Google experience store

Guided By : Nijoo Dubey

Journey for google experience store video

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Guided By : Nijoo Dubey

In partial fulfilment of the degree of M.Des Design for Retail Experience Semester IV

Department of Design for Retail Experience National Institute of Design, R and D Campus, Bangalore

© National Institute Of Design, r&d campus, Bangalore All rights reserved. No part of this publication may be reproduced in any means – graphics, electronic or mechanical, including photocopying, recording, taping or information storage and retrieval systems – without the prior permission in writing of the author/institution.

Introduction Design Brief Topic Selection Secondary Research Brand Study Literature review About Brand Google Competitor Study Primary Research Questionnnaire Benchmark Products SKU Mapping The Location Persona Trend Forcaste Concept MoodBoard (Key words) Color Board MaterialBoard Bubble Diagram Zonning About Store Design Consideration Customer Journey Lighting Goal Acknowledgement References

C

ountless factors ought to be considered when developing a store. Visual play an instrumental role in the customers store experience and brand perception. Neatly displayed items, and well-spaced areas helped to create a mood and influence how the customer engages with the store. Throughout this book I will be visually illustrating my plans for google store, and how the workspace will be implemented into the store setting.

Retail industry is growing at a fast pace in strategically diverse formats reinventing itself to the changing market trends. The need to understand the domain, its working model and its design as a multi-disciplinary integrated system is essential for a retail designer to strategize and conceptualize a store format and design.

This was a classroom project, where each individual was supossed to take up a brand where there is a scope of redesigning or design a Brick and Mortar store or online shoping into Brick and Mortar.

INDUSTRY DESIGNATED BRAND CHOSEN

Electronics Google

In design project III we have to design brick & mortar store for existing brand or online to offline (concept) store. We can take any exist space or we can create new space for store design.

Vimal :- In early decades Vimal was big player in textile industry but in present scenario brand shut down there is no presence in the market.

Google :- Google as Search enging world knows but Google as Hardware manufacturer very rare people knows.

Kullu Craft :- Kullu Craft is one of the rich craft of India but still not having global recognition.

Final Topic Google as Search enging world knows but Google as Hardware manufacturer rare people knows

Brand Study

About Google Google is an American multinational technology company

specializing in Internet-related services and products.

These include online advertising technologies, search, cloud computing, software, and hardware.

Google was founded in 1998 by Larry Page and Sergey Brin while they were Ph.D. students at Stanford University, in California. Together, they own about 14 percent of its shares and control 56 percent of the stockholder voting power through super voting stock. They incorporated Google as a privately held company on September 4, 1998. An initial public offering (IPO) took place on August 19, 2004, and Google moved to its new headquarters in Mountain View, California, nicknamed the Googleplex. In August 2015, Google announced plans to reorganize its various interests as a conglomerate called Alphabet Inc. Google, Alphabet's leading subsidiary, will continue to be the umbrella company for Alphabet's Internet interests.

Upon completion of the restructure, Sundar Pichai became CEO of Google, replacing Larry Page, who became CEO of Alphabet.

Google Store Launched for ‘Made With Google’ Hardware Offerings Ali Pardiwala, 12 March 2015 After years of going through Google Play to purchase Google-promoted devices, the search giant has finally launched a dedicated online store where all ‘Made with Google’ hardware can be purchased. The new domain has all existing Google hardware listed and is live already.

The Google Store is Google’s new online retail section for devices such as the Nexus series of smartphones and tablets, TV and video devices, Android Wear smartwatches and more. Logging into the Google Store from India gives you the current list of hardware products sold officially in India by Google. This includes the Motorola Google Nexus 6, the HTC Google Nexus 9, the Google Chromecast, the LG G Watch and the Samsung Gear Live.

This indicates that Google may be intending to separate hardware sales from software sales, withh hardware being offered through the Google Store and software continuing to use the traditional Google Play delivery platform. It’s interesting to note that the Google Play store still has a devices section, but clicking on this automatically redirects you to the new Google Store.

Order history has also been migrated from Google Play to the Google Store.

The Google Store also retains the typical Google look and feel, although it certainly feels livelier and better laid out that the old ‘devices’ section on Google Play. Device terms of sale remain the same as before.

Google recently stopped selling the immensely popular LG Google Nexus 5 through Google Play, but it is still possible to buy the device through other channels. Another popular Android Wear product, the Motorola Moto 360, is also not sold through Google Play due to a deal between Motorola and Flipkart which grants the latter exclusive rights to sell the former’s products in India.

Google Products You’ll Depend On In The Future?

