IS ONCE I AM FAMILIAR WITH THE MUSIC AND I KNOW WHAT I AM BUYING THAT I INVEST IN CD OR VINYL.
SEAN BARNES BASE PLAYER_HEAVY HANDS
“ PERSONALLY, I USE SPOTIFY AND LAST FM. THESE ARE MY MAIN SOURCE FOR CHECKING OUT NEW BANDS/ RELEASES BEFORE I BUY IT.
“ NICOLA DUNLOP_Self Initiated
MATTHEW LEBSSIS GUITARIST _ CLONEASAURUSBDes/Hons Product Design, Year 4 Glasgow School of Art
8
WHAT IS GOOD ABOUT ONLINE SITES AND WHAT THEY ALLOW MUSIC LOVERS TO DO ...
8TRACKS
SOUNDDROP APP
Working in reverse to Pandora, once the listener selects a music genre, a range of user generated playlist or “radio stations” are offered. Users can create their own radio stations to be published, liked and followed on-site.
Sound drop is an app supported by Spotify allowing users to vote and rate new song releases in order to predict future pop hits.
NICOLA DUNLOP_Self Initiated
LAST FM Last.fm builds a detailed profile of each user's musical taste by recording details of the songs the user listens to. Information is transferred to Last.fm's database and displayed on the user's profile page. Accurate and detailed recommended music can then be made through a Last.fm radio stream.
YOUTUBE YOUTUBE = the new MTV (music television) with infinite music videos available on demand.
PANDORA
WE ARE HUNTED
User types in an artists or band name and a playlist is then generated based on music that is within the same genre of the provided artist.
We are hunted supports the discovery of smallscale artists and bands offering something away from the pop market.
GROOVE SHARK Unlike spofity there is no time limit for free music with grooveshark. The site’s welcome recommends genres, albums and singles based on previous history. They advertise “grooveshark community” of online users Publishing recent activity.
BDes/Hons Product Design, Year 4 Glasgow School of Art
THE DIGITAL REVOLUTION AND ITS BENEFITS
The use of online streaming sites grants listeners access to millions of tracks at minimum cost - even for free in some cases. This encourage users to discover new, alternative music and promotes a diverse music taste. With some online sites, such as Spotify (est in 2006) listeners are able to follow and trade music with others including top artists such as Ben Howard or Paul McCartney. This facility can also be used in a more personal sense by exposing playlists of close facebook friends. In this sense the music discovered is likely to compliment their musical interest and acts more as a personal recommendation allows users to try and test sounds they are likely to be interested in, adding to digital library of music. The following page displays only select few of the online social music sites, each offering music discovery and sharing in a slightly different manner form the next. NICOLA DUNLOP_Self Initiated
POSITIVES of online music recommendation which is logical based on your likes and personal profile free streaming of music therefore this encourages further music discovery share with like-minded users, close friends, as well as famous artists. do not have to commit to buying just listening - no strings attached policy
NEGATIVES of online not physically social - virtual communities exist do not have a physical product to relate to discourages continuity - listeners are more interested in singles than albums with steaming sites music is seen as disposable and not a treasured item
10 BDes/Hons Product Design, Year 4 Glasgow School of Art
AIM
ENHANCE THE IN-STORE MUSIC EXPERIENCE BY OPTIMISING IN-STORE ASSETS AND COMBINING THEM WITH ELEMENTS OF ONLINE MUSIC DISCOVERY.
BRIEF
This project speaks to Generation Y and allows such customers to use the in-store to its full potential, bringing the online discovery of music into the storescape and emphasising the importance of the in-store staff Guru.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
CRITERIA FOR SUCCESS
@
PERSONAL EXPERIENCE WHICH COMPLIMENTS THE ONLINE
Currently it is more personal to log-in to a computer screen than interact with in-store staff which should not be the case as personal interaction speaks to the customer deeply, in turn building brand loyalty.
PHYSICAL SOCIAL HUBS
Online sites encourage users to like, follow comment and interact with like-minded listeners, however this is not physically social. Music is naturally a social lubricant and so how could these conversations be brought to physical form?
IN-STORE STAFF GURUS
Enhance the role of importance and passionate voices of the in-store GURU, allowing them to vent their music wisdom and in-site to customers through personal recommendations and general conversation.
AID MUSIC DISCOVERY
Allow the customer to discover more than just the graphics and artist’s name through the use of the in-store GURU and online information.
SUPPORT THE USE OF MUSIC MERCHANDISE
Merchandise continues to be an important selling point within the physcial music stores and so this should be supported and promoted.
