Final Project
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This document appears to be a presentation for a bachelor's thesis project conducted by a student named Aditya Bandi at the Indian Institute of Technology Guwahati. The project aims to enhance the retail experience for consumers by helping them shop more efficiently. The presentation outlines the objectives, methodology, literature review, user data collection process, observations, and proposed design solution for the project. The methodology involved research phases including literature review, user studies using interviews, surveys, and video recordings to understand consumer behavior.
![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](https://image.slidesharecdn.com/adityabandifinalppt-111017090227-phpapp01/85/Final-Project-19-320.jpg)
Final Project
- 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. 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. 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. 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. 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. Literature Review • Microsof future vision – Retail • GREC – Mobile Retail Experience Enhancing the Retail Experience of the Consumer – Final PresentaCon 6
- 7. Literature Review • IBM -‐ RFID Technology • Philips InteracCve Shop Window Enhancing the Retail Experience of the Consumer – Final PresentaCon 7
- 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. 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. User data collecCon Enhancing the Retail Experience of the Consumer – Final PresentaCon 10
- 11. User data collecCon Enhancing the Retail Experience of the Consumer – Final PresentaCon 11
- 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. 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. Enhancing the Retail Experience of the Consumer – Final PresentaCon 14
- 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. 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. 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. 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. 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. ConceptualizaCon Dynamic InformaIon Experience Enhancing the Retail Experience of the Consumer – Final PresentaCon 20
- 21. ConceptualizaCon Enhancing the Retail Experience of the Consumer – Final PresentaCon 21
- 22. ConceptualizaCon Use of DIE in Retail Enhancing the Retail Experience of the Consumer – Final PresentaCon 22
- 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. ConceptualizaCon User categorizaIon Enhancing the Retail Experience of the Consumer – Final PresentaCon 24
- 25. ConceptualizaCon User categories based on Indian Family structure Enhancing the Retail Experience of the Consumer – Final PresentaCon 25
- 26. ConceptualizaCon Method to recognize the user categories by the system Enhancing the Retail Experience of the Consumer – Final PresentaCon 26
- 27. ConceptualizaCon For product suggesIons Enhancing the Retail Experience of the Consumer – Final PresentaCon 27
- 28. ConceptualizaCon For product comparisons Enhancing the Retail Experience of the Consumer – Final PresentaCon 28
- 29. ConceptualizaCon For product specific content Enhancing the Retail Experience of the Consumer – Final PresentaCon 29
- 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. Proposed Design SoluCon Rendering of the Kiosk Enhancing the Retail Experience of the Consumer – Final PresentaCon 31
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- 33. Proposed Design SoluCon Wireframes Enhancing the Retail Experience of the Consumer – Final PresentaCon 33
- 34. Enhancing the Retail Experience of the Consumer – Final PresentaCon 34
- 35. Enhancing the Retail Experience of the Consumer – Final PresentaCon 35
- 36. Enhancing the Retail Experience of the Consumer – Final PresentaCon 36
- 37. Enhancing the Retail Experience of the Consumer – Final PresentaCon 37
- 38. Prototyping Dimensioning Enhancing the Retail Experience of the Consumer – Final PresentaCon 38
- 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
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- 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. 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. Thank You Enhancing the Retail Experience of the Consumer – Final PresentaCon 43