11-12-2008
Politecnico di Milano PSSD Course A.A. 2008/2009 Materials for design prof. Gianluca Brugnoli prof.Sergio Fabio
faction
personas analysis and scenario proposal
Fabio Carnevale Luigi Partipilo Vahid Daem Dusan Dojic Helena Warwzeniuk
POINTING OUT SUMMARY:
BOYS AND GIRLS TARGET FROM 16 TO 30
THE SHOP AND PLACE ITS ELEMENTS DS
N RIE
F
CUSTOMER INTERACTION BETWEEN JOURNEY THE ACTORS INVOLVED IN THE PLACE; GOAL TASK AND FEELINGS
CUSTOMER
CHIOO
SE
EXIT DRESSING ROOM
POINTING OUT SUMMARY:
1
approaching
2
choosing no satisfaction
3
trying
4
leaving
no satisfaction for colors no satisfaction for prizes not good looking
1.1 CHECK IN
1.2
ORIENTING
2.1
LOOKING FOR
2.2
SELECTING
3.1
DRESSING ROOM
3.2
WEARING
changing size choosing other clothes choosing other categories
4.1
PAYING
4.2
LEAVING
PERSONAS RESEARCH DATA DRIVEN hidden observations questionnaires interviews second hand informations fashion researches on H&M
THE INTERVIEWS__questions
movies age object passions hobby profession music
name BODY PSYCHE BACKGROUND HABITS
THE USER DREAMS How often do you go to H&M? How much time you spend there? What is your first memory about H&M? WHY WHEN
H&M XPERIENCE
HOW FEELINGS
Why do you like/dislike it? Do you feel comfortable inside H&M? Is it well organized? What is your first emotion about H&M? What do you need in the fitting room?
THE INTERVIEWS__what cames out
BODY PSYCHE BACKGROUND HABITS
THE USER DREAMS
Hollywood movies 16-25 years I-Pod
Urban Laptop Msn Facebook How often do you go to H&M?
Messed up What is your first memory about H&M? Mass market Why do you like/dislike it? Free mindDo you feelLow comfortable inside H&M? quality
How much time you spend there?
WHY WHEN
H&M XPERIENCE
HOW FEELINGS
Is it well organized?
Cheap
Chaotic
What is your first emotion about H&M?
What do you need in the fitting room?
TARGET OF H&M
TEENAGERS FROM 15 TO 20
40% FROM HIDDEN FILMING OUT OF THE SHOP IN VIA TORINO AND SAN BABILA
BODY
40%
20%
PEOPLE BETWEEN 20 AND 30 YEARS OLD
PEOPLE OVER 30 YEARS OLD
1
REBECCA 16 YEARS OLD
BACKGROUND HIS FATHER IS A CRAFTMAN AND HER MATHER IS A HOUSEWIFE. HER BROTHER MARCO IS THREE YEARS YOUNGER. SHE ALWAYS LIVED IN MILAN. PSYCHE SHE IS SINCERE AND SMILING. SHE LOVES HER FRIENDS AND HER FAMILY. SHE LOVES LOVE FILMS. SHE IS NOT ENOUGH PRIDE TO DECLARE HER LOVE TO MARCO HABITS SHE SPENDS A LOT OF TIME LOOKING AT THE TELEVISION; HER FAVOURITE TV PROGRAMM IS MTV TRL. SHE LISTEN TO DARI AND ZERO ASSOLUTO, BUT HER FAVOURITE GROUP IS TOKIO HOTEL. SHE LOVES GO OUT WITH HER FRIEDS IN THE AFTERNOON TALKING ABOUT CLOTHES AND GUYS. DREAMS SHE HOPE TO KNOW THE TOKIO HOTEL SINGER
BODY
2
PAOLO
22 YEARS OLD BACKGROUND HIS FATHER IS A PROFESSOR AND HER MOTHER IS A TEACHER. HE WAS BORN IN ROME BUT HER FAMILY MOVED TO MILAN 12 YEARS AGO. HE STUDIES COMMUNICATION DESIGN AT POLITECNICO. PSYCHE HE IS CURIOUS AND SHY . HE IS REFLECTIVE AND CALM. HABITS HE LOVES TO READ PHILOSOPHY AND DRINK WINE. HE LOVES 70’S GROUPS AND SOMETIMES HE LISTENS TO INDIE GROUP. HE LOVES COOKING. HE LIKES TO SAVE IN WHAT HE DOES.
