Letting The Kids Run The Show: Retail Experience and Design)

Shopping with kids can be a challenging experience, but out of the necessity the two must co-exist. So the CX team at Optus asked themselves “what if we focus less on the process of selling and more on creating an inviting retail environment where families want to shop”?

With this in mind, they placed children at the heart of creating the experience – by engaging with kids and asking them what they want, they created a space where parents can relax, and kids can have a little fun. Utopia.

Hear about the process, what they learned, and how you can involve kids, and the not so young, in the creation of retail spaces, products and experiences.

“So what is someone who designs phsyical spaces here at a digital conference? I’m asking myself right now!”

Why provide physical spaces when you can buy things online? People still buy stuff. Why aren’t we evolving the experience in physical spaces?

Pirch is a store in NYC that lets you buy kitchen and bathroom things after using them. You can have a shower and cook things, before buying shower heads and stoves!

This is a case study… how can you change the way people operate in big corporations…?

Optus need to build an in-store space for kids. ok…

In large businesses there are ideation sessions, projects start getting some momentum as an idea, people start getting excited because something sounds interesting, you hit stakeholder input, then journey mapping starts to ensure we use up post-it notes, then the design agency gets involved and they have their own workshop………….. so a vast amount of people are already doing a bunch of work and nobody really knows what the goal is yet. People don’t have a shared understanding of scope.

Problem of doing any projects with kids: we don’t know how kids think! We haven’t been eight years old for a really long time! Nothing was digital back then, except MAYBE a watch.

So we are completely unqualified to build a kids area in a store. Nobody on the project was really qualified to do it. Everyone was just running on their creative cognitive bias. They had their own idea of the truth of the project and latched onto that.


Teegan Lincoln @teeganlincoln

Humanity is the new luxury. Ben Hawkins #Direction16

12:46 PM – 11 Nov 2016

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So Ben brought in a new team – kids!

They asked kids what they thought about shopping. What was their least-favourite thing? Going shopping at all… Waiting for mum to finish shopping… Parents wanted the kids to be safe while they were buying things. People just didn’t really like going shopping.

Kids have totally different behaviours and dynamics. They wanted a group table, because kids will start on a separate table but almost immediately join any other kid in the vicinity – in ways adults just don’t do. Kids suggested the tablets and devices they were playing with should have been mounted under the tables, so they could hide down there while they used them.

So what’s next? People who are under 25… almost nobody in the room was in the age group. So they got people in for workshops. Three different groups said that if they could have anything at all in a store… they wanted puppies. A fourth group said a petting zoo.

Ben loves research, he loves designing physical spaces. And now… lunch!!!