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 CASE STUDY #1: Major Automobile Manufacturer – New Image-Identity/Facility Design Study The Problem: A major automobile manufacturer came to Michelson & Associates, Inc. with showroom/facility problems. Their current look was old and tired. Customers were put off by their unappealing showrooms. Existing floor plans with sales people in cubicles was not conducive to a friendly sales environment. Service areas were in the back, making customers uncomfortable. They needed a complete facility facelift, one that matched the manufacturer’s brand identity. The Methods: Focus Groups were used to show pictures/renderings/concepts for new overall look and feel of redesigned showroom/facility. Feedback from panels helped us develop a completely new, sleeker look that fit the image of the cars being sold, as well as make the showroom friendlier and more inviting to customers. Service Center’s were moved to the front of all facilities, while the sales force was taken out of cubicles and into a more inviting, open floor plan. The Positive Results: We helped the manufacturer design a newer, sleeker facility that reflected the type of cars being sold. This resulted in better customer loyalty/retention. Sales increased. Service business increased dramatically as well. The Problem: A leading warehouse club came to Michelson & Associates, Inc. with a problem regarding membership retention. The Methods: Focus Groups were used to talk to current members to find out what the problems were. Members revealed several things they didn’t like about the current warehouse:
The Problem: A leading Fortune 400 Company came to Michelson & Associates, Inc. for a new look/redesign of their existing web site, in order to attract more consumers and offer new services. The Methods: Through Focus Groups/Usability Studies, we determined people’s preferences regarding :
The Problem: A Fortune 400 Computer Manufacturer came to Michelson & Associates, Inc. wanting to increase market share through a total redesign of their home computer systems. The Methods: Focus Groups/Surveys were used to show renderings/prototypes to people around the world: We showed various groups:
The Positive Results: As a result, we helped this computer manufacturer develop a totally new, updated computer design that reflected what consumers wanted in a home computer. We came up with a new look making their product more desirable, which better represents their brand and is unique in the market place. These redesigned computers helped to revolutionize the appearance of home computer systems as we know them today.
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