It’s clear from above that we already depend on lots of Google products but where are the products of the future that we will depend on. Just how much of our daily lives will Google control and crucially will it be able to generate even more revenues from the things we do in our daily life. Here is a look at some of the major products in the near future from Google that we could all be using on a daily basis.

Google TV This is the latest product that Google have been trying to get off the ground with the main reason being that Google are obsessed with getting in to the TV ad sales game and opening up a new revenue stream. This will certainly be a longer play and the battle will be with Apple and other players coming in to the market and it will certainly be a hard nut to crack.

Google Cars News emerged last week that Google had been testing cars that could drive themselves in what seems like one of the biggest diversions in strategy that Google have embarked upon. The logic that Google have is that consumers with more spare time in their cars will have more time to spend on their products.

Can Google race with Apple for smartphone dominance? Some expert watchers are having doubts — but not because of the phone hardware. Instead, the concern is that Google lacks Apple’s secret weapon — a network of retail stores to sell and support its product.

If the phone turns on, of course; if it doesn’t, then that virtual access is going to be hard to well … access. For hands-on help, Google will be relying on Verizon and Best Buy-type locations. Will Google give those workers special training for fixing its phones? Unclear, but most experts are leaning toward no. This means the best “help” customers can get will be in ordering a new phone. Moreover, much of Apple’s miraculous turnaround story over nearly the last two decades has been tied to its big step into a specialized retail store that focuses exclusively on Apple products and serving the needs of Apple customers.

Why Google can’t truly compete against Apple without retail stores.

After years of making killer software, Google’s next step is to try to integrate it all together into hardware that’s just as impressive.

On Tuesday, Google showcased a slew of new products aiming to replicate Apple’s success when it comes to creating an ecosystem. The high-end Pixel phones feature state-of-the-art cameras and a built-in virtual assistant. Daydream View is a portable headset designed specifically for Android VR. While Google Home, Chromecast Ultra, and a new Wi-Fi router aim to create a hyper-connected house.

At first glance, Google’s products seem promising, but one key component seems to be missing from this new hardware play.

For Google to truly compete with Apple in selling a high-end ecosystem, it needs to put customer support front-and-center. And Google simply can’t do that without operating its own retail stores. When your iPhone breaks, your first instinct is to take it to the Apple store. What happens when your Pixel phone starts acting up?

Google’s customer service is virtual or outsourced Even though Google is now selling Apple-priced tech products, the company has a different approach to customer service.

Instead of operating physical locations, Google is concentrating on virtual support. Pixel owners will be able to tap a support tab on their settings to access a 24-hour chat and call service. They will also be able to share their Pixel screen with the customer rep.

Tapping on a support tab and subsequent screen-sharing won’t be an option, however, if you can’t get your Pixel phone to turn on. Unlike software, hardware sometimes requires physical assistance. For that, Google will be relying on other retailers like Best Buy and Verizon, which will be selling the Pixel phones later this year. However, it’s unclear whether Google will give special training to Best Buy and Verizon reps on how to best fix a Pixel phone. It’s likely that these third-party retailers might only be able to help Pixel owners order a replacement phone.

Furthermore, outsourcing customer service runs counter to Google’s ambitious hardware strategy, which had the company choosing to solely design and develop the Pixel phones in-house.

“Fundamentally, we believe that a lot of the innovation that we want to do now ends up requiring controlling the end-to-end user experience,” Google’s head of hardware Rick Osterloh told The Verge.

But by relying on Verizon middlemen instead of Google’s own brand of “genius,” the company missed out on controlling a vital aspect of the user experience: Continued customer support.

Apple became a hardware powerhouse thanks to its retail stores In the 90’s, Apple was in a similar situation that Google is in now. Apple products were sold in Sears and CompUSA, but they weren’t flying off the shelves. When Steve Jobs returned, he felt that Apple hardware in those mega-stores was hard to find, and the only thing the employees seemed to know about Macs was that they didn’t run Windows.

“Consumer electronics retail is broken: selling products at traditional venues like Best Buy leads to undifferentiated displays, sales associates with limited product knowledge, and a poor overall buying experience,” Forrester analyst J.P. Gownder told Fortune.

There’s a reason why CompUSA is no longer in business, while Apple has had tremendous success in creating and controlling its retail experience. The Apple stores are laid out to showcase each product to its full potential and to give customers a unique hands-on experience, whether that means trying on an Apple Watch or playing video games using the Apple TV. And the Apple employees are trained meticulously on all the products, some even to the point of garnering the title of “geniuses.”

It’s a strategy that Microsoft followed to a T in 2009, and one that Google seemed to flirt with in 2013. Google ultimately decided to forego the idea in 2015, but that was before it was trying to convince people to buy a $649 phone.

