C ontextual R esearch

1. Contextual Research Rebecca Harrison, Max Robinson, Tom Mather, Edgar Espejo, Tnajoo Hwang

2. Components of the Gas Station Experience The focus of our research, is to understand the consumer experience in relation to gas pumps at El Cheapo and Parkers gas stations in Savannah G.A

3. Purpose Our purpose for this research is to find key flaws in the gas pump and station experience, we shall conduct various data collection methods which are suitable to our project and that are valued in Ethnography. Furthermore within Savannah we wanted to conduct a second research topic over the publics perception of the “Brand” aspect of gas stations. We wanted to find out if something as simple as the name, or location could effect the decisions of the consumer.

5. Data Collection We initially used Ethnographic observation to observe the environment of a Gas Station and Gas pump, as a team we separately went to random Gas Stations in Savannah G.A and took pictures of the various elements that make up this environment. Through this we were able to compare Parker’s and El Cheapo. We some initial issues with Gas Stations and were able to make interview questions for a random selection of people. We went to Forsyth Park and conducted interviews.

13. Opportunities in Gas Pump Design Discovering opportunities, or design opportunities that we have taken into consideration vary among each others findings. Through collaboration as a team and through our field research with the people interviewed, we realized many aspects within the gas station that needs to be improved. • We thought of implementing a maintenance button for people who have any issues medical related in order to get out of the car and pump gas themselves. • An extending hose would be as well added to replace the current one for convenience purpose. • We believe full service gas stations should be brought back, through our research we believe this would achieve a greater connection to the brand and would allow a better relationship with consumer and brand. • Our final and biggest re design proposal is adding a cleaner aire-purifier to avoid the odor of oil in the gas station experience.

14. We thought of implementing a maintenance button for people who have any issues medical related in order to get out of the car and pump gas themselves. • An extending hose would be as well added to replace the current one for convenience purpose. • We believe full service gas stations should be brought back, through our research we believe this would achieve a greater connection to the brand and would allow a better relationship with consumer and brand. • Changing the materials that make up the gas pump, evidently materials used can only be approved for safety reasons but this does not stop how to color them in a sufficient way to enhance the brand experience. Color schemes have a big relation to ones opinion on a item, this could also make a the aesthetics of the gas pump look uncontaminated. • Our final and biggest re design proposal is adding a cleaner aire-purifier to avoid the odor of oil in the gas station experience.

15. Thank you.