See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/289521455

SHOPIFY-An Interactive Online Shoe Shop System

Article · February 2015

CITATIONS READS
0 671

3 authors, including:

Elahe Meydani
Universität Koblenz-Landau
6 PUBLICATIONS   0 CITATIONS   

SEE PROFILE

All content following this page was uploaded by Elahe Meydani on 07 January 2016.

The user has requested enhancement of the downloaded file.

 SHOPIFY- An Interactive Online Shoe Shop System

Elahe Meydani Tomris Beril Kurtoglu Lunjie Zhang

RWTH Aachen University RWTH Aachen University RWTH Aachen University
[email protected] [email protected] [email protected]
[email protected] [email protected] [email protected]

ABSTRACT user needs are now the center of study, what they needed
and what we should provide to cover their needs.
In order to let user experience trustful and efficient online
shoe shopping, SHOPIFY, a system to measure users’ feet Like any other activities, in order to reach out the goal, one
and suggest them shoes that definitely will fit, was needs to take several steps. The steps of buying shoes via
designed. It includes a hardware which is a smart scale internet, is slightly different with offline (ordinary)
(weight scale), embedded with highly customized mobile or shopping behavior. There are four general steps. In the first
tablet application solution. The strategy behind this system step customers find out the need or wish to purchase a
is to let users select shoes among a list of shoes that will fit product. They refer to internet and start searching for what
them. User interviews were conducted, in order to they want. Then, in the second step they start to compare
understand the users’ main issues while shoe online what they’ve seen in different web pages. Third step, they
shopping, their lifestyle and their expectation toward the select one that best fits to their needs, based on size, color,
system. Based on interviews and analysis, a physical shipment method, and price. Finally, in the fourth step they
prototype along with a software prototype were tested, and paid with secure transaction methods and posting process
evaluated as attractive. will start. Users may abort their shopping in each of these
steps.
General Terms
Measurement, Documentation, Performance, Design, According to our study, there is a high probability that
Reliability, Experimentation, Human Factors, users cancel their shopping due to reasons like: not finding
Standardization. the proper size or proper color item is out of stock, item
will not ship to their location or inappropriate payment
Keywords
method. In order to understand every detail in the process
User Centered Technology Design, HCI, Interactive
of online shoe shopping we sat with the users, in two
Systems, Shopping, Online Shopping, Online Shoe
sessions, while they were trying to buy shoes online. Users
Shopping, SHOPIFY
were asked to explain any difficulties and problems that
they face. Also they were asked to explain in each step
1 INTRODUCTION what is good and what they prefer to see or to have, that
Online shopping has become one of the most interesting they were not have it on the time, in the process. Our
parts of all internet activities, such that it is now in the third attempt was to present what the main concerns and issues
place after e-mail and web browsing [1]. Shoes are items are and to find out the best solution to solve those problems.
that people purchase online these days. The motivations At the end of two sessions of observations and recording
behind this behavior may be the online sales offers or the difficulties that users mentioned, we come up with a
variety of items and having a vast variety of choices. result. 16 users out of 20 were complaining in the step that
Reaching out to items that are not provided in different they have to choose their size. They had problems like:
countries is also a good motivation for people in Europe or “they were not certain to choose which size”, “they had
America. For many online retailers there are still a lot of difficulties understanding the size chart” and “they had
challenges and long ways to reach out to safety zone and difficulties to convert the size unit, for example US
attract vast variety of users [2]. In the online shop system standard to EU standard”. Consequently we were
users’ needs should be paid attention. On the other word concentrating on a system providing a method that can
measure user’s feet and compare it to the information that
shoe retailers provide for each item. This idea serves the 2.1.1 Yeti
purpose of providing proper size of shoes for the customers. Yeti [12] 3D foot scanner is a precision optical device,
employing eight cameras and four lasers. It is a high speed
To achieve a user oriented design, two important methods,
and high resolution device that can scan the shape of feet
DIA Cycle and Usability Engineering Process were used
with very detail parts and with the help of Vorum’s
[26]. We combined our ideas with users’ feedback to refine
FootWare [12] system, people can use all data for
the system. This was done repeatedly with the cycle
designing shoes. YETI Shape Builder (figure 1, left image)
provided by the methods mentioned above. In this paper we
is scanning software that is bundled with the YETI scanner
tried to present all the works related to this project. We will
(figure 1, right image), it rapidly can process all raw data
first go through the analysis of design and technology, user
that came from scanning and create images and
groups and technology requirements to cover the user needs.
measurement information in multiple views. This system
All of these will be showed by detailed overview of various
has advantages and disadvantages. The advantage is that it
prototypes and user interviews in structured and semi
is fast and has high accuracy. However it is a designed
structured way. Finally we will demonstrate the final
system for medical uses and it is not suitable for every day
version of our system.
using.
Preliminary Study and Research
In order to understand all the terms and conditions,
standards, measurements and orthopedic issues, we went
through lot of scientific papers. We gained related
knowledge:
Figure 1: YETI scanner (right image) can scan foot with laser
 Understanding user behaviors with focus on online
and Vorum’s FootWare system (left image) can compute
shopping and key factors of successful online shopping information and show a 3D result
[9].
2.1.2 Podia
 Discovering deficiency on footwear online stores [8].
Podia [13] laser foot scanner scans the feet with using
 Standards and guidelines for designing, designing multiple points of view. Functions of this system like the
effort and opportunities [4] previous one YETI [12]. It allows generating a full 3D
reconstruction of foot and also performing measurement on
 Attributes that contribute to consumers having a satisfying,
it.
high quality online shopping experience [10, 11].

