As a design research exercise I decided to look into some of the types of VRR stores from previous research literature and current examples, and build some proof-of-concept environments.
More detail about the motivations, choices, and construction of the environments can be found below under background. However based on the literature and previous prototypes I built 3 low-fidelity proof-of-concept VRR environments based around three concepts:
- A virtual store
- A 'relevant consumption background'
- An abstract VRR environment
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| Virtual Store VRR environment |
I am interested in which environment design:
- Provides the best potential shopping environment.
- Makes the product most inviting to purchase.
- Effects the level of trust users have in a store or the product.
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| Abstract VRR Environment |
Users can right click the chairs in all the environments to bring up a webpage for the item.
Background
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| Animal Crossing |
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| Consumer behaviour in relation to tobacco advertising. |
I'm interested in the design of the VRR environments and how it might affect UX, trust & technology acceptance of VRR.
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| Relevant Consumption Background VRR Environment - craigsauer3d.com |
There are a number distinct design forms in current VRR research/prototypes and the literature on virtual/online retail has a few of theories about the potential benefits of different VRR designs (more on this below). I would like to compare these designs and see what users think about them.
To date the main stores in VR are basically floating websites. Of course we are at an early stage of consumer use but the experience seems a little flat, if not functional and familiar. I do think website style interfaces have a lot to offer in terms of displaying dense content such as text etc, but using them as the only interaction method is a little dull.
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| Oculus - image from digitaltrends.com |
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| Steam VR Store - image from digitaltrends.com |
While not a store, Google's vision of the Daydream interface is also floating planes.
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| Google Daydream - image from digitaltrends.com |
Tech demos and prototypes give us a little more exciting vision of the future of VRR, with examples such as Styly and vRetail creating 3D store experiences which seem more immersive and engaging. I got a chance to try Styly while visiting the Pychic VR Lab (with a Vive setup rather than the leap motion shown in their videos) and it was a really great experience, excellent quality 3D scans of the clothing, great interaction design, etc. Certainly a better way to explore produces such as clothing than using a website. The major benefit of VRR is of course 3D models, which numerous studies have found improve consumer confidence and enhance the shopping experience in general [8-14].
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| Styly - image from fashionsnap.com |
Styly takes a fantastical approach to the VRR environment, while the vRetail demo uses a more traditional (virtual) store setting. I would argue Styly provides what the literature refers to as “retail theatre” [15,16] experience to customers, in which the act of purchasing is transformed into an exciting spectacle. Because there are no limits to the design of the space, VRR environments offer a chance for a greater theatrical experience, which could be further enhanced by social virtual environments such as Janus VR.
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| vRetail - sixense.com/vretail |
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| eBay VR Department Store- image from uploadvr.com |
Finally, one concept mentioned in consumer literature is the idea of "relevant consumption background" (RCB) [18]. Studies have found that standard online retail, a picture of an item with a
relevant consumption background “that evokes visual and/or other sensory
experiences of [using] an item” [18] is effective in improving mental
imagery, positive emotions, and thus intention to purchase than pictures
of an item with a blank background. E.g. present a kettle or saucepan or something in a kitchen and someone will buy it more than just a picture of the item on its own. I suppose that is the intention with the various AR furniture applications like the one from IKEA, but they always seem a bit janky and jarring to me.
Virtual environments offer the potential to provide not only a ‘consumption background’ but an entire consumption environment. This concept I am testing using a 3D scan of a real house.
VRR Proof-of-Concepts
Rather than reproduce the purely website style of VRR I wanted to build some quick examples of the more interesting types of environment and include a product webpage as part of the interactive experience, rather than as the only method of interaction. You can visit them using Janus VR.
Based on the literature and previous prototypes I build 3 low-fidelity proof-of-concepts based around the concepts mentioned above:
- A Virtual store
- RCB
- Abstract environment
I chose to use simple wooden furniture as the basis of this consumer experience and found some 3D models of some ercol designs. Of course these stores have nothing to do with the ercol company in anyway I just like the designs.
I chose furniture as, unlike many other products like food/drink, vehicles, experiences/services, etc, form is probably the most crucial element in consumer choice. Clothing is similar to furniture I think, in that comfort is important to both, but to me touch is essential when buying clothes, where it wouldn't be when buying a wooden chair.
As VR is very good as presenting 3D models but not so good at giving us a sense of touch, I chose furniture.
The traditional store was designed by modifying (with permission of course) Spyduck's excellent Lain street model, to include a modernist store. Including an exterior/introductory area to a virtual environment seems to be a nice effective way to add context and people told me the exterior /u/NXT_Aussie provided for my last VR study improved the experience.
For the RCB I was inspired by /u/alusionn who has done interesting stuff with 3D scans and Janus VR. My original thoughts were to use my Google Tango to scan a real store or home environment but after /u/alusionn had shown how good matterport scans look in Janus VR, I search for matterport .obj on google and came across the same model XD lel
An RCB for furniture is usually going to be some home or work environment, and of course an RCB will change from product to product.
The 3D scan is by Craigsauer3d so I contacted him and he said it was ok to use it for a proof-of-concept.
