AIGOT
AIGOT
AIGOT
An Innovative Experience Solution for Customers and Operators of Malls
An Innovative Experience Solution for Customers and Operators of Malls
Duration: Sep 2022 - Dec 2023
Duration: Sep 2022 - Dec 2023
Duration: Sep 2022 - Dec 2023
Project Type: School Team Project
Project Type: School Team Project
Project Type: School Team Project
My Role: UX Designer | User Interview | User Testing
My Role: UX Designer | User Interview | User Testing
My Role: UX Designer | User Interview | User Testing
Category: User Research | AR Experience
Category: User Research | AR Experience
Category: User Research | AR Experience
User Research
User Research
User Research
UX Design
UX Design
UX Design
User Testing
User Testing
User Testing
Figma
Figma
Figma
Unity
Unity
Unity
Runway ML
Runway ML
Runway ML
Project Brief
Project Brief
Do you know the about 1/3 of the mall around the United States are dying? And a lot of existing malls are facing declining sales and vacancy….
Do you know the about 1/3 of the mall around the United States are dying? And a lot of existing malls are facing declining sales and vacancy….
Do you know the about 1/3 of the mall around the United States are dying? And a lot of existing malls are facing declining sales and vacancy….
User Research
User Research
OVERVIEW
OVERVIEW
OVERVIEW
The primary goal of this course was to master user-centered research techniques aimed at tackling sustainability challenges. During the initial seven weeks, our efforts were concentrated on undertaking comprehensive secondary and primary research. This approach enabled us to delve into the reasons behind the decline of U.S. malls and to precisely define our target audience by examining their demographic characteristics, behaviors, preferences, and requirements.
The primary goal of this course was to master user-centered research techniques aimed at tackling sustainability challenges. During the initial seven weeks, our efforts were concentrated on undertaking comprehensive secondary and primary research. This approach enabled us to delve into the reasons behind the decline of U.S. malls and to precisely define our target audience by examining their demographic characteristics, behaviors, preferences, and requirements.
The primary goal of this course was to master user-centered research techniques aimed at tackling sustainability challenges. During the initial seven weeks, our efforts were concentrated on undertaking comprehensive secondary and primary research. This approach enabled us to delve into the reasons behind the decline of U.S. malls and to precisely define our target audience by examining their demographic characteristics, behaviors, preferences, and requirements.
DEFINITION ABOUT MALL
DEFINITION ABOUT MALL
DEFINITION ABOUT MALL
Indoor/Outdoor complex with a variety of retail stores
Indoor/Outdoor complex with a variety of retail stores
Indoor/Outdoor complex with a variety of retail stores
Secondary Research
Secondary Research
Secondary Research
MALL-RELATED TOPICS
MALL-RELATED TOPICS
ANALYSIS ABOUT DIFFERENT MALL MODELS
ANALYSIS ABOUT DIFFERENT MALL MODELS
KEY DISCOVERIES
KEY DISCOVERIES
To ansewer: "Why Malls are Dying?"
To ansewer: "Why Malls are Dying?"
Out-dated model
Out-dated model
Online Shopping
Online Shopping
Covid-19
Covid-19
Overbuilding
Overbuilding
A significant portion of the consumer base falls within the 15 to 40 age bracket. For Generation Z, the primary motivation to visit malls is the pursuit of a fun and engaging experience.
A significant portion of the consumer base falls within the 15 to 40 age bracket. For Generation Z, the primary motivation to visit malls is the pursuit of a fun and engaging experience.
A significant portion of the consumer base falls within the 15 to 40 age bracket. For Generation Z, the primary motivation to visit malls is the pursuit of a fun and engaging experience.
The surge in online shopping has profoundly affected retail sales, diminishing the role of malls as the sole venues for shopping and socialization.
The surge in online shopping has profoundly affected retail sales, diminishing the role of malls as the sole venues for shopping and socialization.
The surge in online shopping has profoundly affected retail sales, diminishing the role of malls as the sole venues for shopping and socialization.
Between 2019 and 2020, there was a 42% decrease in foot traffic. This shift can be attributed to an increase in remote work and a growing reluctance to visit indoor spaces.
Between 2019 and 2020, there was a 42% decrease in foot traffic. This shift can be attributed to an increase in remote work and a growing reluctance to visit indoor spaces.
Between 2019 and 2020, there was a 42% decrease in foot traffic. This shift can be attributed to an increase in remote work and a growing reluctance to visit indoor spaces.
