Walmart ShopAR
- Service Design, AR Design, VUI Design
In this project, we proposed a new service design concept for Walmart, based on deep and thorough research with full cooperation of Walmart and NCR. The ultimate motivation behind this was to provide a new customer experience at Walmart, for younger generations, about 5-10 years later in the future.
Approach
For research purpose, we worked as a big "Mega team" of 6 people, conducting various kinds of research together including the store visits and meeting with the representatives from Walmart and NCR. After that, we split into smaller teams to each develop a new concept. My team designed the "ShopAR" concept which enhances real-world shopping experience with innovative integration and utilization of online information, according to different user types.
My Role
Research-Ideation-3d prototyping-Video making-Evaluation
Everyone participated in the research phase and we divided up the tasks to maximize our work progress. I worked on collecting data on the competitive analysis and participated in designing the customer journey map for each personas. For "Insight" specifically, I was in charge of designing the UI for the scanning device, "Wheel of Fortune" and the AR Hologram screens. Also for the scanning device, I also developed a prototype with Invision to bring screens to life.
Tools
Sketch | InDesign | Unity | Rhino
Research
Stakeholder Relationship
Innovation Will Impact A Variety of Groups
Contextual Inquiry
We conducted shop alongs with 6 millennials, and tried to understand shopping habits of our target user groups. During this research, one member of the team was the interviewer and the other was the note taker, yet the note taker also supplemented the inquiry when he/she felt necessary.
There are a number of things they are frustrated about.
It is always very difficult and time-consuming for them to navigate around the store
The quality of the products available at Walmart are quite poor
It is hard for users to nd associates around when they need help
Even when they do find help, the associates are either not helpful/cannot provide good assistance
Why Walmart
- Good price
- Convenient locations
- Variety of goods
- The options of self-checkout and cashier checkout
Why not Walmart
- Target is more inviting, has more items to see, and has a friendlier atmosphere
- Walmart’s image is tainted with past publicity of low quality, bad customer service, and low wages for employees
- Online stores have more options
Service Blueprint
Through contextual inquiries with customers, interviews with Walmart store managers and associates of various roles, we tried to understand the whole process of the operation of a store.
Persona
Customer Journey Map