12 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
WHO An existing in-store Generation Y customer who sees the physical artefact an important edition to the music experience, yet downloads and researches online.
WHERE Inside music high street stores.
WHEN The customer’s time in-store.
6
HOW...
6
5
4
5
off the wall interactive LPs
3
my guru my mixtape playing cards
2
1
4
Initial concepts where generated in response to the success criteria previously established. Each concept was rated on a scale from one to five against this criteria. These ratings where then collated into the graph displayed opposite. Although a very systematic approach, it allowed me to establishing one idea from another, in turn revealing which concept responds to the market trends most effectively. Ideas which generated the highest ratings are displayed in the second line graph and consist of :
0 social shopping
in-store guru
personal experience
destination
pop-up
off the wall
6
5
interactive LPs
3
off the wall
my guru
our tracks
music vision
4
interactive LPs
my mixtape
1) off the wall : 2) interactive LPs: 3) my guru: 4) my mix tape:
muisc hub my guru
3
playing cards
my mixtape
comment coaster playing cards 2
2
pandoras box music food share music taste/food taste stereotype
1
0 social shopping
in-store guru
personal experience
destination
pop-up
These concepts where then translated into three user journeys which can be found within the initial concept booklet . Feedback on each journey was given by in-store customers on record store day. This feedback as well as personal analysis is displayed on the following pages.
1
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
“NICE PERSONAL TOUCH - I WOULD CHECK MY GURU UPDATES DAILY IF I GOT ON WITH THEM ENOUGH”
MY GURU
“IT IS MORE PERSONAL THAN AN ALGORITHM TELLING YOU WHAT IS GOOD HOMELY”
INTERACTIVE LP
“MAKES SENSE, WOULD HELP ME SPEND MORE TIME IN-STORE”
“ANYTHING THAT EXPANDS MY KNOWLEDGE OF A BAND IS GOOD WITH ME - JUST NEEDS TO BE CLASSY NOT GIMMICKY”
MY MIX TAPE
“HUH? ...NO THANKS SOUNDS TOO CONFUSING”
“I WOULD MISS PHYSICALLY FLICKING THROUGH RECORDS”
“IT WOULD SAVE TIME TO DO IT ALL THEN AND THERE - IN A MUSIC Environment TOO!”
14 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
PERSONAL CONCEPT ANALYSIS
@
PERSONAL EXPERIENCE WHICH COMPLIMENTS THE ONLINE
PHYSICAL SOCIAL HUBS
IN-STORE STAFF GURUS
AID MUSIC DISCOVERY
SUPPORT THE USE OF MUSIC MERCHANDISE
MY GURU COMMENT This “guru” concept is currently being utilised with A Suit that Fits. This facility allows the customers to “chat” online with their selected tailor before meeting them in person for their appointment. This extends the customer bond past the physical interaction. Disadvantages are that the bond is built with in-store staff and not other customers. Furthermore, in this context it does not necessarily support the sale of musical merchandise. The music discovery is aided by the in-store guru providing the customer with personal and tailored music suggestions which they are likely to enjoy.
INTERACTIVE LP COMMENT This idea comes in response to the rise in desire for a physical artefact which relates to the artist, especially in the form of an LP. As previously addressed it is not necessarily the music the are buying it is the LP as a collectors piece. Therefore this concept successfully suggests how this physical collectors piece could be modernised to facilitate social discovery of music and artists Disadvantages are that the concept eliminates the need for an in-store guru and so possibly de-values one of the certain aspects that the physical store is strong in delivering. Regardless the in-store experience is still a personal one from the use of the interactive wall space, specific to the customer.
MY MIXTAPE COMMENT This concept pushes social conversation based on music discovery. Disadvantages are that it does not support the sale of musical merchandise, more conversation. The concept is around creating a social experience based on others in the store and so the personal/ human element is strong.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
Following on from the positive feedback received at Record Store Day and my own personal analysis, it was evident that I should develop the “Interactive LP” and “My Guru” concepts. Not only where they received well by music store fans but they matched up with my established criteria for success. When placed against the criteria, the interactive LP came out strongest with My Guru a close second. Therefore the following user journey expresses these outcomes as developed concepts within an in-store music experience.
16 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
STEP
LOG IN
DISCOVER
ONLINE
NEW MUSIC
SONG
LOG IN
1
YOU ARE HERE
DESCRIPTION BACKGROUND REQUIREMENTS
Fopp would need to build up relationships with online streaming sites. From research it would appear that Spotify and Youtube are the most popular however this would need to be NICOLA DUNLOP_Self Initiated refined to the Fopp customer.
