Ubiquitous Computing and the In-Store Shopping Experience

Jonathan Morgan | Experience Director | Rosetta Marketing | @PromoRock

How We Will ShopUbiquitous Computing and the In-Store Shopping Experience

What is Ubiquitous Computing?

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The most profound technologies are those that disappear. !

They weave themselves into the fabric of everyday life until they are indistinguishable from it. !The Computer for the 21st Century (1991) Mark Weiser

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On analog communication: The constant background presence of these products of "literacy technology" does not require active attention, but the information to be conveyed is ready for use at a glance. It is difficult to imagine modern life otherwise. !The Computer for the 21st Century (1991) Mark Weiser

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Human-Computer Interaction

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Just like Ubiquitous Computing, the term Human-computer interaction, in itself, places a great deal of focus on the ‘computer’ — and whatever mental picture that evokes.

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It’s what the computer consumes, processes, then gives back to us that we truly interact with. !

We’re interacting with information.

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Human-Information Interaction

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The term computer was holding me back. It was my own mental model that constricted how and what I designed. !

Our designs may be facilitated by computation, but the value comes from the information they present.

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Innovation is Inherited

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To identify opportunity for innovation, first look to the past to see how prolific innovator’s found their inspiration. !

These futurist’s often look at what was feasible at the time, then envision how it might evolve over the next 3, 5, 10, or 20 years. !

Karl Fast, a mentor of mine, calls this evoking ….

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Plausible Magic

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Infant-stage tech that excites academics and scientists but makes regular people say, “it’s cool but who would ever use that?” !Just like most people said about:

• surfing the web on their mobile phone in 2000 • buying products online in 1994 • wearing a computer on your face in 1980

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Plausible Magic1980 Mid 80’s Early 90’s Mid 90’s Late 90’s

Steve Mann’s WearComp: 1980 - 1998 @PromoRock

Accomplishments of scientists, designers, and visionaries feeds the accomplishments of other scientists, designers, and visionaries. !

Until this magic looks a lot more real.

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Plausible Magic becomes reality

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Why should you care? !

Because this is the future of design. It will manifest itself in the personalization and humanization of our interfaces as well as the design of the devices themselves.

What does this have to do with retail?

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Because eCommerce is the death of retail!* !

*wrong

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eCommerce

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Retail

As we put computation into the world, there are new, revolutionary opportunities to re-design the retail shopping experience. !

But where do we start? !

I started here…

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The Principles of Pervasive Retail Application Design !

10 principles & 38 guidelines based on over 200 published research studies

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A 2+ year independent research project - identifying, analyzing, and synthesizing research data.

!

200 papers X 12 pg avg. = 2400 pages

+ Moby Dick

10 Principles & 38 Guidelines 1. Define the actionable context 2. Earn their trust 3. Give them what the real world can’t 4. Reduce complexity of the physical environment 5. Let them focus on the real world 6. Emulate the direct product experience 7. Keep the shopper moving 8. Put the shopper in control 9. Design hyper-relevant experiences 10. Be fun, smart, attentive and efficient !Learn about these principles and supporting guidelines here: http://bit.ly/designRetail

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Actionable. These evidence-based principles and guidelines

provide inspiration, constraints and structure to your design activities.

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The epiphany paper. What prompted me to focus on retail.

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An Exploratory Look at Supermarket Shopper PathsPublished 2005 | Larson, Bradlow, Fader

In-Store Analytics via Sensor Networks

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Traditional thought on shopper paths.

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Reality about shopper paths

50% of short trip shoppers break the racetrack path

The Short Trip Shopper2-10 minute trips = highly task focused

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Insights from longer trips10-17 minute shopping trips

Aisle Congestion Checkout Congestion

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Insights from longer trips10-17 minute shopping trips

Aisle Congestion Checkout Congestion

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Learn from paths - take advantage of unused space

Complexity = More Impulse Purchases

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Complexity ≠ Higher Spending


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Complexity = Greater Frustration



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Complexity = Lower Spending*



Complexity = Greater Frustration

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* http://bit.ly/1fBq5R9

How can we use this to guide design?

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Keep the Shopper Moving

Principle:

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Reduce Complexity of the Physical Environment

Principle:

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Provide Quick Checkout

Guideline:

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iBeacon

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Watch this http://youtu.be/SrsHBjzt2E8

Know what I see in that video? People having fun with their friends. !

Know what I don’t see?

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Typing!

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Let them focus on the real world

Principle:

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Warning: If you are tracking shoppers, you better give them something of value in return! !

Contextual information is their personal information, not yours!

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The perceived value must be greater than the perceived risk of giving out personal information.

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Give them what the real world can’t

Principle:

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You are the mouse

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Provide hyper-relevant experiences

Principle:

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Let’s take a look at how many of us are approaching mobile design.

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Wikipedia Definition: Responsive web design is a web design approach aimed at crafting sites to provide an optimal viewing experience … !

blah blah blah…

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What the hell is optimal? We can’t know without the context of use.

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What is the optimal experience here?

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Not this!

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Probably more like this.

iBeacon, BLE and myriad others provide the technology, but it’s up to us make something that’s useful.

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The research turned out to be far less about emerging technology, and more about how people interact with the physical environment and others within it.

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How does all of this affect how we approach design?

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Ethnography People are different. Products are different. !

Observe, interact, and ask questions in the context they will be using your designs.

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Define and refine scenarios.

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Bodystorming and role-playing are the new sketching.

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An Illustrative Example: The Ampersand Store iBeacon in-store demo

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Sorry, had to be there for the demo. But I assure you, it was awesome.

This is not about technology, it’s about people.

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Thank You!

Jonathan Morgan Experience Director Rosetta Marketing [email protected] [email protected] http://linkedin.com/in/promorock @Promorock

How we will shop: Ubiquitous Computing and the In-Store Shopping Experience

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Ubiquitous Computing and the In-Store Shopping Experience

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