IDEO U Human-Centered Service Design Project

How might the in-store shopping experience be improved for customers during the discovery phase of their purchase at Powell's Books?

The Challenge:

  • Powell’s Books is the largest independent bookstore in the US and it is a top tourist attraction for Portland, Oregon, where its two brick-and-mortar shops are located.

  • Sales have been on the decline for Powell’s since the rise of Amazon which offers the convenience of online shopping for the majority of book titles, the ability to conduct product research and fast, cheap shipping. In comparison, Powell’s Books offers an in-store shopping experience, and an online shopping option with standard shipping fees. Shoppers can find the majority of book titles through Powell’s Books. Both of Powell’s Books store locations have office supply and gift sections, as well as coffee shops.

  • Powell’s competitive advantage over Amazon is its in-store shopping experience.

  • If we improve the unique in-store experiences for shoppers, and thereby give consumers more reasons to choose Powell’s over online competitors, will Powell’s Books see increased sales?

Customer Persona

Sam is passionate about searching for and buying first edition literature and art books. He values the creative engagement of the in-person shopping experiences over the speed and convenience of online shopping. It is a grounding ritual in his life that has become a part of his identity. Sam is motivated to shop in-store because he gains inspiration and pleasure from the shopping experience and purchases.

Relevant Values

  • Arts & culture

  • Supporting small business

  • Engaging in community

Observations

  • The first interaction with the service is approaching the store entrance. I see a lit up, curated window display of recommended and featured books. Upon opening the entrance door, I see branded window decals that identify the business. It is clear that selling books is the primary goal for Powells Books.

  • There is an information kiosk located right by the entrance to assist shoppers in finding subject areas and specific titles.

  • I asked the kiosk attendee where I could find a book on a niche subject area. They asked a clarifying question and found the section that would best support my search to their knowledge. 

  • The self-help kiosk stations consist of outdated computers and the search function is very limited.

  • The book aisles have a numbering system and shelves are labeled by categories. Gifts and notebooks are sold at the front of the store, as well as throughout which adds interest to the shopping experience. 

  • Shoppers are able to pick up the books and read through them. There is an element of research in the shopping experience because you can view and compare neighboring category titles that are of the same subject area or genre.

  • Many shoppers browse through the store socially, with family, friends and significant others.

Information kiosk

Self-help kiosk station

Book aisle organization

A gifts section

Customer Journey Map

Moments That Matter

The Customer Journey Map (above) identified three moments that matter from the following lenses:

  • Critical to the success of the service operations

  • Provides a clear opportunity to be unique

  • Is a driver of high value for the customer, or has the potential to be

#1 — Finding What’s Next

Navigating the store to find books of a specific category or title

  • This moment has the opportunity to be unique as an in-person alternative to algorithmic online shopping

  • Can the technology involved in the search be enhanced to provide more flexible and effective research for the shopper?

  • Can the staff involvement be more personal?

#2 — Discover Your Curiosity

Having the ability to physically browse through books and leaf through them

  • This moment is a driver of high value because it creates an experience unique to in-store shopping

  • How can the browsing experience be elevated for shoppers to make in-store shopping more of a destination?

#3 — Powerful Beginnings

Exchanging currency for products

  • This moment is critical to the successful operation and execution of this service

  • Can the technology be enhanced to provide a more personal experience for the shopper?

Prototyping Idea Generation

Based on ways that help shoppers discover their curiosity

  • Provide scanners that can keep the total cost tallied, generate recommendations for related titles or subjects, assist with searches and check-out.

  • Build in a bar to the current cafe and allow shoppers to browse with wine or beer in-hand.

  • Create reading lounges throughout the store to enable shoppers to sit while browsing through selections.

  • Create a "collectors" app that allows shoppers to catalogue books that they've bought, create wish lists, save notes on books, and join social subject circles.

  • Have subject matter experts provide recommended reading lists for each section.

  • Sell bookshelves, bookends, and organizing solutions for books and office supplies.

  • Design panels, book clubs and lectures based on different subject matters.

Prototyping Plan

Provide a Powell’s Books “collectors” app that allows shoppers to catalogue books bought, create reading wish lists, save notes on books, join social circles themed by subject matter, and find expert curated reading lists.

  • Does this app assist with the discovery and decision buying process for shoppers?

  • Does this app assist with making Powell’s Books more of a destination experience?

Role
Shopper

Function of the Role
Using the app

Character/personality of the Role
Tech-savvy, active reader

Role
Powell’s Books

Function of the Role
Destination

Character/personality of the Role
Books expert

Role
Other Shoppers/App Users

Function of the Role
Provide optional supplementary interactions

Character/personality of the Role
Stranger with friend potential

Role
Smart Phone

Function of the Role
Platform for the app

Character/personality of the Role
Digital, personal

Role
Books

Function of the Role
Shopper’s product of interest
Subject matter of the app

Character/personality of the Role
Sharing ideas, stories and information

Prototype Storyboard

After entering the store, the shopper opens the ‘Collectors’ app for curated book recommendations in a specific subject area.

Shopper uses the information provided in the app to navigate through the store towards their subject area of interest.

The shopper browses the books in the subject area and compares and contrasts specific titles.

For books of interests that the shopper isn’t ready to buy, they use the app to add them to their reading wish list.

The shopper views the digital library of books they already own and views their reading wish list to determine if they want to find something specific.

Before making a final decision on what to buy, the shopper views the social calendar on the app to determine if they want to buy a book for an upcoming event.

Customer Feedback

The prototype storyboard (above) was shared with a customer and they were asked to provide feedback on the following questions:

  • What do you like?

  • What surprised you?

  • What would you do differently?

Recorded Responses

  • Likes the idea of being able to create a wish list that they could share.

  • Like the idea of curated recommendations, but wants them to be more author specific.

  • The social component doesn’t make sense to them, because they wouldn’t want to research events while they’re shopping.

  • They’re concerned about having to constantly update the app with their purchases. Can purchases be automatically added to the app?

  • They like the idea of Powell’s digital interface being updated because it is from the early-2000’s. The search engine is not great. In comparison, the public library’s search engine is much better.

Insights and Refinement

What were your expectations going into your prototype? Were they met? What worked as planned?

I believe that having personalized technology for in-store book browsing does create more incentive for shoppers to treat Powell’s Books store as a destination. The ability of having a digital library, wish list and curated reading recommendations are attractive features for modern shoppers.

What changes would you make to your moment? Is more or less information needed? Did technology help or hinder the experience? Did the character of employees, space, or objects affect the moment?

This technology decreases the need to utilize an information kiosk for finding a book for shoppers that prefer to not interact with staff. The app incentivizes customer loyalty with personalized search and collection features. It improves the discovery process by providing the location information for specific titles and by providing recommendations based on the search.

I would like to have more consumer insight to determine what features should be prioritized for the app.

Course

IdeoU
Human-Centered Service Design
2022

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