Week 2 Submission: Stanford University (VentureLab) - A Crash Course on Creativity.

1. Zulkeplee Othman
Week 2 Assignment
A Crash Course on Creativity

2. Queen Street Mall is a shopping precinct in
Brisbane’s CBD. Within the precinct, there are several
shopping malls that varies in terms of architectural
styles, time they were built, items/merchandises sold,
and even the customers visiting the places.
This assignment has helped me with the critical and
creative thinking, as well as paying attention to these
places. These are some of my findings based on the
questions provided by VentureLab (Tina Seelig).
I decided to approach this assignment in “old-skool”
manner and sticking to the script because the
questions and findings of this assignment will be very
useful for my PhD studies later.

4. Name of Mall: Queen Adelaide Building
Address: 90-112 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 9.25am – 9.40am (15 minutes)
Before you enter the store:
Does the store draw you in? If so, how? Yes. It has a passage through access through building.
Is the door open or closed? Open.
How does this make you feel? Quite welcoming.
How big is the sign lettering and in what font? Medium. Arial.
What does it tell you about the store? It feels more like a passageway through to other side of road. Most shops
at Ground Level frontage are sports apparel shops.
Environment:
What is the color scheme of the store? How does this affect you? White wall with dark green canopy and textured
cream canopy ceiling. Welcoming without any ‘grandeur’ effect.
What type of floor does the store have? How does this affect the environment? Cream marble tile. Feel like the 90’s
style of interior design.
How high is the ceiling? How does this feel? Approx. 3.5m inside shops. Approx. 10m atrium space. Adequate
height.
How brightly lit is the store? How does this affect you? Looks dark from outside but adequate light inside.
How loud is the environment? Moderately quiet.
What is causing the noise? Background music throughout complex.
Is there music playing? If so, does it fit the environment? Yes. Pop music. It fits the environment.
Is the store warm or cold? Cool (air-conditioned).
Is the store crowded with merchandise or is it sparse? Most shops are crowded with merchandise.
Does the store have a distinctive smell? No.
Where is the cash register located? Mostly around 2m from entrance in sports shops.
How visible is the store security? Easily visible.

5. How long do you want to stay in this store? Maximum 15 minutes.
Does the environment influence the perceived value of the merchandise? Yes. It reflects as a mall with shops that
sell affordable items, mainly sports apparel.
Personnel:
How long does it take before a sales person initiates contact? Almost immediately.
Does the salesperson have a script to follow with each customer? Pretty much so. Same greetings.
Does the salesperson treat different customers differently? No.
What is the ratio of salespeople to customers? 2 : 1
What age and gender are the employees? Early 20s. Mostly females.
Are the salespeople using the store products? Some, yes.
Do the salespeople have a uniform? Mostly yes (in sports shops).
Do the salespeople match the stores image? Yes. Young and fresh look.
Products:
What is the first product that you notice? Sports apparels.
Is there a central display table with featured products? No, mostly along the walls.
Where are items that are “for sale” located in the store? Near the entrance to attract passer-byes.
How are the products arranged? By function? By price? By color? Mostly by functions.
Are there free samples or demonstrations? No.
What products are at eye level? Probably the most popular items.
What items in the store are in the least accessible locations? Stock items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? Mostly yes.
Are there impulse items near the cash register? Yes!
Customers:
Are most customers alone or with someone else? What is the relationship? Mostly alone.
What is the average age and gender of the customers? Mostly 20s in sports shops, mid 30s inside arcade. Mostly
females.
When a customer enters the store, do they tend to walk in the same path or direction? All directions in shops, same
directions inside arcade.
How long do customers stay in the store, on average? 2-5 minutes
Do customers touch the products? Is this encouraged? Yes. Yes.
Do most customers appear to be on a mission or are they browsing? Browsing
What percentage of customers purchase products in the store? 20% (at time of survey).

