Mobile Retail Experience Design
in collaboration with Samsung Asia
The objective of this project is to re-imagine and conceive what is possible for tomorrow, an engaging interactive retail experience for consumer tech product in a physical environment.
Insights and Analysis
Three key areas of focus have been identified from the user journey research.
Create greater excitement- Insights from the research shows that people generally do not visit the store when they do not intend to buy at the moment.
Engineer the experience- Majority of the survey respondents are very much preferred to browse on their own.
More relevant customer service- people do not know what they are testing when they are in store with the phones.
In addition, one major key happening that has been identified is that 90 percent of the survey participants buy mobile phones at a telco. The question we asked ourselves is then this:
If users do not buy at Samsung store, what does it mean for a brand like Samsung, who has several Samsung flagship store in Singapore?
Also, because users are tied to telco contract which is usually 2 years, it leaves users with no buying or browsing intention most of the time throughout their mobile retail experience journey.
The derived retail experience design concept turn around the perspective of the role of a store, from selling products to its users to a platform that connects with its users.
The concept hope to cherish the present by being caring, engaging and committed throughout the whole retail mobile journey, to increase brand loyalty for the brand. By offering privileges and surprise elements to Samsung users, the concept also hope to attract more people onboard, increasing its market share.
The objective
The concept serves to provide constant engagement with its users throughout their mobile retail experience journey, which encompasses the period with and without mobile phone buying intention while addressing the few touch points that have been identified for improvement. To engineer the different touch points with elements of engagement enabled by technology.
Introducing
The Store with a Soul- A Retail Platform that Connects with you
The store with a soul reimagines the role of a retail store, from a sales-driven experience to a platform that strives to connect with users. The use of Augmented Reality panels to redefine window-shopping, an overarching AI system that acknowledges users throughout the store and the capturing of more accurate user data help to craft a relevant experience that users need. Through constantly engaging users throughout the entire experience journey, we hope to forge a relationship with them.
Solutions for the three touch points addressed for improvement.
1 Redefining Window Shopping
The store aims to redefine window shopping with AR (augmented reality) glass panel to allow the consumers to browse phone even without stepping into the store. Through gaze tracking technology, information about the phone is projected according to where consumers are looking. This provides a teaser to draw them into the store, while still keeping the essence of window shopping.
2 Acknowledging Users
Through the use of beacons and computer vision, the store is able to identify its consumers. Samsung users are welcome and acknowledge when they visit the store. The environment of the store subtle transform as it receives and reacts to users' actions.
The light and ambience would change according to user's preference upon entering the store.
When the users linger infront of a display, the screen would instantly lights up to greet him.
3 Relevant content and service
A personal AI guide will be used to enhance the phone testing experience. Through a user's social media and Samsung account, primary, observed and derived data are collected to better offer content and services that are relevant to the user, providing information and recommendations that are closer to their interest.
The user might be a frequent shopper based on the above data collected. Samsung can then recommend apps such as Samsung Pay to the users, apps that he or she might be interested in.
The user decides to test the camera function. The display, an assistant to the phone testing experience, automatically responds to the user's engagement with the phone and provides information about the camera features.
User Interface for phone testing guide
This one time retail store visit is only part of the whole telco contract timeline. As people have no buying intention most of the time, it is important to keep them engaged throughout the whole period.
Retail experience is not a one-off thing, it is a relationship.
Designed by
Chow Jia Yi, Glenda Yeo, Leung Jia Jun, Liang Ce
My contributions
Research, Concept direction, UI design, Space design, 3D Animations
Supervised by
Song Kee Hong
A collaboration between
NUS x Samsung Asia, Product Innovation Team
2017
Thank you
