Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.

1. Jonathan Morgan | Experience Director | Rosetta Marketing | @PromoRock
How We Will Shop
Ubiquitous Computing and the In-Store Shopping Experience

2. What is Ubiquitous
Computing?
@PromoRock

3. The most profound technologies are
those that disappear.
!
They weave themselves into the fabric of everyday life until
they are indistinguishable from it.
!
The Computer for the 21st Century (1991)
Mark Weiser
@PromoRock

4. On analog communication:
The constant background presence of these products of
"literacy technology" does not require active attention, but
the information to be conveyed is ready for use at a glance.
It is difficult to imagine modern life otherwise.
!
The Computer for the 21st Century (1991)
Mark Weiser
@PromoRock

5. Human-Computer Interaction
@PromoRock

6. Just like Ubiquitous Computing, the term Human-
computer interaction, in itself, places a great deal of focus
on the ‘computer’ — and whatever mental picture that
evokes.
@PromoRock

7. It’s what the computer consumes, processes, then gives
back to us that we truly interact with.
!
We’re interacting with information.
@PromoRock

8. Human-Information Interaction
@PromoRock

9. The term computer was holding me back. It was my own
mental model that constricted how and what I designed.
!
Our designs may be facilitated by computation, but the value
comes from the information they present.
@PromoRock

10. Innovation is Inherited
@PromoRock

11. To identify opportunity for innovation, first look to the past to
see how prolific innovator’s found their inspiration.
!
These futurist’s often look at what was feasible at the time,
then envision how it might evolve over the next 3, 5, 10, or
20 years.
!
Karl Fast, a mentor of mine, calls this evoking ….
@PromoRock

12. Plausible Magic
@PromoRock

13. Infant-stage tech that excites academics and
scientists but makes regular people say, “it’s
cool but who would ever use that?”
!
Just like most people said about:
• surfing the web on their mobile phone in 2000
• buying products online in 1994
• wearing a computer on your face in 1980
@PromoRock

14. Plausible Magic
1980 Mid 80’s Early 90’s Mid 90’s Late 90’s
Steve Mann’s WearComp: 1980 - 1998 @PromoRock

15. Accomplishments of scientists, designers, and
visionaries feeds the accomplishments of other
scientists, designers, and visionaries.
!
Until this magic looks a lot more real.
@PromoRock

16. Plausible Magic becomes reality
@PromoRock

17. Why should you care?
!
Because this is the future of design. It will
manifest itself in the personalization and
humanization of our interfaces as well as
the design of the devices themselves.

18. What does this have to do with retail?
@PromoRock

19. Because eCommerce is
the death of retail!*
!
*wrong

20. @PromoRock
eCommerce

21. @PromoRock
Retail

22. As we put computation into the world, there are
new, revolutionary opportunities to re-design
the retail shopping experience.
!
But where do we start?
!
I started here…
@PromoRock

23. The Principles of
Pervasive Retail
Application Design
!
10 principles & 38 guidelines based on over 200
published research studies
@PromoRock

24. A 2+ year independent research project - identifying,
analyzing, and synthesizing research data.
!
200 papers X 12 pg avg. = 2400 pages

25. + Moby Dick

26. 10 Principles & 38 Guidelines
1. Define the actionable context
2. Earn their trust
3. Give them what the real world can’t
4. Reduce complexity of the physical environment
5. Let them focus on the real world
6. Emulate the direct product experience
7. Keep the shopper moving
8. Put the shopper in control
9. Design hyper-relevant experiences
10. Be fun, smart, attentive and efficient
!
Learn about these principles and supporting guidelines here:
http://bit.ly/designRetail
@PromoRock

27. Actionable.
These evidence-based principles and guidelines
provide inspiration, constraints and structure to your
design activities.
@PromoRock

28. The epiphany paper.
What prompted me to focus on retail.
@PromoRock

29. An Exploratory Look at
Supermarket Shopper
Paths
Published 2005 | Larson, Bradlow, Fader
In-Store Analytics via Sensor Networks
@PromoRock

30. @PromoRock

31. @PromoRock

32. @PromoRock
Traditional thought on shopper paths.

