Matt Maclaurin - "Gamifying the Retail Environment"

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MarketPlay: digital downtown

GAMIFYINGTHE RETAILENVIRONMENTMATT MACLAURINEPIC DESIGN LABEBAY, INC

Welcome to the concept that were calling Mall TakeoverLarge multitouch screens like giant iPads in the public areas of the mallYou are greeted by name as you approach the kiosk (opt-in experience)Customized deals fly on to the screenInstantly generate a customized shopping plan to maximize dealsPlay cool multitouch minigamesGet rewarded with customized coupons, bundles, and loyalty pointsConnected devices which serve as a NEW platform to push fun, meaningful technology to our usersFoot-traffic is something weve been investing in heavily for our retail partners (perhaps mention GSI acquisition?), and mobile technologies like this are an excellent way for us to put our innovative muscle behind some new interesting experiences that invest in off-ebay benefits of our partnersGames are proven to work well for social screens1DISCLAIMERThis is research.We might not ship it ever.This is the exploration of a small design lab at eBay not a commercial product.Please be restrained in your blogging ;)

My backgroundEPIC Design Lab at eBay8 years at MicrosoftMicrosoft Research, Windows, Social, Kodu, Xbox7 years indie design studio5 years at Apple (Newton, MacOS)

theMarketplaces 1 BILLION page views per day

Over 100 million active users worldwide

12 million unique visitors daily

A global presence in 39 markets

$66 billion GMV (Sales Volume)

70% of Sales are Fixed Price

Mobile GMV in 2012$8 billion

2100MPAYPAL customers$130BCUSTOMER SPENDUp from $56B in 2010 (42% Increase YOY)$3,380 processed every second

100M customers130B customer spend

According to a new survey conducted by Cardbeat, conducted by Auriemma Consulting Group (ACG), More than 75% of US consumers have an ACTIVE PayPal accountUp sharply from reports in 2008 of 58% active

PayPal continues to grow, 2010 TPV was up 28% YoY. . Strong growth is being driven by Merchant Services - processed $56B in 2010, up 42% YoY.Q4 was especially strong. eCommerce 12% increase, PayPal xxxwe processed nearly $3,380 every second. PayPal Logo Evolution | Training Trainers6/20/12Copyright 2007 PayPal. All rights reserved. Confidential and proprietary.5eBay: Learning from gamesGiven: game mechanics = engagementBut thats not all:Game graphics changing UI expectationsDesign departments looking like game studiosCulture, process, tools, and technologyCommerce boundaries are blurring

Online

Offline

Merchants of all sizes struggling to keep upMulti-channelGlobalcompetitionPace ofinnovationDemand Generation

Sole proprietors

Small and medium size businesses

Large merchantsEnable merchants to succeed in new commerceeBay Inc: unifying commerce

Enable consumers to buy anything, anywhere, any howEbay.com/local

eBays investment in our multichannel partnersGiving away eBay traffic for the first time in historyImportance of giving consumers ALL the information they wantRising tide lifts all boats in our minds: an investment thats worth it10EPICA code-first exploratory prototyping teamVeterans from Microsoft, Apple, YahooBleeding-edge UX techniques within the browserHTML5, CSS 3D, Web GL, Three.jsEmerging input modalities: touch, gesture, nui, passiveUbiquitous commerceInstrumenting & effecting the physical environment

Welcome to the concept that were calling Mall TakeoverLarge multitouch screens like giant iPads in the public areas of the mallYou are greeted by name as you approach the kiosk (opt-in experience)Customized deals fly on to the screenInstantly generate a customized shopping plan to maximize dealsPlay cool multitouch minigamesGet rewarded with customized coupons, bundles, and loyalty pointsConnected devices which serve as a NEW platform to push fun, meaningful technology to our usersFoot-traffic is something weve been investing in heavily for our retail partners (perhaps mention GSI acquisition?), and mobile technologies like this are an excellent way for us to put our innovative muscle behind some new interesting experiences that invest in off-ebay benefits of our partnersGames are proven to work well for social screens12d i g i t a l d o w n t o w nWiring a local shopping district - with physical, gaming, and commerce layers

Putting it togetherMultiple kiosksBluetooth & wi-fi beaconsMap retail inventoryMobile apps as game tokens

Wiring a Shopping CommunityNetworked sensors and displays in a physical environmentMultiple ways to interactKiosk, phone, webExperiences span multiple devicesi.e. use your phone to carry gems between kiosksRetailers participate in the ecosystemSponsoring experiencesProviding rewards (freebies, discounts) for playersMultiple levels of engagementCasual play, shopping-focused, long-running games

Welcome to the concept that were calling Mall TakeoverLarge multitouch screens like giant iPads in the public areas of the mallYou are greeted by name as you approach the kiosk (opt-in experience)Customized deals fly on to the screenInstantly generate a customized shopping plan to maximize dealsPlay cool multitouch minigamesGet rewarded with customized coupons, bundles, and loyalty pointsConnected devices which serve as a NEW platform to push fun, meaningful technology to our usersFoot-traffic is something weve been investing in heavily for our retail partners (perhaps mention GSI acquisition?), and mobile technologies like this are an excellent way for us to put our innovative muscle behind some new interesting experiences that invest in off-ebay benefits of our partnersGames are proven to work well for social screens16Surface 2Large (40) touch screenHorizontal (table) or vertically mounted100 simultaneous touchesC# or JavascriptRuggedized glass

Catch Me If You Can

What is it?Simple game for noobsLeaves drift down from a bagCatch 2 matching halvesAvoid blank leavesSave the best 4TimedLeaves morph into coupons

Questions:Transfer coupon via qr code?Transmit face to retailer as coupon?

Face RecognitionIdentify age and gender of playerRecognize repeat visitsCustomize display automaticallyLogin / checkin instantly

Deal CentralWhat is it?Automatically recognizes as you approachOffers personalized freebies and dealsTell us what you like by clicking tilesBuilds 3D map showing route to bootyOpt-in to send 3D map to your phone

QuestionsFace recognition?Gait recognition?Bluetooth ID? MAC address?

Projective TouchscreenVery ruggedWalls or windowsLarge display areasCan even be on floorSensitive to IR

Celebrity Look BookWhat is it?Near-life-size fashion photo spreadsChoose your favorite magazinesChoose your favorite celebsFind out about the elements of their outfitsRemix into your own cool outfitGet package deals on your custom outfitShopping planner shows you where to visit

Skeletal Tracking & Gait RecognitionPC Kinect SDKIdentify users by pose & motionMost people can be recognized by howthey walk from 1000 feet away(wed have to work closer)*nightime or indoors only

FriendShop

FriendShop

FriendShop

FriendShop

The future is here already, its just not widely distributed William GibsonThe Commerce LayerAll inventory, every storeFinancial transactions phone-to-phoneAsk for anything, receive detailed steps:118 yards forward, store on your right20% off if you buy w/in 30 minsNo login required for most actionsCell phone presence provides triggers & persistenceTight security & privacy protectionEnter PIN on your own phoneThe Gaming LayerThree-of-a-kind, snackable casual gamesAttract attention to kioskFreebie payoutsCard & casino gamesQuestsVisit multiple locationsUse phone to tag locationsPVPOpt-in combat via cellphoneand the apps: search, shop, messaging

Whats the status?Building in the lab firstMuch learning around tech vs. sunshineCollaborating with UC Santa Cruz Game Design PhD programShort list of sites for pilotNo guarantees depends on experimentationTHANK YOU