Indian Institute of Technology Guwahati                    Department	  of	  Design	  Bachelor’s	  Thesis	  Project	  –	  ...
Contents	  1.           ObjecCves	  2.           Methodology	  3.           Literature	  Review	  4.           User	  Data...
ObjecCves	  ObjecCves	  of	  this	  project	  lie	  in	  creaCng	  customer	  experiences	  which:	  •  Help	  customers	 ...
ObjecCves	  •  Give	  them	  the	  power	  to	  take	  control	  of	     their	  shopping	  experience.	  So	  being	     ...
Methodology	  The	  project	  consists	  of	  the	  following	  phases:	  •  The	  research	  phase	  consists	  of	  lite...
Literature	  Review	  •  Microsof	  future	  vision	  –	  Retail	  •  GREC	  –	  Mobile	  Retail	  Experience	  Enhancing	...
Literature	  Review	  •  IBM	  -­‐	  RFID	  Technology	  •  Philips	  InteracCve	  Shop	  Window	  Enhancing	  the	  Retai...
User	  data	  collecCon	  The	  user	  research	  methods	  pursued	  during	  the	  user	  data	  collecCon:	  •        U...
User	  data	  collecCon	  User	  Interviews:	  The	  user	  interviews	  have	  been	  conducted	  in-­‐store	  with	  the...
User	  data	  collecCon	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     10	  
User	  data	  collecCon	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     11	  
User	  data	  collecCon	  Video	  Recordings:	  The	  most	  effecCve	  form	  of	  user	  observaCon	  would	  be	  video	...
User	  data	  collecCon	  Online	  user	  survey:	  The	  online	  user	  survey	  is	  done	  for	  3	  categories	  of	 ...
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     14	  
Keywords	  Relevant	  InformaCon,	  Dynamic	  shopping,	  Family,	  Product	  InformaCon,	  Purchase	  decisions,	  Produc...
ObservaCons	  •  People	  require	  crucial	  product	     informaCon	  to	  compare	  and	  make	     decision	  to	  pur...
ObservaCons	  •  Users	  always	  look	  for	  advice	  on	         products	  they	  buy.	  Either	  from	  people	      ...
ObservaCons	  •  Product	  informaCon	  is	  the	  most	         searched	  for	  informaCon	  inside	  a	  mall.	  •  Peo...
ConceptualizaCon	  	  Dynamic	  InformaCon	  Experience	  is	  a	  system	  providing	  the	  users	  content/informaCon	 ...
ConceptualizaCon	  	  Dynamic	  InformaIon	  Experience	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	...
ConceptualizaCon	  	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     21	  
ConceptualizaCon	  	  Use	  of	  DIE	  in	  Retail	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Fin...
ConceptualizaCon	  	  The	  following	  are	  the	  requirements	  to	  implement	  DIE	  in	  a	  retail	  store:	  •  Us...
ConceptualizaCon	  	  User	  categorizaIon	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  Pre...
ConceptualizaCon	  User	  categories	  based	  on	  Indian	  Family	  structure	  	  Enhancing	  the	  Retail	  Experience...
ConceptualizaCon	  Method	  to	  recognize	  the	  user	  categories	  by	  the	  system	  Enhancing	  the	  Retail	  Expe...
ConceptualizaCon	  For	  product	  suggesIons	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  ...
ConceptualizaCon	  For	  product	  comparisons	  	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Fina...
ConceptualizaCon	  For	  product	  specific	  content	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  F...
Proposed	  Design	  SoluCon	  The	  final	  proposed	  design	  concept	  is	  ‘SMART	  BUY’,	  a	  kiosk,	  which	  helps	...
Proposed	  Design	  SoluCon	  Rendering	  of	  the	  Kiosk	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	 ...
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     32	  
Proposed	  Design	  SoluCon	  Wireframes	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  Prese...
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     34	  
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     35	  
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     36	  
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     37	  
Prototyping	  Dimensioning	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     38...
Prototyping	  The	  various	  components	  used	  in	  the	  kiosk	  are:	  •  RFID	  reader	  •  Mini	  projector	  (3M)	...
Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     40	  
Discussion	  •  The	  soluCon	  proposed	  aims	  to	  provide	     a	  new	  choice	  in	  the	  way	  to	  shop	  inside...
Discussion	  •  As	  of	  now,	  the	  kiosk	  aims	  to	  help	  a	     consumer	  compare	  2	  products	  but	  it	    ...
