Interactive Shop Windows vs. Traditional Shop Windows

In a direct comparison between traditional shop windows and interactive shop windows we can find for both possibilities interesting parts. Through the use of an interactive shop window we can add a new target group. On the other hand we also loose the more traditional oriented customer.

Having an interactive shop window in place we are more likely to get the customers attraction. We have the possibility to add additional information in a small area. Wile having a limitation on space in a traditional shop window we can use digital content without limitation and therefore display much more information or products than with a traditional shop window. New shopping channels can be activated too. For example sale through the shop window when the shop hours are closed.

On the down side we have more external influence for example sunlight which disturbs the screen projection or camera tracking. Some people might get easy overcharged with new systems and we do not have a common gesture set and usability standard which would help them.

User Tests

Scenario 3

In the 3th user test scenario I asked 4 users. Most of the participant have worked and played with Kinect before but they didn’t know what they can do with the interactive shop window. The light to display the product was installed and a wave gesture is symbolized by screen. The users didn’t have a time limit or a goal to reach. Time spend in front of the prototype was between approximately 3 min up to 6min.

Because the user knows that a wave gesture can give him more control he was quickly able to discover the virtual theme.

Parts of the design need to be redesigned. Wave gesture displayed through a visual feedback was a great help to understand what gesture needs to be performed to get more control. The light for the active bag was a great help and made it easier to understand the concept of two scenes for two products.

User Tests

After I finished the first working prototype, I started with user tests. None of the test users were informed about the subject but all of them have recognized the subject of “New York“.
With the user tests I wanted to find out if people understand the functionality of the interactive shop window. Could they understand how to interact with the application? I asked them what they would change and what was difficult for them to do.

To test the prototype I used different scenarios.

Scenario 1:

For the first user tests I asked 3 people to try the interactive shop window at a very early stage. Each of the user was only informed that the installation is a shop window. Neither the possibilities of interaction nor functionality are known. The users had to discover everything by them self. The users didn’t have a time limit or a goal to reach. Time spend in front of the prototype was between 29 seconds up to 1min.

Read more »