Assignment: User Feedback on mobile phones and RFID
A large mobile phone company and an international retail store chain wanted to find out how RFID (Radio-frequency identification) and mobile phones could be used to extend the shopping experience.
RFID tags were put in the clothes which enabled customers to find additional information on that item (e.g. available sizes, colors and suggested accessories). The shopper could ‘scan’ a particular item (e.g. a pair of trousers) with the RFID enabled phone. The phone would then directly show the information available for that item.
The aim of the study was to generate user feedback on this new shopping experience in several countries. User Intelligence was asked to conduct the research in Belgium.
Method: Testing on location
Retail stores are a good example of a location where the RFID-service could be provided in the future. For this study it was decided that we would run a usability test on location, in this case a store of the retail chain.
Armed with a mobile phone that could read RFID tags we stationed ourselves in a clothes store in Antwerp, Belgium. There we asked customers that happened to visit this store to perform a number of tasks using the mobile phone. These tasks took about five minutes and were followed by a short interview regarding their experience with the service.
Testing on location usually provides more realistic results than testing in a traditional usability lab setting. Performing the study in a real store ensured that we had real customers taking part. An additional benefit of the set-up was that we did not have to recruit participants in advance. This sped up the process and reduced costs.
Results: Insights on improving shopping experience
The study provided insight into the potential use of RFID enabled phones in an actual retail environment with real customers. The details of the study are still confidential, but we are certain that mobile devices will be used in the nearby future to improve the shopping experience. This will be beneficial for everybody involved: the customers, the mobile phone companies and the stores.