2 GUIDELINES | 17 REFERENCES
Pervasive technologies afford us the opportunity to collect a broad range of contextual information about shoppers, their environment, and the relationships they share. It is critically important to define which of this information is most actionable for the goal of your design.
Learn about actionable context →3 GUIDELINES | 12 REFERENCES
Earning trust is difficult. It’s a long-term relationship nurtured by persistent and consistent good experiences. Lose a customers' trust in pervasive, beacon-powered applications, and they will be afraid to walk in (or near) your store. You thought building trust in eCommerce was tough, you haven't seen anything yet.
4 GUIDELINES | 15 REFERENCES
Provide personalized tools and features that reduce the amount of thought and effort it takes to budget, plan and shop. Adapt interfaces to fit mental models of physical shopping -- borrow from what we have learned from eCommerce but execute specifically to support in-store, customer centric experiences.
2 GUIDELINES | 18 REFERENCES
Pervasive applications should simplify complex environments, much like subway maps simplify the view of a city. Complexity increases frustration, which diminishes the perceived value and loyalty to the brand. Brands benefit by helping shoppers focus on what's important to the shopper.
7 GUIDELINES | 14 REFERENCES
Don't unnecessarily distract shoppers from natural interactions with the environment. Shoppers' primary focus is on their physical surroundings - work in the background and be there when they need you most. Design for contextually relevant attention through visual, auditory and haptic feedback.
3 GUIDELINES based on 12 REFERENCES
Create a robust sensory experience with virtual products to allow self-guided exploration of the elements of the product that the shopper needs to make confident purchases.
6 GUIDELINES | 14 REFERENCES
Minimize distractions inherent to the environment and keep them moving to allow them to find essential products quickly. When we keep them moving towards their goal, we free their time to explore.
2 GUIDELINES | 8 REFERENCES
Accept the fact that pervasive applications can't be accurate 100% of the time. Allow shoppers to step in, turn off auto-pilot, and take control for themselves.
6 GUIDELINES | 16 REFERENCES
As our knowledge of our individual customers matures, we have the opportunity to shape hyper-relevant, deeply personal experiences -- ones that demonstrate that we “get them” and will give them what they need. We must provide value greater than the perceived risk of giving up information about themselves.
3 GUIDELINES | 19 REFERENCES
Design truly unique, useful and rewarding experiences. Make them fun, do some of the thinking for them, and most importantly, assume the shopper has better things to with their time than look at a screen.
These principles were the product of a structured review and analysis of more than 200 research studies, papers, and journal articles. The process of defining the principles and guidelines followed four high-level steps: Define, Identify, Analyze, Interpret.
Defined the scope of the project to research related to retail strategy, pervasive / ubiquitous computing, inclusive design, embodied interaction, proxemic interaction, assistive technology, natural & tangible user interface (NUI/TUI), gestural interfaces, in-store tech, & pervasive retail, among others.
Identified approximately 500 documents that fit the research definition. Eliminated approximately 300 papers after reviewing the more detailed descriptions and abstracts of each document.
Conducted a structured review of the remaining 200 documents. Documented major findings and data points.
Synthesized the trends into actionable principles and guidelines to be used as design constraints, heuristics, and general inspiration. References to documents leveraged for each principle are provided in context.
© 2014 - Jonathan Morgan | @promorock | LinkedIn
