Hello everyone
I'm Yao Yuan from Tsinghua University
I'm very happy to be here share our work work
Establishing Design Consensus
towards Next-Generation Retail
Data-Enabled Design Exploration
and Participatory Analysis
This work is carried out in cooperation
with Chinese retail company - Alibaba
As we all know
Alibaba is similar to Amazon
eBay and other retail companies
mainly focusing on online retail business
However in recent years
They have begun to attempt to transform their attention
from online to offline retailing
like Amazon go
a brand new retail business form
for futuristic, smart and convenient shopping experience
As powerful retailers
they have rich experience
and ability to develop and manage online retail businesses
also good at research analysis and the prediction of
online user consumption behavior
however, facing the retail transformation
they also have their own limitations
under the influence of the development of
online consumption
the behavior habits of customer has changed
this will also affect technology evolution
interaction style evolution and customer
offline shopping behavior change, etc
at the same time
they lack relevant skills and knowledges
regard as a research gap
as a researcher
we have the ability
and interests to help them to solve their problems
after the further investigation
the project is not a simple accumulation
of single sales relationship
and human-product interaction experience
the consumption experience
and the retail transformation
are influenced by multiple factors
the important contradiction have to
the first one is the user behavior analysis
the second is information asymmetry
among multi-stakeholders
the retail design process
involves stakeholders with different
perspective and values
however, thay lack communication with each other
based on the literature review we found
some HCI researchers
interest and attempt to improve the shopping experience
however the complexity
of diversity of real world contexts were easily neglected
and few researchers take into account the retailers restriction
such as their money cost
learning cost operating cost and time cost
which made the design not directly applicable
regard at this situation
we choose an alibaba campus store
as experimental scenario
which is a medial size store and
over 800 suqare meters area for shopping
the reason why we chose this store
is that the user type is highly uniform
and they all student and
they have similar age and a similar consumption level
and the chain store has more than
600 similar stores in 300+ cities in China
all of them have same size
and the same product selections
in the light of the research assumption
we conducted three user studies
the first one is a pre-experimental for field investigation
and technical setup
the experimental official start
from the second user study we collected the data from
400 young student customers
including their current consumption interest
shopping paths and purchase record
then we conduct quantitative and qualitative analysis
the experiment results objectively revealed
the consumption habits
and the shopping intention of this young customers
as well as the issues of
space, interaction, management, etc
also they revealed the retailers misunderstandings
of customers
to address
the issues and the misconceptions
we organize the study 3, a co-creation workshop
and invited 13 stakeholders
for in-depth participatory data analysis
after exchanging opinions and discussions
the stakeholders reached design consensus
and put forward many constructive
design recommendations
for improve the experimental store
throughout the research process
we involved the method of data-enabled design
and participatory analysis
in study 2
we first collected 400 student customers' data by UWB
which is a location-based technology
there are different shopping path patterns
generated by UWB
after that we did cross-data-analysis
through a combination of
quantitative and qualitative methods
for more information
welcome you to refer the full paper
here I can share some interesting findings
we found the most popular products from females
and males are totally different
and under the same numbers at males and females participants
we found the males
spend less time buy more product than females
in the other word
the shopping efficiency of males is much higher than females
the result is significant
usually we may underestimate the consumption ability
of young male customers in offline store
the data shows
a comparison of high frequency path patterns
between peak and off-peak shopping periods
there are two interests in the symbolic path pattern
can help us infer the numbers of people
in supermarkets and different
shopping hours in reverse
we compare that the median customs' dwell time
and purchase rate
we have a surprising finding that there is no
apparent a positive correlation
between dwell time and purchase rate
the result contradicts the strategies of some
traditional retailers
these retailers like through the layout
design to extend the shopping time
and to increase the purchase rate
that is the 'longer they stay, the more they buy'
thus the result may break their stubbornness
we organized a third user studies with data results
and invited 13 stakeholders include 4 customers
3 retail staffs and 6 staffs
from the business unit of the retail company
the ussr studies start with
introduction and brainstorming in this part
vision value map session is to figure out
which category
the stakeholders will be interested in
and what their dream store is
after that we get into the data presentation
data result Q&A
and encourage them to exchange their opinions
and discuss design strategies
we got some interesting point
like a customer wrote down 'coca-cola fans club'
the other customer also expressed their approval
they explained that they want to zone
where they could make friends
chat and share preferences and thoughts
this wishes may be influenced by their
online shopping habits and online social
community life
even the stakeholders reached
consensus to develop a group buying business
provide customers with online pre-purchased channels
and offline store pickups
to enhance the customers shopping experience and efficiency
we then worked with stakeholders to make
a numbers of recommendation to improve the store design
and the further discussion in future retail design
four of these recommendations have
already been implemented in the experimental store
looking back at the entire design process
we summarize the experience of this project
into a three-step model
which are the contextual step
that informed the step and the aware step
i hope it will be helpful to the other similar scenario
especially the practical retail project
need involves a large scale data and expert knowledge
in the solution-seeking process
this is a brief introduction of our paper
welcome to you refer the more information
from the full paper
also welcome to contact us if you have any question
thank you everybody