DREAMS HE WOULD LIKE TO BE A FAMOUS GRAPHIC DESIGNER
BODY
3
GIULIA
32 YEARS OLD
BACKGROUND SHE BELONGS TO A MIDDLE CLASS FAMILY OF MILAN. HER BROTHER LIVES IN NEW YORK. SHE IS SINGLE AND LIVES IN A LOFT WITH ONE FRIEND SHE WORKS IN A MARKETING SOCIETY AS ART DIRECTOR. PSYCHE SHE IS EDUCATED AND INDEPENDENT. SHE LIKES BEING ACTIVE AND SHE’S REALLY SELF CONFIDENT. HER FRIENDS ARE VERY IMPORTANT, BUT SHE ALSO VALUES MOMENTS THAT SHE HAS ONLY FOR HERSELF. HABITS SHE SPENDS HER TIME INTO THE GYM AND WELLNESS CENTRES. SHE LOVES MADONNA AND SHE LIKES APERITIVO AT THE BAR BIANCO. DREAMS SHE WOULD LIKE TO BUY AN ATTIC IN LONDON CITY.
BODY
1
REBECCA and her H&M experience
WHY SHE DOESN’T CARE ABOUT THE CLOTHES QUALITY IMPORTANT THINGS FOR HER ARE TO BE RECOGNIZED LIKE FASHIONABLE AND TO BE ACCEPTED. h&m REPRESENTS THE POSSIBILITY TO BE ALWAYS COOL WHITIN HER COMPANIONS.
WHEN SHE USES TO GO THERE AFTER SCHOOL IN THE AFTERNOON WITH HER FRIENDS. SHE NEVER BUY, BUT SHE USES h&m LIKE A PLACE IN WHICH TO PLAY ON BEING A WOMAN WITH HER FRIENDS. SHE CHOOSES ALSO THE CLOTHES THAT SHE WILL BUY ON A DIFFERENT OCCASION WITH HER MOTHER.
BODY
1
REBECCA and her H&M experience
1.1
ACTIONS
SHE GOES RAPIDLY TO THE WOMEN SECTION.
1.2
ACTIONS
HOW
SHE MOVES TO THE T-SHIRT SECTION
CHECK IN
ORIENTING
SHE HAS ALREADY OVERCOMED THE DISORIENTING SENSATION OF THE FIRST TIMES
SHE MOVES RANDOMLY CHATTING WITH HER FRIENDS.
1
REBECCA and her H&M experience
2.1
ACTIONS
CHILL OUT AROUND AND CHAT WITH HER FRIENDS
2.2
ACTIONS
HOW
SHE LOOKS AT THE SIZES AND THE PRICES AND REFLECT ABOUT THE POSSIBILITY TO COME WITH HER MOTHER TO BUY.
LOOKING FOR
SELECTING
SHE ASKS TO THE SHOP ASSISTANT FOR A SPECIFIC CLOTH
1
REBECCA and her H&M experience
3.1
ACTIONS
THEY STAND IN FRONT OF THE DRESSING ROOM HINDERING OTHER CUSTOMERS.
3.2
ACTIONS
HOW
SHE TRIES THE T-SHIRT AND SPEND A LOT OF TIME CHATTING WITH THEIR FRIENDS ABOUT THE POSSIBLE COMBINATIONS HINDERING OTHER CLIENTS.
DRESSING ROOM
WEARING
1
REBECCA and her H&M experience
4.1
ACTIONS
SHE RARELY BUYS THE CLOTHES. SHE BUYS ONLY COSTUME JEWELLERY.
4.2
ACTIONS
HOW
SHE MOVES RAPIDLY TO THE EXIT WITH HER FRIENDS.
PAYING
LEAVING
1
REBECCA and her H&M experIence HOW
THE BUYING MOMENT... MAMMA...I NEED MONEY
1
REBECCA and her H&M experience
1.1
ACTIONS
THEY MOVE RAPIDLY
1.2
ACTIONS
THE PARENTS, HOW
THEY MOVE RAPIDLY
CHECK IN
ORIENTING
1
REBECCA and her H&M experience
2.1
ACTIONS
THEY MOVES RAPIDLY
2.2
ACTIONS
THE PARENTS, HOW
THEY TAKE THE CLOTHES ALREADY CHOSEN WITH HER FRIENDS.
LOOKING FOR
SELECTING
THEN THEY CAN LOOK FOR OTHER CLOTHES
1
REBECCA and her H&M experience
3.1
ACTIONS
THEY SKIP IT IF THEY TAKE CLOTHES SHE HAS ALREADY TRIED THEM
3.2
ACTIONS
THE PARENTS, HOW
THEY SKIP IT IF THEY TAKE CLOTHES SHE HAS ALREADY TRIED THEM
DRESSING ROOM
WEARING
1
REBECCA and her H&M experience
4.1
ACTIONS
THEY MAKE THE QUEUE. THE MOTHER TAKE CARE ABOUT EVERYTHING
4.2
ACTIONS
THE PARENTS, HOW
GENERALLY REBECCA THANKS THE MOTHER.
PAYING
LEAVING
2
PAOLO and his H&M experience
WHY HE IS ABLE TO RECOGNIZE THE QUALITY IN CLOTHES AND HE’S ABLE TO RECOGNIZE THE LOW QUALITY OF h&m CLOTHES TOO, BUT HE CHOOSES THEM BECOUSE IT GIVES THE POSSIBILITY TO CHANGE HIS WARDROBE EACH YEAR AT A CHEAP PRICE. WHEN HE GOES TO THE SHOP TWICE A MONTH TO SUPERVISE THE COLLECTIONS, BUT HE’S VERY SELECTIVE, SO HE BUYS ONLY THE REAL INTERESTING THINGS. HE GENERALLY GOES ALONE, BUT HE CALLS ONE OF HIS FRIENDS SOMETIMES, NOT TO HAVE AN HELP ON BUYING, BUT TO HAVE A GOOD CHATTING.
BODY
2
PAOLO and his H&M experience
1.1
ACTIONS
HE HAS NO PROBLEM OF ORIENTATION.
1.2
ACTIONS
HOW
HE STARTS FROM THE ACCESSORIES IN ORDER TO LOOK AT THE WHOLE MEN SECTION.
CHECK IN
ORIENTING
2
PAOLO and his H&M experience
2.1
ACTIONS
HE LOOKS RAPIDLY ALREADY KNOWN SECTIONS, AND HE STOPS AT NEW COLLECTIONS.
2.2
ACTIONS
HOW
HE CHOOSES THE INTERESTING CLOTHES BASING ON THE POSSIBLE COMBINATIONS.
LOOKING FOR
SELECTING
HE ALREADY KNOWS WHERE TO TAKE THE CLOTHES FROM AND DOESN’T NEED HELP.
2
PAOLO and his H&M experience
3.1
ACTIONS
HE WAITS PATIENTLY HIS TURN AND TALKS WITH THE SHOP ASSISTANT.
