## 🔍 Run Field studies > User observations are invaluable when we need to uncover **what users actually do**, revealing insights that go beyond what they say. --- *👇 A case study with* ![[GL_Logo-min.png]] ## The Take Away ### Problem Statement In order to better satisfy its customers, Galeries Lafayette has undertaken major transformations based on the complementarity of physical and online distribution networks. **How to reinvent the customer experience in a world where Physical and Digital meet**? ![[GL_ProblemStatement-min.png]] ### Solution An **Interactive Floor** to guide customers through their shopping experience in an efficient and innovative way. ![[GL_Solution-min.png]] ### Roles [Valentine](https://www.linkedin.com/in/valentine-joubert/) identified new and existing product, [I](https://www.linkedin.com/in/quentin-charles/) **planned and carried out user observations**, and [Sylvie](https://www.linkedin.com/in/sylvieng/) imagined and drew the solution. ![[GL_Roles-min.png]] ## Turning Observation into Innovation ### Putting things in context Today, digital has become established within fashion brands to the point of being an essential part of the customer experience. It has radically changed the ways of consuming fashion products. Now, **Galleries Lafayette want to rethink their shopping experience**. ![[GL_Goal-min.png]] ### Planning an Observational Study After harvesting answers through a [[🙋‍♂️ Questionnaire]] , We learnt that one of their major problems was a **lack of local customers**. ![[GL_Questionnaire-min.png]] Since our focus was then to understand of the Parisian shopping experience, I intended to make **local customers observation directly into the store**. My first activity was to create and write a [[📝 Research Project Plan]] to carry out the observations. ![[GL_ResearchPlan-min.png]] My aim was to **recruit 3 participants** who fit our desired characteristics that match our target group. Thankfully, I was living in Paris at that time and I knew friends who were fitting into this category. ![[GL_Recruitment-min.png]] ### Running an Observational Study I first conducted a general observation with a method called fly on the wall. The purpose was to to collect data by seeing and listening, to get insights about people, their environment, interactions and objects from **passive-only observations**. ![[GL_FlyOnTheWall-min.png]] I putted myself close to the stairs and I began to notice interesting highlights: the majority of **the people don't seem to know where to go**. ![[GL_FlyOnTheWallPicture-min.png]] Few days later, I used the shadowing method with our participants to **probe for more details.** ![[GL_Shadowing-min.png]] I observe with precision Elenor in her natural way. The advantages of this technique was to have **higher chances of identifying criticalities** during her consumer experience without interfering. ![[GL_ShadowingPicture-min.png]] Finally to dig deeper into my assumptions, I performed contextual inquiry. It is a method where participants are observed while they perform tasks and simultaneously talk about what they are doing while they perform them. ![[GL_ContextualInquiry-min.png]] Contextual interviews focus on how people accomplish things in their own way. I asked Éléanore to perform her desired task (searching for a smelling candle) and I captured her experience. Interesting highlights were revealed, like when she wanted to go downstairs but find herself in the wrong side of the escalator. ![[GL_ShadowingPicture.gif]] Then I interviewed her to gain a robust understanding of her problem. ![[GL_ContextualInquiry.mov]] ![[GL_Record.png]] ### Analyzing a Contextual Inquiry Valentine, Sylvie and myself used an **affinity diagram** to help us synthesise the datas I collected from the user observations. It's a great method to use when you want to make sense of a large volume of mixed information and data. #### Affinity Diagram ![[GL_AffinityDiagram-min.png]] Our affinity diagram revealed that the absence of local customers at the Galleries Lafayette was partly linked to a **lack of information**. Parisians have a certain sense of fashion: they know what they want, but the **excessive influence** of the establishment and the **difficulty in orienting themselves** prevent them to find their bearings with ease. We synthesised our research a primary **persona**. Personas help to understand users’ needs, experiences, behaviors and goals. They are great because they can help to step out of ourself and always keep our final users in mind. ![[GL_Persona-min.png]] ## Conclusion ### The innovation To address these issues, whether the customer knows what they want or not, our digital response was to install **an interactive floor** to guide customers through their shopping experience in an efficient way. ![[GL_Solution-min 1.png]] ### Project's Impact This innovation wanted to serve the needs of local consumers while meeting their needs in a sensational way. The sense of sight and touch would be solicited in a new way, the attention would be selective and the experience would become memorable. Memorable, to the point where[ the experience will want to be to be told and to be shared](https://medium.com/@Quentin_Charles/quest-ce-que-le-design-d-exp%C3%A9rience-d8e3cd749c64). ## Annexes - [[📑 Annexes - Galleries Lafayette chalenge]]