Getting to know your Audience

1. Getting to know your Audience Listening to your customers HYDRANT | CONNECTING CUSTOMER EXPERIENCES

2. Agenda • Overview & Objectives • Purpose • Interview methodology • What we were trying to find out • Respondent Profiles • This section will outline how the profiles we discussed as a team fit with the actual respondents • Outcomes • Interesting things we learned, quotes, sound bites • WebTrends Findings • This section will outline some WebTrends data that will support our outcomes & recommendations • Recommendations • Requirements/approaches to changing the site HYDRANT | CONNECTING CUSTOMER EXPERIENCES

3. Overview & Objectives • Purpose • Important for us to get to know your user • Our observations bring the user into the room, users are one of the key stakeholders in this redesign • Watch people who might not know anything about Gymboree interact with the website • Interview methodology • Casual interviews with friends and family following a few tasks – general perceptions, find a class, understanding of Gymboree and opinion on the videos • What we were trying to find out • If it was easy to understand what Gymboree offers • Ease of signing up • Ways different visitors used the site • Validity with the Franchisee requests HYDRANT | CONNECTING CUSTOMER EXPERIENCES

4. Respondent Profiles • User profiles we discussed as a group • Stay at home mom – 50% • Work full-time mom (nannys) – 25% • Work part-time mom – 25% • Grandparents and Dads • Our User Group • 3 full-time work • 2 part-time work • 2 stay at home HYDRANT | CONNECTING CUSTOMER EXPERIENCES

5. Respondent Profiles • User 1 Beth • Bradley and Alex – Bradley is 23 months in day care and Alex 5 months he has just started day care and Brad and Beth both work full time • User 2 Amy • Kyle and Dillon are 3 and 5 they Dillon went to Gymboree at 9 months old he was there for 2 years • User 3 Tiffany • 2 and 1/2 year old daughter. She went to a class with her sister in law, she liked it but then moved away • User 4 Courtney W. • Amelia 6 and chase 2 and 1/2 Has previewed a class…Amelia was 3, Amelia was more into gymnastics and is now a nationally recognized gymnast at 6 years old HYDRANT | CONNECTING CUSTOMER EXPERIENCES

6. Respondent Profiles • User 5 – Courtney S • Courtney is an expecting mother 7 months pregnant, she lives in Breckenridge Co. where there isn’t a location but she’d be willing to drive to Denver to go. Her best friends, Meryll and Jennifer took their kids and they loved it. • User 6 – Brenda & Matt • They have a one year old boy, Miles. Brenda has an MBA and works full time in San Francisco and Matt works on a project by project basis as a sound recording engineer. Miles is in full time daycare and has been since he was six months old. • User 7 – Joy • 6 months pregnant with her first child. She is married and owns a house on lake street in San Francisco. She currently works full-time, but will have the option to stay at home or work once her baby is born. HYDRANT | CONNECTING CUSTOMER EXPERIENCES

7. Outcomes • What is Gymboree? – tell me what Gymboree is, what goes on there and what attending is going to do for my child and myself • Location, Location, Location – must be convenient, don’t want to have to keep choosing location, want to know other location options that are close incase chosen location doesn’t have what I want • Preview a class – this will definitely sell me on the experience, it should be prioritized on the website • Class materials & Partnerships – give me a better idea of what happens in the class and if you have partnerships that will benefit me and my child list them, link to them, cross promote with them • Pricing & Schedule – let me know an approximate price and view the entire class schedule so I can get an idea of what’s available • Sign up – tell me the benefit of giving you my email address • Membership area – this area should personalized to me and my children, when I’m signed in the site should personalize to me HYDRANT | CONNECTING CUSTOMER EXPERIENCES

8. Outcomes – what is Gymboree? • The site assumes users understand Gymboree • Overwhelmingly the users didn’t really understand what the levels or the classes meant (Audio A 4:54 – 5:26) • They thought the colors and the photos were nice but besides being nice to look at they didn’t see the connection to levels or classes – some users mentioned getting t-shirts that matched with cute names • All users mentioned that they know their own kids and it is nice that Gymboree understands their kids but they would like to know concrete examples and have tangible evidence as to what Gymboree will do for them – what are the benefits? Why do I need this? • Most parents went “up and back down” to find information – they didn’t see any lateral movement when looking for classes • When shown the video parents had a better idea of what Gymboree offered (Audio B 26:00 – 27:05) HYDRANT | CONNECTING CUSTOMER EXPERIENCES

9. Outcomes - Location • Location was the biggest factor in each of the interviews – even stay at home moms are pressed for time – they don’t necessarily want to drive forever – but moms that live in remote areas would make a day of it if Gymboree seemed valuable to them (Audio B 9:46-10:10) • Show me the area and give me directions • Show me what this location looks like outside and inside. • Show me clients using the facilities and equipment (pictures/video), with sound (many of the visitors may be accessing from a worksite and may need a warning to turn down volume). • Tell me, clearly, who owns/manages the facility, how I can get in touch with them • Users mentioned that location homepages would be a GREAT idea, this could help them get a clearer picture of what is offered they want a schedule specific to that location (Audio B 8:34-8:55) HYDRANT | CONNECTING CUSTOMER EXPERIENCES