Analysts Think Google Retail Stores Could Be A Very Good Idea.

Alyson Shontell0Feb 20, 2013, 12.20 AM Reports have been circulating that Google is going to open retail store locations , similar to Apple Stores, across the nation.

And actually, it could be a pretty great idea .

For starters, 90% of purchases are still made in physical retail locations . Retail stores have worked well for Apple; Tim Cook says, on average, each generates more than $50 million in annual revenue.

Apple Stores only cost one-fifth of that to set up, and Google will likely spend even less to get its locations up and running.

Of course, labor costs are the real expense, and historically Google has preferred automation to human labor, so they’d have to get over that cultural impulse. But Apple has shown that building out stores is a pretty good use of the cash pile it keeps accumulating.

In addition to the revenue opportunity, analysts think Google stores could lift the brand’s public perception. The company has very little interaction with the public; it’s only physically existed in pop-up stores or stores within stores. Google never even ran a commercial until 2009.

Now that it’s making hardware like Android devices, Google Glass, and self-driving cars, it’s smart to create a place where customers can interact with the latest innovations hands-on.

If Google can increase consumer trust, it could have a positive effect on all Google products, including Google+, Google Wallet and more.

That said, Microsoft has tried building out retail stores and it hasn’t improved its market-share situation. But Android is already popular with consumers and Google is a globally familiar brand.

What Google has been missing is the opportunity for consumers to touch and feel gadgets before they buy them. That seems even more the case with tablets, an area where Google really needs to play catch-up with Apple.

Retail stores could give Google the image boost it needs to really compete with Apple.

Google opens its first ever ‘offline’ shop in London

11 March 2015

Kevin Lonergan In a world first for the search giant, Google has opened a bricks-and-mortar shop today on London’s Tottenham Court Road inside Curry’s PC World, with two similar spaces planned for later this year in the UK. Customers can come inside to try out and buy Android devices, Chromebooks and Chromecast dongles, as well as Google’s tools and apps, while Googlers will be on hand to offer tutorials and advice around the ecosystem.

Colourful Google-themed interactive installations will allow the public to ‘fly’ through a giant Google Earth screen and make their own ‘Google doodle’ on a digital wall, while a Chromecast Pod will allow customers to play multimedia including Google Play Movies and YouTube. > See also: Retailers struggle to meet omnichannel expectations The shop will also hold regular classes and events around themes such as cyber security coding skills for children.

In a statement, Currys PC World senior project manager Ainsley Sykes said he was ‘delighted’ to partner with Google in bringing a world first retail experience to the store.

‘This will be a new and innovative way for customers to engage in store, interacting with the immersive technology as well as having fun while learning,’ he said. ‘Google experts will be on hand to maximise the experience for users and provide help and support around the Google eco-system.’

Google’s move to create a presence on the high street is an exciting one- it comes at a time when retailers are struggling to provide seamless experiences for customers across digital platforms and bricks-and-morter shops.

Gone are the days when we all thought physical shops would be completely eclipsed by the convenience of internet shopping.

In 2015, the hype is around ‘omnichannel’ expectations for retailers, and the high street is going through a renaissance as retailers race to blend digital elements into their physical stores – like loyalty apps and ‘click and collect’ services.

But this is one of the first instances of an ‘online first’ retailer choosing to ‘supplement’ the digital world with a physical offering. Last month Amazon opened its first physical store, in Indiana, as part of Purdue University. > See also: Google Glass in the workplace: the business potential As Google’s Ella James said, ‘The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years. With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life.’

This kind of hands-on experience potentially opens up Google products and technology to a whole new audience- the ‘non techy’ coming in off the street. Only time will tell whether this kind of is just a gimmicky fad or it represents a change in the way consumers will come to expect digital services and products to integrate into the physical world.

Why Google need offline retail outlet/ store?

1.

Google Hardware is not as famous as Apple Or Microsoft is.

2.

Google does not have Retail Outlet and customer care presence for hardware.

Apple became a hardware powerhouse thanks to its retail stores.

The competitor of Google is Apple, Microsoft, Samsung, one plus and amazon.

How has your experience been in showrooms like Apple/Microsoft/One plus or similar retail outlets?

Very clean and easy to understand. Well articulated!!

-Radhika Verma, Gandhinagar

It’s has been good, Apple has a very good customer retail service.

Pretty decent, enjoy using devices up front.

-Sharath, Ahmedabad

Get to see demo of products -Arun Sahlot, Bangalore

-Tarini Minz, Ahmedabad

I like the overall experience, specially the sophistication of these places. There’s a feeling of “premiumness” and trust.

