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Augmenting retail shopper experience through interaction design for non-prepackaged goods

Collaborators:Prof. Pradeep YammiyavarKanupriya

Bachelor Thesis ProjectAugust 2011-April 2012

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AIMUser’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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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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FIELD STUDY

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FIELD STUDY10 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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PROBLEM ANALYSIS 

Type I Type II Type III Type IVOrganized Retail Single Store Players

  Big Bazaar, Vishal Reliance Fresh, Easy Day, HUB

Departmental Stores Grocery Stores

Problems        Transaction Time Yes Yes Yes YesPilferage Yes Yes No NoTrolley Yes Yes No NoSpace for movement Yes Yes Partially RarelyStocks get wrongly placed Yes Yes No NoInventory Tracking Yes Yes Partially No         

Others

Queues, Customer service gets

effected, Increased Pilferage

Queues, Customer service gets

effected

Multiple Billings, Monetary Change, More manpower required during

rush hours

Simultaneous multiple

calculations, Monetary Change

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ACTIVITY DIAGRAM

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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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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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SYSTEM CONCEPTS

Final System Cycle

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DESIGN INTERVENTIONS

Prepackaged Non Prepackaged

Device for customer

Counter Machine

Self take away counter

Shelf tags and Sectional Counters

Hand Device• Payment• Weight measurement• Item recognition• Shopping assistance

Floor Infrastructure• Shelf tags• Sectional counters• Counter machine• Take away Zone

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HAND DEVICE: Conceptualization

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HAND DEVICE: Form Explorations

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HAND DEVICE: 3D Renderings

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DESIGN SOLUTION I & II

• Easy integration with payment and other store components

• Hands free option/ Flexibility• Operational within the store

perimeter

Velcro/RubberBand

WeighingMechanism

TagReader

Screen

WeighingMechanism

Support formobile device

Grip

• Greater scope of integration with mobile devices

• Flexibility for shoppers• Ergonomic grip

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DESIGN SOLUTION III

• 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

RotatingPlatform

RaisedPeriphery

Hand DeviceDock

WeighingPlatform

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HAND DEVICE: Interface Design

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HAND DEVICE: Interface Design

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FLOOR INFRASTRUCTURE

Counter machineFor weight >4 kg user could use

these machines to weigh the selected items.

Master Controller in small storescould have charging points for the

hand device

Takeaway Zoneuse hand device

as a key to unlock the box and take the

items

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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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DELIVERABLES: Prototypes

Mockups Demonstration

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TRANSACTION TIME

Old Layout

New Layout

New LayoutOld Layout

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TRANSACTION TIME

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KEY ADVANTAGESTransaction 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