10. Outcomes - Preview • All users wanted to preview but there was some confusion on where to do it, they found the print the pass but got lost in the find a class to preview path. • Users want free stuff for previewing – class discounts or free toys HYDRANT | CONNECTING CUSTOMER EXPERIENCES

11. Outcomes – Class materials & Partnerships • Classes, materials & Partnerships • Users would purchase materials that can be used at class and home at an attractive discount price from the site. • Respondents mentioned they’d like links/partnerships with Gymboree partners to other age/activity appropriate sites (Fischer Price, Leap Frog, etc.). • Show advertising for compatible brands – users said they wouldn’t mind this as long as it wasn’t obtrusive • Clear up issues with classes - Rename classes so that all levels fit. If there is a Gymboree Level 7, there should be a Sibling Solutions Level 7, Music 7, etc. • Allow for booking parties online • Extend hours/schedules after 5pm for sessions where both parents can attend, especially "Family" sessions. HYDRANT | CONNECTING CUSTOMER EXPERIENCES

12. Outcomes – Sign Up • Reward me for supplying personal information with -Gift certificates, Gymboree “bucks”, discounts, tie-in with other local merchants in neighborhood, shopping center, reduction in future class costs, etc. • Tell me how the information I supply for enrollment/membership will be used and how it will be of benefit to me. • Allow me to become a member without signing up for a class (Audio B 16:40 – 16: 54) HYDRANT | CONNECTING CUSTOMER EXPERIENCES

13. Outcomes – Membership • Request feedback from all who no longer participate in programs to determine reason for non-participation, incentive to come back. For those who went once and never went back there wasn’t much follow up nor were they given incentives to come back. • Create more of a community for moms – this would need to be password protected. This would also put a lot of burden on the franchise owner to take the photos for each class – enter the names of mom and baby – monitor message boards etc...however there are some low impact alternatives – most moms said they need little reminders of who the other mothers are – some moms would schedule makeup together etc • Supply additional information, classes and class supplemental information on membership page (Audio B 19:30 – 20:08) HYDRANT | CONNECTING CUSTOMER EXPERIENCES

14. Outcomes – what would make me choose Gymboree? • Find information quick and easy • Are we having fun yet? Cognitive and exercise aside – is this going to be fun? Show kids actively having fun. • Show that my child will be recognized for their accomplishments • Let me know that even though my kid might not be very into it at first that is okay and you’ll work with me • Qualifications of instructors • Give me rewards for frequent patronage • Customize my area for me and my kids – after I log in I want to know you are focused on my kids, their ages, and the offerings you have as well as advice and partnership offers for their specific age groups. HYDRANT | CONNECTING CUSTOMER EXPERIENCES

15. Outcomes – what would make me choose Gymboree? • Understand what Gymboree is going to do for us – not just that they understand my kid – “I know my kid”– I don’t know Gymboree • Location that is convenient • Competitive pricing • Offers classes I’m interested in – when classes are offered it seems like it is by location but then it isn’t available, class list should be by location if they have entered a zip – that zip should stick too – many users had to enter a zip over and over • Safety, Security and Hygiene –– what’s going to keep my kid from contracting the horrible plague that is going around? HYDRANT | CONNECTING CUSTOMER EXPERIENCES

16. Recommendations • What is Gymboree? Make this very clear! Show the experience from the beginning • Change the content strategy to be more about “How is Gymboree going to help me” rather than what you know about my kid • Give concrete examples of class activities • Illustrate the idea that Gymboree is a continuum – show a timeline with 1 child moving through the Gymboree Experience • Make visitors feel like Gymboree is a necessity through the content/experience – hook them in with what makes Gymboree good for me • Add video/more photos to help with tangible understanding of what Gymboree will do for me • Video needs to cover all age groups (Audio A 17:33 – 17:58) HYDRANT | CONNECTING CUSTOMER EXPERIENCES

17. Recommendations • Change the up and down approach – let folks know pricing before signing in – again localize the information “See what classes are offered at this location” (most parents went “up and back down” to find information – they didn’t see any lateral movement) Fix the typography – hard to read – users ignore • Add a “Suggest a class” • Change the urls to be location specific to show full class schedules, promotions and specials • Allow for a more convenient shopping experience that has multiple classes and sibling sign up • Prioritize free classes, pricing estimates for available classes • Explore a community aspect centered around classes – password protected • Needs to feel like an electronic home for members – target the content at the member profile HYDRANT | CONNECTING CUSTOMER EXPERIENCES