Group Members

• Hazmi Bin Halid 1132702612
• Mohammad Haziq Shariff Bin Mohamed Haniff 1132702039
• Mohamad Shafiq Faisal Bin Mohamad Najib 1132701768

Odigós - Augmented Reality Shopping Guidance System

I. Analysis

1. Research

a. Scope

1. Objectives To create a shopping guidance system inside a retail store.

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2. How

   • Providing directions to all products on store shelves inside clients retail store for shoppers.
   • Create shopping lists.
   • Displaying coupons or product information such as recipes for items that shoppers are currently close to.

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b. Audit

1. Field (market) research

   In the past few years, a great amount of interest has been shown to develop indoor navigation systems for the common user because indoor mapping can help customers find what they need. Retailers are starting to implement such technologies inside their store. The easier that retailers make it for shoppers to find what they’re looking for, the less likely those consumers are to leave a store without making a purchase. According to a national survey commissioned by Aisle411, 20% of shoppers have departed a store without fulfilling their purchase intent, and 84% have had difficulty finding products on the crowded shelves of retailers. Employing a team of sales associates to help customers find what they’re looking for is an expensive (and in many cases ineffective) solution to the problem. Nearly three-quarters of consumers with smartphones (or 73%) say they would rather use their mobile devices in a store than ask an associate for help.

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2. Competitors / alternatives / replacement

   • WIFARER - http://www.wifarer.com/

     Pros

     • Support alternative paths.
     • Including walking time and distance.

     Cons

     • Complex maps layout.

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   • Indoor Google Maps - https://www.google.com/maps/about/partners/indoormaps/

     Pros

     • Excellent search capabilities - Very intuitive!
     • Visually appealing maps.
     • The service is available free of charge.

     Cons

     • No aerial photos.

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   • MazeMap - https://www.mazemap.com/

     Pros

     • Complete search-find-navigate solution for all indoor locations that supports MazeMap.
     • Quick searching with search suggestions.

     Cons

     • No aerial photos.

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   • Aisle411 - http://aisle411.com/

     Pros

     • Implements Augmented Reality technology.
     • Supports a wide variety of indoor positioning technologies, including wi-fi, beacon, magnetic, visible light communication and computer vision.
     • Has the capabilities to search for products.

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3. Relevant technologies

   • Using Wi-Fi for client based indoor positioning can be beneficial because in many cases existing infrastructure can be used. This could be for example Wi-Fi enabled cash register systems, routers and client hotspots. It is not even necessary that the devices are connected with the access points to determine their position.

   • Augmented Reality is the integration of digital information with live video or the user's environment in real time. Basically, it takes an existing picture and blends new information into it.

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c. Stakeholder Interviews

1. Project vision

   • We intend to provide our clients with the best shopping guidance app for customers to use inside their retail store.

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2. Risk

   • Inaccurate positioning and navigation.

   • Wrong list of products inside clients retail store.

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3. Obstacles

   • Developing an indoor navigation system can be hard because of it's limited use of technology to detect users location.

   • Relying exclusively on Wi-Fi would mean that a lot of devices are excluded because not all smartphones or tablets support client based positioning via Wi-Fi.

   • Competing with other competitors.

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4. Constraints

   • Viable technologies.

   • Developing Odigós will need experience programmers and the cost of it will be expensive.

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5. Opportunities

   In spite of the obstacles we have, this project has strength from:

   • Dedicated developers to keep the application up to date and smooth as possible.
   • High security to avoid data leak.
   • Combines in-door positioning technologies like Wi-Fi & Bluetooth Beacons to provide higher accuracy ​

d. User observations

1. User

   Shoppers

   These are the outcomes of our observations as well as the results of the survey that we have conducted inside one of many retail stores in local shopping mall, Sunway Pyramid. 50 people have participate in the survey.

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2. Behaviors

   Based on our observations, we can categories shoppers into five groups and later did a survey on shoppers to determine their behavior when visiting a retail store:

   • Touchy - Shopper that picks up something and then usually purchases it.

   • The Lingerer - Shoppers that like to take their time going through a store.

   • Guerrilla Shopper - The opposite of The Lingerer. These shoppers waits until the last minute, especially around the holiday season, and then runs around frantically, trying to get all the shopping done in one shot.

   • The Sales Junkie - These people are subjected to a spillover effect. If they see one bargain, they think everything in the store is a bargain, making them apt to spend more money.

   • The Social Shopper - This type enjoys shopping with friends and almost never shops alone, they tend to make a lot of impulsive purchases.

     Ref: http://www.marketingteacher.com/consumer-behavior-shopping-habits/

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   This shows that majority of shoppers who participated in the survey enjoys taking their time shopping inside a retail stores.

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3. Attitudes

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4. Motivations

   Based on the survey that Marketing Teacher did. These are the motivation of most shoppers inside a retail store.

   Six motivation - Based shopping orientations of shoppers

   • Chameleons: Shopping styles are situation specific or constantly changing. Their shopping approach is based on product type, shopping impetus, and purchase task.

   • Collectors/Gathers: Stockpile items and to purchase large quantities to either save money or alleviate the need for shopping. They attempt to get the best price and take advantage of retailer guarantees.

   • Foragers: Motivated to purchase only the desired items. They are willing to search extensively and have little store loyalty. They like to shop alone.

