Rogue Research
Inspiration can come from everywhere—so that’s where I looked.
Accessible. Surprising. Bountiful. Dignified. Driven by possibility. While these values drove our vision for Dollar Tree’s retail redesign, we needed some inspiration to help translate them into a tangible experience. So, I asked myself: “What can we learn from the unconventional sources who already capture the spirit of what we want to do?”
Maze design: a path for intentional wanderers.
Strategic corners, aisle ‘points of interest’ and ‘landmarks,’ a looping layout with the cashwrap at the center: all evoke a sense of ongoing discovery that both guides shoppers through the store and helps prevent aisle traffic jams.
Funhouse design: an immersive experience.
Scott Simmons, producer and marketing director for The ScareHouse, calls the creation of funhouses, “one of the few forms of creative expression that allows you to create a completely immersive environment while still creating strong emotional reactions from customers.” To draw shoppers into Dollar Tree and avoid ‘breaking the illusion’ of the store as a place for potential, we created a new ‘middle-of-the-house’ cut-out countertop that keeps the logistical branches of Dollar Tree out of sight.
Archaeology: a belief in potential.
To inspire messaging, I read the personal reflections of professional archaeologists, as well as poetry about the field, to understand what emotions come with discovery: intrigue, great luck, imagination, surprise, meticulousness, patience, dedication, and hope.
Art exhibits: opportunities to learn.
Art gallery exhibits use strategically placed information to guide visitors through the space, offering enough detail about a piece or collection to pique curiosity but never so much as to “dead-end the customer.” At Dollar Tree, new end-cap touchscreens connect shoppers with ways to maximize the potential of products while they’re shopping in the store and once they’re home.
Thrift- and discount-shopping: a badge of honor.
A community of TJ Maxx “Maxxinistas” thrives on sharing finds through YouTube hunts and Instagram fitting-room pics, while savvy shoppers turn thrifting into a marker of cool. The ability to get scrappy is now a reason to be proud, so we designed #ADollarCan totebags for shoppers who are ready to wear their scrappiness on their sleeve.
Prison design theory: a subtler security measure.
According to the theory of the panopticon, a centralized guardpost should allow a single watchman to observe inmates from one place (and the sense of being observable should keep them in check). At Dollar Tree, current in-your-face security measures make low-dollar shoppers feel shamed; a new cashwrap at the heart of the store, however, allows employees to help and observe shoppers in a more sensitive, subtle way.
