Fra designudfordring til designløsning - Udvikling af et oplevelsesdesign til Butik Gejst

Andersen, Nanna Schultz

4. semester

Oplevelsesdesign (cand.it.), Kandidat

2018

2018-05-25

46 pages

The purpose of this master’s thesis is to explore how a retail store can be further developed towards its experience potential by using creative visual design methods. Through a design process the experience potential is identified, and an experience design is developed. I aim to learn how the design process influences and gives value to the development of a retail experience. Moreover, learning about the design process as a potential framework for retail development. The goal is to explore what creates experience value in the retail store Butik Gejst in Aalborg and how the experience potential can be maintained or further developed. Furthermore, to investigate whether the design process can contribute to identify the experience potential. Butik Gejst is a small retail store presenting a wide range of products, such as upcoming design and art, second-hand interior, dress swapping, and café. I identify experience potentials by investigating the case Butik Gejst through an explorative ethnographic approach, which gives the insight to understand the design challenge and develop the design solution. I used d.schools 5 step Design Thinking process to facilitate the design process. The experience value is identified through the first phases of the design process, Empathize and Define. These phases allowed me to understand that the customer not only buy a product, but also the values of the store, which is why the customer wants to be part of an inspiring community centred around the values of the store. The following phases defined as Ideate, Prototype and Test facilitated the development of the design solution enhancing the experience value in Butik Gejst. The design solution presents a storyboard of the concept conversation salon, which is thought to enhance the community feeling in the store. The design process proved to be a valuable framework to facilitate the creative process and to identify experience potentials and developing an experience design to the case Butik Gejst. The design process opens through empathy to understand the people and social interactions in the store, and thereby understand the starting point of the store adding value to the development of a retail experience. Additionally, elements and learning from the design process have contributed to understand how Design Thinking can be used as a framework for developing retail experiences in general.

Oplevelsesdesign ; Design Thinking ; Designprocesser

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