During the 1970s and 1980s, America witnessed the opening of a new mall every three days, on average. Approximately one-third of the shopping malls in the United States are now enclosed.
During the 1970s and 1980s, America witnessed the opening of a new mall every three days, on average. Approximately one-third of the shopping malls in the United States are now enclosed.
During the 1970s and 1980s, America witnessed the opening of a new mall every three days, on average. Approximately one-third of the shopping malls in the United States are now enclosed.
Primary Research
Primary Research
Primary Research
CONTEXTUAL INQUIRY
CONTEXTUAL INQUIRY
INTERVIEW
INTERVIEW
7
7
Malls
Malls
7
Stakeholders
6
7
Shoppers
Stake-holders
6
Shoppers
We went to 7 Malls around Los Angeles, including premium malls and popular malls for at least 3 times to find shoppers and stakeholders to interview.
We went to 7 Malls around Los Angeles, including premium malls and popular malls for at least 3 times to find shoppers and stakeholders to interview.
We went to 7 Malls around Los Angeles, including premium malls and popular malls for at least 3 times to find shoppers and stakeholders to interview.
Stakeholder's opinion and data are important for us to know why malls are dying or if the specific mall is dying or not, we found 7 stakeholders includes manager, store owner and security manager to get information.
Stakeholder's opinion and data are important for us to know why malls are dying or if the specific mall is dying or not, we found 7 stakeholders includes manager, store owner and security manager to get information.
Stakeholder's opinion and data are important for us to know why malls are dying or if the specific mall is dying or not, we found 7 stakeholders includes manager, store owner and security manager to get information.
Shoppers' opinion is the crucial part of improving mall experience, we found 6 shoppers in total in malls and around us to know how they interact which mall and how they feel about mall right now.
Shoppers' opinion is the crucial part of improving mall experience, we found 6 shoppers in total in malls and around us to know how they interact which mall and how they feel about mall right now.
Shoppers' opinion is the crucial part of improving mall experience, we found 6 shoppers in total in malls and around us to know how they interact which mall and how they feel about mall right now.
STAKEHOLDERS INTERVIEWS
STAKEHOLDERS INTERVIEWS
SHOPPERS INTERVIEWS
SHOPPERS INTERVIEWS
CONVERSATION TOOLS
CONVERSATION TOOLS
SUMMERIZING INSIGHTS
SUMMERIZING INSIGHTS
KEY FINDINGS
KEY FINDINGS
Dying malls lack unique anchor stores.
Dying malls lack unique anchor stores.
“Feels like it is slowly dying…seems propped up to not have a huge gaping anchor store quadrant vacancy.”
“…honestly boring stores in that mall. It's so huge but nothing to look at…”
“Feels like it is slowly dying…seems propped up to not have a huge gaping anchor store quadrant vacancy.”
“…honestly boring stores in that mall. It's so huge but nothing to look at…”
“Feels like it is slowly dying…seems propped up to not have a huge gaping anchor store quadrant vacancy.”
“…honestly boring stores in that mall. It's so huge but nothing to look at…”
“…don’t like searching for products and want tech that can streamline the process.”
“...84% of Millennials research products online before visiting a store and 87% use a mobile device while in the store.”
“…don’t like searching for products and want tech that can streamline the process.”
“...84% of Millennials research products online before visiting a store and 87% use a mobile device while in the store.”
“…don’t like searching for products and want tech that can streamline the process.”
“...84% of Millennials research products online before visiting a store and 87% use a mobile device while in the store.”
The young generation are leading a shift in the retail industry.
The young generation are leading a shift in the retail industry.
Design Solution
DESIGN SOLUTION
For Shoppers
For Shoppers
Centralized Directory
Centralized Directory
Easy and comprehensive access to
products, stores, and events information
in the mall.
Centralized Directory
Easy and comprehensive access to products, stores, and events information in the mall.
For Shoppers
For Shoppers
SMART AR NAVIGATION
SMART AR NAVIGATION
Smart AR Navigation
For Shoppers
For Shoppers
Personalized Assistant
Personalized Assistant
Personalized Assistant
Recommendation of Similar Items
Recommendation of Similar Items
Recommendation of Similar Items
For Shoppers
For Shoppers
Personalized Assistant
Personalized Assistant
Personalized Assistant
Item Comparasion
Item Comparasion
Item Comparasion
For Shoppers
For Shoppers
Personalized Assistant
Personalized Assistant
Personalized Assistant
Eye Tracking
Eye Tracking
Eye Tracking
Process
Process
OUR PROBLEM STATEMENT
OUR PROBLEM STATEMENT
How might we bring fresh brands to dying malls and attract young generation?
