Sports Basement is a Bay Area outdoor recreation store that started in 1998, and now there are 10 stores located all over the Bay Area. 10% of their earnings are redistributed back to community through Basementeer programs such as, partnering with schools and non-profit groups. Sports Basement stores are also used as hubs for local clubs, groups, and even corporate partners to host their events, all their stores are reclaimed buildings.
This Sports Basement app will be as personalized as it can get. The app will have smart recommendations based on the user's browsing and buying habits within the app and website. As the user uses the app more, the app gives better recommendations through time.
Sports Basement doesn't have a mobile app that can help their customers buy or browse what they plan to buy. When a user is logged into their account, there are no smart recommendations for what the buyer may like based on their previous buying history. Even if they have the message/ask a question feature, it is sent to their email and will get back to the customer in 1-3 working days.
Creating a mobile app for Sports Basement will help them catch up with other brands with existing mobile apps. This will also attract users who usually shop using their phones instead of their computers. One of the main features of this app will be its intelligent chatbot, users will be able to ask basic questions about a specific product that can be immediately answered by the chatbot. The smart recommendation systems gets better through time and as the user uses it more.
• Once the app has picked up the user's browsing and buying habits, it slowly starts recommending items that the user may be interested in. One example is if a user buys a water bottle, the app will start recommending some items which may be related to a water bottle, such as a straw lid.
• The user may ask the chatbot for recommendations on what item may suit their needs the best. The user may ask the chat several questions about one item and if the chatbot can't answer the user's question, the user will be redirected to a human who works for Sports Basement's customer service.
• The user will be able to easily rent the same gear they rented one time by simply clicking the "rent again" button from one of their previous rental orders. The user will just have to pick the new date, and once the dates have been settled, the user will be able to pick it up in the store of their choice.
Currently, Sports Basement doesn't have a mobile app where in users will be able to browse through items and purchase in app. If the user wants to browse through Sports Basement, they'll have to do it on their website. The current website is also responsive.
Unlike Sports Basement, many of their competitors already have an existing app which helps their buyers browse and purchase products using their mobile device. Companies such as Dick's Sporting Goods, REI, and Nike all have well designed mobile apps that can help their buyers go through their inventory and be able to easily purchase anything frome their app.
Most of these apps already have features such as smart recommendations, shows users exclusive offers, and allows a user to check out items as a guest. Only Nike has the smart chatbot among the three mobile apps.
The primary target audience for this app are people who frequently visit outdoor stores to get their regular supplies when they go camping or for a big trip that's coming up. These people also already know what to buy and usually know what they're going to buy the next time they visit the store. They also have an existing membership with these outdoor stores.
• Age: 18-65
• Civil status: single or married
• Gender: male and female
• Occupation: student, working professional, or retired
• Be able to quickly go in and out of the store when they select the "pick-up in store" option in their order.
• Wants to see products that are related with what they just purchased.
• Interested in upcoming sales or exclusive deals for members.
• Wants to be able to check their purchase or rental history without having to visit Sports Basement's website.
• To learn more about the ocean and scuba diving new technology.
• To communicate better with his colleagues.
• To be always up to date about underwater life and fish.
• To teach his students the latest scuba diving techniques and technology tools.
The secondary target audience are the people who visit outdoor stores once in a while, only visits when there's a big sale, or those who visit only when they need to buy something for an upcoming trip. They usually have an idea of what to buy, but still need guidance from someone who works in the store. These people usually ask for advice on what product will suit their needs the best. Most of these buyers do not have an existing membership, or will apply for a membership on the spot.
• Age: 18-65
• Civil status: single or married
• Gender: male and female
• Occupation: student, working professional, or retired
• Be able to ask a store clerk for suggestions on what item may suit them best.
• Wants to know when the biggest sales are happening.
• Wants to become a member at an outdoor store.
• They aren't familiar with what they need to buy for their next trip or activity.
• Needs advice from experts.
• Can't collect 'points' or other incentives because they don't have an existing membership.
Name: Eliza
Age: 36
Occupation: Chef
Eliza has been a Basmenteer for the last seven years. She usually goes to Sports Basement instead of other outdoor stores because of her Basementeer perks and better pricing options. Whenever she decides to buy something on the spot, she usually shops at another outdoor store that has an app that lets her pick-up her items in a few hours. She is the chef and owner of a restaurant in the city, but during the weekend she loves to go hiking and camping with her friends and family. She recently discovered the new Sports Basement app that lets her instantly rent the previous equipment she rented during her last camping trip with her family.
Task: Eliza wants to be able to rent the same equipment she rented the last time.
Name: Hamilton
Age: 22
Occupation: Student
Hamilton just graduated from college, and moved back to the Bay Area to live with his parents while he looks for a job. Prior to discovering Sports Basement, he would usually go to his local REI for his outdoor needs. Hamilton wants to start running, he searches for a shoe that he likes, but he's not sure if the pair of shoes he selected is for neutral runners. He decideds to try the new Sports Basement app and he uses the chat feature to ask about the Asics Gel-Kayano 26.
Task: Hamilton searches for a shoe he likes, then asks the chatbot to see if the shoes he picked are for neutral runners.
