Hacking social shopping - Frontiers of Interaction 2011

HACKING SOCIAL SHOPPING
MOBILE AS SHOPPING MEDIUM

H-art @ Frontiers of interaction 2011 Co-creation workshop | Florence - June 20th, 2011

Thursday, June 23, 2011

WE ARE...

LUCA QUATTRIN
lquattrin@h-art.it


WE ARE...

LUCA QUATTRIN SILVIO CIONI
lquattrin@h-art.it scioni@h-art.it


100 MINUTES
CO-CREATIVE


TO ENVISION A NEW MOBILE
SOCIAL SHOPPING EXPERIENCE


In/Out Stores
Elastic Networks
and False Friends

Badges, Coupons
& Co.
Things & Gadgets

HACKING 4 TOPICS


In/Out Stores
Elastic Networks
and False Friends

Badges, Coupons
& Co.
Things & Gadgets

HACKING 4 TOPICS

BE LIQUID / STRETCH CONNECTIONS


In/Out Stores
Elastic Networks
and False Friends

Badges, Coupons
& Co.
Things & Gadgets

HACKING 4 TOPICS

PLAY WITH REWARDS AND DEALS


In/Out Stores
Elastic Networks
and False Friends

Badges, Coupons
& Co.
Things & Gadgets

HACKING 4 TOPICS

DETECT ACTIVITIES’ HOTSPOTS AND
PEOPLE AROUND


In/Out Stores
Elastic Networks
and False Friends

Badges, Coupons
& Co.
Things & Gadgets

HACKING 4 TOPICS

CONNECT OBJECTS AND ‘ENLARGE’ YOUR
SHOPPING EXPERIENCE


AND SKETCHING NOVEL IDEAS


THE WORKSHOP AIMS AT CREATING

AND SKETCHING NOVEL IDEAS

FOR SOCIAL SHOPPING EXPERIENCES ON THE MOVE
IN THE FASHION MARKET


CO-CREATION PROCESS


4 1

30 MINS 20 MINS
SHOW WARM-UP

100
MINS

3
2
20 MINS
CONCEPT 30 MINS
STRETCHING BRAINSTORMING


1
20 MINS
WARM-UP
Quick introduction lecture about the mobile social shopping experience
and case studies presentation.

30 MINS
BRAINSTORMING

2
Participants break out into teams.
They have to choose one or more topics and develop collaboratively three design
concepts/ideas around mobile social shopping experience.

3
20 MINS
CONCEPT STRETCHING
This task is a method to elaborate and iterate concepts/ideas in a collaborative way.
Pairs of participants have to sketch out and illustrate one of the ideas developed during
the brainstorming in 10mins.

After 10 minutes, the idea is passed to another couple that has to expand it.
Finally the same idea is transferred to the third group couple for the last iteration.


430 MINS
SHOW
Teams present the developed concepts to all participants, illustrating
one selected idea with a 2mins 'pitch' session.

WARM-UP
CURRENT VS FUTURE


“ Children now have
two states of existence:

”
asleep or online
Schmidt - CEO Google


MOBILE IS
SHAPING OUR LIFE


NEW COINS
IN YOUR POCKETS
$
Mobile payments
is the future of
the retail biz


NEW COINS
IN YOUR POCKETS
$
Mobile payments
is the future of PRESENT
the retail biz


A BIG POTENTIAL

160.000.000 DEVICES
(WITH DATA CONNECTION)

Source: “The mobile shopping framework study” - Nielsen/Yahoo - January 2011


A BIG POTENTIAL

+60%
Are interesting in mobile shopping activities



A BIG POWER

9 10 ON

Have used a device in store



A BIG MARKET

FASHION
is the worldwide biggest market (with high potential for MSS experience)
(WOMAN)



HOW TO CHANGE THE CURRENT
SOCIAL SHOPPING EXPERIENCE...

e-commerce
F-commerce Social commerce


REVIEWS/RATINGS
SHARING

e-commerce
SAVING

DEALS
CONTEXT

GEOLOCAL
CUSTOMIZATION



e-commerce

INTO A COMPELLING MOBILE
SOCIAL SHOPPING EXPERIENCE ?


SHARING / REVIEWS


SHARING / REVIEWS / RATINGS


GEOLOCAL / DEALS / REWARDS /SAVING


GEOLOCAL / DEALS / REWARDS /SAVING / IN-OUT STORE
http://youtu.be/7u0ij9D5S4Y http://picknplay.se


INTERNET OF THINGS / SHARE / DEALS
http://vimeo.com/23215772


DEALS / SAVING / GEOLOCATION
http://www.bitehunter.com/


SHARING / REVIEWS / RATINGS / GEOLOCAL


ELASTIC NETWORKS / SHARE / REVIEW / GEOLOCAL
http://www.color.com/


USER SCENARIOS


Whitney is a 25 years old young professional. She is single and a
fashion enthusiast. She likes to go out for shopping with her friend
Lynn.

Whitney uses social networks on mobile and she loves to share
suggestions on fashion products and deals. She uses mobile to discover
new fashion trends and explore the city for most glam shops.

She considers mobile always at her side, whenever and wherever she
needs shopping advice.


DESIGN TOPICS


ELASTIC NETWORKS AND FALSE FRIENDS
BE LIQUID / STRETCH CONNECTIONS

NOW

Design the next mobile app for shopping
based on temporary ties and people proximity


BADGES, COUPONS & CO.
PLAY WITH REWARDS AND DEALS

DO GET
SOMETHING SOMETHING

Create a novel rewarding system based on social
shopping activities and gaming dynamics.