6. Other Observations:
1. The passageway inside arcade is more or less a passageway for users to get to the other side.
2. There are usually more shoppers/browsers during weekend hours.

7. Name of Mall: Myer Centre
Address: 91 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 9.40am – 10.00am (20 minutes)
Before you enter the store:
Does the store draw you in? If so, how? Yes. It has a double volume atrium at entrance that draws people in.
Is the door open or closed? Open.
How does this make you feel? Quite welcoming.
How big is the sign lettering and in what font? Medium. Arial.
What does it tell you about the store? Trendy mall that sells variety of fashionable merchandises at various
range of prices.
Environment:
What is the color scheme of the store? How does this affect you? Black painted frontage with entrance canopy.
What type of floor does the store have? How does this affect the environment? Tiled floors(matte finish).
How high is the ceiling? How does this feel? Approx. 4.5m inside shops. Approx. 10m atrium space. Adequate
height for typical shops.
How brightly lit is the store? How does this affect you? Adequate light inside. Looks a bit dark from outside due to
black painted elevation.
How loud is the environment? Quite loud.
What is causing the noise? Conversations and elevators/escalators.
Is there music playing? If so, does it fit the environment? Not in main building but in individual shops.
Is the store warm or cold? Cool (air-conditioned).
Is the store crowded with merchandise or is it sparse? Most shops are crowded with merchandise.
Does the store have a distinctive smell? Yes at ground floor inside. There is a food court at Ground Level.
Where is the cash register located? Mostly at the back of the shops.

8. How visible is the store security? Easily visible.
How long do you want to stay in this store? Maximum 30 – 45 minutes.
Does the environment influence the perceived value of the merchandise? Yes. It reflects as a mall with shops that
sell variety of items ranging from cheaper (Target) to more exclusive (Myer Store) items.
Personnel:
How long does it take before a sales person initiates contact? Almost immediately.
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? Only yes in expensive jewellery stores.
What is the ratio of salespeople to customers? 1 : 3
What age and gender are the employees? Early 20s – 40s. Mostly females.
Are the salespeople using the store products? Some, yes.
Do the salespeople have a uniform? Varies.
Do the salespeople match the stores image? Yes.
Products:

9. What is the first product that you notice? Women’s jewelleries.
Is there a central display table with featured products? No, mostly along the walls.
Where are items that are “for sale” located in the store? Near the entrance to attract passer-byes.
How are the products arranged? By function? By price? By color? Mostly by designs.
Are there free samples or demonstrations? No.
What products are at eye level? Probably the most popular items.
What items in the store are in the least accessible locations? Expensive items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? Mostly yes.
Are there impulse items near the cash register? Yes.
Customers:
Are most customers alone or with someone else? What is the relationship? Mostly with family or
friends/colleagues.
What is the average age and gender of the customers? Mostly 20s – 40. 50/50 Male/Female.
When a customer enters the store, do they tend to walk in the same path or direction? All directions in shops, same
directions inside arcade.
How long do customers stay in the store, on average? Depends. 2-5 minutes in smaller stores. 30-45 mins in
chain stores.
Do customers touch the products? Is this encouraged? Yes. Yes.
Do most customers appear to be on a mission or are they browsing? Mostly bought something.
What percentage of customers purchase products in the store? 90% (at time of survey).
Other Observations:
1. This is the most popular shopping mall in this precinct and probably in Brisbane.

10. Name of Mall: Albert Lane
Address: 141 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 10.05am – 10.25am (20 minutes)
Before you enter the store:
Does the store draw you in? If so, how? Yes. This mall has a passageway at entrance that draws people in.
Is the door open or closed? Open.
How does this make you feel? Quite welcoming.
How big is the sign lettering and in what font? Medium. Times New Roman maybe?
What does it tell you about the store? Trendy mall, the newest in the precinct that sells variety of fashionable
merchandises at various range of prices.