33. @PromoRock
Reality about shopper paths

34. 50% of short trip shoppers break the racetrack path
The Short Trip Shopper
2-10 minute trips = highly task focused
@PromoRock

35. Insights from longer trips
10-17 minute shopping trips
Aisle Congestion Checkout Congestion
@PromoRock

36. Insights from longer trips
10-17 minute shopping trips
Aisle Congestion Checkout Congestion
@PromoRock
Learn from paths - take advantage of unused space

37. Complexity = More Impulse Purchases
@PromoRock

38. Complexity ≠ Higher Spending
Complexity = More Impulse Purchases
@PromoRock

39. Complexity = Greater Frustration
Complexity = More Impulse Purchases
Complexity ≠ Higher Spending
@PromoRock

40. Complexity = Lower Spending*
Complexity = More Impulse Purchases
Complexity ≠ Higher Spending
Complexity = Greater Frustration
@PromoRock
* http://bit.ly/1fBq5R9

41. How can we use this to
guide design?
@PromoRock

42. Keep the Shopper
Moving
Principle:
@PromoRock

43. Reduce Complexity of the
Physical Environment
Principle:
@PromoRock

44. Provide Quick
Checkout
Guideline:
@PromoRock

45. iBeacon
@PromoRock

46. @PromoRock

47. @PromoRock
Watch this http://youtu.be/SrsHBjzt2E8

48. Know what I see in that video?
People having fun with their friends.
!
Know what I don’t see?
@PromoRock

49. Typing!
@PromoRock

50. Let them focus on the real
world
Principle:
@PromoRock

51. Warning:
If you are tracking shoppers, you
better give them something of value
in return!
!
Contextual information is their personal information, not
yours!
@PromoRock

52. The perceived value must be
greater than the perceived risk of
giving out personal information.
@PromoRock

53. Give them what the real
world can’t
Principle:
@PromoRock

54. You are the mouse
@PromoRock

55. Provide hyper-relevant
experiences
Principle:
@PromoRock

56. Let’s take a look at how many of us are
approaching mobile design.
@PromoRock

57. Wikipedia Definition:
Responsive web design is a
web design approach aimed at
crafting sites to provide an
optimal viewing experience …
!
blah blah blah…
@PromoRock

58. Wikipedia Definition:
Responsive web design is a
web design approach aimed at
crafting sites to provide an
optimal viewing experience …
!
blah blah blah…
@PromoRock

59. What the hell is optimal?
We can’t know without the context of use.
@PromoRock

60. @PromoRock
What is the optimal experience here?

61. @PromoRock
Not this!

62. @PromoRock
Probably more like this.

63. iBeacon, BLE and myriad others
provide the technology, but it’s up
to us make something that’s
useful.
@PromoRock

64. The research turned out to be far
less about emerging technology,
and more about how people
interact with the physical
environment and others within it.
@PromoRock

65. How does all of this affect
how we approach
design?
@PromoRock

66. Ethnography
People are different.
Products are different.
!
Observe, interact, and ask questions in the context
they will be using your designs.
@PromoRock

67. Define and refine
scenarios.
@PromoRock

68. Bodystorming and
role-playing are the new
sketching.
@PromoRock

69. An Illustrative Example:
The Ampersand Store
iBeacon in-store demo
@PromoRock

70. @PromoRock
Sorry, had to be there for the demo.
But I assure you, it was awesome.

71. This is not about technology,
it’s about people.
@PromoRock

72. Thank You!

73. Jonathan Morgan
Experience Director
Rosetta Marketing
jonathan.morgan@rosetta.com
jon@promorock.com
http://linkedin.com/in/promorock
@Promorock
How we will shop:
Ubiquitous Computing and the In-Store Shopping Experience
Visit PervasiveRetailDesign.com