Reinventing retail with an AR photo filter for Barnes & Noble

Overview
For my capstone project, I explored causes of the 'retail apocalypse' and how AR can be implemented to attract people to stores again. I first wrote a 22 page thesis paper (in three weeks!) and then conceptualized an AR photo filter for Barnes & Noble' with a corresponding social media campaign 'You are what you read.'
The Problem
Rebranding efforts alone do not help brick & mortar retail adequately. Retail needs to reinvent themselves as high-tech entertainment centers to attract young shoppers again.
The Solution
A location-based AR photo filter allows people to create customized images of their favorite books in store. The campaign 'You are what you read'' places the reader as the protagonist of the book. The best images will be featured on the official Barnes & Noble instagram feed.

What's the retail apocalypse really about?

Open thesis

Secondary Research -Thesis Paper

I first demystified the term 'retail apocalypse' in my thesis paper on retail reinvention and then researched how consumer behavior has changed. I looked for brands that have successfully redefined the shopping experience to accommodate a young, tech-savvy audience. Click here to read full thesis.

  • The term 'retail apocalypse' is mostly a media buzzword and falsely suggest a final end of retail
  • Consumer needs have changed; tech-savvy millennials and Gen Z prefer to shop online, while baby boomers shop at big box retail stores
  • Status symbols for young people are not cars or houses but artisanal CPGs (consumer packaged goods)
  • The desire to self-brand motivates young shoppers to seek out picture perfect shopping experiences
  • Young shoppers want to interact with a brand or product
  • Brick & mortar retail needs to offer 'fun experiences' with the product, if they want to compete with online retailers
  • Successful retail reinventions include interactive and AR, VR strategies, that allow people to experience a brand in a recreational way
  • Successful retail reinventions exclude overt sales tactics but focus on appealing to a lifestyle and personality

Primary Research – Focus Group

I invited my family and friends between the ages of 14 to 55 to a roundtable discussion about their shopping habits. I carefully guided the conversation with unbiased and open questions. My goal was to have them validate or refute my research.

  • Have you noticed any changes in retail? Which ones?
  • How does this change affect your shopping habits?
  • When do you shop online or in store?
  • What makes shopping in stores fun?
  • Does the product you buy determine if you order it?
  • Do you feel different about a product when buying it in store?
  • How does shopping affect your social media content? How does social media affect what you buy?

What's the retail apocalypse really about?

Games attract a young audience into stores, especially when the interaction with the brand can produce content for social media

Defining the issue:
How can games enhance retail?

Problem Statement

”Retail is not dead, but boring retail is.”

Cathy Sparks. VP/GM Nike Stores & Retail Concepts

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How Might We:

  • Improve the in-store experience?
  • Make visiting the store 'worth it?'
  • Create a fun, shareable interaction with the brand?
  • Get people excited and make them talk about this game?
  • Avoid a gimmick, but keep it simple and interesting?
  • Connect the in-store experience with social media?

Seeking a solution: brainstorm mapping

I started mapping out the assets of Barnes & Noble and wanted to make sure the strongest ones were part of my solution. I asked friends what they liked about reading and the responses lead to the concept 'You are what you read. ' It didn't take long to conclude that Instagram was the best medium.
I then created a table of concepts and applications used in retail. Augmented and virtual reality are the most trending in retail, and I concluded that an AR photo filter would be a great application.
I then created a taskflow for the AR filter, as part of an app for Barnes & Noble. While I added the option to create book clubs, I created a prototype for the filter, to visualize the concept 'You are what you read.'

Targeting the audience: The Persona

Lauren, lives in Saint Paul, MN with her family. She's a straight A student and loves quiet time in her reading corner after school. She reads fantasy and adventure stories but is open to other genres.

She's shy in a big group of people and more comfortable online. She loves snapchat and instagram. Her pain points are being teased by her brother for being anti-social and having to do chores.

The concept: You are what you read.

It's simple. Take a picture of a book and then of yourself, or a friend. The AR filter combines the two into a new book cover!
Book covers with illustrations, and decorative elements can still be used for a customized book cover.

You are what you read

An AR photo filter for Barnes & Noble
The campaign slogan perfectly captures the idea of the AR filter. People can take selfies, and create a customized book cover.