Crash Course on Creativity Stanford Online Dr Tina Seelig's Course, Assignment 2

1. Crash Course on Creativity
Professor Tina Seelig, Stanford Venture Labs
Assignment 2
Mala Sarat Chandra
October 28, 2012
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2. Mala Sarat Chandra 2

3. Rustic Homey Warm
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4. Mala Sarat Chandra 4

5. Urban Modern Cool
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6. Mala Sarat Chandra 6

7. Basic
Cluttered
Wall of Shoes
Racks of Clothes
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9. Basic
Less Cluttered
Wall of Shoes
Racks of Clothes Mala Sarat Chandra 9

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11. Open
Minimalist
Product focused
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13. Red White Boring
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14. Impressions
Pottery Barn and Crate and Barrel try hard to
create a welcoming ambience. Distinctive.
Informative. Encourage exploration. Friendly,
attentive staff, there to help when needed.
Security is unobtrusive.
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15. Impressions
Champs and Finish Line had similar ambience.
Basic, functional, walls of shoes and racks of
clothes. Champs was cluttered, Finish Line less
so but not by much. No attention from staff
even after 10 minutes of “browsing” in the
store. Getting staff attention was difficult – not
enough of them. Waited awhile for staff to bring
me shoes to try on. Long wait line at the
checkout counter.
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16. Impressions
Open, minimalist, uncluttered. Not crowded for
a change. Large tables with products on display.
Customers encouraged to browse, interact with
and compare product configurations online.
Knowledgeable, attentive, helpful staff. Bright
blue shirts make them easy to spot. Store
security not easy to see.
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17. Impressions
Macy’s don’t seem focused on customers. Cold.
Unappealing. No unifying theme. Hard to
navigate. Too cluttered to explore. Products
either clustered by designer (Kate Spade,
Martha Stewart) or type (Kitchenware, Coffee,
Towels). Unhelpful staff. Security is obvious.
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