Ubiquitous Computing and the In-Store Shopping Experience

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1. Jonathan Morgan | Experience Director | Rosetta Marketing | @PromoRock How We Will Shop Ubiquitous Computing and the In-Store Shopping Experience 2. What is Ubiquitous Computing? @PromoRock 3. 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 @PromoRock 4. 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 @PromoRock 5. Human-Computer Interaction @PromoRock 6. 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. @PromoRock 7. It’s what the computer consumes, processes, then gives back to us that we truly interact with. ! We’re interacting with information. @PromoRock 8. Human-Information Interaction @PromoRock 9. 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. @PromoRock 10. Innovation is Inherited @PromoRock 11. 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 …. @PromoRock 12. Plausible Magic @PromoRock 13. 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 @PromoRock 14. Plausible Magic 1980 Mid 80’s Early 90’s Mid 90’s Late 90’s Steve Mann’s WearComp: 1980 - 1998 @PromoRock 15. Accomplishments of scientists, designers, and visionaries feeds the accomplishments of other scientists, designers, and visionaries. ! Until this magic looks a lot more real. @PromoRock 16. Plausible Magic becomes reality @PromoRock 17. 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. 18. What does this have to do with retail? @PromoRock 19. Because eCommerce is the death of retail!* ! *wrong 20. @PromoRock eCommerce 21. @PromoRock Retail 22. 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… @PromoRock 23. The Principles of Pervasive Retail Application Design ! 10 principles & 38 guidelines based on over 200 published research studies @PromoRock 24. A 2+ year independent research project - identifying, analyzing, and synthesizing research data. ! 200 papers X 12 pg avg. = 2400 pages 25. + Moby Dick 26. 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 @PromoRock 27. Actionable. These evidence-based principles and guidelines provide inspiration, constraints and structure to your design activities. @PromoRock 28. The epiphany paper. What prompted me to focus on retail. @PromoRock 29. An Exploratory Look at Supermarket Shopper Paths Published 2005 | Larson, Bradlow, Fader In-Store Analytics via Sensor Networks @PromoRock 30. @PromoRock 31. @PromoRock 32. @PromoRock Traditional thought on shopper paths. 33. @PromoRock Reality about shopper paths 34. 50% of short trip shoppers break the racetrack path The Short Trip Shopper 2-10 minute trips = highly task focused @PromoRock 35. Insights from longer trips 10-17 minute shopping trips Aisle Congestion Checkout Congestion @PromoRock 36. Insights from longer trips 10-17 minute shopping trips Aisle Congestion Checkout Congestion @PromoRock Learn from paths - take advantage of unused space 37. Complexity = More Impulse Purchases @PromoRock 38. Complexity ≠ Higher Spending Complexity = More Impulse Purchases @PromoRock 39. Complexity = Greater Frustration Complexity = More Impulse Purchases Complexity ≠ Higher Spending @PromoRock 40. Complexity = Lower Spending* Complexity = More Impulse Purchases Complexity ≠ Higher Spending Complexity = Greater Frustration @PromoRock * http://bit.ly/1fBq5R9 41. How can we use this to guide design? @PromoRock 42. Keep the Shopper Moving Principle: @PromoRock 43. Reduce Complexity of the Physical Environment Principle: @PromoRock 44. Provide Quick Checkout Guideline: @PromoRock 45. iBeacon @PromoRock 46. @PromoRock 47. @PromoRock Watch this http://youtu.be/SrsHBjzt2E8 48. Know what I see in that video? People having fun with their friends. ! Know what I don’t see? @PromoRock 49. Typing! @PromoRock 50. Let them focus on the real world Principle: @PromoRock 51. Warning: If you are tracking shoppers, you better give them something of value in return! ! Contextual information is their personal information, not yours! @PromoRock 52. The perceived value must be greater than the perceived risk of giving out personal information. @PromoRock 53. Give them what the real world can’t Principle: @PromoRock 54. You are the mouse @PromoRock 55. Provide hyper-relevant experiences Principle: @PromoRock 56. Let’s take a look at how many of us are approaching mobile design. @PromoRock 57. Wikipedia Definition: Responsive web design is a web design approach aimed at crafting sites to provide an optimal viewing experience … ! blah blah blah… @PromoRock 58. Wikipedia Definition: Responsive web design is a web design approach aimed at crafting sites to provide an optimal viewing experience … ! blah blah blah… @PromoRock 59. What the hell is optimal? We can’t know without the context of use. @PromoRock 60. @PromoRock What is the optimal experience here? 61. @PromoRock Not this! 62. @PromoRock Probably more like this. 63. iBeacon, BLE and myriad others provide the technology, but it’s up to us make something that’s useful. @PromoRock 64. 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. @PromoRock 65. How does all of this affect how we approach design? @PromoRock 66. Ethnography People are different. Products are different. ! Observe, interact, and ask questions in the context they will be using your designs. @PromoRock 67. Define and refine scenarios. @PromoRock 68. Bodystorming and role-playing are the new sketching. @PromoRock 69. An Illustrative Example: The Ampersand Store iBeacon in-store demo @PromoRock 70. @PromoRock Sorry, had to be there for the demo. But I assure you, it was awesome. 71. This is not about technology, it’s about people. @PromoRock 72. Thank You! 73. Jonathan Morgan Experience Director Rosetta Marketing jonathan.morgan@rosetta.com jon@promorock.com http://linkedin.com/in/promorock @Promorock How we will shop: Ubiquitous Computing and the In-Store Shopping Experience Visit PervasiveRetailDesign.com
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1. Jonathan Morgan | Experience Director | Rosetta Marketing | @PromoRock How We Will Shop Ubiquitous Computing and the In-Store Shopping Experience 2. What is Ubiquitous…