The Goods
Eddie Allbutt Glasgow School of Art 2018/19
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“The Goods� is the result of a twelve week selfinitiated project by Eddie Allbutt; tasked with exploring the themes of Online Shopping, Data and Future Retail. This journal is documentation of the theory, process and outcomes of this project.
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Contents Introduction Initial Research Research Mapping Personas Synthesising Research The Status Quo Defining the Project Concept Framing Development Physical Touchpoints Token Graphics Digital Features Delivery Reflections
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Introduction Exploring the value of online transactions in an era of data scepticism
2016 saw the outbreak of scandals; the British consulting firm Cambridge Analytica facilitated the harvesting of personal data used for research in campaigns to support certain politicians. Mark Zuckerburg, the founder of Facebook, was called into testify in representation of his company; held accountable for their part in the misuse of a plethora of personal information. The trust afforded to technology companies was compromised by this series of scandals; leaving a general wave of scepticism in wake. #deletefacebook was a direct public reaction to these instances of distrust, and expressed the Zeitgeist; we don’t trust you anymore.
Cambridge Analytica Whistle-blower Christopher Wylie Source: The Guardian
In this project I have attempted to tackle this context of data distrust, situated within a practical domain; that of online shopping. Internet shopping accounts for nearly 20% of all retail sales as of March 2019 (Source: Office for National Statistics), from 5% in 2009. With traditional brick-and-mortar retail being challenged, online shopping continues to wrestle control of more of the market; and a general move towards digitalisation has many brands refocusing their efforts into designing for the online. The subject of this project then, is the question, how might we design for better online shopping experiences, in the age of data scepticism?
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#deletefacebook Source: TechCrunch
Nike’s 720 Air Store was an online retail environment used for launching the new model of sneakers, Air Max 720. The store featured a series of Virtual Store Clerks, here including the DJ Peggy Gou, that sound-tracked the online retail environment and incited dialogue with the shopper. The store allowed a succession of time product launches, as well as the secret release of limited edition items. Source: https://720air.store/welcome
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Initial Research Looking at occasions of trust in online transactions
From a series of interviews with regular internet users I was able to map out the situations at which people would trust or distrust the online technology they’re interacting with. This sparked interest in the journeys that people go through when relinquishing control of their data for a set purpose. A continuous theme that arose was that of a value exchange; people will provide their personal, sensitive data only if it satisfies the value of their reward. This led me to wonder what sort of people are using the internet to shop, and what might of things they would be looking for.
The moments of data exchange in online shopping
the search the look
S M L XL the size
the add to basket (the confirmation) 1234 5678 9101 1121 1314
payment details
I collected these research learnings into cards; each of which could be used to spark concepts when situated within the context of online shopping. At this stage I was also still grappling with the breadth of the brief I had set myself, looking at many instances of data misuse and manipulation, learning as much as possible to use as an educational foundation to then develop in this project.
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delivery address
remember me
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Research Mapping Illustrating interview learnings about data use and trust The Trust Phenomenon Map Exposure of Vulnerability Well-crafted aesthetic
“You can start to see manipulation in images, from knowing photoshop”
Constant Betrayal Readiness
“I don’t, unless it’s a photo of a personal experience” Shared Experience
“I accept images more readily than text” Visual Proof
“Never, really? (How can we ever know)”
When do you trust an image?
When do you trust data? “I think there are agreements in place” “I trust it far too readily”
“No one trusts stock images” Explicit Benefits
I created a collection of research maps in an effort to collate everything I had learnt about people’s perceptions of data handling into digestible graphics. These were helpful in terms of illustrating my thinking at this stage, but limiting in terms of missing out on the intimacy of user insight. I therefore used these the graphics as a foundation of research, an effective method of collecting my theory at this stage, but knew that I wanted to progress with what I had learnt to get in touch with users again.
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Benefit of Doubt
“it doesn’t feel real”
Confirmation of “Texture, having that feeling previous knowledge that it’s real” “we want to confirm our beliefs” “You don’t, you make a gut assumption” Gut Feeling
“All it takes is a statistic and a nice font”
“Too many benefits to stop using service”
“I trust someone more if they draw from their own experience”
“I don’t distrust people” “Not a media sourced image”
“By pictures, you know the source”
How do you know something/one is credbile? “If they show vulnerability” “Establishment of trust formed through initial process” Long-term development
Known Characters
“Reputation” Reputation
“You feel them out”
The Cookie Journey Stored in browser
Cookie born Cookie made from website visit. Certain data collected and stored in packet.