-Somesh Nanda, Bangalore

What are the benefits for a brand to have have physical showrooms in the market?

Easier servicing, upfront device usage and customer support, greater marketing presenece.

It’s more accessible, trustworthy and easier experience. I know I can come to them for any problems.

It help one to have hands-on experience of the gadget.

Access in real world, Physical presence in flesh n blood

-Sharath, Ahmedabad

-Tarini Minz, Ahmedabad

-Somesh Nanda, Bangalore

Ravishankar, Faculty NID, Bangalore

people will become much more aware of the product .People get to directly interact with the product .

Overall it will help gain a market advantage.

-Ceeyus Vareed, Bangalore

If there’s a physical presence, as a customer,I feel secure knowing that I can meet them for any service related matter after purchase ,for sure.

This guarantee is not present online and is a matter of trust (especially for newer brands).

-Vinod, Bangalore

Customer has the opportunity to touch and feel the product physically.They can prefer one product over another based on their physical look and dimensions.

First hand experience of products develops an emotional connect which helps in bringing the virtual products to real life Aparajita Tiwari, Bangalore

-Hemant Kumar, Patna

Sales and marketing Ahmed khan, Bangalore, 4D

You can see and use things before buying -Vartika, Ahmedabad

Does the presence of showrooms like Apple/Microsoft/One plus retail outlets affect your purchase decisions over brands like Google?

Yes. Showrooms increase awareness of technology in sale.

Its easier for me to go in and directly buy stuff from there.

-Somesh Nanda, Bangalore

Yes, I feel every product should have a showroom to get the problems to sort it out to create a trust to the users.

-Krishnaprasad, Bangalore

Yes, because the factor of touch and feel with respect to the product is very important before investing a huge amount.

-Radhika Verma, Gandhinagar

Definitely. People will compare the products and choose .

-Ceeyus Vareed, Bangalore

100%

-Ahmed khan, Bangalore, 4D

Result from Questionnaire 8.07 of respondents Excited to purchase from Google Store

Pixel

Pixel XL

Chrome Cast Audio

Chrome Cast Video

Google self driving car

Day Dream

Wifi Router

Google Home

Chrome book

Pixel Chrome book

Nexus 6 P

Nexus 5X

Nexus 9 tablet

80 Feet Main road Soni Signal

Brands Presence:Sony Wildcraft So many Food Chain

Minimorablism In today’s world of capitalism, human being quest for the selfdiscovery and inner satisfaction is still on, no matter how many things we have in possession. However, the past couple of years of collecting countless things irrespective of their necessity to us, have taught us a lesson the hard way. The lesson is that the true self-discovery and wellbeing of human species goes far away with the increasing possession of materialistic things. The degree of complexity increase in day to day life in that manner we unable to focus on single thing human being mind capture the things one by one. Now we have to focus on minimal experience which will going to be remember able. Naturally, we as species seek experience which are memorable. We have tried getting such experience with multiple things. But we seem to have failed to get it, in fact we have ended up damaging our own environment. The new approach that we seek in today’s world is that to admire our mortality and think about the upcoming generation. However, to follow the approach, we must get into the of the upcoming generation and try to think what will be the situation faced by them. Such an approach is nothing but the minimal & empathetic approach.

Key Words Life Over possession Compassion Re-evaluation co-existance Transparency Beyond expectation

God of the Future Minimal yet memorable Connecting Future

Google brand image is very clean, simple & minimal and the products design is also very clean and sleek.

The design consideration for store design would be based on which we did in trend forecast workshop. ‘Minimorablism’ (Minimal yet Memorable).

Marble Vertical concrete overlay High Gloss Acrylic Corian Glacier white steel Rails Steel fixtures/Corian Sound absorbent felt moulds

Ground Floor

Mazzenine Floor

Light Tunnel

Cafeteria

Stair case

Legends Circulation Area Google Pixel Self Driving Car Day Dream Cash Counter Light Tunnel Cafeteria Restroom

Store manager/ Store Room

Repair Area

Google Home

Chromcast

Service Area

Rest Room

Pathway

Device Table

Legends Pathway Service Area SM/Store Room Repair Area Google Home Wifi Router Chromcast Rest Room Device Table

Floor plane Customer will enter onto floor, which will showcase the product ranges of Google. There are many features to engage customers in the store, to ensure a unique experience. There is space dedicated for technology. This is because the stores main concern is to blending physical and digital experience.

Top view

Left side view

Right side view

Front view

Google Experience Stores are the only place to

find full range of smartphones, tablets, laptops, chromcast, google home, day dream and self driving car, including google exclusives you won’t find anywhere else. Plus, you’ll get expert help from the people who know our products best and cumtomer will get to know how all google products can be use together. Get your Google product repaired.

