- In this section, we'll look at another tool
used to analyze your research,
the 5Es Experience Model, developed by Conifer Research.
I've been introduced to many different tools
to gather and synthesize research,
and I have to say, without a doubt,
that this is one of my absolute favorites.
I know what you're thinking.
Who has a favorite experience model?
But believe me, this one is special.
The 5Es is used to analyze an experience.
The 5Es stand for entice, enter, engage, exit, and extend.
Similar to our discussion on graphic organizers,
the 5Es works like a chart to organize observations
into these distinct categories.
I also like to add a little extra rating skill
to my 5Es chart, and I'll talk more about that in a minute.
Before we go any further,
let's define what an experience is.
Our lives are full of them, both big and small.
An activity, an interaction,
any kind of a process that involves decision making.
Going out to eat, using a gasoline pump,
visiting a theater, using a search engine,
buying a product online, and playing a video game.
You got the idea, right?
So, we know what an experience is.
Now let's look at how the 5Es can be used to help define it.
These are the five stages we're working with.
Entice.
What entices you to do something, behave a certain way,
or make a particular decision?
Enter.
What happens when you begin an experience?
Engage.
How do we function through the experience?
What tools do we use; how do we communicate
and interact in the environment?
Exit.
How do we leave an experience?
And finally, extend.
Is there a take away,
something that will impact our thoughts
or help us remember that experience?
Let's go back to my addition to the 5Es.
I like to break each category
into positive and negative observations
and then give a simple rating to each of the five phases.
This helps me to create a clear picture
of where I should focus my attention.
Let's use our example of the convenience store,
and let's see how our observations look
in a 5Es experience model.
Over the course of a week,
you observed people shopping
and spoke with customers
about their experience at the store,
and this is what you've concluded.
Let's start with entice.
For positive, you recorded shoppers have had
a great past experience.
It's near their daily routine,
and it's a trusted brand.
Now if we consider what wasn't so effective or negative,
we recorded that there's no appealing graphics
to lead in new customers.
The signage is a bit hard to see,
and there's no advertised sales or deals
promoting what's inside.
Now let's look at enter.
For positive, we listed warm lighting,
clerks greeting customers, the clean appearance,
and an open layout.
For negative, we didn't list anything, and that's okay.
That tells us that maybe our store
was handling enter in a good way.
Let's look at engage.
For positive, we recorded easy to navigate the store
and find needed items,
and shopping carts and baskets were available to use.
For negative, there was a lack of
appealing graphics and photography
promoting in-store products,
and few customers made any impulse purchases
or bought anything that they hadn't planned on.
Exit.
We recorded a quick checkout process with a friendly clerk.
For negative, we recorded cheap bags
that when filled too much struggled to stay together.
And finally, extend.
For extend, we didn't record any positive observations.
As a negative, the bags used to carry customer groceries
were not identified with the store brand,
and there are no promotions or sales
to encourage a return visit.
So our 5Es chart might look something like this,
when we consider what was good
and what was maybe not so good.
I'm using a simple scale of weak, average, or good
to give rating to each of the categories
based on our observations.
You should feel free to use whatever rating scale system
feels most appropriate.
It looks like the area of entice, engage, and extend
might benefit from some changes, and if we look closer,
let's see if we think design can be used
to create these changes.
We might investigate ways to help entice new customers
through graphics and advertisements.
We could try adding more in-store photography
and better displays, to encourage more shopping,
and we could brainstorm new ways
to extend the experience of the store,
maybe by offering bonuses for frequent customers
or social media coupons.
So there are three different points of this experience
that we could potentially explore using the 5Es to solve.
Without using the 5Es, it may have been very easy
to overlook one or two of these opportunities,
and I think that's the reason I like the 5Es so much.
It really pulls in research from multiple tools
and summarizes it in a way that quickly identifies areas
design can make an impact.