Within the vast field of retail, there are specialized areas like outdoor recreational gear. From our research we found that novice shoppers do a majority of surface-level research on color and style but lack information on technical information regarding safety and maintenance. Technical information is extremely important to understand because in some cases it could be the deciding factor of life and death. Our team designed Scout, an in-store tool that helps shoppers explore and learn about different products and activities and in turn make informed decisions.
Scout is a white-label system, with hopes that the product can be used in other specialized areas of retail.
January 2017-August 2017
Frog Design Inc.
Interaction and Visual Designer
We started with a broad interest in retail, decision-making, and storytelling Outdoor recreational/sportswear stores require more technical expertise compared to clothing stores which rely more on pleasure and preference. We explored the space by talking to experts in the retail and design field. Amidst talking to experts our team has talked to both shoppers and salespeople to better understand the relationship between the two. We have also conducted shop-alongs and user interviews to understand people’s shopping attitudes and behaviors.
We focused on how we can improve novices’ shopping experiences within the physical space of outdoor recreational/sportswear stores.
Physical stores provide a multi-sensational experience that online shopping does not. People can see, touch, smell, and hear in a physical store. Outdoor recreational/sportswear stores require more technical knowledge that novice shoppers may not know enough about to make properly informed decisions. Our team designed a fully-engaging in-store experience for shoppers to explore and learn.
Our team with the 3 months worth of data we analyzed and synthesized! How did we get here?
Research Kit here.
Full Research Report here.
Seeing all the shorts on the wall at once makes for easy comparing
People use their mobile phone to compare price and features online while they are in the store
Salespeople can provide very detailed feedback on products that improve the shopping experience
Shoppers go into the store to try on products which they cannot do on e-commerce websites
Having clear boundaries that organize similar products together can help shoppers
The store ambiance can tell a story and motivate shoppers to buy and participate in activities
Taking our Design Principles and Research findings, our team ideated using several different methods. We worked individually, as a team, and even in a group setting to think of ways to solve our user’s problems.
Our ideation was driven by our design principles and research findings.
Our team began to ideate individually and then we came together as a group. We also conducted an ideation session with a group to get a fresh perspective. Our ideas fell into several categories including navigation, previous purchases, and comparisons. We narrowed down on ideas by creating 2x2 matrices and judging the feasibility, desirability, and viability of the concept.
Our first round of team ideation
Storyboards of our Top 4 Concepts
With smart flooring, the tiles can provide navigation to specific products or section the customer is looking for. It can also take measurements in real-time. The floor can also be used to call sales people for help.
- Role for Salespeople
- Potential tool for learning
Using our research, our team began to refine our concept. We discussed various features that would help solve shoppers’ problems and also help them reach their goals. We created a system diagram and user flow to clearly portray our ideas.
Once our idea was refined, we wanted to test it with our users. Using paper prototyping and video prototyping, we tested our concept with shoppers who were interested in camping but didn't know where to start when selecting products. We wanted to understand what platforms would be the best to use and whether the product should desirability.
A participant testing our In-Store Station
A participant walking around and testing the digital card
After evaluating and refining our concept, we developed a visual system and worked on the interaction design of both the in-store station and mobile browser.
Shoppers can now get personalized product recommendations and learn about products within their context of use. Salespeople can also use the in-store stations as a means of explaining products in a visual way.
With the power of Mobile, shoppers can carry what they learned from the station to make informed decisions. They will also have the control to ask salespeople for help when they need them.