11. Environment:
What is the color scheme of the store? How does this affect you? Black / timber / orange / silver colour schemes.
What type of floor does the store have? How does this affect the environment? Paving tiles along the arcade.
How high is the ceiling? How does this feel? Approx. 3m inside shops. Approx. 8m atrium space. Adequate
height for typical shops.
How brightly lit is the store? How does this affect you? Mostly natural lighting along the arcade. Has stained glass
roof over arcade atrium
How loud is the environment? Adequate noise.
What is causing the noise? Conversations and vehicles.
Is there music playing? If so, does it fit the environment? Not in main building but in individual shops.
Is the store warm or cold? Outdoor temperature along arcade/ air conditioned in shops.
Is the store crowded with merchandise or is it sparse? Most shops are crowded with merchandise.
Does the store have a distinctive smell? Yes food at ground floor inside. Sushi shop and Tea Shop at Ground
Level.
Where is the cash register located? Mostly near entrance to the shops.
How visible is the store security? Quite visible.
How long do you want to stay in this store? Maximum 5-10 minutes in shoe shops / 30-45 mins in food shops.
Does the environment influence the perceived value of the merchandise? Yes. It reflects as a mall with shops that
sell variety of trendy street wear / shoes (Birkenstock, Hype) etc.
Personnel:
How long does it take before a sales person initiates contact? Almost immediately.
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? No all treated equally.
What is the ratio of salespeople to customers? 3:1
What age and gender are the employees? Early 20s. Mostly females.
Are the salespeople using the store products? No
Do the salespeople have a uniform? Varies.
Do the salespeople match the stores image? Yes.

12. Products:
What is the first product that you notice? Sports/Casual shoes
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No sale items at time of visit.
How are the products arranged? By function? By price? By color? Mostly by style/designs.
Are there free samples or demonstrations? Free to try on shoes/maybe some samples at tea shop.
What products are at eye level? Probably the most popular items.
What items in the store are in the least accessible locations? Stock items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? Mostly yes in shoe shops.
Are there impulse items near the cash register? No.
Customers:
Are most customers alone or with someone else? What is the relationship? Mostly alone.
What is the average age and gender of the customers? Mostly 20s in shops, 40s’50s in Tea Shop 50/50
Male/Female.
When a customer enters the store, do they tend to walk in the same path or direction? Yes same direction
How long do customers stay in the store, on average? Depends. 2-10 minutes in smaller stores. 30-45 mins in
food stores.
Do customers touch the products? Is this encouraged? Yes. Yes.
Do most customers appear to be on a mission or are they browsing? Mostly bought food in food stores, browsing
in shoe shops
What percentage of customers purchase products in the store? 100% (food stores), 20% (shoe shops)
Other Observations:
1. This is the latest shopping mall in this precinct.
2. The book store (Dymocks) at corner is the busiest retailer. It has elevator that leads to upper floor to Queensland
Government’s Department of Immigration.
3. No seats are allocated along the arcade except in food stores (for customers only)

13. Name of Mall: Albert Lane
Address: 160 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 10.25am – 10.40am (15 minutes)
Before you enter the store:
Does the store draw you in? If so, how? Yes. This mall has a passageway at entrance that draws people in.
Is the door open or closed? Open.
How does this make you feel? Quite welcoming. Slightly old fashioned mall.
How big is the sign lettering and in what font? Large at canopy. Times New Roman maybe?
What does it tell you about the store? Mature / older generation favourite shopping mall.