The Google shop will offer customers the chance to sample Google’s range of Android phones (google pixel) and tablets, Chromebook laptops, Google home, Day Dream, Wifi Router, and Chromecasts and learn about how they work together, from one device to the next, to make users’ lives as seamless as possible.

Additionally, visitors will have the chance to play with Google’s software tools and apps in a completely unique way, with installations including: The Google shop hopes to host regular classes and events for the public. Classes will range from how to keep secure online and simply learning how devices work, to understanding how different devices work together to enable a more connected lifestyle. “Virtual Space Camps” will be offered to teach children the basics of coding and teachers will be invited to “Open House” events, to keep up to speed on the free educational tools on offer from Google.

“The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years.

With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totallyconnected, seamless online life.

We think it’s a genuinely unique try-before-you-buy experience.”

This will be a new and innovative way for customers to engage in store, interacting with the immersive technology as well as having fun while learning. Google experts will be on hand to maximise the experience for users and provide help and support around the Google eco-system. This fantastic space compliments the interactive and informative environment.

Design Considerations The google store is designed to be a minimal, clean and geometric design more focused on an architectural elegance. At first glance it is very simple, but the concrete graphite floor, and Patterned concrete surface provide warmth to the store environment. Accompanied by the geometric objects to make the store more interesting and indicate a more creative space than it appears to be.

Each new situation requires a new architecture – jean Nouvel

Journey for google experience store video

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Login with google Account while entering into the google store.

Smart Phone will automatically get connected with store eco-system.

Facade

Signage will change according to Google doodle will happing else google logo will be remain the same.

The movement of self driving car in window according to the movement of people outside of the store. (gesture based). Intractive Window.

Google Pixel

Customer can click the photo by google pixel and can check the quality of photgraph on big digital screen and they can share the photograph on social media through Google Account.

Day Dream Portal

An immersive surround screen installation called “Portal”, where users can “fly” through any part of the planet through Google Earth via Day Dream

Cash Counter

On top of cash counter there is digital display. Its gives information about product which customer going to buy.

Information like Warranty, Price, configuration, Best buy, offer, cross selling etc.

Google Doodle/ Cafeteria

The Doodle Wall is where budding graffiti artists can use digital spray cans to paint their own take on Google’s iconic logo, which they can then share on social media.

Google has been doodling for 16 years. Now it’s your turns!

Self Drive Car

Inside the store it self customers can experience the self drive car.

Device Table

Located right at the main entrance to the store, it showcases Chromebooks, Nexus phones and tablets.

Home Device

In this section Google Home, Wifi Router and Chromcast will display and three will work together and customer will get an seamless experience.

Service Area

In Service Area customer will get service of all google product.

Transition of light inside store from entrance to 4 ft will increase or decrease its depend up out light intensity.

Product will be focused through Pendent light

100 lux

will require for lighting

In performing of my project, I had to take the help and guideline of

some respected persons, who deserve our greatest gratitude. The completion of this assignment gives me much Pleasure. I would like to show our gratitude Dr Baral, Mr C S Susanth, Ms Nijoo Dubey, Mr V S Ravishankar, Mr Manish, Sridhar and Ranjit National Institute of Design for giving me a good guideline for assignment throughout numerous consultations. I would also like to expand my deepest gratitude to all those who have directly and indirectly guided in the assignment.

I also thanks to the Institute for their support for providing required facility.

Many people, especially our classmates and team members (Vidushi, Rahul, Akilan, Shweta) itself, have made valuable comment suggestions and an inspiration to improve my project. I thank people for their help directly and indirectly to complete my/our project. Most importantly I would like thanks to my many friends and family, you should know that your support and encouragement was worth more than I can express on paper.

http://www.pymnts.com/news/retail/2016/does-google-need-physical-stores-to-sellthe-pixel/ http://www.macworld.com/article/3127611/hardware/why-google-cant-trulycompete-against-apple-without-retail-stores.html https://store.google.com/category/streaming_devices http://www.theverge.com/2014/5/28/5757116/google-is-building-a-hardware-empireand-this-is-what-it-looks-like https://en.wikipedia.org/wiki/List_of_Google_products https://store.google.com/in/?hl=en-IN&countryRedirect=true http://www.androidauthority.com/why-google-retial-stores-are-a-bad-idea-162140/ • http://www.androidauthority.com/why-google-retial-stores-are-a-badidea-162140/ https://www.sweettoothrewards.com/blog/5-types-online-shoppers/

Journey for google experience store video

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raju_k@nid.edu