User-Data Journey
Stored within user’s browser. Viewable. Ready for Next Use.
Returned
Grows
Used
Binned
Used by website for variety of uses
Information accumulated. Cookie grows in intelligence and value.
Cookie used. Possibly passed between ‘managers’.
Deleted from browser. Buried deep in computer.
Google Chrome Installed on Desktop
‘Eddie Allbutt’ Google Account
Google Search:___
Speculative ___ design books synonym meaning
I’m a known user. Google has an image of who i am.
Data Research
Content logged. Geolocated
Previous searches remembered
I house google property
“Data is a metric, it’s anything thats quantifiable. Data is anything with metrics for comparison”
“Better Health” “Providing services” “Understanding who you are”
When do you interact with it?
“Walls of Code”
“When I buy stuff”
“What’s the difference between data and information”
Hierarchised selection
“The companies- they take so much from you and do so much for you” “Digital Transactions”
“Lots of interconnected future-y photos”
What can data be?
“All data involves a monetary exchange”
What is it for? “Marketing, advertising, health, education”
“Value Exchange”
“I want all the information”
“RAW”
Trust Research
Health
Financial Security
Credit Checks Cashback
“You can start to see manipulation in images, from knowing photoshop”
Commercial
“You don’t, you make a gut assumption”
Exposure of Vulnerability
Well-crafted aesthetic
“I trust someone more if they draw from their own experience”
“Not a media sourced image”
Known Characters
“By pictures, you know the source”
“Reputation” “Establishment of trust formed through initial process”
“Too many benefits to stop using service”
Reputation
Shared Experience
“I don’t distrust people”
How do you know something/one is credbile?
“I think there are agreements in place” “I trust it far too readily”
“No one trusts stock images”
Explicit Benefits
Voting Police Records Behaviour
When do you trust data?
“we want to confirm our beliefs”
Political
Civic
“All it takes is a statistic and a nice font”
“Never, really? (How can we ever know)”
When do you trust an image?
Fitness Instigation
Birthday Reminders
“it doesn’t feel real”
“I accept images more readily than text”
Components of Trust
Shopping Loyalty Suggestions Rewards
Username &Password
“I don’t, unless it’s a photo of a personal experience”
“Texture, having that feeling that it’s real”
“Control”
“It’s cold, binary, you have to do something with it”
“I’ll watch reviews to death”
Data Phenomena
33, 900,000 search results
Informed suggestions
“Everything, data is money”
“All data produced is a result of the flow of money”
Search Logged. Browser History
“You feel them out”
Constant Betrayal Readiness
Benefit of Doubt
Gut Feeling
“If they show vulnerability”
Visual Proof
Long-term development Confirmation of previous knowledge
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Personas Recognising Shopping Personalities & Phenomena I took great joy in creating Shopping personas, at this point I began to really understand the personalities of individuals and their attitudes to shopping. I created tribe cards to represent these personas, and situated them within the context of purely for shopping online. These were then complimented by the creation of cultural phenomena cards; running to the same format but these recognising quirky instances of shopping in the real world.
PHENOMENA CARD
Physical Phenomena:
Just In Case
Action:
Keeping hold of receipts in case you need to return the item
Recipts kept for ridiculous periods of time, just in case. You might have the wrong size, or you may change your mind. It’s easier to keep them sometimes than it is to throw them away
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Sad Browsers
Ethical Buyers
They look through the internet at low points to fill perceived holes in their lives
Tracking and validating the origins of clothes
Online shopping for sad browsers is consumption for self-satisfaction. Looking and buying gives gratification and helps with tough times and feelings of lowliness in life.
Ethical buyers care deeply about the origins of the products they are consuming. They want to make sure the item is responsibly sourced, has protected the labourers, and is sensitive to use of plastic.
Forget-me-dos
Resellers
Privacy sceptics, letting none of their data be remembered by the online seller
Reselling limited items at inflated prices
The Forget-me-dos want none of their data to be remembered. Unchecking all the boxes, they want a clean transaction, in and out. They’re haunted by news of financial misdoings and want to leave nothing to chance
The Resellers capitalise on coveted items, selling them online at highly inflated prices for profit. Resellers are business savvy and cut-throat, looking for income and satisfaction.