The next time the user enters their local highstreet store they are greeted by an “in-store Guru with a “Fopp Found” device.
REVIEWS
ALBUMS YOU MAY LIKE ARE LOCATED HERE
TRACK 4.
User receives a notification asking them to sync their spotify profile to their local Fopp store. A brief description of the new “Fopp Found” service is explained.
ALBUM
SELECTION
IN-STORE
By scanning online profile the “Fop Found” device recognises the customers interest and is then able to direct them to recommended CD locations throughout the store.
When removing a CD from the rack out of interest, artists of a similar style are then highlighted. This would be more specific than titles of “urban” or “rock” and therefore merges in with the notion of personal recommendations.
CD and Vinyl locations would need to be recorded on the data base and ensured that they remain within these locations.
The average number of customer should be recorded and then increased slightly to generate the number of colours required for in-store lights to illuminate.
@
Similar to streaming music online, the user is able to try and test the tracks in-store with the device. Along-side each track is recommendations and comments from other in-store listeners.
A range of online reviews are offered to the customer, allowing them to pick and chose which they engage with.
In-store WIFI must be quick allowing the desired user content to be loaded fast and efficiently .
BDes/Hons Product Design, Year 4 Glasgow School of Art
ARTIST
INFORMATION
TOUR
INFORMATION
IN-STORE
COMMENT AND RATING
GIFT
EXPERIENCE
ADD
...LUV the collabs with Drake &Two Chainz - Track 9. & 11. - YOUNG MONEY!! 4eva! <3 #tune #lil wayne @jessieladbrooke234
+
GIFTED PLAYTLIST TO
GIFTED PLAYLIST TO
SEAN_Mc
SEAN_Mc
ADD
Background information on the artists is displayed including the artists web page and interviews relating to their biography or album of choice.
Tour information is displayed in a separate section of the interface. Merchandise can also be accessed in this section.
Ideally the purchased made here would link to Fopp and not provide sales for other businesses. Therefore Fopp should look to sell merchandise and tickets online.
Encourage comments within this playlist feature to ensure a personal experience facilitated by Fopp.
NICOLA DUNLOP_Self Initiated
Through this experience the user builds up their own in-store profile. From this they are able to leave their own comments and reviews on the album or artist.
....thought you would appreciate this. discovered it last time I was in-store and thought of you!
The gift experience allows in-store customers to build up a physical playlist experience which they can then “gift” to friends and family - encouraging in-store footfall and engagement.
18 BDes/Hons Product Design, Year 4 Glasgow School of Art
STEP
LOG IN
DISCOVER
ONLINE
NEW MUSIC
YOU ARE HERE
USER:
SEAN_Mc
“
BACKGROUND REQUIREMENTS
DESCRIPTION
1
Customer is notified when they log-in that they have received an in-store gift experience.
Encourage network advertising by providing links to facebook, twitter and such, allowing customers to share their in-store experience with their social network.
NICOLA DUNLOP_Self Initiated
On entry the user is greeted by the instore Guru with a “Found Fopp” device. The device recognises the customer profile and displays the gifted playlist.
“
Thought you would appreciate this, made me think of you last time I was in store.
The customer is then guided to the first song on the playlist where they can listen, interact as well as read the personal message left by their gifter.
Check this guy out - super good! Track 5 is where it is AT!
Once ready to move on the customer selects the next gifted album or artist to experience and discover. The device guides them to their destination.
BDes/Hons Product Design, Year 4 Glasgow School of Art
SONG
SELECTION
NEW MUSIC
*
GURU REVIEW
1
Online updates would be linked to an artist’s new music releases such as reviews, preview mp3s and interviews.
Allow music discovery but ensure that the customer purchased from Fopp. Therefore making a purchase in-store via the device or in person should be easy and quick.
NICOLA DUNLOP_Self Initiated
Guru’s choice CDs would be highlighted separately. When accessing this information the device would allow users to “ASK GURU”, prompting instore staff to interact directly with customers.
Guru would receive the alert which would state the Album or Artist in question as well as the location of the customer.
Guru would be open and passionate towards the customer when discussing the artist in question. This would generate natural, music based conversation building in-store relationships.
In-store staff to be vocal with their music interests and build music research into part of their daily work. To have deep knowledge about their chosen artist or album and be able to communicate this back to the customer in a proficient and eloquent manner.