From all gained information we understand that there are

still challenges in order to improve the online shoe
shopping process. Therefore with the focus on solving the
“size” issue that we mentioned in the previous section and
know the design principles and standard term, we started to
prototype and interview.
Figure 2: Podia laser foot scanner system scans the shape of feet.
In the next section, we will describe different systems that
exist in order to measure human feet. 2.1.3 MetascanTM
MetascanTM [14] pressure mat system can gather
information by force and pressure from bottom of feet
2 RELATED WORK while walking or just standing on the mat. Each part of
bottom of the foot is contacting the ground, so pressure
2.1 Existing Systems for Feet Measurement and analysis will help to get useful information. This method
related topics also is good in measurement of foot’s arch. With the help
Here we will describe 5 systems that measure feet with the of visual analysis and standards in foot calculation, the
use of different methods and technologies: system can calculate the size. This system provides the

2
inspiration for us to show foot arch information for the disadvantage we can say that taking 23 pictures with
users in the system that we correct height and angles is a difficult job and system
implemented. guideline for this process is not strong enough and users
need somebody helping for taking the photos and system
does not have ability to provide size information for user
even if the user makes all instruction steps correctly.

Figure 3: Left image shows Metascan mat that extracts foot shape
depending on pressure. Right image shows an example of foot
arch.

