Xinwei Du

Retail Experience Design for Consumption in Our New Era

Abstract

In recent years, consumers are demanding more and more from the 'home' in their homes. These consumers are also looking forward to life and organising and decorating their 'homes'. This project is a comprehensive, in-depth and systematic analysis of the experience design of Halotree in three stages, based on the transformation of the Melbourne 'Halotree' homeware shop. The first phase is the research phase, which will begin with researching the marketing model, service experience and product range of similar homeware shops, before going to Halotree to work one day a week to collect the problems that currently exist within the shop and suggest ideas for improvement. The second stage is the analysis stage, using some of the problems collected in combination with the questions that we want to understand to create a questionnaire, collecting the results through two different methods, online and offline, to draw conclusions and develop a sketch of the next plan. The third stage is the application stage, redesigning the shop space and going deeper into the sketches to improve the consumer experience in many ways.

It is hoped that through this research, the "buy-and-go" sales form will be broken. The core of the living experience starts from the layout of the home. However, many people do not know how to match the home, so that the home style can be highlighted. At this time, "Halotree" hopes to overthrow the traditional Displaying in the form of shelves, combining art with sales, and integrating art into life An emotional experience selling place.

  • Chapter 1: Brainstorm and research Once I had decided that my topic was experience design, firstly, the brainstorming approach allowed me to exercise my rational thinking skills, we try to see everything for what it is and to summarise its impact in a comprehensive way. I plan to take "experience" as the starting point and conduct market research based on it to grasp the real consumer demand. Secondly, this approach allows me to think about more fundamental issues at a more macro level, which is very important to me. I spent about two weeks reading a lot of articles about experience design, sorting them out, thinking about them and deciding what I want to do.

  • Chapter 1: Brainstorm and research

    Once I had decided that my topic was experience design, firstly, the brainstorming approach allowed me to exercise my rational thinking skills, we try to see everything for what it is and to summarise its impact in a comprehensive way. I plan to take "experience" as the starting point and conduct market research based on it to grasp the real consumer demand. Secondly, this approach allows me to think about more fundamental issues at a more macro level, which is very important to me. I spent about two weeks reading a lot of articles about experience design, sorting them out, thinking about them and deciding what I want to do.

  • Chapter 2: Collect data and draft plan At this stage, I started with questionnaires, which were distributed online and offline at the same time, named "Questionnaire about consumption experience of homeware stores",and took one week. A form, which people answer on paper or online. There are a total of 208 people in this statistical data, including 73 men and 135women, most of whom are office workers aged 20-50. Their monthly disposal balance is mostly $600-2000, and most of them occasionally buy home products, which is 151 people. For their homes, they pay more attention to the decoration of bedrooms, living rooms and kitchens. The most common ways to buy household products are "when I see something I like" and "when I move to a new home".

  • Chapter 2: Collect data and draft plan

    At this stage, I started with questionnaires, which were distributed online and offline at the same time, named "Questionnaire about consumption experience of homeware stores",and took one week. A form, which people answer on paper or online. There are a total of 208 people in this statistical data, including 73 men and 135women, most of whom are office workers aged 20-50. Their monthly disposal balance is mostly $600-2000, and most of them occasionally buy home products, which is 151 people. For their homes, they pay more attention to the decoration of bedrooms, living rooms and kitchens. The most common ways to buy household products are "when I see something I like" and "when I move to a new home".

  • Chapter 3: Design and Application The key words for the new halotree are: pastel, warm, wood, modern, comfortable, the original very crowded display felt like a discount shop, this time I wanted to transform it into an exhibition like shop. A place's emotional response can be measured on two dimensions: the degree of stimulation or excitement and the contrast between pleasure and unpleasantness. I wanted to treat each item as a work of art, to make the shop a sanctuary from the busy mall environment, where merchandising and art displays have some commonality and each object has a reason for being placed in any corner of the space. And when retail logic adds a touch of art curatorial thinking to the original, it is as if an additional layer is added: how to make shopping feel like a journey through a cultural exhibition.

  • Chapter 3: Design and Application

    The key words for the new halotree are: pastel, warm, wood, modern, comfortable, the original very crowded display felt like a discount shop, this time I wanted to transform it into an exhibition like shop. A place's emotional response can be measured on two dimensions: the degree of stimulation or excitement and the contrast between pleasure and unpleasantness. I wanted to treat each item as a work of art, to make the shop a sanctuary from the busy mall environment, where merchandising and art displays have some commonality and each object has a reason for being placed in any corner of the space. And when retail logic adds a touch of art curatorial thinking to the original, it is as if an additional layer is added: how to make shopping feel like a journey through a cultural exhibition.

    • Artefacts

    • Select Bibliography

    1.Knee, C 2002, 'Learning from experience: five challenges for retailers', International Journal of Retail & Distribution Management, vol. 30, no. 11

    1. Pine, J & Gilmore, J 1998, Welcome to the Experience Economy, Harvard Business Review.

    2. Pullman, ME & Gross, MA 2004, 'Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors', Decision Sciences, vol. 35, no. 3, pp. 551-578.

    Filed under

    service design

    user experience

    Keywords

    pastel

    warm

    wood

    modern

    comfortable

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