BDes/Hons Product Design, Year 4 Glasgow School of Art
20
In order to attain a deeper level of insight these user journeys where fed back to the in-store mangers at Fopp, Byres Road (Glasgow). This meeting not only provided constructive comments and a knowledgeable insight from an inside perspective but also helped establish where Fopp stand as a company in terms of developing in-store customer experience and future plans. The industry has seen many changes in the past year and is currently in a state of flux. The comments and opinions towards the proposals where of great value. Here is what they had to say...
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
“
Pauline
Fopp Store Manager NICOLA DUNLOP_Self Initiated Byres Road, Glasgow
We are a strong part of the west end identify. An icon of this part of Glasgow, of which I am very proud.
“
Our footfall is driven by exterior influences, it is only once people are in the store that they have a browse. At times it is like a showroom, people take pictures or see what is around and then go and buy online... its called ‘show rooming’.
22
Stephen
Fopp Store Manager Byres Road, Glasgow
BDes/Hons Product Design, Year 4 Glasgow School of Art
STEP
LOG IN
DISCOVER
ONLINE
NEW MUSIC
SONG
LOG IN
1
YOU ARE HERE
“
Guiding the user to the product would be really helpful as sometimes we find it hard to categorize our stock with out it being too confusing for the customer, but this would overcome that . We thought about doing an A-Z genre classification but then this would loose the broad appeal to the wandering customer. This concept would make it easy on both sides.
FEEDBACK
REVIEWS
ALBUMS YOU MAY LIKE ARE LOCATED HERE
TRACK 4.
PAUINE
NICOLA DUNLOP_Self Initiated
ALBUM
SELECTION
IN-STORE
“
@
“
I used to work in HMV and we has a “POD” to scan and listen to tracks. It always broke and was unreliable. But with this being an app we would not need to worry. I could have the app on my phone to and have a two way interaction with a customer - GREAT! JEN
“
BDes/Hons Product Design, Year 4 Glasgow School of Art
ARTIST
IN-STORE
TOUR
INFORMATION
GIFT
COMMENT AND RATING
INFORMATION
EXPERIENCE
ADD
...LUV the collabs with Drake &Two Chainz - Track 9. & 11. - YOUNG MONEY!! 4eva! <3 #tune #lil wayne @jessieladbrooke234
+
GIFTED PLAYTLIST TO
GIFTED PLAYLIST TO
SEAN_Mc
SEAN_Mc
ADD
“
The more information a customer has on an artist...movie or ...whatever, sparks inspiration to discover more. Reviews will naturally name drop other artists which will act as a catalyst for discovery. To provide and support this discovery in-store would be great. STEPHEN
NICOLA DUNLOP_Self Initiated
“
“
....thought you would appreciate this. discovered it last time I was in-store and thought of you!
Less than 10% customers comment on each others choice in music - it really is a personal thing in store. If you where to comment verbally it would take some confidence, we would expect it more from out regular customers who feel at ease in the store. But to comment via text, as in your proposal; that would work and build up the illusion of customers interacting with each other.
“
STEPHEN
BDes/Hons Product Design, Year 4 Glasgow School of Art
24
STEP
LOG IN
DISCOVER
ONLINE
NEW MUSIC
YOU ARE HERE
USER:
SEAN_Mc
“
Thought you would appreciate this, made me think of you last time I was in store.
“
Check this guy out - super good! Track 5 is where it is AT!
FEEDBACK
1
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
SONG
SELECTION
NEW MUSIC
*
GURU REVIEW
1
“
“
Love the Guru idea, ‘tap to ask’. Some customers want to know you by name and your interests which we encourage by being quite open with conversation - others when you start taking to them are like a dear in head lights. You have to read them. But with this concept engagement would be easier. PAULINE
“
I like it! ....This is really good because it takes away from our ‘shelf talkers’ and puts in actual speech. This would really harness our attempt to build customer relationships and customer loyalty. Each of us have a mass wealth of detailed music and film knowledge, some of us on 90s dance music, other on Jazz - but it is just not harnessed that well in store. People trust what we have to say especially our regular customers who come in daily or as part of their weekly routine. We are already making a push to be more customer focused. Might look strange us standing about without stock in our hand but we are waiting for that chat. We put things aside for our regulars or ask how others how they got on with their last album purchase because we remembered their face and what they bought. STEPHEN
NICOLA DUNLOP_Self Initiated
“
BDes/Hons Product Design, Year 4 Glasgow School of Art
The experience can be attained in a number of ways however the refinement and desirability of the experience is dependent on time and money. The following graphic displays a number of experience solutions which meet varying levels of these factors. Therefore the last proposal in line displays the optimum experience, meeting the criteria for success more fully than the others. In considering this, I chose to develop this last solution along with the â&#x20AC;&#x153;Appâ&#x20AC;? proposal as it provides avenues for successful user testing and concept feedback.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
IMPLEMENTING & FINANCIAL MODEL
MONEY
TIME
NOW
SHELF TALKERS Limited music discovery as they only display one review. Also they do not utilise the in-store Guru.