2.1.4 FootFairy Figure 5: RightShoes is a mobile application that use mobile

Footfairy [16] is an iPad application and its method for camera to measure the foot. It only provides detail information
measurement is different from YETI [12], Podia [13] and about foot, could not provide the accurate size calculation.
Metascan[14]. These focus on measuring feet in order to
create orthopedic shoes with having accurate measurements.
FootFairy is a system which only works for children. It 3 DESIGN WITH USER CENTERED STUDY
includes an iPad application that can measure foot size by After studying about potential problems and interviewing
having only a picture of bottom of the feet. In this system users, we understood that selecting the proper size is the
iPad will act as a scanner, so that it is enough to stick iPad main issue for users. We started brainstorming with
to the bottom of the foot and wait until the scanning possible solutions that we could have created. We created
process is done by showing the “done” message. After initial scenarios with a common goal on them- to help user
scanning the foot, the algorithm will calculate the foot size. to find the best fit shoes during online shopping-.
According to our brainstorming we created primary
This is fast and accurate method, but disadvantage is that it
storyboards, which were the mixture of our all ideas related
only works for children.
to the online shoe shopping assistant.
After observing all options, conducting three interviews
(two semi structured, one structured) and two online
surveys with 462 interviewers, three detailed shadowing in
offline shoe shopping and online shoe shopping
environment, talking to shoe assistant and Orthopedic
doctor; in general we came up with five different ideas for
Figure 4: left image shows scanning a child’s foot with the help designing a system, which will be discussed in sections 5.1,
of an iPad which works as a scanner. Right image shows the 5.2, 5.3, 5.4 and 5.5.
result after scanning.
For every idea, we went to the users and asked their
opinion with the system and prototype; the main purpose
was to put the users in the center of study with help of
2.1.5 RightShoes
interviewing and shadowing for related idea. Based on
RightShoes [17] is a new application running on
eight interviews and five different prototyping and 57
smartphones and turn the phone in to a 3d scanner. With
participants result, we came up with the finalized idea of
the help of camera on the phone, users take 23 pictures in
“magical scale” to work on further. Complete description
circular way in order to compute the feet measurements.
will be on section 4.5.
For this purpose user should stand still on a specific sheet
and let someone take those pictures. Then the application
will compute the size. This application connected to a
special shoe shopping stores. However as a major

3
4 DESCRIPTION OF CONTEXT OF USE Advance -Have a lot of -Home (on the -Prefer fast and free
online experience in sofa,chair, deliveries.
Context of use [27] consists of description for user group, shoppers online shopping. ground, in the
-Prefer pictures with
user needs and system requirements. -Know a lot of
living room)
more detail.
online retailers. -Office
-Prefer more
4.1 User Study and User Groups -Familiar with description about
To reach out to the two main goals in user centered design: all kind of item
payment method
 Ensure that all the factors that related to use of and return
policy.
system are identified before design work starts, in
-Know about
order to design what user want, not what we think material (based
user wants. on experience).
Ordinary -Sometimes shop Home ( in the -Prefer free returns.
 Provide a basis for designing later usability tests. Online online based on living room,
-Prefer pictures
Shoppers need or curiosity behind the
We need to analyze the context of use. It means that we with more details
-Return to desk, in the
should collect and analyze information about our users specific retailers private room) -Prefer size
measurement help
precisely, what they want to do, and their technical and each time.
or feedbacks.
environmental situations and constraints. We gathered our -Less knowledge
about material -Prefer common
data with help of interview, workshop, survey, site visit, and size payment options
observational study and focus group. In next section we selection

present our user groups and process of finding out the main Offline Do not shop Home -Prefer to shop
Shoppers online . outside.
user groups and their characteristics.
-No trust to - Like walking and
online retailers. touching stuff
4.2 Identifying User Groups
- Less dare to
In order to find out best characteristics of system, user try.
groups need to be described. According to [21] [22], we
Table 1- describes user groups and their characteristics
tried to find out our potential users and tried to focus on
ones who are our main users. In this way, we first 4.2.2 Main User Groups
brainstormed a list of possible users. Then we tried to According to our interviews and result analysis, we
describe the main characteristics of each. And according to prioritized our user groups as showed in table 2:
these characteristics we grouped them.
User Group Percentage based on priority
4.2.1 Users and Their Main Characteristics interviews(out of 45 users)
After interviewing and studying the market, we decided to
identify the main characteristics of users. With knowing Advanced online 30% 1
these characteristics and attributes, separating user groups shopper
became much helpful.
Ordinary Online 47% 1
Our user groups are categorized in Table 1: Shopper
Label Task Physical Preferences,
Knowledge Environment Disliking, Desires Off line shopper 23% -

Table 2- describes the prioritized user groups.

