Mid-Semester Presentation

Study of Entrance in Shopping Complexes – Issues in Design

By: Himanshu Bansal Guide: Prof. Pardeep Yammiyavar

Objectives

To analyze the cognitive behavior pattern of visitors while entering an Indian shopping mall

To purpose a design solution for more effective wayfinding on entrance of Indian shopping malls

Methodology & Timeline Requirement Gathering (Images and Videos)

Self Photography + Observation Online Resources Literature Review Wayfinding/IPS/Shopping Mall Layout Eye Tracking/Research Methods Experiment Design Eye Tracking/Mobile video recording Relevant metrics to analyze Post-Questionnaire Design Conducting Experiments Data analysis Pattern Findings Design Improvement Suggestions

Done

Ongoing

4-13 March

14-24 March 25 Mar–3 Apr

4Apr-10Apr

Online Resource Gathering [2.1], [2.2], [2.3]

Outside Inside

Photography of Local Malls

Observations

Visitors

With Purpose Without Purpose/ Depends on Situation

Whether I’ll get my requirement here

Whether to enter this mall or not

Where would I find my target

Where to proceed after entering

Outside the entrance

Inside on entrance

Keywords Cost, Variety, Sale, Brands, Quality

Size of mall, Fun, Brands, Attraction, Expensive

General Keywords

Interests, Expectation, Assistance, Labeling, Efficient Searching, Experience

Design Problem

How to design a entrance area of a mall concerning following issues: 1. Entrance not clear 2. Crowded Entrance 3. What is inside the mall is not clear 4. Where to proceed after entrance.

Wayfinding + Motion Cognitive element Motoric element

= Navigation

Navigation in Spaces [1.2]

Eye Tracking [1.1]

Why Eye-Mind Hypothesis People look at what they think about

How Goal, Schedule Task design Metrics to measure Think Aloud Retrospective qus. Questionnaire Error Consideration

Eye Tracking Metrics [1.1]

Fixation Saccade Scanpath

Objective might lead to some metrics Area of interest, Time taken to find the target, Regression, Saccade over target, Gaze pattern while looking for target Area of Interest Aggregation of fixations Pattern/Difference in Scanpaths Pupil dilation and blinking Cognitive Stress and load

Deliverables

Project Report Consisting 1. Experiment readings 2. Design guidelines or improvement suggestions

References

1.1 Research methods in HCI 1.2 Darken, R. P., & Peterson, B. (2002). Spatial orientation, wayfinding, and representation. Handbook of virtual environments, 493-518

Literature

2.1 http://www.skyscrapercity.com/showthread.php?t=1111835&page=1 2.2 http://en.wikipedia.org/wiki/List_of_shopping_malls_in_India 2.3 Google Images

Images