AR Shopping - Kallmeyer
AR Shopping - Kallmeyer
Technological augmentation of physical space for improved in-store retail shopping experience.
Technological augmentation of physical space for improved in-store retail shopping experience.
to read the research paper to learn more about this project
ROLE
UX Researcher
UI/UX Designer
TEAM
Parsons School of Design Major Studio 2 Solo Project
Professor Anthony Deen
TOOL
Figma
Adobe Illustrator
DURATION
SP 2024
ROLE
UI/UX Designer
UX Researcher
TEAM
Parsons School of Design Major Studio 2 Solo Project
Professor Anthony Deen
TOOL
Figma
Illustrator
DURATION
SP 2024
CHALLENGE
CHALLENGE
As the fashion industry shifts towards e-commerce, physical stores experience fewer visits. Customers seek more enriching in-store experiences that online shopping cannot provide. Brands aim to enhance in-store experiences, as physical stores offer more options.
As the fashion industry shifts towards e-commerce, physical stores experience fewer visits. Customers seek more enriching in-store experiences that online shopping cannot provide. Brands aim to enhance in-store experiences, as physical stores offer more options.
How might we maximize the potential of physical retail spaces to create valuable and enjoyable in-store experiences that attract and engage more customers?
How might we maximize the potential of physical retail spaces to create valuable and enjoyable in-store experiences that attract and engage more customers?
SOLUTION
SOLUTION
AR app offering in-store product recommendations.
AR app offering in-store product recommendations.
Using the brand Kallmeyer as an exemplary prototype applicable to other brands, my idea involves developing an app with an AR feature that shows complementary items as AR cards when customers scan a product's QR code. Recommendations are tailored based on the store's planogram, inventory, and customer data collected at entry.
Using the brand Kallmeyer as an exemplary prototype applicable to other brands, my idea involves developing an app with an AR feature that shows complementary items as AR cards when customers scan a product's QR code. Recommendations are tailored based on the store's planogram, inventory, and customer data collected at entry.
INITIAL IDEA
INITIAL IDEA
Begin research explorations.
Begin research explorations.
Target Users
Occasional and frequent shoppers
Brand associates
Research Methods
Scholarly research including scholarly articles and books
Primary research including interviews and observations
Research Goals
Understand the psychology behind shopping behaviors - what makes one purchase?
Identify and understand the varied needs of the retail brand and its customers
Understand the values of brick-and-mortar stores
Understand business objectives from the retail brand's perspective
Research Methods
Scholarly research including scholarly articles and books
Primary research including interviews and observations
Target Users
Occasional and frequent shoppers
Brand associates
Research Goals
Understand the psychology behind shopping behaviors - what makes one purchase?
Identify and understand the varied needs of the retail brand and its customers
Understand the values of brick-and-mortar stores
Understand business objectives from the retail brand's perspective
RESEARCH
RESEARCH
Scholarly and Primary Research.
Scholarly and Primary Research.
In optimizing physical retail environments, I recognized the need to first understand the user behavior - what drives purchasing decisions and what memorable experiences keep customers returning to stores rather than shopping online.
In optimizing physical retail environments, I recognized the need to first understand the user behavior - what drives purchasing decisions and what memorable experiences keep customers returning to stores rather than shopping online.
“Brands focus on a smooth customer journey and additional sales opportunities like product recommendations.”
Kerry McCarthy
VP of Planning at Proenza Schouler
“As a solo shopper, I feel shy when approached by sales assistants, so I prefer the convenience of online shopping.”
Chloe An
Frequent In-store and Online Shopper
Through scholarly research, including books and articles, and primary research such as interviews and observations, I gained a deep understanding of users and insights into brand perspectives.
Through scholarly research, including books and articles, and primary research such as interviews and observations, I gained a deep understanding of users and insights into brand perspectives.
Key Insights
Key Insights
Customers expect an enjoyable, interactive, and informative experience when visiting in-store.
01
02
Brands want to find additional sales opportunities while shoppers are in store.
03
Both brands and customers seek to provide and enjoy a seamless, convenient shopping experience.
Store Observations.
Store Observations.
To deliver a unique experience for customers, brands are leveraging technology such as AR and virtual assistants to connect the digital and physical realms. Additionally, they use this technology to gather customer data, which helps refine their sales strategies.
To deliver a unique experience for customers, brands are leveraging technology such as AR and virtual assistants to connect the digital and physical realms. Additionally, they use this technology to gather customer data, which helps refine their sales strategies.