The user groups Offline shoppers who do not prefer to shop

online are not in our interest. We were going to focus
mainly on advanced online shoppers and ordinary online
shoppers which present users that either do online shopping
regularly or do it randomly. These two would be our focus
group.

4
4.3 User needs 9. The system should supply the user with a ranking
In the following the user needs are presented which are based on by average price in an increasing way.
the user interviews:
10. The system should supply the user with a ranking
by average price in a decreasing way.
1. As an experienced online shopper, the user needs 11. The list should show the average price of each shop.
to know other people’s experience or comments in
12. The system should supply the user with a high
order to make up her minds.
resolution model for each shoe.
2. As an experienced online shopper, the user needs a
suggestion system depending on his/her previous 13. The system should supply the user with possibility
choices in order to tell the user what s/he could to rotate the shoe model.
chose. 14. The system should supply users with possibility to
3. As an experience online shopper, the user needs a read others comment about each item.
fast and easy shopping process in order to prevent
15. System will show a demo after first time
confusion.
installation.
4. As an ordinary online shopper, the user needs a
3D view of item in order to observe item in detail 16. System should supply user to write comment for
as user does in reality. each item.
5. As an ordinary online shopper, the user needs a
high quality zoom in feature in order to observe
items quality. 4.4.2 Non Functional Requirements
6. As an ordinary online shopper, the user needs to Here are some of the non-functional requirements:
have a measurement tool, in order to buy the best 17. System should have quick calculation (less than 45
fit shoes. seconds) for feet measurement
18. The system should supply the user to write their
comments <500 words
4.4 System Requirements
19. The system should supply the user readable font
4.4.1 Functional Requirements and font size for comment.
Here are some of the functional requirements:
4.4.3 Description of some requirements
1. The system should have a list of shoe types. 1. Based on our online survey 80% users (out of 44
2. The system should supply the user with users) would like to see other people’s opinion
measurement of her/his feet. about an item, in order to see the popularity of item
3. The system should supply the user with feedback or feedbacks of using the product. Requirements
of her/his feet size. 14 and 19 are result of this observation.

4. The system should supply the user with different On the other hands, 65% of users would like to
unit to show the size. have this chance to share their experience with
others as well. The result is in requirements 16 and
5. The system should supply a standard comparison
18.
between user’s measurement and shoe
measurement. 2. Requirements 2, 5 and 6 are core points of our job
here. Actually a certain size of a specific model
6. The system should supply user with list of shoes
(e.g. 42) has no geometrical relationship with the
which fit better.
number 42 of another model of different
7. For each shoe type there should be a picture manufacturer. That is the reason why we select the
describes it. strategy that contains two main factors: first know
8. The system should supply the user with a list of the internal volume and format of each footwear
shops. and sizes established by manufacturer; and second
know exact volume of the right feet and left feet of

