We conducted 11 test sessions over the phone and Zoom, involving both young athletes and their parents, to gauge their interest and excitement levels regarding our proposed new service offering to DSG. Our goal was to validate our hypothesis and ensure that our new service would be well-received by our target audience.
1. Parents were pleased with the potential social benefits for their children
2. The discount option would incentivize both parents and children to use the service and promoting gameplay
1. Parents are concerned about managing their children's computer game playtime
2. The discount system generated frustration for most of the parents
User focused iteration
Business focused iteration
Iteration One: In-store to Pop-up store
Our client expressed concern about the loud noise in the current Dick's store, as well as the wasted space when there is no VIP party. As a result, we decided to move the service to a pop-up store.
Iteration Two: StylePoints to ScorePoints
During our user research, I found that many parents expressed frustration with the discount systems. Additionally, some young athletes shared concerns that their parents may not have enough time to attend the VIP party after redeeming the tickets. In response, we decided to switch from using StylePoints to redeem to using ScoreCard, Dick's Sporting Goods' existing reward system.
Iteration Three: Bring parents to co-create more values
I recognized that the current VIP Party service operates in isolation from the rest of the DSG service. Since values are co-created by customers and employees, we explored ways to involve more parents in the service. I proposed two solutions: first, having parents manage the redemption process after their children transfer StylePoints to ScorePoints; and second, including a shopping area in the pop-up store where parents can browse and purchase Dick’s sporting goods.