NEXT WEEK
GURU INFO BADGE Introduces personality to the Guru. Does not promote direct conversation or allow further music discovery.
NEXT YEAR
APP Economical. Company would simply develop current “listening post”app further. Not a branded experience. The interface may appear different on range of phones.
REASON FOR DEVELOPMENT
ASSETS DRAWBACKS NICOLA DUNLOP_Self Initiated
Easy to prototype and test on customers for direct user feedback on the general idea. Creating a mock app is enough to communicate the over-arching concept in a manner which customers are familiar and can relate to as opposed to something futuristic and out of social context.
5 YEARS
10 YEARS
IN-STORE DEVICE Branded experience in which Fopp has full control of how the customer interact with Fopp.
Expensive to produce and maintain for all customers. Some may need an “introduction” to the service which will consume time and money for Fopp.
INTERACTIVE CD COVER
A more direct interaction with music discovery as it does not involve using a separate device to scan and access the information or customer profile. The concept also creates a full branded experience in which access to Guru reviews is more direct and instant. Expensive to produce and maintain for all customers and albums.
REASON FOR DEVELOPMENT Concept is suggestive and playful while generating the optimum and ideal instore experience. Even if the concept is not currently financially viable, I wish to communicate this stage as a conversation starter and pose the question of “what BDes/Hons Product Design, Yearif?”. 4 Glasgow School of Art
28
LISTENING POST CASE STUDY
Following up from Stephen’s comment on the HMV app, “Listening Post” I decided to take a closer look. Listening Post is an App released by HMV and 7Digital in 2012. The app allows customers to scan and preview songs on a chosen album in-store. Negative aspects of the app are that it requires the user to scan and wait for the album makeup to be recognised and loaded. From previous research at Flywheel ltd, it is evident that mobile scanning while shopping poses an extra task which is not seamless and more a hassle than helpful. Therefore the music discovery should be instant. In addition Listening Post does not give the user access to any background information on the album or artist, only a 90 second song preview. Such background information as suggested within my proposal would enhance music discovery and artist knowledge / appreciation. Reviews in journals such as Techno Buffalo, Toms Hardware and the Guardian are positive about the app yet unimpressed with the lack of ability to access digital downloads. From reviews and comments it is evident that customers would like to buy the download as well as the physical copy.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
PROTOTYPES QUESTIONING THE FORM.
INTERACTIVE CD COVER
IN-STORE DEVICE
30 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
From early concepts to more developed proposals, the notion of a prominent in-store Guru was continuously well received by customers and staff. This enthusiastic feedback aided my decision to focus solely on building a strong communication and relationship between customer and Guru while pushing for music discovery in-store. It became evident that the Guru should front this discovery as opposed to simply pulling in elements of the online. In turn this would create a more personal experience for customer and staff building brand loyalty and sense of identity.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
Stereotype is an in-store music experience supported by Fopp which enhances music discovery and customer relationship in-store. The experience encourages customers to see past the CD graphic and song title, allowing them to discover listen and converse about their chosen album of interest.
32 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
The concept: Each member of staff would be given a GURU_ Bage stating their name, online status and music specialities. If the Guru is “online” then they are open to converse with the customer yet if they are “offline” then they are not on shift or busy with other tasks that should not involve direct conversation with customers. Such tasks would involve paper work, organising stock or simply being on their daily lunch break. Each CD within the store would be linked to an Instore Guru. This Guru would have a personal interest in the chosen artists, album or genre and so would communicate aspects of the CD in a passionate and authentic manner. Examples of what the CD labels may look like are displayed opposite. These labels would then be scanned by RFID chip or embedded QR reader which would connect the customer to the online site or mobile application. This site would present background information on the chosen album through the eyes of the GURU with personal comments and selected online reviews. If the Guru was “online” the customer could go a step further and call for a one to one conversation relating to the album or simply drop them an instant message. If the Guru was offline the customer would not be able to attain a direct relationship with the GURU yet leave a message for a GURU who was online with the understanding that the feedback may not be as beneficial. With the application the GURU’s voice is pushed as well as the customer’s. Each user of the application would build up a profile from which they would be able to leave written reviews for other in-store customers. Such a feature is to enhance to notion of a social hub yet doing so in a manner which still maintains personal space and boundaries.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
NAME STATUS MUSIC TASTE
GURU__MELISSA OFFLINE SPECIALISES IN :
GURU__STEPHEN
PUNK
ONLINE
ROCK CLASSICS
SPECIALISES IN : FUNK AND SOUL
GANSTA RAP
HIP HOP
MAINSTREAM POP
SCOTTISH INDIE ROCK HOUSE
NAME BADGE
GURU__STEPHEN ONLINE
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INDIE ARCTIC MONKEYS
NICOLA DUNLOP_Self Initiated
CD TAG
CD TAG
BDes/Hons Product Design, Year 4 Glasgow School of Art
The following pages displays a wire frame of the mobile application. This wire frame was communicated back to the Fopp staff and customers. Their comments and insight have also been noted along side the template.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
SCAN OR ENTER ARTIST, SONG OR ALBUM
SCAN
CAMERA
ENTER ARTIST, SONG OR ALBUM
PROCESSING
PROCESSING
36 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
IN-STORE USER TESTING 08/05/13
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
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NICOLA DUNLOP_Self Initiated
38 BDes/Hons Product Design, Year 4 Glasgow School of Art
FEATURE: GURU_STEPHEN Each CD or Vinyl being linked to an in-store Guru.