5
 user, which has been derived by calculations on According to our survey, 79% of internet users (out of 120
measurements. interviewers) either agree (49%) or strongly agree (23%)
Aim here is not to represent list of any shoes, but with the fact that online shopping is convenient for them.
to represent list of shoes that will fit best, That is the reason that market owners (classic shop owners)
according to comparison between computed feet accept the fact that they should have something new to
measurements and shoes volume information, as attract more customers in market. Since users are eager to
described in requirements 5 and 6. use technology in their everyday life, market owners show
more enthusiasm to choose a solution in technology
The complete list of user needs and system requirements is
innovation field and add it to their own business. However,
available in BSCW with Volere format [28].
according to our observation in the shoe market, there are
still empty spaces to solving the size issue. On the other
hand, great manufacturers in shoe field tried to attract
4.5 Technology determination user’s attention on the product itself [4] and tried to enchant
To decide whether to go around technological solutions, is them to buy the product by conducting technology
one issue and to decide what technology should be used is solutions like converting shoe picture in 3D view with help
another. We tried to search for characteristics that make of tools like www.web3d.co.uk or recording a video for
input methods simpler. each item.
On the other hands, other famous shoe shops like
 Simple interactions between user and system Deichmann [29] has a visually well designed web site and
 high resolution pictures for every item. Deichmann tried to
Precision on result
conduct mobile phone technology and its camera as tools to
 Availability measure the users feet size, near to solution mentioned in
According to our understandings, these factors are most section 2.1.5. According to our study and interviews; 85%
important. However the fact that precision is highlighted (out of 120 users) of users use or like to use technology in
among others is undeniable, since our system is a their everyday life, but they think that using a camera on
measurement and comparison base system. Based on what phone cannot give them a precise result. To wrap up the
we got through our research on potential option on hardware part, 3D scanning, lasers scanning, cameras,
technology, we would like to divide this in two main parts. pressure mat, heat mat are tools that can help us to reach
out the goal.
 Hardware part: the part that normally is the
interaction between user and system. The core functionality for all of those systems is to provide
an algorithm that can compute wanted information and
 Software part: the part that all calculations and
transfer them to the mobile or tablet and show it to the user
comparisons take place like algorithmic or
in a fast and accurate way. Using professional
programming parts.
programming skills with well-known programming
languages based on a low time computed algorithm, using
network knowledge for communication part and ability to
4.5.1 Technology in Use
access to databases and extract useful information out of
Based on section 2.1 and more other examples, there are
them and the ability to compare feet information to the
exists different technology items and gadgets that can help
shoes information according to ISO 9407:1991 standard are
to gain the main goal. There are advantages and
the main software parts.
disadvantages for each of them. 3D scanning apparently is
most used in medical field, but since it is much expensive,
we do not see it around a lot. This technology is used for
5 PROTOTYPING & IMPLEMENTATION
people who have disease like Diabetes. On the other hand
After identifying who our users are, what they need and
the fact that this kind of technology will have more precise
what they want to do with system and what system should
result is obvious.
provide for them, we started the creativity path. During the
course of our project we came up with different ideas and

6
each time we prototype them with help of storyboard, paper However all of seven interviewers were unanimous on high
prototype, video prototype and tried to distinguish the precision on this method, five out of seven confess that if
weakness and strength of each methods in order to produce they see such a device, they won’t see the need to try it.
one system which has the lowest weakness and highest After the analysis, we came along with two results: first we
strengths. need to solve the problem during the process of online
We came up with 5 different ideas. We prototype them, and shopping not before it and second think about tools that are
tested those with our focus user groups. Then we gathered much simpler and much more available for everyone.
information by user study like:
5.2 PRP
 what was good about the system. After being technological about finding a solution for
 what was not good about the system. sizing problem, we decided to go back to classical method.
Then we decided to observe our user groups to work with
 why users want or don’t want to have such system.
Pen Ruler Paper (PRP). The instruction was easy, to put the
Here is the list of our different ideas. feet on the blank white paper and round the feet on paper
• 3D Scan Booth and with help of ruler they should measure the length and
the width of their foot and enter the data to the computer,
• Paper, Ruler, Pen (PRP)
for computing the size.
• Shopify mobile application
• Klug Strümpfe (Smart Socks)
• Magical Scale
After naming these ideas, we tend to explain them, and
show the analysis of users’ feedback, and the reason why
we discard it or keep it.

5.1 3D Scan Booth

3D scan booth was our preliminary idea inspired by
FotoBooth that are well-known in malls or in railway
stations. The core idea was to have a 3D scan booth in Figure 6: PRP method measure the user feet.
every big and crowded malls or shopping centers in order
to provide foot scanning feature for users who tend to shop We interviewed the users using prototype to see what they
online. So the procedure was like every user takes off their think about this method. After we interviewed 10 users, we
shoes and socks and puts her/his right foot and left foot in discarded this idea according to following reasons:
the scanner and waits till the device scanned her/his feet. • Using old fashion methods are a little complex
Then the users could use a USB device or by using the nowadays.
cloud technology, transfers feet information and has it
during online shopping. • Since the main purpose is online shopping, it does
not satisfying to switch to mechanical methods
We interviewed users using storyboard to see what they
and switch back to compute again.
think about this system. After we interviewed 7 users, we
discarded this idea according to following reasons: • Mistakes could be happened when users tend to
enter data to the computer, like entering width
• During offline shopping, people usually will not
information in length field instead of the width
think about online shopping.
field.
• It is inconvenient to take off the shoes and socks
in a public place. 5.3 Shopify Mobile Application
• Malls and shopping centers are places which Then we came up with a plan to create an application
normally people do off line shopping which employs mobile or tablet camera to measure feet
information. Instruction was easy, with wearing black