“AR integrates with physical space, affecting how people interact.”
Alex Shashkevich
Communications Expert &
Humanities Public Information Officer at Stanford University
“AR enhances vividness, interactivity, and novelty in consumer experiences.”
Dr. Jennifer B. Barhorst
Associate Professor of Marketing at College of Charleston
DESIGN DECISIONS
DESIGN DECISIONS
Mobile app that enhances in-store experience with an interactive AR feature, offering product information and navigation based on the user's selected item.
Mobile app that enhances in-store experience with an interactive AR feature, offering product information and navigation based on the user's selected item.
Enjoyment
AR Cards
Provide styling recommendations based on user's chosen product
Recommended products are chosen based on the store's inventory and planogram
Platform as mobile app
Extend brand identity and heightens brand experience
Provide brands/stores access to customer information and location
Out of 11,000 respondents, 78% responded that while shopping in-store, they are using the brand's app more often or about the same as last year. [2023]
Exemplary brand
Kallmeyer
Has a physical store location and online website, but no mobile app
Recommends similar products, but not items to pair with the selected product
No customer interaction in the store, with only one limited sales assistant available
Enjoyment
AR Cards
Provide styling recommendations based on user's chosen product
Recommended products are chosen based on the store's inventory and planogram
Platform as mobile app
Extend brand identity and heightens brand experience
Provide brands/stores access to customer information and location
Exemplary brand
Kallmeyer
Has a physical store location and online website, but no mobile app
Recommends similar products, but not items to pair with the selected product
No customer interaction in the store, with only one limited sales assistant available
Out of 11,000 respondents, 78% responded that while shopping in-store, they are using the brand's app more often or about the same as last year. [2023]
DESIGN
DESIGN
Wireframes.
Wireframes.
I created low-fidelity wireframes for the app's key feature, integrating the AR experience and offering exclusive information for in-store customers. By scanning the QR code on the clothing tag of their chosen product, users can start the AR experience and receive recommendations for complementary items in the store.
I created low-fidelity wireframes for the app's key feature, integrating the AR experience and offering exclusive information for in-store customers. By scanning the QR code on the clothing tag of their chosen product, users can start the AR experience and receive recommendations for complementary items in the store.
USER TEST
USER TEST
What did the users say?
What did the users say?
There's potential to enhance the AR aspect. Right now, I'm interacting with the products - how can I also engage with the space?
There's potential to enhance the AR aspect. Right now, I'm interacting with the products - how can I also engage with the space?
The flow is clear, but I’d love to see more interactive AR features. What comes next after I view the AR cards?
The flow is clear, but I’d love to see more interactive AR features. What comes next after I view the AR cards?
↓ ↓ ↓
FEEDBACK IMPLEMENTATION
FEEDBACK IMPLEMENTATION
Adding AR Navigation Feature.
Adding AR Navigation Feature.
Through user testing, I found that a more interactive experience would improve effectiveness, enjoyment, and memorability, resulting in longer engagement times and increased sales potential. I decided to additionally provide AR navigation feature that would enhance customer interaction within the physical store space.
Through user testing, I found that a more interactive experience would improve effectiveness, enjoyment, and memorability, resulting in longer engagement times and increased sales potential. I decided to additionally provide AR navigation feature that would enhance customer interaction within the physical store space.
Interactive & Informative
AR navigation that guides users to recommended products for heightened customer interactivity, based on store planogram and inventory.
Interactive & Informative
AR navigation that guides users to recommended products for heightened customer interactivity, based on store planogram and inventory.
IDENTITY
IDENTITY
Design system.
Design system.
In optimizing physical retail environments, I recognized the need to first understand the user behavior - what drives purchasing decisions and what memorable experiences keep customers returning to stores rather than shopping online.
In optimizing physical retail environments, I recognized the need to first understand the user behavior - what drives purchasing decisions and what memorable experiences keep customers returning to stores rather than shopping online.
Final Prototypes.
Final Prototypes.
Utilizing the design system and user feedback, I finalized design decisions to create a seamless and enjoyable AR interaction experience for in-store customers while shopping.
Utilizing the design system and user feedback, I finalized design decisions to create a seamless and enjoyable AR interaction experience for in-store customers while shopping.
ESTABLISH
Log In and Select Store Location
Upon arriving at the store, customers log into the Kallmeyer app, select their location, and access AR features that interact with store inventory and planograms. This also allows the brand to gather customer information for improved product recommendations.