Thank	  You	  Enhancing	  the	  Retail	  Experience	  of	  the	  Consumer	  –	  Final	  PresentaCon	     43	  
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Final Project

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Final Project

  1. 1. Indian Institute of Technology Guwahati Department  of  Design  Bachelor’s  Thesis  Project  –  Final  PresentaCon  ENHANCING  THE  RETAIL  EXPERIENCE  AND  HELPING  THE  CONSUMER  TO  SHOP  EFFICIENTLY  Guide:  Assistant  Professor  Keyur  Sorathia  Student:  Aditya  Bandi  3/5/2011   1  
  2. 2. Contents  1.  ObjecCves  2.  Methodology  3.  Literature  Review  4.  User  Data  CollecCon  5.  ObservaCons  6.  ConceptualizaCon  7.  Proposed  Design  SoluCon  8.  Prototyping  9.  Discussion  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   2  
  3. 3. ObjecCves  ObjecCves  of  this  project  lie  in  creaCng  customer  experiences  which:  •  Help  customers  to  quickly  engage  and   interact  with  the  brand  or  product.  •  Help  customers  solve  a  specific   problem.    Ex:  Faster  checkout,  Finding  the   locaCon  of  products  •  DifferenCate  a  business  from  its   compeCCon  with  “wow!”    Ex:  Display  the  contents  of  a  product   using  augmented  reality  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   3  
  4. 4. ObjecCves  •  Give  them  the  power  to  take  control  of   their  shopping  experience.  So  being   able  to  make  it  quick  with  self-­‐service,   or  find  something  at  the  right  Cme  or   quickly  solve  a  problem  —  this  is  all   about  geeng  customers  to  their  end   goal  as  fast  as  possible,  using   technology  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   4  
  5. 5. Methodology  The  project  consists  of  the  following  phases:  •  The  research  phase  consists  of  literature  review,  analysis,  user  studies  using  effecCve  informaCon  gathering  techniques.    •  Concept  building  phase  involves  looking  at  rich  and  unique  ways  of  enhancing  the  varied  shopping  experiences  taking  into  consideraCon  the  consumer  behavior  and  his  psychology.    •  The  concept  building  phase  is  followed  by  prototyping  all  the  possible  concepts  and  tesCng  them.    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   5  
  6. 6. Literature  Review  •  Microsof  future  vision  –  Retail  •  GREC  –  Mobile  Retail  Experience  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   6  
  7. 7. Literature  Review  •  IBM  -­‐  RFID  Technology  •  Philips  InteracCve  Shop  Window  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   7  
  8. 8. User  data  collecCon  The  user  research  methods  pursued  during  the  user  data  collecCon:  •  User  interviews  •  QuesConnaire  •  Video  recordings  •  Online  user  survey  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   8  
  9. 9. User  data  collecCon  User  Interviews:  The  user  interviews  have  been  conducted  in-­‐store  with  the  permission  from  the  Big  Bazaar  authoriCes.  A  total  of  8  users  parCcipated  in  this  over  a  period  of  2  weeks.  Each  user  interview  lasted  for  an  average  of  45  min.  duraCon.  It  consisted  of  in-­‐depth  quesConing  of  the  user  on  various  quesCons  from  the  quesConnaire.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   9  
  10. 10. User  data  collecCon  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   10  
  11. 11. User  data  collecCon  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   11  
  12. 12. User  data  collecCon  Video  Recordings:  The  most  effecCve  form  of  user  observaCon  would  be  video  recording  the  user’s  acCon  without  his  knowledge  and  later  analyzing  the  video  and  making  valuable  inferences.  For  this  project,  a  set  of  three  videos  has  been  shot  inside  Big  Bazaar.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   12  
  13. 13. User  data  collecCon  Online  user  survey:  The  online  user  survey  is  done  for  3  categories  of  users.  They  are  •  Users  of  age  group  8yrs  –  17yrs    •  Users  of  age  group  19yrs  –  26  yrs  •  Users  of  age  group  28yrs  –  55yrs  The  data  collected  is  analyzed  and  is  represented  in  various  pie  charts  and  bar  graphs  for  easy  understanding.  The  total  number  of  parCcipants  in  the  online  survey  is  48.    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   13  
  14. 14. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   14  
  15. 15. Keywords  Relevant  InformaCon,  Dynamic  shopping,  Family,  Product  InformaCon,  Purchase  decisions,  Product  akributes,  Need  recogniCon,  FesCvals,  Health,  Search  product  info,  Self  service,  Brand,  Quality,  Advice,  SuggesCons,    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   15  
  16. 16. ObservaCons  •  People  require  crucial  product   informaCon  to  compare  and  make   decision  to  purchase.  •  Increase  in  age  of  the  customer   increases  his/her  health  consciousness.  •  A  decision  to  buy  a  product  is   dependent  on  the  age  of  the  consumer.   In  many  cases  someone  else  takes  the   decision.  •  Some  product  needs  are  dependent  on   the  locaCon,  weather,  fesCvals  and   trends.    •  Many  users  like  to  find  for  the  product   informaCon  on  their  own.    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   16  