7
socks, users should put their foot on a blank A4 size paper people know how to worked with it or reasons like no need
and took pictures. For convenient in taking the pictures, we having extra device. Since we were not satisfied, we
came up with a grid that could turn to green if user took the decided to talk with people who are more professional in
camera in correct way and turn to red otherwise. We this area. Four shoe shop assistants and one orthopedic
interviewed six users with paper prototype. Surprisingly doctor, they were all unanimous on precision is most
users like the system because they did not need to do important thing here, since everybody knows foot are
anything extra. Being simple in use was the comment that important part of human body, if you can not provide
all the six users mentioned. On the other hand two main something that will not hurt the health, sooner or later, your
important issues came along, first the precision could have system will be discarded automatically. Orthopedics doctor,
been different according to precision on camera in each Nuri Erel, proved that using smart socks are more accurate.
different phone and the risk of getting inaccurate He measures his patience’s feet by using the pattern which
measurement results appeared. Also, the time of made of pulp pad and this pattern is used especially for the
computations in devices like mobile phones which elderly and very elderly amputees. The Pedilan-Axis Foot
obviously do not have high speed processors like the ones 1G9 [25] is particularly suitable for wearers who want a
PCs have, could be long. damped motion of the foot at the ankle. These feet are 23 to
27 inches in sizes and can be used up to a weight of 75
So we put this thought on hold, and started to think in kilograms. The reason of his like for the idea of smart socks
creative way. is getting the exact results at the end of the measuring
process. The functionality of the socks and pattern work
5.4 Klug Strümpfe (Smart Socks)
same, he thinks.
After deciding to go beyond and searching more, we find
out the sensory textile. Textiles that have sensors on them Since the interview results (19 to 20) are not statistically
can capture pressure. So we invented the idea of socks meaningful, we thought over the reason of the users’ choice.
which used these sensory textiles, in order to give the shape Something was repeating in the back of our minds, and that
of the foot of the person who wears them. Users just put the was the main reason why users preferred mobile
socks on and wait until the sensors measure their feet and application on socks. The main reason was that, mobile is
transfer the data to their adapter or connector and then users an everyday life thing, nearly everyone have it and there is
could connect the adapter to the computer. no need to have an extra tool. On the other hand users
preferred socks on mobile phone, because taking pictures
We created a simple paper prototype and using a pair of
gives sometimes inaccurate results. So a question came to
socks. In the test of the system, we used the wizard of Oz
our mind which led us to our final idea. The question was:
method, for showing that these socks are made out of
“Why not design a measurement tool for an everyday thing
sensory textile. We observed three users working with this
with accurate results”.
system. Users were happy about the precision of this
system alongside with its simplicity and ability to share
between other people who have nearly same foot size and
5.5 Magical Scale
shape, (ex: brothers with shoe size 42 and 44). On the other
hand users asked the importance of socks size which are When we decided to find an everyday thing which has
used in measurement. contact with foot, a scale came into our sight. If there are
So we had two solutions that users liked: Shopify mobile pressure sensors on the surface of a scale, when the user
application and smart socks. In order to be reasonable to stands on it, not only size and shape of feet can be
select one over the other, we went to the users again to ask
measured, but also foot pressure distribution can be showed.
which one they prefer. With the help of five Whys method
[23] [24], we dug in to the root. We interviewed 39 users in
To confirm a scale is an everyday thing and to understand
a semi structured method, to see which method we can
discard. 20 users like smart sock methods based on root the user behaviors of using a scale we made a questionnaire
reasons like being more precise and usable, 19 users like with 370 users. According to our survey, 314 out of 370
mobile phone based on the root reasons like mobile is an users have a scale at home and for those 56 people who do
everyday life thing and pretty much everyone has it, and