14. Environment:
What is the color scheme of the store? How does this affect you? Timber and stained glass. Old fashioned. Narrow
passageway.
What type of floor does the store have? How does this affect the environment? Diamond shaped marble tiles.
How high is the ceiling? How does this feel? Approx. 3m inside shops. Approx. 8m atrium space. Adequate
height for typical shops.
How brightly lit is the store? How does this affect you? Adequate lighting. Has older style lighting and signages
How loud is the environment? Quite quiet.
What is causing the noise? Background music.
Is there music playing? If so, does it fit the environment? Yes in main building. Lounge music. Yes
Is the store warm or cold? Very cool (air conditioned throughout)
Is the store crowded with merchandise or is it sparse? Most shops are crowded with merchandise.
Does the store have a distinctive smell? No.
Where is the cash register located? Mostly back of the shops.
How visible is the store security? Not easily visible because there are a lot of signage and banners.
How long do you want to stay in this store? Maximum 15-30 mins.
Does the environment influence the perceived value of the merchandise? Yes. It reflects as a mall with shops that
sell items for older generation. Classy but old skool style (eg Camel clothing store).
Personnel:
How long does it take before a sales person initiates contact? Almost immediately.
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? Only to customers.
What is the ratio of salespeople to customers? 1:1
What age and gender are the employees? 30s - 40s. Mostly females.
Are the salespeople using the store products? No
Do the salespeople have a uniform? No.
Do the salespeople match the stores image? Yes.

15. Products:
What is the first product that you notice? Handbags from mall entrance.
Is there a central display table with featured products? Yes, some has central display
Where are items that are “for sale” located in the store? End of line items. Near entrance.
How are the products arranged? By function? By price? By color? Mostly random.
Are there free samples or demonstrations? No.
What products are at eye level? Probably the most popular items.
What items in the store are in the least accessible locations? Most expensive items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? No.
Are there impulse items near the cash register? No.
Customers:
Are most customers alone or with someone else? What is the relationship? Mostly alone.
What is the average age and gender of the customers? Mostly 40s – 60s 50/50 Male/Female.
When a customer enters the store, do they tend to walk in the same path or direction? Yes same direction
How long do customers stay in the store, on average? Depends. 5-10 minutes
Do customers touch the products? Is this encouraged? Yes. Yes.
Do most customers appear to be on a mission or are they browsing? Mostly browsing
What percentage of customers purchase products in the store? 50%
Other Observations:
1. This is the well-established arcade designed for older generation
2. The arcade has seats for customers and passer by to rest in the middle of the alley.

16. Name of Mall: Broadway On The Mall
Address: 160 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 10.40am – 11.10am (30 minutes)
Before you enter the store:
Does the store draw you in? If so, how? Yes. The distinctive entrance canopy with big Harvey Noman sign.
Is the door open or closed? Open.
How does this make you feel? Quite welcoming. Slightly 90s deco.
How big is the sign lettering and in what font? Large at canopy. Almost Century Gothic font.
What does it tell you about the store? Casual wear mall that sells affordable items.

17. Environment:
What is the color scheme of the store? How does this affect you? Marble walls and columns. 90s style glass
canopy.
What type of floor does the store have? How does this affect the environment? Marble tiles.
How high is the ceiling? How does this feel? Approx. 3m inside shops. Approx. 15m atrium space. Adequate
height for typical shops.
How brightly lit is the store? How does this affect you? Adequate lighting. Has older style lighting and signage
How loud is the environment? Quite loud
What is causing the noise? Background music and conversations
Is there music playing? If so, does it fit the environment? Yes in main building. Pop music. Yes
Is the store warm or cold? Slightly cool (air conditioned throughout)
Is the store crowded with merchandise or is it sparse? Most shops are crowded with merchandise.
Does the store have a distinctive smell? No at ground. Yes at lower ground (Food court).
Where is the cash register located? Mostly back of the shops.
How visible is the store security? Easily visible.
How long do you want to stay in this store? Maximum 15-30 mins.
Does the environment influence the perceived value of the merchandise? Yes. It reflects as a mall with shops that
sell items for mid 20-s to 30s.
Personnel:
How long does it take before a sales person initiates contact? Around 2-5 minutes after entering.
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? Only to customers.
What is the ratio of salespeople to customers? 1:2
What age and gender are the employees? 20s - 30s. Mostly females.
Are the salespeople using the store products? No
Do the salespeople have a uniform? No.
Do the salespeople match the stores image? Not really. They wear and look like customers. Quite confusing in
some shops.