GURU__STEPHEN ONLINE
KEY INSIGHT:
SPECIALISES IN : FUNK AND SOUL HIP HOP SCOTTISH INDIE ROCK
Staff and customers alike see the value in the GURU being connected to a select CD. Yet as opposed to having conversation with a range of GURUs, each addressing a different music style certain customers may prefer a more one to one relationship with a set GURU
HOUSE
DEVELOPMENT: Therefore name badges have been developed to rate the GURU in their level of knowledge on their music genres providing an element of transparency to the GURUs knowledge on set music types.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
IT IS GREAT; PLAYS INTO WHAT WE DO CURRENTLY. PEOPLE COME AND GET ME ANYWAY BUT THIS IS A SYSTEM. WHEN CUSTOMERS BUY MY RECOMMENDATIONS I AM LIKE, “I GAVE THEM THAT EXPERIENCE”. THAT IS WHY I LIKE WORKING HERE. STAFF
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I WOULD USE THE GURU; I LIKE HUMANS BETTER THAN COMPUTER SCREENS. IF I WAS GUARANTEED TO HAVE A CONVERSATION WITH A PASSIONATE ASSISTANT THEN I WOULD DEFIANTLY USE THIS APP. CUSTOMER NICOLA DUNLOP_Self Initiated
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BDes/Hons Product Design, Year 4 Glasgow School of Art
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FEATURE: CHAT WITH STEPHEN Calling upon a Guru through for a physical conversation about the chosen CD or music genre.
KEY INSIGHT: The physical conversation was strongly supported by the customer and staff however the “instant message” facility received mixed reviews. Staff stated it may be an extra hassle and to type a response and therefor would prefer to have a quick, one to one conversation with the customer. However, in contrast the customers saw the benefit in being slightly detached from the Guru if they where shy or did not want to make an effort with physical conversation. Other comments involved customers finding it odd having to message staff in such a small environment when they are within sight.
DEVELOPMENT: Keep both “mail” and “chat” aspect Move the “play” button to an earlier page
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
NO ONE SPECIALISES IN DANCE MUSIC HERE SO WE WOULD NOT HAVE A GURU FOR THIS GENRE TO PHYSICALLY CHAT WITH SOMEONE IS QUICKER THAN WRITING A MESSAGE.
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STAFF
GOOD FOR THOSE WHO ARE SHY. I DO KNOW PEOPLE WHO JUST WON’T ASK FOR HELP IN-STORE BECAUSE THEY ARE SHY ABOUT APPROACHING THEM.
NICOLA DUNLOP_Self Initiated
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CUSTOMER
BDes/Hons Product Design, Year 4 Glasgow School of Art
42
FEATURE: HOME PAGE Overview of the selected album.
KEY INSIGHT: Over view information should be customer driven and not pulled from the online site, so as to build a community in-store. In addition this information should be bigger than the CD graphic.
DEVELOPMENT: Priority on the page given the “general information” section Play button on this page
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
THE CUSTOMER’S VOICE IS IMPORTANT AS OPPOSED TO AN IN-STORE POSTER WHICH PEOPLE DO STOP AND READ.
