Interpretation

INTERPRETANT
FUNCION/VALUE/NEED
Extended restaurant experience that
Store & Restaurant services arrives home

Cultural Change PERCEPTION EXPERIENCE

PERCEPTION EXPERIENCE

Sign
Sign
CONVENTION Connected services CONVENTION
-Different services Physical and digital
(Courses / Gifts/ union
Books/Shopping/
Restaurant )
-Payment App

1. EMPATHIZE

01 DECODE AND INTERPRET CULTURAL ARTIFACTS AND ENVIRONMENT (the same users live in)
One store at Milan, although there are other ones in different cities. Inside the store there are
different services like bookstore, gifts and high quality products. The services offered are
restaurants, courses, events, and cafeteria. The website offers shopping online and the app is just
for payments
02 UNDERSTAND EXISTING (as is) AND EMERGENT (to be) VALUES AND NEEDS.
Existing: Find in one place every kind of high quality products (sometimes not only Italian ones),
create different experiences in the different atmospheres (restaurant, cafeteria, and shop)
03 WHY PRODUCTS AND SERVICES? they are 'bets on the future'
04 WHY BROAD CULTURAL ENVIROMENT?

 Cultural Insights
01 Look around you. Decode and interpret
02 Look for meaningful elements used to communicate “your brand” products, stores, activities
and solutions, unlock their meaning in terms of values, needs and desires they address to and
satisfy or do not satisfy
03 Do the same for competitive market environment (at least 3 competitors), adjacent cathegories
and broader cultural environment.

 Pattern recurrency, repetition of signs:

The frontage is very modern, so you imagine a kind of futurist store, instead of that the first thing
that you see when you enter is the bookstore. The decoration inside make you return to traditional
street markets but everything is organized in a very aesthetic way. Every section emulates different
atmospheres, i.e., the cafeteria is a very comfortable and elegant place, meanwhile one of the
restaurants has a very funny and colourful decoration.
Some products have the country of origin, even some objects, like tables, have a little explanation
of how they arrive there.

 Clues
Q. WHY? What´s the meaning proposed by the retailer?
A. I want to have available high-quality products

Q WHAT? What makes retail experience significant to customers?

A. Mixing the shop with other experiences. Have the opportunity to learn

Q. HOW? How are products/services organized and exposed?

A. A big amount of them but always presented in an aesthetic way

 Retail Safari Learnings

 Paradigm Shifts – from consuming time, to giving value to time.

From going there to staying there
From taking the product to learning from the product

2. DEFINE

01 Collect all the VALUE/NEED/DESIRE/MEANING you have detected through the cultural insight
analysis
02 Map them finindig MACRO VALUE/NEED/DESIRE that can name opposite polarities of the map
03 Consider how the 2 cultural tensions represented by the two polarities (FromTo) can
represent your retail category scenario dynamics
04 Consider if empty areas are highliting interesting values/needs/deside still not implemented
from any existing solution
  Before interviews
01 Gain basic knowledge so you know the right questions to ask
02 Web research (at least own activities and competitive benchmark)
03 Brief interviews for background
04 Reach out to friends who may be connected/have information on domain
05 Get recording tools to rework on raugh datas, once collected

 Prepare interviews
06 Decide which team member have which role (interviewer, note-taker, photographer).
07 Think about a variety of factors: age, gender, ethnicity, class, social position; loyal or potential
user as well as rejector should be included. Who do you really need to hear from? The interviews
where thought for the following audiences: People who knows very well the shop, so they can give
deep insights of what they have seen in multiples visits. Casual consumers, those who have visit
Eataly few times and they go there because a very specific reason. For us is also important the
point of view of Italian citizens and foreign because the comparison of their answers can give us
insights of how Eataly is delivering the “Italian spirit” they claim and how different cultures
perceive it.
08 Write an interview guide and follow it. If not, you will not be able to compare answers.

 Expert interview
01 Determine what kind of expert you need
02 Give them a preview of the kinds of questions you’ll be asking
03Choose different kind of experts

 Extrems interviews
01 Think about all the different people who might use your solution
02 Interviewsome “extreme”.  Italian citizens and foreign. Young and mature people; since our
solution is digital, is important for us determine if the mature people have a good response to it
and is able to use it.

 During interviews.
01 You can interview people apart from the issue you are working on (i.e. before/after they visit
the store), or while they are interacting with the touch point you are interested into (i.e. website,
application, physical store).  Some of the interviews were developed inside the store,
approaching people talking in the cafeteria or walking around the store. Some others were
answered online by people that have had the experience both as recurrent customers or casual
ones
02 Be sensitive to gender, age, socio cultural closeness with the interviewed.
03 Make sure to write down exactly what the person says, not what you think they might mean.
04 Observe body language: If you can (or are given the permission to) take picture to remember
tensions and contradictions

 Ethnographic observations

 Organize your knowledge – finding common problems, repeated keywords  online

interviews outcomes
 3. IDEATE

For communicating the idea: Use as an example similar apps and sharing stories and case studies

- Brainstorm
- Design principles
- Bundle ideas
4. PROTOTYPE

How?
• Identify a variable
• Start rough and rapid
• Create experiences
• Let go

 Create a Pitch
Articulate the essence of the product  An app where the customer feels he has
accessibility to all the ingredients he is enjoying in the restaurant. He is able to recreate the
experience at home with wine suggestions and online chef

 Get that story into some kind of format  Storyboard

 Live prototyping
01determine what it is you want to test in your Live Prototype  how the people feel with the
solution, if they feel that the physical store and the app are enhancing the experience at the
restaurant
02 Sort out the logistics of your Live Prototype
03 running a few Live Prototypes at once  with the Invision program, we created an initial
prototype on an app, specifically to suggest wines and able to scan a barcode that will be at the
end of every bill that the customer will get at the restaurant.
04 Never stop iterating
05 capture feedback

5. TEST
Hypothesis to be tested  The customer will feel interested in getting the ingredients of
what they already consumed at the restaurant. Consumer will feel more confident while selecting a
wine and they will feel they are part of a community.