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Synthesising Research Identifying commonalities in Shopping Cultures Through the creation of my online shopping tribes and the association of cultural phenomena, it became clear that there was some overlap in the themes of each tribe. For example The Tribes called the Forgetme-dos and the Ethical Buyers have similar aspirations; they care about morality, the origins of their purchases, and the trust included in the transaction. Therefore, how might their needs be fulfilled by a common service? In addition, The Resellers were known as the tribe who sell on goods that have appreciated in value for profit, and The Sellouts were those who bought limited edition items knowing that there would not be many available; therefore both the emotional and financial values are increased. Could these two tribes be related? And if so, could they collaborate to operate within a new shopping market? The revelation of these questions provided areas of interest to continue the project with; my next stage was to actively seek out people who possessed the characteristics of these tribes, and look for insight to discover how their online shopping experiences might be improved.
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The Status Quo Illustrating the Status Quo and identifying areas of opportunity I illustrated the typical user journey of someone who might belong to the Reseller and Sell out Tribes: Sophie. I was interested by her as a character as I felt she was someone willing and excited to adopt new shopping technologies; paired with a real passion for shopping and products themselves.
BUYING A NEW PAIR OF
Sophie has some money left over from her stude invest in a new pair of trainers. She likes her footw brands she admires. She is willing to pay extra if th edition, either wearing and loving them herself or higher price. She always only ever buys online, an for informing her choice.
Process
I illustrated the average process that she might go through, based on an interview with Sophie herself. This allowed me to identify the channels that she commonly uses, and to gauge her emotional responses to each stage in the journey.
Sophie has a ‘need’
Sophie orientates
Visits Sne Website
Money left over from student loan. She likes to collect shoes, decides to buy a new pair
She visits DropDate for upcoming releases. This website has the niche stock she’s looking for
Discovers m shoe, sees
Which seller should she choose? How does she know the best quality choices?
Prior vende certain reta must visit si
In addition, I was able to recognise the friction points within the journey; the instances where there is opportunity for design intervention. The opportunities I identified from these friction points I then recompiled to give me an idea of the service I was attempting to create, as will be made clear in the following pages.
Emotional Journey
Frictions
I knew that I didn’t necessarily want to redesign this process of buying at the journey itself was reasonable; but that there was scope for intervention; at each of these stages of friction there was opportunity to add value through a better service.
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F TRAINERS
ent loan and wants to wear and knows the he trainers are limited r selling on later at a nd consults the internet
Resellers
Sell Outs
Buying items quickly, knowing their is limited stock
The Resellers capitalise on coveted items, selling them business savvy and cut-throat, looking for income and satisfaction.
The Sell Outs are quick with the mouse, buying at precise times before sell outs. In lieu with limited runs, this tribe is knowledgable and experienced, targeting the exact things they want while they can.
eaker
Cross-compares Choices
Enters Raffles
Waits to hear
Hears of Success
Shoe Arrives
more about pricing
Across websites, brands, price-ranges
Sophie enters raffles in both well-known and little-known websites, in order to have the best chance of winning
Continues with daily life. Keeps an eye on the due date.
Due date arrives. Sophie receives an email from the supplier. She has won the raffle, and is given a delivery date
Shoe delivered by courier, money has left bank account.
etta against ailers- but still ite
What is the buying priority? Quality vs Quantity
How can Sophie heighten her chances of winning? There is the potential for not succeeding
Her desire for new things is unsatisfied while she waits
If she wins multiple raffles, she is now left with multiple pairs of unneccessary shoes
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Defining the Project Reconfirming the project tone going forward At this stage in the project I reassessed and redefined what I was setting out to do. From my initial brief: exploring issues of trust in online transactions and the contemporary culture of online shopping, I had spurned out a number of friction points and potential opportunities for design. At this stage I wanted to reconfirm my role as a designer; seeking to intervene and contribute to an already thriving process. My design serving as an intermediary in a pre-existing system.
Idea: Legitimacy Filter
Works Like
Looks Like
My mission statement set out the value that I was working by, and solidified my intentions. When working through my ideas/concepts, I also made sure to consider what it would work like, how it might look and how it might feel for the user. This was an important consideration in ensuring the design remained practical and empathetic. During consultation with practicing designers we discussed a variety of options for accentuating the online shopping experience; a context which many people feel passionate about. What was important for me was to retain focus and be aware of what I was attempting to achieve. It was for this reason that these tasks of visualising and confirming my design and its tone were helpful moving forward. It was my intention to work through a design process of iteration, developing concepts through making them and discussing their merits with shoppers themselves.
