Script of the Workshop
PRELUDE_____________________________________________________
Cover Slide
A – ABOUT US, MACPfNE and THE PROJECT (Speakers: Caf & Paula)
Who we are:
Paula and Caf, Background, perspective
The course:Stories in spaces through collaboration…
Exhibition design … retail
The Project:
SHOP:PLAY
Slide - Research question: Can Performance Test and Encourage Innovation in Retail?
We are developing a new design methodology that will borrow from performance, scenario building and Narrative Environments to develop new retail experiences. By focusing on character-driven design, behaviours and Drivers of Change (Arup, 2006) we believe we can understand better the consumer and then develop captivating experiences in retail environments.
Slide - Plan of the project
What we’ve done:
Research
To complement traditional research methods such as desk research, interviews, market analysis, etc, we went under cover and worked as shop girls, tested the space and people’s reactions to us in different guises, analysed behaviours and body languages to inform our design. We establish an understanding of:
◊ The intended and perceived narratives of our retail focus – department stores – and of our “guinea pig” Harvey Nichols (the brand and their flagship store at Knightsbridge, London).
◊ The business environment and relevant (Social, Technological, Economical, Environmental and Political) trends.
◊ Identify current customers and emerging/potential customers.
The workshop in the context of our project:
We are now in the design stage and this workshop is its first phase. We want to use this time to come up with new, meaningful and exciting retail experiences with your help.
What we want (our expectations):
The three outcomes of this workshop are:
1- Develop interesting retail solutions
2- Gather feedback
3- FUN!!!
What next?
In the second phase of the Design stage we will use design concepts developed today to design an event to be held in real time – Thinking outside the box then going back into the box.
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B - WHO ARE YOU? EXPECTATIONS?
Note responses on the board
Know the participants. Get them involved.
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C - THE WORKSHOP PLAN (TODAY’S PROGRAM) Introduce Ruth (Speaker: Ruth)
Slide - Plan of the workshop
Act I (1hour)
GET TO KNOW YOUR CUSTOMER
We will split into four groups and get to know the customer.
Objective: get to know your customer and the world s/he are living in. So you can afterwards design a retail experience for him/her.
After this exercise your new friend will go off stage.
First Interval (15 minutes)
Act II (1 hour)
DESIGN A NEW RETAIL EXPERIENCE
Based upon the customer profile developed in the last act, design a new retail experience for them.
Second Interval (15 minutes)
Act III (40 minutes)
SHOP:PLAY
We will watch the customers reacting to the retail experiences designed. Comment and even improve them ‘on the spot’.
– The End -
EPILOGUE
Feedback moment: your thoughts, what met or exceeded your expectations.
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D - THE TIME AND SPACE: FRAMING THE FUTURE & LOCATION (Speakers: Caf & Paula)
Before we start we would like you to consider two things: time and location.
The Time – imagine the World in 2027
Slide Newspapers – current topics.
Thinking about the future. Creating scenarios. How?
Consider key factors that you can recognize today. Push them and imagine what the world would be like. What would you design if London were a tropical paradise?
To help us consider these factors, we will use these cards developed by Arup – The Drivers of Change (2006) and the STEEP.
Slide Newspapers with the cards.
Why Scenario Building? By using these methods we can design contingencies plans (e.g. last summer in London) or be ahead of our time (e.g. Ipod’s. Predicting a trend, wearable computing).
The space – imagine Harvey Nichols in 2027
Slide narrative map of HN Brand. History, Location, ideas, competitors…
Slide of images (Flickr, shop window Thomas Heatherwick). comments
About department stores:
The place where it all started (e.g. the pricing), the place where can all change.
This XIX retail concept that faces serious challenges (closing down, e.g. Macy’s, New York):
Diversity: a virtue or a problem? (e.g. Fortnum & Masons, London)
Location: justifying the rent. (e.g. Liberty, London)
About Harvey Nichols: a brand with a narrative that needs constant care and strong competitors (location, Knightsbridge, London). The challenge – keep the high-profile, the cutting edge narrative, keep up with the competition. How? Innovating. By challenging the rules. By establishing new ones.
Do you have any questions?
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E - INTRODUCING THE CUSTOMERS (Speakers: Caf & Paula)
…and these are our customers.
Ada introduces herself. Then Jim, Sandra, Andy. The actors rise from the audience, present themselves briefly, I am… I do this… and sit back down.
The groups and booklets
Draw the audience’s attention to the booklets (the coloured sticky dot).
Introduce the facilitators, one by one.
Facilitators stand up when named, look round at team, and guide them to workspace via coffee if needs be, grab coffee and join group.
Good work and enjoy!
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Act I
GET TO KNOW YOUR CUSTOMER
Facilitators and participants gather in their area.
Introduction moment – Name and background.
A letter is handed to you by Paula/Caf/Ruth/observer.
Hand this to one of your team or read it yourself.
First letter from Meaningmakers
(containing Drivers of Change and Briefing)
Thursday, 22nd February, 2007
Your mission:
Get to know Andi and build the world he is living in. In this game you, collectively, are The Matrix and Andi is Neo. By the end you will know Andi’s needs, desires and frustrations. This knowledge will take you to the next stage, where you will design a retail experience for him.
To help you understand this world you shall consider these key factors, which influence his world (Drivers of Change). These will act as catalysts to guide you through the game play.
RULES OF THE GAME
You can ask Andi different questions, about needs, desires, frustrations:
e.g. Do you like ice cream?
What’s your favourite season of the year?
Do you have a close relationship with your mother and father?
You can also provide him with a situation/ scenario:
e.g. Let’s consider that London is flooded because of Global Warming: What do you feel about that?
The questions should explore Andi’s feelings: you are the scenario builder – not Andi.
Keep the narrative thread: if your team has found that Andi has a girlfriend, you cannot undo that part of Andi’s life.
You have one hour to complete this task.
Trust your team and push your ideas.
Good luck.
Facilitator:
Ask if everyone is clear about what we have to do. Reassure them that this is a learning process. Caf, Paula and Ruth will help you, if you need us to.
Invite the Customer to join the group.
Start question session.
Note key behaviours, needs, desires, frustrations on the board.
The Actor will go off stage by the end of the exercise.
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Interval of 15 minutes
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Act II
DESIGN A NEW RETAIL EXPERIENCE
Reconvene
Facilitator: Welcome again. Go over key points about ‘what we know about Andi’
Second Letter from Meaningmakers
Welcome back team Blue.
Congratulations on your good work in the first session. We have been watching your progress and are excited about this next stage.
Your second task: to design a new retail experience for Andi that will then be shown to everyone in the third act. Bear in mind that this takes place in his world. The experience is provided by Harvey Nichols.
You have one hour to complete this task.
Best of luck.
Meaningmakers
What do you think about the customer?
What do you think about the space?
Move on to designing retail experience.
KEEP IN MIND you need to agree how you will represent your five minute long scenario: narrated, acted, facilitator presents/ directs actor.
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Interval of 15 minutes
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Act III
SHOP:PLAY
The Actor will react to the experience that the group designed.
5 minutes - play
Everyone watches the customers reacting to your designed retail experiences.
Facilitator: You can narrate the experience to the actor or you (and your group) can act the experience with the actor (improvisation).
5 minutes – feedback from audience
-END-
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EPILOGUE
(Speakers: Caf and Paula)
Meaningmakers refer back to the flipchart of expectations
Feedback moment: your thoughts, what met or exceeded your expectations.
THANK YOU!!!!
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