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STAFF
I WOULD TRUST WHAT THEY HAVE TO SAY, IF THEY ARE COMING INTO THIS SHOP THEN CULTURALLY, WE ARE IN COMMON AND SO I WOULD WANT TO SEE WHAT THEY HAD TO SAY. CUSTOMER NICOLA DUNLOP_Self Initiated
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BDes/Hons Product Design, Year 4 Glasgow School of Art
44
FEATURE: REVIEW PAGE Displays a range of online reviews hand picked by the GURU, along side the GURUs personal thoughts on the album.
KEY INSIGHT: Initially speaking with Pauline, the manager, it was evident that this page should support in-store customer reviews. In her opinion this customer expression was more valuable than pulling general reviews from online, to which I agree with. When this was posed back to other customers and staff they were also in agreement. This page would still maintain some representation of published articles from magazines, yet more support the in-store customer rating.
DEVELOPMENT: Customer reviews should be placed under the GURUs â&#x20AC;&#x153;Add Reviewâ&#x20AC;? should be more accessible and prominent on the page Possibly allow the user to chose which music journal they follow as a preset to keep information tailored to their interest.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
LOOKS COOL, FEELS LIKE FOPP
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STAFF
THE GURU IS LESS MY THING, I KEEP TO MYSELF BUT I LIKE THE CUSTOMER REVIEWS
NICOLA DUNLOP_Self Initiated
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CUSTOMER
BDes/Hons Product Design, Year 4 Glasgow School of Art
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FEATURE: INFORMATION PAGE Detailed background information on the album including discography, youtube video and links to the bandâ&#x20AC;&#x2122;s web page
KEY INSIGHT: Based on questions frequently asked in-store, staff members thought the discography section should have a more prominent presence on the page and that the user should be able to explore the artist other sounds in detail. This would involve sampling their other work and songs/ albums that are less well known. Again, based on questions asked in-store this staff felt strongly that this section should notify the customer of new releases.
DEVELOPMENT: Make discography bigger Create three seperate pages for related artists and biography to make infomation more digestable and easy to understand. Display new release updates Allow deeper discovery of the other albums and singles Keep youtube video links
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
THE DISCOGRAPHY SHOULD BE BIGGER AS WELL AS THE GENERAL INFORMATION ON THIS PAGE. ALSO IT IS IMPORTANT TO HAVE THE RATINGS OF CUSTOMERS; THIS WOULD BUILD UP CUSTOMER RELATIONSHIP AND AN INSTORE COMMUNITY
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STAFF
KEEP THE INFORMATION SIMPLE, I DON’T WANT TO KNOW THE NAME OF THE GUITARIST’S SISTER
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CUSTOMER
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
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FEATURE: MERCHANDISE Displays a range of related merchandise sold online or in-store
KEY INSIGHT: This page was the least favoured out of the four bottom bar options. Staff did not have too much to comment on this and customer stated they would use this feature more for gifts as opposed to personal use. Previously however, in my first visit Stephen stated Fopp sell many headphones and technical accessories as opposed to merchandise and so this page may change in terms of content.
DEVELOPMENT: Make the prices bigger Display other forms of merchandise Build in â&#x20AC;&#x153;gift wrapâ&#x20AC;? facility Move to the last icon in line
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
I WOULD USE IT FOR GIFTS BUT I DON’T TEND TO BUY MERCHANDISE
NICOLA DUNLOP_Self Initiated
“
CUSTOMER
BDes/Hons Product Design, Year 4 Glasgow School of Art
50
FEATURE: TOUR INFORMATION Updates on when and where the band or artist are touring and related tour DVDs.
KEY INSIGHT: This page was favoured by staff and customers. The staff suggested the app notify the customer on local bands who possibly sound similar to the chosen album or artist. Customers on the other hand wished to be notified via text or “nudge” when artists of past in-store purchases are in town, acting almost as a “heads - up” notification.
DEVELOPMENT: Sign up facility to be notified when the artist is playing locally Recommend local bands
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
PRICES SHOULD BE BIGGER. WE SELL THINGS CHEAP; IF IT IS CHEAP AND IN-STORE PEOPLE ARE LIKELY TO BUY IT.
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STAFF
LIVE DATES WOULD BE GREAT, EVEN TO BE NOTIFIED ON SOMETHING YOU HAVE BOUGHT?! I ALWAYS MISS GOOD BANDS.
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I THINK IT IS FOR SERIOUS MUSIC LOVERS
CUSTOMER
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
52
FEATURE: CUSTOMER PROFILE Personal profile displaying their GURU recommendations, purchases and review logs.