For the completely abstract design I made a chair float in space like lost Bender.
The lobby is here
Appendix
3D Models:
3D House Scan - http://craigsauer3d.com/
Original thread: http://forum.we-get-around.com/topic/195/best-obj-files/
Ercol Chairs
http://3dsky.org/3dmodels/show/stul_ercol
http://3dsky.org/3dmodels/show/ercol_butterfly
Street:
Spyduck's Serial Experiments Lain street (/u/Adonia)
https://beta.vrsites.com/spyduck/serial-experiments-lain-shadow-shader-demo
Shop: https://3dwarehouse.sketchup.com/model.html?id=ac20459076066da132d8be4ee0ddb0fa
Other house: https://3dwarehouse.sketchup.com/model.html?id=69b6d144697e956433bd5bb1d0f7fa66
Street people: https://3dwarehouse.sketchup.com/model.html?id=u9b559da3-7975-43ce-9508-57aaae67d90a
Aussie's (/u/NXT_Aussie) screens
https://www.reddit.com/r/janusVR/comments/4qpuxe/a_collection_of_useful_spheres_planes_and_other/
Textures/Images:
Chair images from:
http://www.ercol.com
http://ercolblog.com/
https://in.pinterest.com/reefdesignuk/ercol-furniture/
Add to cart button: http://www.nopcommerce.com/p/1719/wishlist-add-to-cart-button-free-ima9inescom.aspx
Blue wood floor: http://www.wildtextures.com/free-textures/blue-stained-boards-seamless-texture-pattern/
White wood: https://pixabay.com/static/uploads/photo/2015/02/05/09/32/wood-624759_960_720.jpg
Sphere Images:
Space: http://i.imgur.com/niHC9wI.jpg
Forest http://elevation.maplogs.com/poi/town_square_st_st_matthews_sc_usa.46804.html
https://farm1.staticflickr.com/183/467212565_e425c3ff79_o.jpg
http://www.turbosquid.com/FullPreview/Index.cfm/ID/634702
http://www.turbosquid.com/FullPreview/Index.cfm/ID/634703
http://www.turbosquid.com/FullPreview/Index.cfm/ID/634701
http://www.turbosquid.com/FullPreview/Index.cfm/ID/650551
References
[1] Kim, Annice E., et al. "Influence of tobacco displays and ads on youth: a virtual store experiment." Pediatrics 131.1 (2013): e88-e95.[2] van Herpen, E., et al. "Using a virtual grocery store to simulate shopping behaviour."
[3] Kuntze, Ronald, et al. "The rise and fall of virtual reality retailing in Second Life: an avatar's perspective." Journal of Management and Marketing Research 13 (2013): 1.
[4] Barnes, Stuart J., Jan Mattsson, and Nicole Hartley. "Assessing the value of real-life brands in Virtual Worlds." Technological Forecasting and Social Change 92 (2015): 12-24.
[5] http://factor-tech.com/connected-world/18872-virtual-reality-shopping-vr-stores-to-let-you-visit-the-mall-from-your-sofa/
[6] http://venturebeat.com/2015/04/15/sixense-sapientnitro-launch-vr-platform-so-you-can-shop-in-the-andes/
[7] http://www.latimes.com/business/la-fi-retail-vr-20160410-story.html
[8] Li, Ting, and Zornitsa Meshkova. "Examining the impact of rich media on consumer willingness to pay in online stores." Electronic Commerce Research and Applications 12.6 (2013): 449-461.
[9] Yoon, So‐Yeon, Hyunjoo Oh, and Ji Young Cho. "Understanding furniture design choices using a 3D virtual showroom." Journal of Interior Design 35.3 (2010): 33-50.
[10] Algharabat, Raed, and Charles Dennis. "The effects of progressive levels of 3d authenticity antecedents and consequences on consumers’ virtual experience." (2009).
[11] Lau, H. L., C. W. Kan, and K. W. Lau. "How Consumers Shop in Virtual Reality? How It Works?." Advances in Economics and Business 1.1 (2013): 28-38.
[12] Algharabat, Raed S., and Ahmad MA Ahmad Zamil. "An empirical investigation of 3D-based information systems success for online retailers." International Journal of Technology Marketing 8.3 (2013): 316-336.
[13] Kim, Jiyeon. "Object interactivity and Millennial shoppers’ perceptions towards interactive product simulator." (2014).
[14] Algharabat, Raed Salah. "Effects of visual control and graphical characteristics of 3D product presentations on perceived trust in electronic shopping." International Business Research 7.7 (2014): 129.
[15] Papagiannidis, Savvas, and Michael Bourlakis. "Staging the New Retail Drama: at a Metaverse near you!." Journal For Virtual Worlds Research 2.5 (2010).
[16] Papagiannidis, Savvas, et al. "Modelling the determinants of a simulated experience in a virtual retail store and users’ product purchasing intentions." Journal of Marketing Management 29.13-14 (2013): 1462-1492.
[17] Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464-2472.
Other:
Some more virtual stores from the literature:
