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.
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
THE CHALLENGE
THE CHALLENGE
How might we create valuable and enjoyable in-store experiences?
How might we create valuable and enjoyable in-store experiences?
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?
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?
SOLUTION
SOLUTION
AR app offering in-store product recommendations.
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
Different types of research.
Different types of research.
To understand industry practices and key users, I began by strategizing various research methods and defining the goals I aimed to achieve through this research.
To understand industry practices and key users, I began by strategizing various research methods and defining the goals I aimed to achieve through this research.
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 01
RESEARCH 01
White Paper Research + Primary Research.
White Paper Research + 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.
RESEARCH 02
RESEARCH 02
Store observations to understand industry practices.
Store observations to understand industry practices.
Upon visiting multiple retail brick-and-mortar stores, I learned that 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.
Upon visiting multiple retail brick-and-mortar stores, I learned that 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.
DESIGN DECISIONS
DESIGN DECISIONS
A mobile app with an accessible AR experience.
A mobile app with an accessible AR experience.
I aimed to create a model that could be applied to various brands in the future. For this case study, I selected Kallmeyer as the brand to represent my project concept, where users can access an interactive AR experience through a mobile app to enhance their shopping journey.
I aimed to create a model that could be applied to various brands in the future. For this case study, I selected Kallmeyer as the brand to represent my project concept, where users can access an interactive AR experience through a mobile app to enhance their shopping journey.
AR Cards that provide styling recommendations based on user's chosen product
Recommended products are chosen based on the store's inventory and planogram
AR Cards that provide styling recommendations based on user's chosen product
Recommended products are chosen based on the store's inventory and planogram
AR Cards that provide styling recommendations based on user's chosen product
Recommended products are chosen based on the store's inventory and planogram
Extends brand identity and heightens brand experience
Provide brands/stores access to customer information and location
Extends brand identity and heightens brand experience
Provide brands/stores access to customer information and location
Extends 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]
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]
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]
Has a physical store but no accompanying app
Limited customer interaction within store due to having only one sales assistant
Has a physical store but no accompanying app
Limited customer interaction within store due to having only one sales assistant
Has a physical store but no accompanying app
Limited customer interaction within store due to having only one sales assistant
Kallmeyer Flagship Store
Kallmeyer Flagship Store
BRAINSTORM
BRAINSTORM
Ideation phase with low fidelity wireframes.
Ideation phase with low fidelity 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 TESTING
USER TESTING
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?
↓ ↓ ↓
Implementing feedback: add AR navigation feature.
Implementing feedback: add 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.
VISUAL IDENTITY
VISUAL IDENTITY
Creating a style guide.
Creating a style guide.
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 DESIGNS
FINAL DESIGNS
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.
STEP 1: Login & Choose Store Location
Upon arriving at the store, customers log into the Kallmeyer app and select the specific store they are visiting.
The app collects customer information to enhance product recommendations based on the store's inventory and planogram.
STEP 2: AR Feature and Tutorial
Customers can enjoy an interactive AR experience by clicking the AR icon in the top-right corner of the app.
A comprehensive tutorial is provided to guide users on how to use the AR features.
STEP 3: Product Recommendations & Navigation
Customers scan the QR code on the product tag.
The AR card recommends other products within the store that can be nicely paired with the customer's selected item.
AR navigation guides customers to the recommended products’ locations upon selection of the product AR card.
For more accessibility, a store map (plan) version is also provided to the customers.
↓ ↓ ↓
Feel free to test my prototype to gain a comprehensive understanding of my project
STEP 1: Login & Choose Store Location
Upon arriving at the store, customers log into the Kallmeyer app and select the specific store they are visiting.
The app collects customer information to enhance product recommendations based on the store's inventory and planogram.
STEP 2: AR Feature and Tutorial
Customers can enjoy an interactive AR experience by clicking the AR icon in the top-right corner of the app.
A comprehensive tutorial is provided to guide users on how to use the AR features.
STEP 3: Product Recommendations & Navigation
Customers scan the QR code on the product tag.
The AR card recommends other products within the store that can be nicely paired with the customer's selected item.
AR navigation guides customers to the recommended products’ locations upon selection of the product AR card.
For more accessibility, a store map (plan) version is also provided to the customers.
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.
Upon performing a moderated usability test with my peers (total of 10 participants) all completed the tasks successfully without any issues.
Upon performing a moderated usability test with my peers (total of 10 participants) all completed the tasks successfully without any issues.
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?
FINAL THOUGHTS
FINAL THOUGHTS
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.
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?
What did I learn?
Analyze shopping behaviors using past data
Balance the needs of the brand and the customers
Analyze shopping behaviors using past data
Balance the needs of the brand and the customers
The goal of this project was to create a model applicable to various brands. In the future, I aim to focus on analyzing the specific needs of customers of specific brand and provide more tailored and effective solutions, rather than a general approach.
The goal of this project was to create a model applicable to various brands. In the future, I aim to focus on analyzing the specific needs of customers of specific brand and provide more tailored and effective solutions, rather than a general approach.
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.
