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Looking glass : a field study on noticing interactivity of a shop window

Title data

Müller, Jörg ; Walter, Robert ; Bailly, Gilles ; Nischt, Michael ; Alt, Florian:
Looking glass : a field study on noticing interactivity of a shop window.
In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. - New York : ACM , 2012 . - pp. 297-306
ISBN 978-1-4503-1015-4
DOI: https://doi.org/10.1145/2207676.2207718

Official URL: Volltext

Abstract in another language

In this paper we present our findings from a lab and a field study investigating how passers-by notice the interactivity of public displays. We designed an interactive installation that uses visual feedback to the incidental movements of passers-by to communicate its interactivity. The lab study reveals: (1) Mirrored user silhouettes and images are more effective than avatar-like representations. (2) It takes time to notice the interactivity (approximately 1.2s). In the field study, three displays were installed during three weeks in shop windows, and data about 502 interaction sessions were collected. Our observations show: (1) Significantly more passers-by interact when immediately showing the mirrored user image (+90%) or silhouette (+47%) compared to a traditional attract sequence with call-to-action. (2) Passers-by often notice interactivity late and have to walk back to interact (the landing effect). (3) If somebody is already interacting, others begin interaction behind the ones already interacting, forming multiple rows (the honeypot effect). Our findings can be used to design public display applications and shop windows that more effectively communicate interactivity to passers-by.

Further data

Item Type: Article in a book
Refereed: Yes
Institutions of the University: Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Chair Applied Computer Science VIII > Chair Applied Computer Science VIII - Univ.-Prof. Dr. Jörg Müller
Faculties
Faculties > Faculty of Mathematics, Physics und Computer Science
Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science
Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Chair Applied Computer Science VIII
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works
Date Deposited: 16 Jan 2019 13:09
Last Modified: 16 Jan 2019 13:09
URI: https://eref.uni-bayreuth.de/id/eprint/42076