Download - Putting Our Cards on the Table
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g i v i n g d a t a a vo i c e
Jonathan H. BrownEugenia Lee
Ramya MallyaPavel Samsonov
April (Hsuan) Yang
August 4th, 2014
TABLEPUTTING OUR CARDS ON THE
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Jonathan BrownTEAM CO-LEAD +
INTERACTION DESIGNERTEAM CO-LEAD +
TECHNOLOGY LEAD
Ramya MallyaEDITORIAL LEAD +
IDENTITY DESIGNER
Eugenia Lee CREATIVE LEAD
Pavel SamsonovUSER RESEARCH LEAD
+ UX DESIGNER
April Yang
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Introducing Opus
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Opus is an Experience
Helps the associate remember the returning shopper
Simplifies explicit login in the store
Sends all store emails from the same associate
Provides a unified profile that works across stores
Replaces individual screens with a shared platform for information sharing
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Design Principles
The technology should not distract the sales associate from the customer
The sales associate is always center stage
Opus combines the best of online retail with the best of brick-and-mortar
Opus technologies are mix and match
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AGENDA
Introduction: Every shopping experience is designed
Findings: Shopping is changing fast
Methods: Observing todays shopping environment
Solution: Technology is not the (whole) answer
Design: Ideation and refinement
Conclusion: Everyone benefits from Aria
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Research
Shopping is a deeply researched and broadly documented topic, so we conducted an in-depth literature review.
Executives told us the direction of the retail industry, and academics taught us decision science and marketing.
Through contextual inquiry, guerrilla observations, and diary studies, we saw the actual behaviors of shoppers and associates first hand.
Literature Review
Interviews
Observations
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Books
Retail Stores
Executives
Research Papers
Sales Associates
Experts
Online Articles
Customers
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Synthesis
We consolidated our research by building flow and sequence models, and making affinity diagrams with our data.
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Verticals
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Emerging Trends in Retail Stores
Infinite Aisle Shopping
Price Matching
Location Based Services
Omnichannel Retail
Stores are spending a lot of money to improve their in-store experience
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Emerging Issues in Retail Stores
The Infinite Aisle is actually a tiny screen
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If we’re price matching..., we actually call them to see if they can tell us the price of a particular item.
Emerging Issues in Retail Stores
—Jessica, Sales Associate
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Emerging Issues in Retail Stores
I don’t want them to reach out, I want to reach in.
—Joe, Customer
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Emerging Issues in Retail Stores
The store has no idea that your online self is standing right there in front of them.
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Primary Roles of Sales Associates
Building long-term relationships
Filtering choices
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Sales Associates Issues
First you have to log in with the store’s logon name and the store’s logon password, then you have to log in with your logon name and your logon password ... so that’s a little bit of a hassle.
—Jessica, Sales Associate
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I don’t know what I’m wearing that makes you think I would wear those three inch spiked heels.
—Heather, Customer
Sales Associates Issues
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Cost-Benefit Analysis of Ideas
48 7
Ideas Visions
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Speed Dating
We used a testing technique invented at CMU to evaluate the immediate reactions of shoppers and sales associates to a wide range of features.
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Speed Dating
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Low-fidelity User Testing
In our first round of testing, Team Aria addressed the form factor and physicality of the Opus Countertop
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Shoppers felt uncomfortable reaching across the counter into what they considered the space owned by the sales associate.
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This configuration does not readily support multiple shoppers working with an associate.
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Seated shoppers felt like they were committing to a longer conversation with the sales associate
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Mid-fidelity User Testing
Using a 39” television in a Wizard of Oz experiment, Team Aria ruled out free element rotation and overlapping windows
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When there is a lip around the outside, shoppers don’t want to put stuff on top of the interface.
Counter height is adjustable
to accommodate all shoppers,
including those in wheelchairs.
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High-fidelity User Testing
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Putting Our Cards on the Table
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Opus Countertop Shopping Interface
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Product Cards Afford Dragging and Flicking
Playing cards provided the idiom for the dual-oriented display
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Final Design
Opus Countertop is a platform that stores can extend.
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I wish:
• the interface always oriented itself correctly
• I had some training on the interface
• the list of products was better identified
Feedback from the Real World
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I like:
• that it’s an improvement over current experience
• knowing which customers needed help
• to take charge of the interface
Feedback from the Real World
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Countertop
Com
municator H
andsh
ake
Profile
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Opus is more than just the countertop
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Opus Handshake ensures continuity...
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...by reminding the associate about the shopper
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Opus Countertop makes the associate trustworthy...
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...by providing Google-branded product data
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Opus Communicator adds value to the relationship...
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...by making the associate the face of the store
BACK AT HOME
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Benefits to Stakeholders
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Opus