Observation Lab

Crash Course on Creativity

Assignment 2

Jeff Hallett

Oct 30 2012

I observed 6 retail establishments I consider to be at opposite ends of the design spectrum:

(2) Tire Stores (Tucker Tire, America’s Tire)

(2) Grocery Stores (Albertsons, Whole Foods)

(2) Online Properties (Heroku, Blue Host)

**Answers to the questions are contained in the notes section for the title slide of each store, so please download the PPTX file to read my answers**

1: Tucker Tire

Inside the store, stacks and stacks of tires.

Rear entrance, open garage – where most regulars walk

in

2: America’s Tire Co.

In contrast to Tucker, America’s Tire is attractive

and clean, with well-thought-out product

displays.

Rear garage was clean and orderly,

with clear separation between it and the front office (where customers congregate)

3: Whole Foods

Beautiful produce displays at the front…

..and inside the store

Great use of different fonts, sizes and styles to

achieve emphasis

Each area of the store had its own theme

…vs. “just grocery shopping”

Messages constructed to make you feel like you’re

part of a movement…

Even the dairy refrigerator is “cool”. Sleek,

modern fixtures, doors opening

and closing with ease.

Signs carefully placed, using clean and consistent

fonts.

Pizza oven.

Fresh salad bar.

Lots of middle-aged men watching the football

game…at a grocery store

Surprisingly full bar area

Booths at the end of the check-out aisles.

4: Albertsons

Red Box movie rentals is the closest at the

entrance.

Not much in the way of drawing you into the

store.

Starbucks randomly placed at the middle-front, aisles with obnoxious and

inconsistent colors.

Homogenized displays,unremarkable.

Fonts and colors from the late 80’s / 90’s

Checkout lines optimized for transactions vs.

customer experience

My favorite part: Walk-in Beer Fridge

5: Heroku

6: Blue Host