putting our cards on the table
DESCRIPTION
Final Capstone Project Presentation from Team Aria, a team of students from Carnegie Mellon University's Masters of Human-Computer Interaction program. Introduces Opus, shopping experience that empowers sales associates with technology. Sponsored by Google Shopping.TRANSCRIPT
![Page 1: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/1.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Jonathan H. BrownEugenia Lee
Ramya MallyaPavel Samsonov
April (Hsuan) Yang
August 4th, 2014
TABLEPUTTING OUR CARDS ON THE
![Page 2: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/2.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
![Page 3: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/3.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
![Page 4: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/4.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 5: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/5.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Introducing Opus
![Page 6: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/6.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 7: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/7.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
![Page 8: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/8.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 9: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/9.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 10: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/10.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
63
18
Books
Retail Stores
Executives
Research Papers
Sales Associates
Experts
Online Articles
Customers
![Page 11: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/11.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Synthesis
We consolidated our research by building flow and sequence models, and making affinity diagrams with our data.
![Page 12: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/12.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Verticals
![Page 13: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/13.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 14: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/14.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Emerging Issues in Retail Stores
The Infinite Aisle is actually a tiny screen
![Page 15: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/15.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 16: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/16.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Emerging Issues in Retail Stores
I don’t want them to reach out, I want to reach in.
—Joe, Customer
![Page 17: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/17.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Emerging Issues in Retail Stores
The store has no idea that your online self is standing right there in front of them.
![Page 18: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/18.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Primary Roles of Sales Associates
Building long-term relationships
Filtering choices
![Page 19: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/19.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 20: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/20.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 21: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/21.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Cost-Benefit Analysis of Ideas
48 7
Ideas Visions
![Page 22: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/22.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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.
![Page 23: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/23.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Speed Dating
![Page 24: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/24.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Low-fidelity User Testing
In our first round of testing, Team Aria addressed the form factor and physicality of the Opus Countertop
![Page 25: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/25.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Shoppers felt uncomfortable reaching across the counter into what they considered the space owned by the sales associate.
![Page 26: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/26.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
This configuration does not readily support multiple shoppers working with an associate.
![Page 27: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/27.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Seated shoppers felt like they were committing to a longer conversation with the sales associate
![Page 28: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/28.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Mid-fidelity User Testing
Using a 39” television in a Wizard of Oz experiment, Team Aria ruled out free element rotation and overlapping windows
![Page 29: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/29.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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.
![Page 30: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/30.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
High-fidelity User Testing
![Page 31: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/31.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Putting Our Cards on the Table
![Page 32: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/32.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Opus Countertop Shopping Interface
![Page 33: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/33.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Mombasa Bedding, Rocket Bed Canopy$999.99
Mombasa Bedding, Rocket Bed Canopy$999.99
Product Cards Afford Dragging and Flicking
Playing cards provided the idiom for the dual-oriented display
![Page 34: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/34.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Final Design
Opus Countertop is a platform that stores can extend.
![Page 35: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/35.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 36: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/36.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
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
![Page 37: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/37.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Countertop
Com
municator H
andsh
ake
Profile
w
Opus is more than just the countertop
![Page 38: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/38.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
w
Opus Handshake ensures continuity...
![Page 39: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/39.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
w
...by reminding the associate about the shopper
![Page 40: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/40.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
w
Opus Countertop makes the associate trustworthy...
![Page 41: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/41.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
w
...by providing Google-branded product data
![Page 42: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/42.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
wi
Opus Communicator adds value to the relationship...
![Page 43: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/43.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
w
...by making the associate the face of the store
BACK AT HOME
![Page 44: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/44.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Benefits to Stakeholders
![Page 45: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/45.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
![Page 46: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/46.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
![Page 47: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/47.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
![Page 48: Putting Our Cards on the Table](https://reader033.vdocuments.site/reader033/viewer/2022052620/5574f8ddd8b42ae1548b5440/html5/thumbnails/48.jpg)
g i v i n g d a t a a vo i c e
g i v i n g d a t a a vo i c e
Opus