UNDERSTANDING OUR CUSTOMER SEGMENTS

Another designer and I were chosen to create an internal brand for Sports Authority's top customer segments. The goal behind the project was to help employees better understand their target audiences. We were given a seven page PDF that outlined the six segments and data compiled about the type of shoppers they were. Our main focus was to find a solution to represent the data in a simplified form that was easily understandable. A color was applied to each segment to help employees understand the data.  View full PDF here. 

SECOND LEVEL THINKING

When we first started to take on this project we wanted to know these customers on a deeper level of thinking. That way we could create graphics and descriptions easier to understand by everyone. We spent the first week creating breakdowns and graphs trying to understand the data from more of an emotional and humanistic standpoint. The results were helpful on future pieces.  

From there a series of icons were developed to assist in representing data. The main issue behind the current PDF for each customer group was its heavy amount of information packed into one page descriptions. The solutions was to develop infographics comprised of the same data yet just simplified and easier to understand. 

TEAM CAPTAINS . LIFESTYLERS . RECREATION NATION. WEEKEND WARRIORS. CASUAL FANS . CLEARANCE CREW

-Orange: Joy, Enthusiasm, Encouragement. -Green: Growth, Harmony, Nature. -Pink: Feminine, Love, Playful. -Blue: Confidence, Wisdom, Body + Mind. -Yellow: Happiness, Loyalty, Optimism. -Purple: Royalty, Ambition, Power. 

The cubicle infographic was men't to take the place of the seven page PDF that was the current go to for all employees. We had decided on a size that would fit every type of cubicle at the S.A. corporate headquarters. This was a cost effective and design effective approach for this information to last the years to come. 

BRINGING THE CUSTOMERS TO LIFE AT HEADQUARTERS 

We wanted to bring the data to life within corporate. These are real people, and the data needed to become a living breathing thing to constantly consider. The customer segments needed to become part of the daily thinking and routing at Sports Authority Corporate Headquarters. However the more we began to understand these groups and how corporate communicated we notice a large problem. 

INTERACTIVE PROJECT + CONNECTING DEPARTMENTS 

This data was stagnant data that would only represent our consumers for a short period. These consumers were people and are going to change over time. We needed a server based platform that had data which updated weekly/monthly. Our customers would then become real people within S.A. employees daily routines. The other designer and I noticed a larger problem in this process. Our departments were very disconnected, many of which were having similar problems and didn't even know it. We developed a concept to connect two problems or solutions together to improve productivity. It would be the go to point for learning about our consumers and creating solutions when trying to target them best. This was the interactive piece. C.O.A.C.H - View full project PDF here.

Connecting Ourselves Around Consumer History. 

We began by developing wireframes of the concept in order to tell the story of how the user would go about interacting with the interface. The taskflow allowed us to create a smooth flow with no dead ends for the user experience. The outcome was a consistent system design that was usable for employees that would grow over time based on the problems or solutions input by its users.