8
not have a scale at home, 39 of them want a scale at home. 0.0.3. Prototyping cycle 3

Over 95% users think that there should be a scale at home We created the software prototype version 1.0 [33] and
which shows that a scale is an everyday thing. 286 out of interviewed, semi-structured way, with five users (four of
353 who have or want a scale at home (81%) use a scale them are advance online shoppers and one of them is
ordinary online shopper.) by using the thinking aloud
with barefoot. For the measurement of foot size it is
method. We gave series of tasks [34] to the users that help
necessary with barefoot. Since most of the participants use users to interact the system and make comment on that. We
a scale without shoes or socks, this result shows that a scale documented all the feedback.[35]
can measure foot size without changing users’ behavior. 0.0.4. Prototyping cycle 4
315 out of 353 (89%) users like a digital scale more than an
Depending on our user groups’ and our assistant Svetlana
analog scale. It is more natural to design more function for
Matiouk’s feedback we created the software prototype
a digital thing than an analogical thing and most of the version 1.1 [36], we eliminated all critical incidents that
users accept a digital scale. This fact provides possibility of violate Usability Requirement ISO 9241-110 and
the implementation of foot size measurement with a scale. documented all [37].
258 out of 353 (73%) users like a scale with additional 0.0.5. Prototyping cycle 5
functions, which means that adding foot size measurement
Finally we created software prototype version 1.2 [38]. In
functionality will not make the users lose their willingness
this iteration we interviewed 10 users (5 from each user
to have a scale. group) with thinking aloud method

To perfect this idea, we made several iterations of As a consequence Magical Scale is the every home tool
(different from 5.1), easy to work with (different from 5.3)
prototypes:
and can be used from every family member (different from
0.0.1. Prototyping cycle 1 5.4).

We created a scenario and made a video as a low-fidelity

prototype which was evaluated by eight users. The main 6 STUDY OF SYSTEM USABILITY
problems we got from them were:
6.1 Attrakdiff Result
 How could the scale communicate with smart
devices (smart phone/tablet)?
 It is better to measure the height of feet as well.
 How long will it take to show the result?
According to the feedback, we decided to add a 3D scanner
in the scale. Since the information we need to get from the
3D scanner is only height of instep. Also it is similar 3d
scanner method that we explain in section 2.1.1 but the user
could not feel it because the everyday scale hides the idea
Figure 7: Average values of pragmatic quality and hedonic
of scanning and it does not disturb our users quality, as well as the confidence rectangle for the system
'SHOPIFY'.

0.0.2. Prototyping cycle 2

20 of our users, 10 in “Advanced online shopper group”
We created paper prototype [31] and interviewed, semi-structured
and 10 in “Ordinary online shopper group” were asked to
way, with six users (three for each user groups.) by using the
thinking aloud method in order to get feedback from our user fill out an Attrakdiff questionnaire [30]. The whole result
groups. We documented all feedback [32]. document can be found in [20]. Considering the portfolio