   • Hibernates: Are indifferent toward shopping. There shopping patterns are opportunistic rather than need driven and they will often postpone even required purchases.

   • Predators: Speed oriented in their shopping. They plan before shopping and like to shop alone. They don’t enjoy shopping and tend to shop outlets where they are assured of getting the items they need quickly.

   • Scavengers: Enjoy shopping both to make purchases and as an activity. They like to go to sales and consider shopping to be entertainment. They make numerous unplanned purchases.

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5. Environments

   • Retail stores

     

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6. Tools

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7. Challenges

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Shoppers agreed that they sometimes had a hard time finding products that they wanted to buy and then proceed to leave the store without making any purchase. This is the same as the national survey commissioned by Aisle411 where they said that 20% of shoppers have departed a store without fulfilling their purchase intent, and 84% have had difficulty finding products on the crowded shelves of retailers.

2. Modeling

a. Personas

Shoppers

NAME	SARAH AMANDA
GENDER	FEMALE
OCCUPATION	TEACHER
AGE	28
STATUS	MARRIED

Bio: Sarah is a married woman and she has one child, a son. She is 28 years old and works as a teacher at a local school. Sarah loves to shop alone without having her husband and son following her. She is good with her smartphone and is very reliable to it. She does not like to ask people for direction.

​ Sarah loves to shop inside a retail store and like most typical shopper, she went to retail store to buy her groceries. She likes to shop alone and does not hesitate to get a replacement product if she can't find one in the retail store.

1. Goals
   • To get her shopping done.
2. Patterns
   • She like to take her time going through a store.
3. Attitudes
   • Would rather use her smartphones in a store than ask an associate for help.
   • She loves to shop alone.
   • Won't hesitate to buy other alternatives to get her shopping done (finding substitute products)
   • Likes to try new things.
4. Aptitude
   • She's very good with her smartphones and can figure out how most app works without reading any manuals
   • A very fast learner
5. Environments
   • Retail store (Cold Storage)
6. Tools
   • Smartphones.
7. Challenges
   • Finding products on the crowded shelves of the store.

II. Synthesis

1. Requirements Definition

a. Context Scenarios

1. While getting ready in the morning, Sarah open the Odigós app on her smartphone to create a shopping checklist on what things she need to buy later on that day.
2. After she finished her class, she drove to the Sunway Pyramid shopping mall and after she parked her car and entered the mall, she took out her smartphones and open Odigós to refer back her shopping checklist.
3. She walked to Cold Storage to buy the things that she created on the shopping checklist. She ticks on the shopping checklist after she grabbed the things that she wants to buy from Cold Storage.
4. After she finished grabbing her things from Cold Storage, Sarah noticed on her phone that her son, Jackie just texted her asking her to buy Gatsby Moving Rubber purple color. She types the product name in the Odigós app search bar to find the product.
5. After she selected the correct product inside the app, Odigós will start to showing direction towards the product shelf on her smartphone screen by using her smartphone camera.
6. She walks to the location that has been set by Odigós and when she arrived at the store shelf where the product is stored and the app notify on her screen that the product is on sale, she quickly picks it up.
7. After that she double checked her checklist on the Odigós and then proceed to the counter to complete the payment.
8. Then she walk out from the store and went back home. Her son is very happy because Sarah managed to buy the product that he requested.

• b. Requirements

  1. Functional and data needs

• User Mental Models

  • Shoppers can download and install the Odigós application inside their smartphones

• Design Imperatives

  • Odigós provide directions to all products on store shelves inside clients retail store for shoppers.
  • Odigós can allow shoppers to create a shopping lists.
  • Odigós displays coupons or product information such as recipes for items that shoppers are currently close to.

• Product Vision

  • To see users using our application as a shopping guidance system each time they go shopping

• Technology

  • Using Wi-Fi for client based indoor positioning can be beneficial because in many cases existing infrastructure can be used. This could be for example Wi-Fi enabled cash register systems, routers and client hotspots. It is not even necessary that the devices are connected with the access points to determine their position.
  • Augmented Reality is the integration of digital information with live video or the user's environment in real time. Basically, it takes an existing picture and blends new information into it.

2. Design Framework

a. Elements

1. Information

   • Form factor

     Odigós is a mobile application.

   • Posture

     Hands, palm and eyes

   • Input method

     It uses the smartphone camera, touch screen, Wi-Fi and mobile data.

2. functional and data elements

   • Functions

     Users can create shopping list, search for available products, navigate to specific product, check for discounts and offers.

   • Mechanisms

     Users can connect to Odigós and use all the functions provided to guide their shopping.

   • Actions

     Users can navigate inside one main screen.

   • Domain object models

     Odigós is only for shoppers to use inside a retail store supported by Odigós by providing the latest information. Users can create shopping list, search for available products, navigate to specific product, check for discounts and offers.

b. Framework

Design overall structure of user experience

1. Sketch

2. Groupings and Hierarchy

1. Key path Scenario

   1. Sarah launch Odigós app on her smartphone (Apple iPhone). She create shopping list by choosing 'Create Shopping List' from the home screen.
   2. Sarah does not know where to buy her son stuff and she type on Search Bar on what item she needs to buy.
   3. Susan tap on the retail store that selling the item that she need to buy.
   4. Susah tap on the indoor map to shows the live view of the map to give her direction towards the item.
   5. After Susan found the items and she hover her camera on the product Odigós will notify her that she is succesfully found the item.

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