LEARN: HOW TO
AR Feature with Tutorial
Customers can enjoy an interactive augmented reality experience through the app. By clicking the AR icon in the top right corner, users access the AR feature and a comprehensive tutorial on its use.
APPLY: USE IN STORE
Product Recommendations
and Navigation
In the store, customers can use the AR feature to scan the QR code on product tags. This displays AR cards with complementary items and guides them to the recommended products using AR navigation.
↓ ↓ ↓
Feel free to test my prototype to gain a comprehensive understanding of my project
Log In and Select Store Location
Upon arriving at the store, customers log into the Kallmeyer app, select their location, and access AR features that interact with store inventory and planograms. This also allows the brand to gather customer information for improved product recommendations.
ESTABLISH
AR Feature with Tutorial
Customers can enjoy an interactive augmented reality experience through the app. By clicking the AR icon in the top right corner, users access the AR feature and a comprehensive tutorial on its use.
LEARN: HOW TO
Product Recommendations
and Navigation
In the store, customers can use the AR feature to scan the QR code on product tags. This displays AR cards with complementary items and guides them to the recommended products using AR navigation.
APPLY: USE IN STORE
HOW MIGHT WE?
Problem Statement
While the Guggenheim Museum's official website offers in-depth guides and assistance, the on-site experience falls short, leading to frustration and limited engagement for visitors.
What are the existing pain points during in-person visits to the Guggenheim?
How can visitors interact and augment their experience at the museum?
PROFESSIONAL CRITIQUE
PROFESSIONAL CRITIQUE
Further Feedback
Further Feedback
At the end of the semester, I presented my project during the final critique and received insightful feedback from program faculty and external critics, highlighting opportunities to extend my project further in various directions.
At the end of the semester, I presented my project during the final critique and received insightful feedback from program faculty and external critics, highlighting opportunities to extend my project further in various directions.
"How can your app enhance the identity of Kallmeyer’s customers, and how would your app model adapt for different brands and their unique styles?"
Katherine Moriwaki
Associate Professor of Media Design at Parsons School of Design
"It seems your project could benefit solo shoppers. How would the role of sales assistants evolve in this context? Additionally, have you identified any behavioral patterns among customers who would use your app?"
Ravi Rajakumar
Staff Software Engineer at Google
TAKEAWAY
TAKEAWAY
What went well, what didn't?
What went well, what didn't?
This experience provided me with a deep understanding of why people shop and their motivations. This insight will be a valuable asset for me as a UX designer should I work in the fashion industry in the future.
With more time, I would like to expand this project to include personalized elements. Although the initial model was effective and a solid starting point, it was too general. It could be further developed and adapted into multiple versions for various user groups or brands to increase its versatility.
This experience provided me with a deep understanding of why people shop and their motivations. This insight will be a valuable asset for me as a UX designer should I work in the fashion industry in the future.
With more time, I would like to expand this project to include personalized elements. Although the initial model was effective and a solid starting point, it was too general. It could be further developed and adapted into multiple versions for various user groups or brands to increase its versatility.
What did I learn from it?
What did I learn from it?
From this experience, I learned to think more strategically and comprehensively. I received weekly feedback from peers and my professor, allowing me to explore for the first three weeks and focus on design for the last four.
While I initially concentrated on user needs, feedback emphasized the importance of considering the brand's perspective as well. Given the realistic and applicable nature of my project, I recognized the importance of balancing both user and brand requirements. I incorporated current industry practices, such as locating users through store Wi-Fi and using store planograms, to integrate technology in a practical context.
From this experience, I learned to think more strategically and comprehensively. I received weekly feedback from peers and my professor, allowing me to explore for the first three weeks and focus on design for the last four.
While I initially concentrated on user needs, feedback emphasized the importance of considering the brand's perspective as well. Given the realistic and applicable nature of my project, I recognized the importance of balancing both user and brand requirements. I incorporated current industry practices, such as locating users through store Wi-Fi and using store planograms, to integrate technology in a practical context.
APPENDIX
APPENDIX
Customer Journey Flow.
Customer Journey Flow.
The complete user journey encompasses the end-to-end experience, from entering the store to completing the shopping trip. Upon accessing the app, the user’s location and the specific store are identified, allowing for recommendations based on the store’s planogram.
The complete user journey encompasses the end-to-end experience, from entering the store to completing the shopping trip. Upon accessing the app, the user’s location and the specific store are identified, allowing for recommendations based on the store’s planogram.
