Continuing our move into new ways of interacting with customers, we recently created an in-store touch-screen installation for Swedish fashion house Whyred. It will shortly be going live in their flagship store in Stockholm.
The concept is simple. In its idle state, the screen plays a traditional promotional video. However, when the user touches it, the video fades out and the screen now displays four images highlighting different selections from the Whyred range.
Touching those brings up further options which the user can browse. If they go deeper, this displays information from the Whyred Web site, as well as a QR code allowing them to save info to their phone.
You can see it in action here, and try out a Web version. (Note: will not work on all browsers and devices.)
Our main objective with the Web2Touch concept was to create something that allowed Whyred to make use of marketing content from multiple channels and integrate it into a single touchpoint in-store. This draws from their Web site, their YouTube channel, and Instagram, so it's a cost-effective way for them to reuse material they already have and put it into a new environment. It combines their digital marketing initiatives with their physical stores - a key part of their omnichannel strategy.
It's also a good way to engage customers: it's a fun way to see what's available, and it allows them to save things they like. It encourages them to get their phones out and interact with the screen, either via the QR code, or simply taking a picture of the things they like. That in turn encourages sharing, social engagement, and, ultimately makes it more likely that they'll actually buy something, either in the store or later online.
Designing the installation
It was essential to keep it super simple. When working with a touch-screen in a retail environment, you don't want to do too much. It has to be totally intuitive, and you can't expect users to type on a giant screen. As a result, our focus had to be on creating a very basic UI and ensuring it looked attractive enough to get customers' attention.
Designing for simplicity is often hard, but in this case, it turned out to be much easier than I expected. As a fashion house, Whyred of course already has a lot of great-looking video content, so that part of the job was already taken care of. The feature set was intentionally very limited, which made it really easy to use our in-house Grid platform to pull Whyred's existing content onto the screen. We then developed a simple control app which allows the client to modify the content on the screen, so that they don't have to come back to us every time they have new items they want to showcase.
Start to finish, the whole process took less than a month. And now that we've done this first one, we could probably do something similar in much less time.
We're very happy with the way this turned out, but to be honest, this is very much a first version. During the development stage, we came up with a number of ideas for how we could enhance the whole installation. We opted to roll out the first version right away and start getting user feedback, but we've already put version two into production, featuring an innovative UI and a much more exciting UX. Hopefully we'll have news of that very soon!