3.2
ACTIONS
HOW
HE NEVER COMES OUT FROM THE DRESSING ROOM WHILE TRYING AND DECIDING IN FEW SECONDS THE CLOTHES
DRESSING ROOM
WEARING
2
PAOLO and his H&M experience
4.1
ACTIONS
HE WAITS PATIENTLY HIS TURN. HE PAYS WITH BANCOPOSTA CARD. HE TALKS WITH PEOPLE AT THE QUEUE.
4.2
ACTIONS
HOW
HE RAPIDLY REACHES THE EXIT AND TAKES HIS BIKE.
PAYING
LEAVING
3
GIULIA and her H&M experience
WHY SHE LIKES H&M ATMOSPHERE BECAUSE OF THE YOUNG TRENDY PEOPLE, BUT IT WILL NEVER REVEA IT TO YOU ! SHE ALWAYS OBSERVES AND JUDGES THE STYLE OF THE PEOPLE AND SHE PAYS ATTENTION TO LASTS FASHION TRENDS SHE IS NOT SO INTERESTED IN THE REAL QUALITY OF THE FABRICS BUT SHE ALWAYS WANTS TO BE SATISFIED WITH NEW CLOTHES AND ACCESORIZES WHEN SHE DROPS BY THE SHOP EVERY WEEK, USUALLY AFTER WORK TO CHECK NEW MANIKINS AND SATISFY HER RENOVATION WILL. SHE SPENDS NOT MORE THAN HALF HOUR EACH TIME SHE GOES SHOPPING BY HERSELF SHE WEARS FEW TIMES HER PURCHASES BEFORE FORGETTING THEM IN THE WARDROBE
BODY
3
GIULIA and her H&M experience
1.1
ACTIONS
SHE HAS NO PROBLEM OF ORIENTATION.
1.2
ACTIONS
HOW
SHE KNOWS VERY WELL WHAT SHE NEEDS
CHECK IN
ORIENTING
3
GIULIA and her H&M experience
2.1
ACTIONS
SHE LOOKS VERY RANDOMLY AND FAST.
2.2
ACTIONS
HOW
SHE IS REALLY SELECTIVE. TASTES EACH CLOTH, DECIDE THE COLORS AND SHE TRIES IT JUST WHEN SHE’S REALLY CONVINCED
LOOKING FOR
SELECTING
3
GIULIA and her H&M experience
3.1
ACTIONS
SHE IS IMPATIENT, AND SEEMS TO HAVE NO TIME TO WAIT
3.2
ACTIONS
HOW
SHE RARELY COMES OUT TO ASK TO THE SHOP ASSISTANT HOW THE CLOTHES LOOK LIKE. SHE NEEDS FEW SECONDS TO DECIDE: TO BUY OR NOT.
DRESSING ROOM
WEARING
2
PAOLO and his H&M experience
4.1
ACTIONS
SHE IS IMPATIENT. GENERALLY SHE USES THE CREDIT CARD.
4.2
ACTIONS
HOW
HE RAPIDLY REACHES THE EXIT.
PAYING
LEAVING
CRITICAL/INSPIRATION POINTS
rebecca THE GAME: TRY EVERYTHING WITH HER FRIENDS
paolo
giulia
MORE IMPORTANCE TO THE NEW COLLECTIONS
MORE CLEAR SHOP FASTER
BETTER SEASON DIVISION
FIND ALREADY THE SIZE IN THE DRESSING ROOM
WEAK SIGNALS
New people category
WEAK SIGNALS
WHO
Young couples with kids
WHY
Conviviality place
WHEN
Whenever you want to enjoy your time in a trendy and comfortable place
WEAK SIGNALS
WHO
Grandparents with nephews
WHY
Conviviality place
WHEN
Whenever you want to enjoy your time in an informal and comfortable place
11-12-2008
Politecnico di Milano PSSD Course A.A. 2008/2009 Materials for design prof. Gianluca Brugnoli prof.Sergio Fabio
faction
“a nice way to start a conversation”
Fabio Carnevale Luigi Partipilo Vahid Daem Dusan Dojic Helena Warwzeniuk