Experience Windows, Made for You.

Spatial/Retail Experience, Design Research, Mixed Reality - Summer 2016

 

2016

Microsoft.

How do you design for people who have formed negative perceptions and assumptions about your brand? How can you design for perception change? What makes things go viral/shareable? How can you use your latest and greatest technologies and assets to break down these perceptions and build social currency? This are all questions that I explore in this retail experience targeted at people who have rejected the Window's ecosystem from bad experiences.

 

Microsoft Intern

Summer 2016, I was invited to join Microsoft as a UX Design Intern. Given my basic knowledge with spatial and retail experiences and interest in emerging technology and how they can shape behaviors and learning, I was tasked with the project of conceptualizing how you could engage people and teach a deep understanding to passer-by's about a whole product ecosystem.

PROBLEM

A hardened public past perception

Undeniably, Microsoft has had some huge misplays and decisions/products (Vista, missing the mobile revolution, etc) that have created what seems like a global scale negative perception suggesting that Microsoft is "uncool", clunky, and merely utilitarian. Microsoft in the recent years has recognized that and decided to take action and concentrate on innovating. Although they've revamped their vision, the public perception still prevails. How do you drive perception change and potentially encourage engagement and conversion into the Microsoft Ecosystem?

 

A Caveat

How do you design something for conversion and investment, when you yourself are not convinced or have no part in the ecosystem? Last time of intensive Windows/Microsoft product use was years ago. I’ve built up serious perceptions about Windows and the Microsoft Ecosystem. I had a lot of learning to do.

 

The Perfect Test Subject?

•No extensive knowledge about ecosystem and relevance/capabilities in recent years

•Previously built up prior perceptions & reluctance due to bad experiences

•Spent the whole summer Interacting with devices part of Windows Ecosystem

•My perceptions were genuinely changed through hands on learning

 

"Could perceptions be changed by hands-on learning?"

Let's take a look at this case-study:

Microsoft has made some huge misplays and decisions.

RESEARCH

PERCEPTION

perception

 [per-sep-shuh n]

a: the ability to understand or notice something

b: a mental image

 

In this phase of the research, I was heavily influenced by UPenn Marketing Professor, Behavioral Scientiest and Best-selling author, Jonah Bergen.

 

Use the power of “word of mouth”

This generation is an experience-seeking generation.

If you can use a novel experience and transformative technology like mixed reality, to create something that gives a deeper understanding and also delights to the point of wanting to share, perception may change quickly.

 

But what drives people to share?

“People are more likely to share something, especially on social media if it is more personalized to them, new, or there is some social currency to earn.  People like to feel like they are part of a special club or ‘in the know’.“

Behavioral scientist & UPenn Marketing Professor -Jonah Bergen

 

Use feedback loops to exponentially grow social currency:

Example of building social currency:

•One of your friends sees an ad or groupon for a tandem skydive. They decide to go, and have a blast.

•Then, they receive a video of her skydiving experience

•The video file makes it effortless to share her experience on social media.

•Not many people skydive often, so being able to share the unique experience on social media, makes them look like a cool/fun/adventurous and more interesting person.

•When people watch her video, they might comment “Lucky!” or “AHHHH I wanna go”

•It creates this want in others to find out more about how to go skydiving, where they can go to experience it, etc.

 

How do you change public perception?

 

STRATEGY TO BREAK PERCEPTIONS

01: Engage

 

Give them a good excuse to come into the store.

By standers, people that don’t know about the ecosystem, and people that have bad perceptions. Usually have no intention of going into a Microsoft store.

-Let’s give them an excuse.

-Give them a good distraction to draw them into the store.

-Use new technology such as HoloLens as allure.

-Delight and build curiousity by projecting content onto front glass

 

AR/VR/MR are still such new realms that people are still eager to line up to try these new technologies out

Using something like HoloLens has a big Wow factor that people want to get their hands on and try it out by walking in-store.

02: Inform/Delight

Why do you go into retail stores?

 

For the right fit? Feel materials? See color/try on with accessories?

Let’s do the same with Microsoft Retail.

 

  • Inform by experiencing the ecosystem & hardware together.
  • Hands-on experiential learning
  • Delight users with unique visuals to keep them engaged

 

Informing and engaging through experiential learning is only limited by imagination.

These hands-on learning scenarios are not only new and novel, when it comes to retail demo experiences, but they are much more informative by relating them back to real life scenarios – users may even see more relevance if they decide to personalize their experience in the beginning

 

 

03: Reflect

Remember this?

After the experience, shoppers enter email address to receive a OneDrive link which has their experience in segmented video files.

 

  • Allow experience to soak in/tell friends via word of mouth
  • After a few days -retrospective reminder of what they saw/learned
  • Seamless sharing  to build social currency

04: Share

Social Currency and Feedback Loops

You can then share your favorite clip on any social media platform, telling the world about Microsoft's new retail experience.

 

  • Social Currency to Start Feedback Loop
  • Create hype and “cool factor” amongst network
  • Drive people into store to experience for themselves or ask questions

 

 

02  work

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03  about

04  resume

Creativity is piercing the mundane to find the marvelous.

-bill moyers

TEDx

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2018