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Dear strategists,
I just spent 4 hours touring my client’s brand as an observer & customer. I talked to people, looked at stuff, ate a donut, had coffee, took loads of pictures & video, made tons of notes. It cost less than $20. I even made a friend. Do this as often as you can.
I just spent 4 hours touring my client’s brand as an observer & customer. I talked to people, looked at stuff, ate a donut, had coffee, took loads of pictures & video, made tons of notes. It cost less than $20. I even made a friend. Do this as often as you can.
Dear managers of strategists,
If you won’t let your people leave the building for a few hours (or if necessary, a few days), in my opinion you are doing it wrong.
Dear creatives,
You should also do this!
It’s fun! Did I mention the donut?!
If you won’t let your people leave the building for a few hours (or if necessary, a few days), in my opinion you are doing it wrong.
Dear creatives,
You should also do this!
It’s fun! Did I mention the donut?!
If this idea makes you uncomfortable or you think, but how, even? Here are tips:
1. Plan. Give yourself some time. In and out in 15 minutes usually isn’t enough.
2. Charge your phone.
3. Go to where people really buy, try or use the brand.
4. Plan/budget to buy something. /2
1. Plan. Give yourself some time. In and out in 15 minutes usually isn’t enough.
2. Charge your phone.
3. Go to where people really buy, try or use the brand.
4. Plan/budget to buy something. /2
5. Bring a notebook.
6. When you get there, pretend you’re a customer who’s never seen anything like this before.
7. Take pictures & video. This used to be harder!
8. Take breaks to sit down & jot down your impressions. I do the jots on my phone, and save writing for later. /3
6. When you get there, pretend you’re a customer who’s never seen anything like this before.
7. Take pictures & video. This used to be harder!
8. Take breaks to sit down & jot down your impressions. I do the jots on my phone, and save writing for later. /3
9. When you see a friendly salesperson, ask questions - about products, services, trends, patterns. What do *they* notice? What do *they* think? How do *they feel* about working there, products, customers? Can they tell you any stories? What do *they* think you should see/do? /4
What should you take pics of?
* signage/wayfinding
* collateral materials
* displays
* services
* entrances
* people doing things (if that feels okay, be sensitive & make good choices)
* anything that surprises you or gets an emotional response from your cold dark soul. /5
* signage/wayfinding
* collateral materials
* displays
* services
* entrances
* people doing things (if that feels okay, be sensitive & make good choices)
* anything that surprises you or gets an emotional response from your cold dark soul. /5
What should you take video of?
* if it’s cool, hold the phone at chest-level and record a walk-through. You can also mount a GoPro or something to your bag straps.
* any video displays
* anything designed to move
* if someone consents to talk to you on camera, them. /6
* if it’s cool, hold the phone at chest-level and record a walk-through. You can also mount a GoPro or something to your bag straps.
* any video displays
* anything designed to move
* if someone consents to talk to you on camera, them. /6
What about audio?
* audio is freaking awesome.
* take audio notes! Record little voice memos of what you’re seeing and noticing.
* if someone will talk to you but not on camera, maybe on mic?
* music or announcements. (I have audio of the revolving doors at JFK Terminal 5) /7
* audio is freaking awesome.
* take audio notes! Record little voice memos of what you’re seeing and noticing.
* if someone will talk to you but not on camera, maybe on mic?
* music or announcements. (I have audio of the revolving doors at JFK Terminal 5) /7
What do you write down?
Have you heard of AEIOU?
* Activities - what are people doing?
* Environment - where are they doing it?
* Interactions - between people or people & objects
* Objects - what are those objects?
* Users - who are these people?
http://dlrtoolkit.github.io/aeiou/
/8
Have you heard of AEIOU?
* Activities - what are people doing?
* Environment - where are they doing it?
* Interactions - between people or people & objects
* Objects - what are those objects?
* Users - who are these people?
http://dlrtoolkit.github.io/aeiou/
/8
It’s great to do this for your client, and then also for the competition.
It’s great to do this for in-person, IRL experiences and then also online (brand site, e-commerce, social).
If you can buy something, do.
If you can return something, do.
If you can ask for help, do. /9
It’s great to do this for in-person, IRL experiences and then also online (brand site, e-commerce, social).
If you can buy something, do.
If you can return something, do.
If you can ask for help, do. /9
One other thing:
Take out your earbuds.
It’s not just about looking, it’s also about listening.
You can hear the music and the announcements.
You can overhear bits of conversations.
And you look like you’re willing to be talked to.
/10
Take out your earbuds.
It’s not just about looking, it’s also about listening.
You can hear the music and the announcements.
You can overhear bits of conversations.
And you look like you’re willing to be talked to.
/10
Safety matters, go with a buddy!
Tell your colleagues where you’re going & when.
It’s okay to leave if you feel unsafe.
/11
Tell your colleagues where you’re going & when.
It’s okay to leave if you feel unsafe.
/11
Accessibility matters - If you are able-bodied, pay attention to accessibility. How would you get into & navigate the space if you were in a wheelchair or needed crutches or had limited sight or hearing? How are people who need assistance treated?
/12
/12
What else? What works for your practice? RT with tips. /end
I’ve been adding to my written observations. Little things come back, it’s important to write them down.
Oh - and hallelujah for my iPhone - zooming in on the pics I took & spotting new details! Next step is to copy them and mark up the duplicates.
Oh - and hallelujah for my iPhone - zooming in on the pics I took & spotting new details! Next step is to copy them and mark up the duplicates.