18. Products:
What is the first product that you notice? Clothes / shoes.
Is there a central display table with featured products? Yes, some has central display
Where are items that are “for sale” located in the store? End of line items. Near entrance.
How are the products arranged? By function? By price? By color? Mostly by design.
Are there free samples or demonstrations? No.
What products are at eye level? Probably the most popular items.
What items in the store are in the least accessible locations? Stock items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? Yes
Are there impulse items near the cash register? Yes
Customers:
Are most customers alone or with someone else? What is the relationship? Mostly with families.
What is the average age and gender of the customers? Mostly 20s – 40s 50/50 Male/Female.
When a customer enters the store, do they tend to walk in the same path or direction? No
How long do customers stay in the store, on average? Depends. 10-20 minutes
Do customers touch the products? Is this encouraged? Yes. Yes.
Do most customers appear to be on a mission or are they browsing? Mostly buying something
What percentage of customers purchase products in the store? 80%
Other Observations:
1. This is the well-established shopping mall built probably in the 90s.
2. The arcade has seats and ATM machines for customers at lower ground (food court).

19. Name of Mall: Wintergarden
Address: 171-209 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 11.10am – 10.25am (15 minutes)
Before you enter the store:
Does the store draw you in? If so, how? No. Small signage from mall. The distinctive decorative wall is visible
from distance but not from eye level.
Is the door open or closed? Open.
How does this make you feel? Not welcoming at all.
How big is the sign lettering and in what font? Very small in silver and hard to see. Trenbuchet font.
What does it tell you about the store? Slightly upmarket items (jewelleries mainly)

20. Environment:
What is the color scheme of the store? How does this affect you? White painted panels. Multicoloured metal
screens at high levels (as in photos).
What type of floor does the store have? How does this affect the environment? Marble tiles (glossy) and random
shaped.
How high is the ceiling? How does this feel? Approx. 3m inside shops.
How brightly lit is the store? How does this affect you? Adequate lighting. Quite bright with reflective tiled floor
How loud is the environment? Quite quiet
What is causing the noise? Background music
Is there music playing? If so, does it fit the environment? Yes in main building. Pop music. Yes
Is the store warm or cold? Slightly cool (air conditioned throughout)
Is the store crowded with merchandise or is it sparse? Spars e/ upmarket items
Does the store have a distinctive smell? No
Where is the cash register located? Mostly back of the shops.

21. How visible is the store security? Easily visible.
How long do you want to stay in this store? Maximum 5-10 mins.
Does the environment influence the perceived value of the merchandise? Yes. Upmarket items, slightly snobby
salespersons and people.
Personnel:
How long does it take before a sales person initiates contact? Around 2-5 minutes after entering.
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? Only to customers.
What is the ratio of salespeople to customers? 3:1
What age and gender are the employees? 20s - 30s. Mostly females.
Are the salespeople using the store products? Yes (mainly in jewellery stores)
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes.
Products:
What is the first product that you notice? Jewelleries
Is there a central display table with featured products? Yes, some has central display
Where are items that are “for sale” located in the store? End of line items. Near entrance.
How are the products arranged? By function? By price? By color? Mostly by colours
Are there free samples or demonstrations? No.
What products are at eye level? Probably the most popular items.
What items in the store are in the least accessible locations? Expensive items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? No
Are there impulse items near the cash register? No

22. Customers:
Are most customers alone or with someone else? What is the relationship? Mostly with friends. Some alone.
What is the average age and gender of the customers? Mostly 30s – 40s 50/50 Male/Female.
When a customer enters the store, do they tend to walk in the same path or direction? Yes
How long do customers stay in the store, on average? Mostly browse outside the stores as they walk along
Do customers touch the products? Is this encouraged? No. Not most of the time
Do most customers appear to be on a mission or are they browsing? Mostly just browsing
What percentage of customers purchase products in the store? 10%
Other Observations:
1. This is a newly refurbished mall (elevations and interiors) from Melbourne designers.
2. The glossy and reflective floors are too distracting and visually annoying and confusing. Display items are affected
with this effects.