KEY INSIGHT: Feedback on the app as a whole identified that the customer’s voice should be pushed. Therefore the “review” aspect on this page must not only be more pronounced, but easy to access throughout the application. Customers wished to review their past purchases on this page, almost as a music library. The “shopping bag” aspect caused some debatable as this would suggest the user is able to pay for purchases via the phone, away from the till and therefore away from physical interaction with staff GURUs, which is not what I wish to promote. However it is essential that this proposal allows for the user to have the digital download with the purchase of a physical CD as currently this is not the case.
DEVELOPMENT: Make review section top priority on page Display past purchases Edit out method of purchase as solution to this is yet unclear
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
FEEDBACK
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YOUR ICONS ARE CLEAR, I GET IT. THE FACES ARE A BIT SCARY THOUGH
CLEVER AND SMART IDEA; ALLOWS US HAVE A CONVERSATION WITH A WILLING CUSTOMER ONE ON ONE.
SUPPORT THE CUSTOMER DRIVE WE NATURALLY HAVE IN STORE. THIS SHOP IS A LOCAL DESTINATION FOR MANY AND SO THIS SUPPORTS THIS IDEA OF COMMUNITY
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STAFF
I WOULD LIKE TO RATE ALBUMS THAT I ALREADY KNOW, THAT WOULD BE FUN! CAN CUSTOMERS CHECK OUT OTHER’S IN-STORE PROFILES? I THIS IS IMPORTANT. CUSTOMER
NICOLA DUNLOP_Self Initiated
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54 BDes/Hons Product Design, Year 4 Glasgow School of Art
Opposite, is the developed app wire frame model which includes the modifications made from staff and customer feedback.
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
SCAN OR ENTER ARTIST, SONG OR ALBUM
56 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
On entering the store the customer is greeted with in-store GURU recommendations based on their past purchase history.
The customer is able to scan the STEREOTYPE_ GURU icon on each physical CD in-store directing them to a select app page, relating to the CD of choice.
NICOLA DUNLOP_Self Initiated
Alternatively if the user is interested in a GURU recommendation, no scanning is needed as they can simply follow the links for music discovery.
They can then automatically listen to the album as a preview via their phone. By selecting the bottom tabs the customer is presented with the GURU’s hand picked online information relating to the album.
Guru and customer reviews are displayed within the first section as well as a GURU’s choice of online review article.
Other bottom tabs present general background information on the artist including discography, biography and links to related and GURU recommended artists.
Tour information as well as artist merchandise is displayed. Tour information links to local bands that are of a similar music genre, while the merchandise page promotes GURU’s favourtie products.
BDes/Hons Product Design, Year 4 Glasgow School of Art
If the customer wishes a more personal music discovery experience they can request a “chat” with the set online GURU.
NICOLA DUNLOP_Self Initiated
GURU is then notified which customer is requesting a conversation regarding a particular CD. The customer’s name is stated in the notification allowing the GURU to address them by their first name for a personal interaction. In-store conversation and relationship is built from this personal interaction aiding brand loyalty and instore customer experience.
WHO IS THE FACE OF YOUR EXPERIENCE?
BDes/Hons Product Design, Year 4 Glasgow School of Art
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NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
PHYSICAL TOUCH POINTS
The customer app works along-side the instore staff device. This would be a screen based device worn around the GURUâ&#x20AC;&#x2122;s neck. Acting as a real-time name badge, the device would state if the GURUâ&#x20AC;&#x2122;s name, online status and rate their musical specialities.The GURU would be able to receive notificatoins via the device as well as access the in-store app to aid those who do not have a smart phone in-store.
60 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art
REFLECTION
I have found this to be my most rewarding project in terms of user engagement. The enthusiasm and interest found within the Fopp staff and customers was not only extremely constructive but fuelled my energy and passion throughout the project. Such a positive public reaction possibly comes due to the current state of the retail market where a future direction has not been clearly defined and therefor any form of contribution is welcomed and likely to be heard. On this note I am grateful that I seized the opportunity to merge and express my a personal interest within music and customer experience.
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I think the it is excellent, a real insight into our current and future climate, it looks professional and is well argued and backed up.
STEPHEN
In terms of the outcome I would like to have explored the notion of the interactive LP further which would have involved playing with elements of interaction design. In terms of the general in-store experience, developments would be to look at the method of the in-store purchase. How the download and physical CD would work together and if there is even a crucial need for a physical till point. In addition I would tackle how to purchase download yet still maintain a degree of personal interaction with the GURU. Regardless, in terms of in-store music discovery and customer relationship I feel STEREOTYPE successfully enhances the general in-store music experirence.
62 NICOLA DUNLOP_Self Initiated
BDes/Hons Product Design, Year 4 Glasgow School of Art