Milan has
21 Million sq.m
areas of public spaces
TRANSFORM TRANSPORT 2024
70%
of people fail to notice their surroundings while being on their phone
CAMBRIDGE MOBILE TELEMATICS 2022
DOS has explored phygital experiences in public spaces over the past years during Milan Design Week & other exhibits.
To expand DOS’s service offerings and bridge the gap between public spaces and technology, this project introduces:
What is SHARE?
An innovative product service platform that empowers brands to launch their temporary phygital stores around public spaces of Milan in order to connect with users and sell their products through augmented reality.
SHARE services
SHARE PIXELS
PURPOSE
To capture user’s attention to explore AR experiences and to spark their interest in visiting the nearby SHARE event.
SERVICES
Users get to explore brands or their products through with fun AR experiences. Meanwhile, they earn shopping points (discounts) for the sale of the SHARE event that is happening nearby.
PUBLIC SPACES
Elements of street, bus/tram stops, metro, intersections, etc.
SHARE EVENT
PURPOSE
To offer actual phygital brand stores in public spaces where the physical space & augmented store blend seamlessly.
SERVICES
Users enjoy an interactive shopping experience by exploring, customizing, and trying products in AR. They could also participate in creative brand activities in phygital environment.
PUBLIC SPACES
Piazza, large unused/ overlooked public areas, parks.
User Journey with MVP of SHARE services
Antonio
resident of Milan (25)
Piazza Mattarella
public square in Milan
SHARE PIXELS
Around Piazza Mattarella, Antonio spotted SHARE pixel hotspots. Their attractive & mindful designs made him scan a QR code and unlock fun AR experiences. Within a minute, a notification popped up that he earned discount points for a flash sale event at the nearby Piazza. Intrigued, he followed the AR map and headed over.
"SHARE your waiting time with AR"
"SHARE a seat
with AR"
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"SHARE a walk
with AR"
"SHARE some time with AR"
"SHARE a break
with AR"
.jpeg)
SHARE EVENT
**Reference diagrams to imagine the Piazza in physical space and augmented space**
1
Info Point
When Antonio arrived at the piazza, he saw some seating and scan points. He scanned at the first scan point upon entry. It explained SHARE, showed him how to navigate the space, and answered his questions.
3
Brand Discovery
Further on he also explored reels of meaningful stories & customer testimonials of the brands showcasing for the event. This zone helped him make more informed purchasing decision.
2
Product Exploration
Antonio entered the main shopping zone to explore different phygital stores. He could actually walk in the store like it was real store and every product had with detailed info and customization options. When he clicked “buy,” he was taken to the brand’s online website and he used his discount to purchase an item.
4
Customer Connect
Finally he visits the customer connect point. Impressed by his journey so far, he played with brand filters and uploaded his photo along with his favorite song on the AR wall. There, he tapped on others’ photos to listen to their shared tunes.
Innovative Strategy for
**Click to view applied Strategy tools**
Given DOS’s internal resources and the competitive online brand market, initially targeting online brands and individual professionals positions DOS to deliver greater value by offering these groups significant benefits through SHARE services.
Innovate mindful and innovative urban product designs in public spaces to attract more foot traffic.
Allow brands to open temporary phygital stores in public spaces.
Offer users time-sensitive and exclusive incentives like flash sales or limited editions or exciting collaborations to increase conversion rates
Mission
Offer AR shopping & brand experiences in phygital stores within public spaces for brands to connect with their users.
Vision
Offer AR shopping & brand experiences in phygital stores within public spaces for brands to connect with their users.
Purpose
Offer AR shopping & brand experiences in phygital stores within public spaces for brands to connect with their users.
VALUE FOR PUBLIC SPACES
Static
Dynamic
wasting time
useful time
Isolation
Collaboration
Exclusive
private space
Inclusive & accessible
Monotonous
use of space
Multi-purpose
of space
Unnoticeable
Attractive
Enhances quality of city life
Promote hybrid culture of space
Invites more foot traffic
VALUE FOR BRANDS
Limitless creativity
SHARE technical & management service
DOS's design
consultation
Collaboration opportunities
Google locations
Differentiation factor
Improved visibility & marketing channels
Online brands &
Individual professionals
Limitless creativity
Data collection
Brand Promotion & visibility
Virtual storefront
Low implementation & maintenance cost
Less risk investment
Increased conversion
rates & customer trust
VALUE FOR USERS
Online
shopping
Physical
shopping
Shopify reports a 40% decrease in returns from 3D visualization & users were 65% more likely to place an order after interacting with a product in AR.
SHARE offers innovative way of shopping by bridging the gap between physical and online worlds. SHARE utilizes AR capabilities to meaningfully enhance the shopping experience that connects users and brands.
According to NielsenIQ survey, 56% of consumers reported that AR technology increases their confidence in a product's quality.
Beyond gamification, AR becomes a transformative tool for accessing & exploring phygital store that helps users take shopping make informed shopping decisions through virtual try-ons and allowing them to visualize the products in real life scenarios.
Leveraging the flexibility of Augmented Reality (AR) to use the opportunity of the fact that users tend to engage 50–60% longer with shopping experiences (Shopify, 2022) by the concept of "slow shopping".
Future
developments
**Click to view applied Strategy tools**
SHARE APP
**Slide to view app features**
Users can see new product offers and relevant events on the home page.
Users can enjoy sneak-peak of the events with product or brand AR experiences prior the event.
Brands can launch thoughtful collaborations, limited-edition series, and other exciting initiatives.
Users can see new product offers and relevant events on the home page.