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Feels Like
“I believe that data can be used in a beautiful and trustworthy manner to enhance the experience of online shoppers; connecting them to their data identity through digital portals� - Mission Statement
Animation Visualisation
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Concept Framing Addressing the issues identified previously and solidifying their merit As previously defined in this project, I knew that I wanted to create an intermediary service that enhances the value of online shopping despite the negative perceptions of data sharing; an intermediary that helps online shoppers navigate the digital market. My role as a designer was to design and develop these individual concepts and unify them under one service From my identified opportunities I had insight for at which points the shopping process could be improved. To go through these chronologically they were: 1. Issue: Multiple accounts from multiple retailers, endless logins, trust diluted by sharing information with little known retailers, Solution: A unified identification profile; buying and facilitating delivery on your behalf, never having to share your information with retailers directly.
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2. Issue: Proof of ownership. In the context of contemporary online shopping, bootlegs are rife and legitimacy is hard to ensure. People want to have products proven to be owned by them for their own pride, and in addition need to have proof of their ownership should they want to sell their goods on or request maintenance/replacement. Solution: A physical representation of ownership, linked to your online profile. The item is unique to the owner, and has potential to also serve as a window to the online service.
3. Issue: Overexposure to products. The plethora of online shopping options gives absolute choice but sacrifices curation. The individual suffers from an overwhelming choice of stock that could never be contained in a store. They have lost out on the value derived from being shown goods that really just work for you Solution: Curation and recommendations of products based on insight. Using an honest accumulation of browsing data to suggest things you actually need and want, and only showing you those.
4. Issue: Poor Transaction Confirmation Service. Value of goods bought being let down by ugly or ineffective confirmation receipts. Solution: Beautiful, complete receipts of sale influenced by products bought. Linked to cohesive online profile that illustrates history of purchases.
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Development Developing the attributes of the service
I experimented with names for this service affiliated with the culture I’m designing for, and came across the clear solution ‘The Goods’. With little need for explanation, it seems to be a fitting name for a platform that facilitates the online sale of good products in a bespoke, valuable manner. I began building the website platform using Adobe Portfolio and iteratively developed its features through user testing.
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Sources: Typeform, Mr Porter
Sources of inspiration for this platform were the shopping websites END, Mr Porter and the online survey service; Typeform. The retailers expertly blend sales with lifestyle curation; composed of white space and strong typography that give the product images their prominence. Typeform is an example of a platform that beautifully guides the user throughout its service; extracting information en route. My design should visually emulate the attributes of services such as these. While aiming to be an advisory service and a restricted stock platform; this therefore distinguishes The Goods from competing with these mainstream retailers.
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Physical Touchpoints Designing the physical link to the digital platform I knew that I needed a physical token or coin that would act as a link to my online shopping platform; an accompaniment to the given receipt, and a proof of authenticity. I began therefore to experiment with what this should look like and how it might be kept with the body. I knew that it should be small and valuable; to be kept easily with everyday possessions and to be a well loved item. This token, digitally implanted with personal data, would then be a link to the online shopping platform. In using AR, the token could exemplify the data self. I created a widget of sorts that might pop up in a moment of delight when prompted by
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a mobile phone. I worked towards building this feature in Augmented Reality protoyping softwares but decided against spending too much time on making it work, in favour of finessing the realworld features of the experience.
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Token Graphics Refining the token design The design of the token will possess indications of digital identity. I was interested by the idea of having a QR code printed onto the surface, in order to be recognised and digitally linked to the shopping platform. I was speculating that the QR code might not have to be of the same format in the future, and could be abstracted and still recognised. I therefore abstracted the data and form of a QR code, in one case physicalising it threedimensionally and then recapturing the image from another perspective. This was interesting in creating new textures and visuals from seemingly set information. I have created two designs, each displaying a QR code in different forms, to be applied perhaps just as different versions. The intention with these designs is for each user to have a completely unique token specific to them, with their name on one side and The Goods on the back, as well as the QR code linking to their online shopping profile
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The token is to be kept on the person at all times, as per an accessory. The hole in the middle allows versatility in its use. Being small in size and light in weight means it can be kept comfortably like a coin, keychain or tag.
