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GUIDING BUYER
Guiding Buyer is a universal design system for those who are used to grocery shop for one or two weeks at a time. Finance, logistics, software, and hardware are integrated into design considerations to streamline the past shopping procedures so that customers can get a more personalized, frictionless shopping experience.
Information
Personal project
Field
Retail service
Duration
2018
Task
User research
Problem framing
Data collection
Concept development
User flow
Prototype
UI design
Research
With the booming of electronic commerce, more and more consumers tend to shop online. What is the future of our grocery stores?
The rise of online stores makes a significant impact on physical stores. For example, total sales figures of Japanese department stores have fallen by 20% over the last decade.
In order to survive in the competition with online stores. Hankyu Umeda Department Store transformed 30~40% of space into a public place where people can do dating and take a rest. This transformation caused not only customer satisfaction to increase but also sales figures to grow.
Insight
This shows that many customers choose what retail stores they go to or what products they buy based on experiences.
Problem
According to the statistics of RT-MART in 2016, more than 70% of customers asking a clerk for help are related to the location of the product. It shows that the information we can actually see and absorb is less than we can imagine.
How to use multisensory design to navigate customers to the location of the product they want and improve consumer experience as well.
Literature review
Despite the perks of buying things online, consumers still seem to prefer shopping in physical stores.
According to global consumer research from Accenture in 2017, 60 percent of Gen Z shoppers, who are true digital natives, still prefer to purchase in-store, and 46 percent will still check in store to get more information before making an online purchase. In the U.S., 77 percent of Gen Z respondents said that brick-and-mortar stores is their preferred shopping channel.
prefer to purchase in-store
check in store to get more information
brick-and-mortar stores are their preferred shopping channel
“I don’t think retail is dead. Mediocre retail experiences are dead. While e-commerce has been growing, the majority of retail still happens within four walls.” said Neil Blumenthal, Warby Parker co-founder and co-chief executive.
Insight
˙Retailers cannot afford to neglect the physical store.
˙The idea that eCommerce is a different model is vanishing as online and in-
person shopping are now intricately merged. OMO(Online Merge Offline)
which incorporates offline business into an online business, will be the
future of retail.
Concept
Merge online and offline to simplify the past shopping procedures for improving the consumer's shopping experience!
˙Retailers cannot afford to neglect the physical store.
˙The idea that eCommerce is a different model is vanishing as online and in-person shopping are now intricately merged. OMO(Online Merge Offline) which incorporates offline business into an online business, will be the future of retail.
Infusing physical shopping with digital solutions and integrating with logistics, the whole system allows customers to finish their purchase through a shopping device. Customers can easily find the products and pay for them through scanning their barcodes on the shelf.
When the shopping device is returned, the checkout will be completed and the products will be shipped home without the need of carrying the products home as before. In addition, the receipts will be automatically stored in an e-wallet app. Customers can check their receipts and financial status at any time.
Development
To fit in shopping scenarios and be easy to use, I modeled, tested, and modified many times. The hand-held shopping device, the cylinder with a ring shape on top, helps customers be easy to hold and identify usage methods. The checkout kiosk, the cuboid in a concise style, can be done in a different order and help stores save space.
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Final design
Microphone
allows voice commands and rapid responses to customer questions
Scan button
adds the products to the virtual cart
Camera
recognizes the products
Assistance button
helps customers perform queries on the command
Static point
represents the user
Tactile display
indicates the direction
ABS plastic
Electromagnetic coil
Constant magnet
Base
Speaker
guides customers to operate a touchscreen
Touch screen
enables customers to check their shopping lists and complete their purchases
Magnetic charging base
activates and recharges
a shopping device
Magnetic connector
can join other units together to take up less space than regular checkout registers.
User flow
How will customers buy what they want and experience it in new way by GUIDING BUYER in the future!
Use a loyalty card or any identifiers you assign to unlock a shopping device. While you unlock the shopping device by a loyalty card or any identifiers, your information will be imported into the shopping device.
Take out the shopping device from the kiosk. The kiosk’s touchscreen will show you how to use the shopping device.
The kiosk will charge the bill to your account. Your receipt will be sent straight to your e-wallet app and you can receive what you buy in the few days.
Use a loyalty card or any identifiers you assign to unlock a shopping device. While you unlock the shopping device by a loyalty card or any identifiers, your information will be imported into the shopping device.
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