Local stores used to function as the main distribution channel to sell product and services. As the time changes, online shopping is gradually dominating the market. What should physical store define itself now and how can it improve its service and increase its value?

Illustration by Jaewon Park
Our goal is to find new ways to use technologies and services developed by Microsoft to create new value innovation for the physical store. 
There are a few questions we need to answer. 
1) Are we creating values for the customers?(old customer/new customer)
2) Are we differentiating the brand and making it stronger? (Customer value vs. business value)
3) Are we making them more likely to stay engaged with us? (What do they care vs. What we want to sell)
To understand the activities in store, we went to the store and did a behavioral mapping. We drew the layout of the store and labeled the function areas, and customer flows.
We also paid attention to the products presented in-store and services they provides.
Based on what we found in the behavioral mapping, we came up with 100 ideas and categorized them into several groups. We chose 30 ideas from the pool and did a basic technologies and user research for each of them. Then we locked down to create one prototype that we think stands out and challenging.
We created an interactive installation that can be used in store-front using Kinect and project mapping technologies. The idea is to showcase Microsoft design aesthetic and services instead of a single product.
We also create a mini game app on the platform as an example of content integration capabilities.

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