23. Name of Mall: Queens Plaza
Address: 210 Queen Street, Brisbane, Queensland 4000
Date: 25 October 2012
Time in Mall: 11.25am – 11.40am (15 minutes)
Before you enter the store:
Does the store draw you in? If so, how? Yes. It has an atrium that opens up several levels with escalators.
Is the door open or closed? Open.
How does this make you feel? Welcoming as you are near the entrance. Not as welcoming from distance
because of all the expensive designer labels signage.
How big is the sign lettering and in what font? Large but above glass canopy at entrance. Arial font.
What does it tell you about the store? Designer labels (Tiffany, Chanel, Louis Vuitton)

24. Environment:
What is the color scheme of the store? How does this affect you? Creamy and marble finished
What type of floor does the store have? How does this affect the environment? Marble tiles (slightly glossy) and
patterned shapes.
How high is the ceiling? How does this feel? Approx. 4.5m inside shops. More than 10m in atrium.
How brightly lit is the store? How does this affect you? Adequate lighting. Welcoming and very yuppy-ish
How loud is the environment? Quite loud
What is causing the noise? Background music and conversations
Is there music playing? If so, does it fit the environment? Yes in main building, and also in most individual shops.
Pop music. Yes
Is the store warm or cold? Cool (air conditioned throughout)
Is the store crowded with merchandise or is it sparse? Sparse/ upmarket items
Does the store have a distinctive smell? No in most levels. Yes at Lower Ground (Food Court)
Where is the cash register located? Mostly back of the shops.
How visible is the store security? Not very visible. Higher ceiling and smaller video cameras.
How long do you want to stay in this store? Maximum 15 - 30 mins.
Does the environment influence the perceived value of the merchandise? Yes. Designer label items, but a favourite
spot to browse in shops for all ages.
Personnel:
How long does it take before a sales person initiates contact? Almost immediately
Does the salesperson have a script to follow with each customer? Yes for greetings.
Does the salesperson treat different customers differently? No all are greeted equally.
What is the ratio of salespeople to customers? 1:2
What age and gender are the employees? 20s - 30s. 50/50 Male/Female
Are the salespeople using the store products? Yes
Do the salespeople have a uniform? Yes

25. Do the salespeople match the stores image? Yes.
Products:
What is the first product that you notice? Louis Vuitton bags
Is there a central display table with featured products? Yes, every shop has a central display
Where are items that are “for sale” located in the store? No sale items at the time of visit
How are the products arranged? By function? By price? By color? Mostly by colours
Are there free samples or demonstrations? No.
What products are at eye level? Probably the new arrival items
What items in the store are in the least accessible locations? Expensive items.
Where are the most and least expensive products located? Most expensive near cashier and least at entrance.
Are the prices of the products easy to find? No
Are there impulse items near the cash register? No

26. Customers:
Are most customers alone or with someone else? What is the relationship? 50/50 Alone/With family/friends
What is the average age and gender of the customers? Mostly 20s – 50s 50/50 Male/Female.
When a customer enters the store, do they tend to walk in the same path or direction? No
How long do customers stay in the store, on average? 50/50 Browsing/Buying
Do customers touch the products? Is this encouraged? Yes. Yes
Do most customers appear to be on a mission or are they browsing? 50/50 Buying/Browsing
What percentage of customers purchase products in the store? 50%
Other Observations:
1. This is a newly refurbished and upgraded mall.
2. It is the first mall you see upon entering the precinct from Edward Street.
3. Very busy food court (Lower Ground).
4. Ground Level can be very busy as it has very wide passageway through the other side of the street.
5. Although all items are designer labels, it is a hot spot for tourists and locals to mingle and browse through items and
not getting intimidated to walk into the shops.