Wallet Coin
Playpiece
Accessory
Product Tag 25
Digital Features Creating the Online Features that make the platform unique My intention is to have The Goods exist online in two circumstances: as a browser extension and as a standalone web platform. To be a browser extension allows the service to be advisory; integrated with general internet browsing and able to interject with suggestions of products based on known needs.
The Goods uses responsible harvesting of data to make better, more informed shopping recommendations. The feeling of transparency is reinforced by illustrating the data kept for the user’s benefit. Upon scanning of the token on a phone, the user is greeted by a navigator that illustrates their online purchase history. This can be either interacted with and explored or bypassed in favour of The Goods website. The navigator serves as an interactive map ; used to explore the gathered collection of past purchases. This allows the user to not only be empowered by the known ownership of their data, but also have their past purchases unified in a central directory.
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Design overlaid end.co.uk website
Screenshot of email design
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Digital Features
(continued)
An online shopping service responsible for all stages of the process
The Goods intelligently suggests products based on your needs and wants through browser integration. It intervenes at moments such as “What wine shall I take to the dinner party this weekend?”, “I wonder if I can find any new sneakers for my collection”, and “I could really do with a nice new polo top”. The Goods is the online shopping advisor and provider. By providing access to products, The Goods provides a unified window into retailers. There is no need for multiple accounts with different websites, multiple usernames/ passwords and continued inputting of data into dubious systems.
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The payment process is quick and fluid, based off your known payment method and delivery address. Your past purchases are laid in front of you, and collected in a visually appealing way.
Payment Screen
Past Purchase Buttons overlaid end.co.uk website
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Delivery Concluding the project by application to users While the protoype I’ve built at this stage is lasercut acrylic, my intention with the design would be for it to engraved into metal. This intricate and expensive process contributes to the feeling of grandeur and craft gained from owning the token. I have communicated this experience through a photoshop representation in this case. The token would be delivered to The Goods customer on the occasion of their first purchase in partnership with the retailer. The token would be accompanied by a small business card that reads “with compliments, from The Goods�, backed by the illustration derived from the colours and textures of the first item the customer has bought,
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The Goods web platform acts as a closed, personalised window into the shopping world. The site makes shopping recommendations based on needs identified through harnessing of shopper data. The process of sale is then slick and elegant. The platform is able to work in partnership with retailers; promoting their products while managing the actual sales on their behalf.
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The Goods
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The Goods for taking cheese to the dinner party
I became interested by the idea of collecting the components of The Goods into a classical still life. This was an opportunity to present some elements used in the service as a composition. The central collection of objects could then be presented individually, as shown, with each poster illustrating the scenario at which The Goods would be useful.
The Goods for finding the right wine
The Goods for building the collection
I think that opportunities to present work in romanticised settings such as these create a sense of drama; and would like to be able to translate this feeling visually.
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Final Reflections I’ve found this project to be the most enjoyable and fulfilling I’ve had the opportunity to undertake during my time at GSA. I was excited at the beginning for the opportunity to really explore my interests and illiustrate my strengths as a designer during the process. I think my confidence has been low in my ability as a designer but this project has reinforced my enthusiasm by how taxing and engaging it has been. My initial brief was far too broad; and left me researching far-fetched subjects in hope of identifying an area of interest. I was initially enthused by the idea of harnessing the infinite numerical depth of data to create random, beautiful outputs that reflected human identity; in a way creating art out of science. I was following a thread of investigation I had begun during my exchange experience in Paris; studying a module of Visual Arts and experimenting with using Visual Programming and Music Production software. The invaluable advice of my tutors helped me to find a useful grounding when I situated my scope in the world of onlne retail; a subject that I was passionate about and interested in via streetwear, sneaker culture and virtual reality. I think I thrived off of being able to converse with practicing designers; I don’t profess to be the expert of anything and enjoy being able to share ideas and develop collaboratively.
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The final output of this concept is something I’m content with and frustrated with in tandem. I’m satisfied that the design I have created is of real merit but still believing that it could be developed further. In a perfect world I’d continue to build The
Goods following the advice from presenting it at this stage of assesment and at the degree show. I’ve often been advised to focus on my project narrative; and think that has improved greatly by simplifying the format of this PPJ. The work shown here is a projection of the course my project took; despite all the twists and turns en route. To conclude, yes I’m happy with the final representation of this project. I begun it trying to do everything at once and continued that way for much of the middle, but found a sense of conclusion at this end point, and I’m content with my final reflections of this process as a conclusion to my time at GSA.
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The Goods
A Project by Eddie Allbutt
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