CLIENT ASK
Improve or create a new college shopping experience for Bed Bath and Beyond
CLIENT
Bed Bath and Beyond
SKILLS
User Research, User Experience, Visual Design
MY SOLUTION
An In-Store Scavenger Hunt for incoming college students that help users find what they need and have fun with AR experiences + mini-games while also increasing brand loyalty and sales for Bed Bath and Beyond.
Last Minute
43% of college shoppers bought nothing before July, all of the interviewees went shopping move-in week or day
USER PAIN POINTS
User Research
View Full Research
Task Oriented
College shopping is viewed as a chore, people are just “Trying to get in and out” and quickly find what they need
Stressful
Describe shopping on move-in day as “Survival of the fittest” with long lines and a pressure to find items and be prepared
HOW MIGHT I...
Utilize the phone and gamification to transform the college shopping experience from stressful and task-oriented to easy, exciting, and fun
DOES IDEA WORK WITH BEHAVIOR
Consumer Behavior
In-Store
Despite the increase in online, 39% plan to shop in-store for college and 29% undecided
Phone Use
41% of shoppers already actively use their phones while shopping
Emerging Tech
Increase use of AR + VR from Pokemon Go to virtual fitting rooms
DEVELOPMENTS OVERTIME
Feedback
“We like the idea of gamification but how is this more than assisted college shopping”? - Company Feedback
ADDED INTERACTIONS
While I wanted to aid shopping and be helpful, I added delight, mini-games, and AR experiences with a point system to encourage users to engage and have fun beyond just shopping
“Racing the clock would make me feel anxious and cause me to forget or overlook something” - Interviewee
STOPWATCH TO POINT SYSTEM
Instead of measuring users with a stopwatch, a point system allows user to enjoy their time in the store while encouraging them to interact with store promotions, shop more, and play games.
SOLUTION
Scavenger Hunt
Description
An in-store experience that allows college shoppers to turn shopping list into an interactive scavenger hunt and compete to score the most points with AR experiences, mini-games, and finding items on their list
Differentiation
Adds a new dimension to the in-store experience by gamifying shopping. Turns a "boring" stressful task into an experience that is fun, helpful to shoppers with navigation and scan and pay features, and benefits the business.
01
Start Here
When entering the Bed Bath Beyond store users get notified and can scan their written list or import from phone
02
Navigate
Users are directed around the store to items on their list with additional mini-games and AR experience on the way.
03
Add to List
See items already found, remaining, and add commonly forgotten items to your list
04
Finding
When the user gets close to an item on their list the scanner pop-ups to add an item to the cart or ship to the college
05
Cross it off!
After finding an item get the satisfaction of physically crossing it off your list
06
AR Camera
Users can uncover reviews and comments left from other shoppers, view brand-sponsored pop-ups, and interact with others
07
Mini Games
Users can gain points and savings by playing sponsored mini-games while promoting brands.
08
Checkout
Avoid the lines with scan and pay shopping with a discount based on how many points you scored!
09
Score!
Get points for items found, added, speed, mini-games, interacting with AR. Share your score with others and see how you rank!
SCAVENGER HUNT + GAMIFICATION
Business Benefits
Increase Loyalty
Positive game experiences leads to increased brand loyalty and more positive brand views
Promotional
Mini-games allow BBBY to promote and advertise their new brands to increse sales.
Tracking
Learn shopping, buying, and traffic patterns from shoppers who use the scavenger hunt
Spend More
Gamification and features like recommending users items increase sales and spending.