1. Augmenting retail shopper experience through interaction design for non-
prepackaged goods
Collaborators:
Prof. Pradeep Yammiyavar
Kanupriya
Bachelor Thesis Project
August 2011-April 2012
Search Selection Packaging Payment
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2. AIM
User’s perspective:
To design an improved transaction experience for making buying of non-
prepackaged goods in retail environment hassle free and enhance shopping
experiences in terms of usability vectors (Effective, Efficient, Error free, Easy
and Enjoyable)
Retailers perspective:
Decreasing transaction time per customer thereby increasing footfalls
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3. KEY ASPECTS
• Present systems not aimed at non-prepackaged goods.
• Customers are less compliant with technology.
• Trusts play major role in establishing loyalty towards a particular store.
• Purchasing becoming more of a once-a-week affair, rather than frequent
visits to the neighborhood.
• Customers like to see and feel the product on shop shelf and make
comparisons with other products before making a purchase.
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4. FIELD STUDY
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5. FIELD STUDY
10 stores; divided into four categories, Hypermarts, Superstores, Departmental
Shops, and Grocery Shops.
Interviewed Customers, Store owners, employees and managers
Observed Footfalls, Transaction times per customer, Information Channels for
customers, Technologies and Techniques employed by retailers
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6. PROBLEM ANALYSIS
Type I Type II Type III Type IV
Organized Retail Single Store Players
Reliance Fresh, Easy
Big Bazaar, Vishal Departmental Stores Grocery Stores
Day, HUB
Problems
Transaction Time Yes Yes Yes Yes
Pilferage Yes Yes No No
Trolley Yes Yes No No
Space for movement Yes Yes Partially Rarely
Stocks get wrongly placed Yes Yes No No
Inventory Tracking Yes Yes Partially No
Multiple Billings,
Queues, Customer Monetary Change, Simultaneous
Queues, Customer
Others service gets effected, More manpower multiple calculations,
service gets effected
Increased Pilferage required during rush Monetary Change
hours
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7. ACTIVITY DIAGRAM
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8. INFERENCES
• Want to pick items themselves
• Prefer buying items having standard price or quantity
• Shopping is more of a family affair
• More information is desired for making purchase decisions
• Change in outlook regarding mobiles, credit cards and e-banking
• Less space for movement due to number of trolleys during rush hours
• Stocks getting wrongly placed and pilferage were main concern areas for
retailers
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9. DESIGN ATTRIBUTES
• To reduce transaction time
• To promote freedom of choice as per Indian consumer habits
• To reduce manual effort in packaging of non-standard quantity and
contents
• To discourage shop-lifting and prevent pilferage
• To integrate everyday transaction process with technology
• To provide customers with information such as price, quality, etc. and aid
purchase decisions
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10. SYSTEM CONCEPTS
Final System Cycle
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11. DESIGN INTERVENTIONS
Enters
Takes Trolley/Basket Device for customer
Shelf tags and
Sectional Counters
Prepackaged Shopping Activity Non Prepackaged Counter Machine
Self take away counter Billing
Security Check
Exits
Hand Device Floor Infrastructure
• Payment • Shelf tags
• Weight measurement • Sectional counters
• Item recognition • Counter machine
• Shopping assistance • Take away Zone
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12. HAND DEVICE: Conceptualization
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13. HAND DEVICE: Form Explorations
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14. HAND DEVICE: 3D Renderings
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15. DESIGN SOLUTION I & II
Tag
Reader
Velcro/Rubber
Band
Screen Grip Support for
mobile device
Weighing Weighing
Mechanism Mechanism
• Easy integration with payment and • Greater scope of integration with
other store components mobile devices
• Hands free option/ Flexibility • Flexibility for shoppers
• Operational within the store • Ergonomic grip
perimeter 15

16. DESIGN SOLUTION III
Raised
Periphery
Hand Device
Dock Rotating
Platform
Weighing
Platform
• Secure transaction: Only after confirmation from the user, items go in the basket
• Flexibility: Hand device can be rotated to be viewed from any angle
• Raised periphery: Prevents goods from rolling/ falling outside and helps in easy stacking
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17. HAND DEVICE: Interface Design
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18. HAND DEVICE: Interface Design
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19. FLOOR INFRASTRUCTURE
Takeaway Zone
use hand device
as a key to unlock
the box and take
the items
Counter machine Master Controller in small stores
For weight >4 kg user could use these could have charging points for the
machines to weigh the selected items. hand device 19

20. DELIVERABLES: 3D Environment
• Hand Device is given
• Prepackaged section: scanning of tags
• Non-prepackaged section: weighing of goods
• Counter machine: for heavy items
• Sectional counters: basket handover
• Master controllers: for payment
• Takeaway zone: Use device as key after payment
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21. DELIVERABLES: Prototypes
Mockups Demonstration
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22. TRANSACTION TIME
Old Layout
Old Layout New Layout
New Layout 22

23. TRANSACTION TIME
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24. KEY ADVANTAGES
Transaction time reduced
• Non-prepackaged section: Removing label printing scale as customers are weighing
their goods themselves
• Reducing queue waiting time at billing counter: list is already prepared, eliminating
scanning of items
Customer effort
• Customer does not have to carry the goods from one section to another
• Providing complete information through the device
Freedom of choice
• Customer can edit/remove items from his list through device
• Can shop with fixed amount or quantity
• Add the bill to customers’ account (khata system)
Security aspects
• Inventory Tracking
• Alarm system to ensure device cannot be taken outside the store
• Purchased items can be taken with the device as key only when the payment is received
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