Putting Our Cards on the Table

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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

3

7

16

3742

3

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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

w

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