IN/OUT STORES
DETECT ACTIVITIES’ HOTSPOTS AND PEOPLE AROUND

EHI MARK!
WTF? COME IN!

Envision interactive tools and services for the new
'social shops' in the city.


THINGS AND GADGETS
CONNECT OBJECTS AND ‘ENLARGE’ YOUR SHOPPING EXPERIENCE

Develop specialized tools and devices for supporting
personal and social shopping.


WORKSHOP
RESULTS


MORE THAN 10 IDEAS (13)
FOR US REALLY INSPIRING!


VISUAL CLOUD SHOPPING
WHAT YOU SEE IS WHAT THEY GET

TOPIC: in/out stores (+ elastic networks & false friends)
DESCRIPTION: a visual cloud on shop windows which visualize purchases or pre-purchases in the store, encouraging people 'likes'.
The system gives a visual information about most-purchased products available in the store, showing larger on window screens the
most-liked products.


AR EXTENDED CATALOGUE
LOOK IN STORE, EXPERIENCE ON MOBILE, THEN DECIDE

TOPIC: in/out stores
DESCRIPTION: mobile app that uses augmented reality for showing the complete outfit from a single product or accessory. The app
gives also information about recommendations, purchases and social rancking of the product.


SHARENDIPITY - THE FASHION TASTEMAKER
THE UNEXPECTED COLL IS JUST AROUND THE CORNER

TOPIC: elastic networks & false friends
DESCRIPTION: mobile app that allows 'tastemakers' to share pictures, products, shops and fashion finds. Followers can view and
vote them determining the tastemakers' status.
Tastermakers mix-and-match items from all brands, 'suggesting' to followers what to buy or browse for inspiration.


SERENDIBUY.IT
THE PATH OF YOUR DESIRE

TOPIC: elastic networks & false friends / in-out stores
DESCRIPTION: It is service/mobile app which allows you to access a retailers’ network that offers you two possibile purchase paths:
1-promotional > following special offers
2-serendipity > if you choose this one, when you select an item, you receive suggestions based on your purchase history, likes, etc.

The paths can be shared through social networks and you can obtain discount coupons for the next time.


LOOK SHOP
DOES MY BUM LOOK BIG IN THIS?

TOPIC: elastic networks & false friends / In-out stores
DESCRIPTION: a mobile application which enables you to share a picture of you with a product you are not sure want to buy.
You can take a photo of you in the store, and ask to the community if it fit right on you or not (a kind of “Do” and “Don’t” is the
feedback from other users).
A website of the brand or of the mall (or a facebook application) can manage and collect all the photos and all the positive or negative
feedbacks.


GOTCHA
FIND AND TRY

TOPIC: Badges, coupons and Co.
DESCRIPTION:
1. see something you like
2. take a picture of it with your mobile phone
3. upload the picture to the community.
4. social recognition of the product by the crowd or by automatic brand recognition (screening website or brochures)
5. once you identify the product, if was a user that recognised it, has a reward/coupon to spend, but if the product was recognised by
the system you can book the changing room, specific size and colour.


SHOPPING PROXIMITY
A BIG VALUE FOR SHOPPING

TOPIC: elastic network & false friends / in-out stores
DESCRIPTION: You receive advise and suggestion from experts, close to you friends or branded shops. If you are looking for a green
stiletto in Florence, you can ask to the community (using the mobile application) where you can buy it around you.


FIND YOUR SALE PATH
ON SALE I’LL TELL YOU WHERE TO GO

TOPIC: elastic network & false friends
DESCRIPTION: A localization platform for on sale fashion products based on croudsourced data. The platform enables people to
discover ‘shopping carts’ created by others and to make your own ‘shopping maps’.


DIGITAL WALLET FOR FIDELITY CARDS

TOPIC: badges, coupons & co.
DESCRIPTION: a mobile application which manages different fidelity cards (cross brands - single sign-on) and gives the possibility to
gain points and rewards for next purchases.


I ‘LIKE’ DISCOUNTS
ON SALE I’LL TELL YOU WHERE TO GO

TOPIC: elastic network & false friends / in -out stores
DESCRIPTION: stores enable clients to ‘like’ an item during sale periods. More ‘likes’ the product receives, bigger will be the
discount on it.


SOCIAL SELLERS AFFILIATES
HOW TO INCREASE BRAND’S SELLER CHAIN

TOPIC: out of
DESCRIPTION: creating a seller chain based on influencers' recruiting through a social shopping kit (promo codes, discounts,
exclusive services).


SUPERMODEL.ME
THE REAL FASHION TRENDS AND MODELS ARE ON THE STREETS

TOPIC: out of
DESCRIPTION: Participants engage ina a real life product aggregation by being invited to a fashion Flash Mob where a preview
collection is worn and photographed, with the aim to find a new model.


UNTITLED
FIND OPPORTUNITIES AND SHARE

TOPIC: elastic network & REAL friends / badges, coupons and co.
DESCRIPTION: people in your network can ‘sign in’ in the deal. The system generates a deal ID and when there are enough people,
the merchant/seller applies a discount.


“ WHY JOIN THE
NAVY IF YOU CAN
BE A PIRATE?
Steve Jobs
”

Silvio Cioni
scioni@h-art.it

Luca Quattrin
lquattrin@h-art.it

H-art
Via Sile, 41
31056 - Ca’ Tron (Treviso)
Italy

© H-art 2011 | All Rights Reserved
H-art is a GroupM Company


Hacking social shopping - Frontiers of Interaction 2011

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Hacking social shopping - Frontiers of Interaction 2011