Apple Stores - the architectural embodiment of the Jobsian ethos. Physical spaces that perfectly extend the brand - minimal, modern, streamlined.
Some, such as the Michigan Ave store in Chicago, sing to the skies in Apple’s sleek and sexy vernacular. Look at the photos and you’ll see, humans encased in a translucent device that resembles an iPhone.
So when I say, “I just don't get it”, I feel like I might be the one contrarian designer on earth that finds the whole experience painful.
Don't get me wrong, I am deeply embedded in the Apple microcosm. I was an early adopter of the 1st generation iPhone - a friend acquired one for me from USA months before they were available in AUS. I love the branding, the user experience of their products (well, the ribbon was a fail, but I can look past that), all of it is on point, well, most of the time.
What really grinds my gears is Apple’s form over function approach to retail. Let me recount a recent experience, which pretty much summarises all of my times in various Apple Stores.
I walk in, wad of cash burning a hole my pocket (well, not really, who carries cash anymore?). I walk around the spacious Adelaide store - not quite as spectacular as Michigan Ave, but still carrying that minimalist vibe, which in the case has the sterility of a server cell in a data centre.
I look a the MacBook pros, that’s what I want, yes. Looks good, I don't need to demo it, I’ve used MacBooks since way back when. I just want to buy it.
So, what is the price? No signage to indicate price. I'll need to locate a Genius. I look around there are people talking to other people. Who is a Genius? It’s hard to discern. I look at a guy leaning casually against a bench, he’s labelled security, I guess he could not be a Genius.
I walk further into the store trying to identify a free Genius. Then, as with almost every other visit, my enthusiasm starts to wane. I feel lost, my dreams of acquiring new hardware rapidly fading. I look to the back of the store, the middle, the front. If only there was a central service desk where I could direct my query. There isn't. The echos of disappointment from previous visits, memories of feeling helpless and adrift come flooding back. The walls start closing in as I pray for Genius to throw me a lifeline, sell me a product.
My fight or flight response kicks in. I have to get out. So I exit, crestfallen, and conclude I will never go back there. I will buy from another retailer. I’ll suffer through the shambles of JB Hifi to avoid the Apple Store experience.
What is the service design here? Is the intention to make consumers feel stupid and helpless such that only a Genius can save them? Will shoppers stay longer, find more things to buy while they wait for a Genius to manifest? Are shoppers suspended in a sense of awe of the design that time stands still until a Genius offers them a warm embrace?
Apple are a smart bunch, I assume they measure foot traffic and conversion rates in their stores. I am genuinely interested in the drop off rate of those who went in with the intent to purchase, but left empty-handed. While this is is not necessarily measurable without mind reading, or surveying users of products bought from other retailers, the data would be fascinating.
On my last visit, it occurred to me there could be an answer - yes I love to solution things, Im a designer and efficiency is core to what I do. Operating under the assumption that Apple will never incorporate a classic retail service desk, an element Steve Jobs relegated to the pile unnecessary interfaces, I would like to propose that Apple stores enable shoppers to initiate the purchase process sans Genius (let’s eliminate the pain point) via the device they are wanting to buy.
For example, that MacBook Pro I wanted to buy - I would approach the laptop, click a Buy Now button, select the various specs and viola, a worker, let’s call them an Assistant would locate that device and bring it to me. The transaction itself could be completed either via the device or via the assistant.
In the example, I would feel in control of my destiny, secure in the knowledge that I’m achieving my goal of retail assisted self actualisation.
I’m sure there are many other possible solutions to explore. Do you have one?
Also, what do you think the experience would be like if Steve Wozniak designed it? Maybe there would be a service desk??