  17. 17. ObservaCons  •  Users  always  look  for  advice  on   products  they  buy.  Either  from  people   they  know  or  from  people  they  meet  in   the  store    Ex:  Friends  or  Sales  persons  •  Majority  of  the  customers  come  in   groups  and  always  with  people  they   know.  (Family  and  Friends)  •  Majority  of  the  customers  are  of  the   age  group  13  years  –  45  years.  •  Customers  always  try  to  look  for   informaCon  that  is  relevant  to  them.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   17  
  18. 18. ObservaCons  •  Product  informaCon  is  the  most   searched  for  informaCon  inside  a  mall.  •  People  buy  for  occasions  and  needs    Ex:  need  for  groceries  –  cooking  food  –   Different  varieCes  of  dishes  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   18  
  19. 19. ConceptualizaCon    Dynamic  InformaCon  Experience  is  a  system  providing  the  users  content/informaCon  that  is  very  relevant  to  them.  And  this  content/informaCon  is  completely  dependent  on  the  user/users  using  the  system  making  it  dynamic.  Example:  •  [User  1]  using  the  system  alone  –    Experience  1  •  [User  1  +  User  2]  using  the  system    together–  Experience  2  The  kind  of  informaCon  experienced  in  both  the  cases  is  not  same.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   19  
  20. 20. ConceptualizaCon    Dynamic  InformaIon  Experience  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   20  
  21. 21. ConceptualizaCon    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   21  
  22. 22. ConceptualizaCon    Use  of  DIE  in  Retail  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   22  
  23. 23. ConceptualizaCon    The  following  are  the  requirements  to  implement  DIE  in  a  retail  store:  •  User  categories  •  A  method  to  recognize  the  user    categories  by  the  system  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   23  
  24. 24. ConceptualizaCon    User  categorizaIon  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   24  
  25. 25. ConceptualizaCon  User  categories  based  on  Indian  Family  structure    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   25  
  26. 26. ConceptualizaCon  Method  to  recognize  the  user  categories  by  the  system  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   26  
  27. 27. ConceptualizaCon  For  product  suggesIons  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   27  
  28. 28. ConceptualizaCon  For  product  comparisons    Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   28  
  29. 29. ConceptualizaCon  For  product  specific  content  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   29  
  30. 30. Proposed  Design  SoluCon  The  final  proposed  design  concept  is  ‘SMART  BUY’,  a  kiosk,  which  helps  consumers  shop  beker  and  take  purchase  decisions  beker.  The  kiosk  uses  Dynamic  InformaCon  Experience  at  its  core  to  provide  the  user  with  relevant  informaCon  for  his/her  profile.    All  the  consumers  are  categorized  into  6  user  profiles,  which  are  discussed  in  the  conceptualizaCon  secCon.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   30  
  31. 31. Proposed  Design  SoluCon  Rendering  of  the  Kiosk  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   31  
  32. 32. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   32  
  33. 33. Proposed  Design  SoluCon  Wireframes  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   33  
  34. 34. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   34  
  35. 35. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   35  
  36. 36. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   36  
  37. 37. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   37  
  38. 38. Prototyping  Dimensioning  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   38  
  39. 39. Prototyping  The  various  components  used  in  the  kiosk  are:  •  RFID  reader  •  Mini  projector  (3M)  •  CPU  •  RFID  tags  akached  to  the    products  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   39  
  40. 40. Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   40  
  41. 41. Discussion  •  The  soluCon  proposed  aims  to  provide   a  new  choice  in  the  way  to  shop  inside   a  mall.  It  does  not  aim  to  replace  the   human  involvement  in  the  shopping   experience  of  a  consumer.  •  It  is  definitely  not  a  replacement  for   friendly  salespersons.  Smart  buy  is  the   soluCon  to  the  consumers’  need  to   accomplish  tasks  on  their  own.  •  It  is  designed  to  be  applicable  in  a  very   near  future  scenario  of  Indian  malls.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   41  
  42. 42. Discussion  •  As  of  now,  the  kiosk  aims  to  help  a   consumer  compare  2  products  but  it   can  be  extended  to  do  the  same  for   comparing  more  than  2  products.  •  This  whole  shopping  experience  helps   the  consumer  to  shop  beker  and  take   decisions  beker.  •  It  was  a  challenge  to  provide  a  soluCon   for  a  variety  of  crowds  in  the  Indian   retail  scenario.  And  this  soluCon  aims   to  cater  more  towards  the  age  group  of   urban  adult  of  the  age  group   18yrs-­‐40yrs.  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   42  
  43. 43. Thank  You  Enhancing  the  Retail  Experience  of  the  Consumer  –  Final  PresentaCon   43  

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