How might we bring fresh brands to dying malls and attract young generation?
OUR USER TYPE
OUR USER TYPE
To
BUY SOMETHING
To
BUY SOMETHING
TO
CHANGE SCENERY
TO
CHANGE SCENERY
TO
MOVE OFFLINE
TO
MOVE OFFLINE
SHOPPER
SHOPPER
SHOPPER
To buy products with minimal time and effort spent in the mall
To buy products with minimal time and effort spent in the mall
To buy products with minimal time and effort spent in the mall
CITY-WALKER
CITY-WALKER
CITY-WALKER
Don't know what to do specifically but want to get out of the house
Don't know what to do specifically but want to get out of the house
Don't know what to do specifically but want to get out of the house
WEB-RETAILER
WEB-RETAILER
WEB-RETAILER
To get exposure to more customers and build brand awareness
To get exposure to more customers and build brand awareness
To get exposure to more customers and build brand awareness
IDEA BRAINSTORMING
IDEA BRAINSTORMING
PAPER PROTOTYPE + USER TESTING
PAPER PROTOTYPE + USER TESTING
Before finalizing our design, we developed low-fidelity prototypes using paper and carried out usability assessments to review our suggested solutions. Following a thorough analysis of the test outcomes, we implemented refinements to improve the user experience and proceeded to construct our definitive prototypes.
Before finalizing our design, we developed low-fidelity prototypes using paper and carried out usability assessments to review our suggested solutions. Following a thorough analysis of the test outcomes, we implemented refinements to improve the user experience and proceeded to construct our definitive prototypes.
Before finalizing our design, we developed low-fidelity prototypes using paper and carried out usability assessments to review our suggested solutions. Following a thorough analysis of the test outcomes, we implemented refinements to improve the user experience and proceeded to construct our definitive prototypes.
USER TASKS
USER TASKS
TASK1
TASK1
Sign Up and Upload your Payment Method
Sign Up and Upload your Payment Method
TASK2
TASK2
Try & Purchase.
Scenario:
Your headphone is broken, try to browse, try and buy with autopay.
Try & Purchase.
Scenario:
Your headphone is broken, try to browse, try and buy with autopay.
TASK3
TASK3
Check the notification and browse products
Check the notification and browse products
TASK4
TASK4
Check Notification and Browse products
Check Notification and Browse products
MID-FIDELITY WIREFRAME
MID-FIDELITY WIREFRAME
Business & Enterprise Version
Business & Enterprise Version
Platform Integration
Platform Integration
Platform Integration
Customer Insights
Human-free management
Human-free manage-ment
Integrate online business website into AIGOT system
Integrate online business website into AIGOT system
A better understanding of customers with AI camera data tracking that follows Ethics Guidelines
A better understanding of customers with AI camera data tracking that follows Ethics Guidelines
Technology-driven store operation with almost no need for employees
Technology-driven store operation with almost no need for employees
UNITY & RUNWAY ML INTEGRATION
UNITY & RUNWAY ML INTEGRATION
To evaluate the technical viability of our concept, we developed a prototype using Unity and Runway ML. We captured footage of a customer interacting with products from the perspective of a store camera, annotated their gestures, and subsequently trained our AI system based on these observations.
To evaluate the technical viability of our concept, we developed a prototype using Unity and Runway ML. We captured footage of a customer interacting with products from the perspective of a store camera, annotated their gestures, and subsequently trained our AI system based on these observations.
Scenario DEMOs
Scenario DEMOs
For Users Who Want to Buy Something
For Users Who Want to Buy Something
For Users Who Want to Buy Something
For Users Don't Know What to Do in Their Spare Time
For Users Don't Know What to Do in Their Spare Time
AIGOT - AN INNOVATIVE WAY TO REVIVE MALL EXPERIENCE
AIGOT - AN INNOVATIVE WAY TO REVIVE MALL EXPERIENCE
Copyright
© Michael Tu 2024
All rights reserved.
Copyright
© Michael Tu 2024
All rights reserved.
Copyright
© Michael Tu 2024
All rights reserved.