AIGOT
The Smart Mall System offers seamless integration between online and offline experiences.
Time Duration
Sep 2022 - Dec 2023
Team
Colin Feng Michael Tu
Effie Zhu Shiya Wu
My Role
User Interview UX Designer
User testing
PROBLEM
1/3
Approximately 1/3 of shopping malls in the U.S. are enclosed, while many existing malls face challenges such as declining sales and rising vacancy rates.
SOLUTION
AIGOT is a mall platform that leverages computer vision and augmented reality to seamlessly integrate online and offline shopping, specifically designed for digital-native brands to attract the younger generation.
SOLUTION FOR CUSTOMER
Centralized Directory
Easy and comprehensive access to products, stores, and events information
Smart Navigation
Using users' input and advanced algorithms to provide the most efficient navigation
Personalized Assistant
Using real-time data to anticipate users' needs to provide recommendations
Key Feature 1
Centralized Directory
Explore all the products in the mall through the mobile app and find items that interest you.
Key Feature 2
Seamless Navigation
Quickly navigate to your desired products, minimizing time wasted on the way.
Key Feature 3
Personalized Assistant
Intelligently recommend similar products based on what you're viewing, helping you explore the store more efficiently.
Key Feature 3
Personalized Assistant
Intelligently compare product differences to help you find the best fit for you.
Key Feature 3
Personalized Assistant
Recommend potential products of interest based on the user's gaze duration, making the shopping experience smarter.
SOLUTION FOR BUSINESS
Platform Integration
Integrate the original online business website into AIGOT system
Customer Insights
A better understanding of customers with AI camera data tracking that follows Ethics Guidelines
Human-free store
management
Technology-driven store operation with little need for employees
Solution
Human-free store
management
To evaluate the technical feasibility of AI gesture recognition, we developed a prototype using Unity and Runway ML. We recorded a customer interacting with products from a store camera perspective, annotated their gestures, and trained our AI system accordingly.
RESEARCH OVERVIEW
The primary objective of this course was to learn and apply user-centered research methods to address sustainability challenges. During the first seven weeks, we conducted secondary and primary research to explore the decline of U.S. malls and identify our target audience based on their demographics, behaviors, preferences, and needs.
SECONDARY RESEARCH
Related paper, Article, Data research
Competitive Analysis
Key Findings: Why Are Malls Dying?
1
Out-dated model
A large percentage of consumers are in the age group of 15 to 40 years. Fun experience is the top reason for GenZ to visit malls.
2
Online shopping
Rise of online shopping has huge impact on retail sales. Malls are no longer the only place to shop and socialize.
3
Covid-19
The foot traffic dropped by 42% from 2019 to 2020. More people began working from home and avoided indoor venues.
4
Overbuilding
In the 70s and 80s, a new mall opened in America every 3 days on average. About 1/3 of the shopping malls in US have been enclosed.
PRIMARY RESEARCH
Context Inquiry
8
On-Site Research
7
Stakeholders Interview
6
User Interview
Mall visit
Interview
Conversation Tool
Interview
Key Findings
1
DYING MALLS LACK UNIQUE ANCHOR STORES
“…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…”
2
THE YOUNG GENERATION ARE LEADING A SHIFT IN THE RETAIL INDUSTRY
“…also don’t like searching for products and want tech that can streamline the process.”
“…a focus on improving society should be among the most important things it should seek to achieve.”
DESIGN PROCESS
Our Vision
How might we bring fresh brands to dying malls and attract the young generation?
User Type
Customer
To Buy Something
Integrate the original online business website into AIGOT system
Customer
To Change Scenery
A better understanding of customers with AI camera data tracking that follows Ethics Guidelines
Online Business
To Move Offline
Technology-driven store operation with little need for employees
Ideation
PAPER PROTOTYPES AND USABILITY TESTING
AIGOT is a mall platform that leverages computer vision and augmented reality to seamlessly integrate online and offline shopping, specifically designed for digital-native brands to attract the younger generation.
Task 1
Onboarding: Sign up and add a payment method to your account
Task 2
Your headphone is broken. Search for a new one in the app, try it in-store, explore alternatives if needed, and pay automatically when you leave.
Task 3
Check the sales notification and browse product.
MID-FIDELITY WIREFRAMES
User Scenario - User want to buy somthing
User Scenario - Users Don't Know What to Do in Their Spare Time
WHAT'S NEXT
Iterate on Prototypes:
Refine prototypes based on user testing feedback.
Develop high-fidelity prototypes for further testing.
Conduct Additional User Testing:
Test the refined prototypes with a broader user base to gather more comprehensive feedback.
Focus on specific areas of confusion identified in previous tests.
Complete the merchant platform:
Conduct user testing to identify and prioritize key functionalities.
Perform accessibility testing to detect and address potential barriers.