9
result which shows in the figure 7, we can see that the attractiveness with a value of around 1.5 being the highest.
medium value of the dimensions hedonic and pragmatic Hedonic quality concerning stimulations (HQ-S) is around
quality is located between the character-regions 'self- 0.9 and Pragmatic quality (PQ) has an average value near
oriented' and 'task-oriented', and between 'desired' and to 1.1. According to the result of HQ-I, there still room for
'neutral'. The rectangle of confidence around it has a improvement to help the user work better with the system.
relatively small size which indicates that the users' answers The result of HQ-S indicates that improvement can be done
were quite similar. As the confidence interval is situated in toward motivating and captivating the users. However, the
two character zones in both the hedonic as well as in the attractiveness of the SHOPIFY is above average.
pragmatic quality dimensions, there is room for
improvement concerning usability and quality.
In figure 8, a detailed diagram of results can be seen, in
which the word pairs are the ones that had been asked in to
evaluate the Attrakdiff questionnaire. All average values
range between 0 and 2, except pairs ‘cheap- premium’
which is between -1 and 0. However, the attractiveness
word pairs have values between 1 and 2. The best averages
were achieved for the word pair ‘bad – goo’ in the
attractiveness category (ATT), with the results clearly
Figure 9: Average values of all Attrakdiff dimensions for
leaning toward the second word of the pairs which is
the system ‘SHOPIFY’
‘good’. The worst result was obtained for the word pair
‘cheap – premium’ from the hedonic quality - identity
category (HQ-I), with the tendency closer to -1.
7 CONCLUSION AND FUTURE WORK
In conclusion, the SHOPIFY system was introduced. It
links a scale that can measure feet information based on the
pressure to an application that can gather information and
compare it to information that retailers provided. Before
designing the system, some field research was introduced
in the section 2. The context of use was analyzed using
ethnographic methods. After understanding lifestyle of
users, we divided them in two main user groups as
‘advanced online shopper’ and ‘ordinary online shopper’.
Interviews were conducted with focus group to understand
user need on which the requirements are based. With
several DIA cycles, the final prototype was designed. And
again with using ‘thinking aloud’ method we improve our
final prototype after five iterations.
Further user observation in the end of the project lead us to
a new idea of further developments. Since Attrakdiff results
Figure 8: Average values of all word pairs from the showed that the idea behind the system was liked and that
Attrakdiff questionnaire for the system ‘SHOPIFY’ the system would therefore be attractive to users, we can
implement this in the future for the famous shoe companies
In Figure 9, the average values for all product dimensions and therefore we encourage the ordinary online shoppers to
can be seen. Values range between just under 1 and less shop more frequently shoe in online.
than 2, with the value for hedonic quality concerning
identity being the smallest around 0.7 and the value for

10
8 ACKNOWLEDGMENTS [21] Clayton Lewis and John Rieman.1994. Task-Centered
We would like to thank the User-Centered Technology De- User Interface Design: A Practical Introduction. Retrieved
sign team at Fraunhofer Institute for Applied Information Jan 5, 2015 from
Technology for giving us the opportunity to work on such http://hcibib.org/tcuid/tcuid.pdf
an interesting project topic. [22] Amanda and Bill foundation. May 2007.Tips for
conducting focus groups. Retrieved Jan 7, 2015 from
And our special thanks to all the users who participated in http://www.insites.org/CLIP_v1_site/downloads/PDFs/Tips
all the testing sessions and gave us invaluable feedback that FocusGrps.4D.8-07.pdf
helped us to improve our system. [23] Mike Sondalini.2014. Understanding how to use the 5-
whys for root cause analysis. Retrieved Jan 7, 2015 from
http://qualitycommunityschools.weebly.com/uploads/4/1/6/
9 REFERENCES 1/41611/how_to_use_the_5-
[1] Na Li and Ping Zhang. Consumer online shopping whys_for_root_cause_analysis.pdf
attitudes and behavior: an assessment of research. [24] Retrieved Jan 4, 2015 from
University of Syracuse, 2002 http://en.wikipedia.org/wiki/5_Whys
[2] Arvind Rangaswamy and Gerrit Bruggen. Opportunities [25] Retrieved Dec 27, 2014 from http://www.ottobock.de
and challenges in multichannel marketing: an introduction [26]Erion Elmasllari,Svetlana Matiouk (Oct 13, 2014).
to the special issue. March 29,2005 Lecture 1- User Centered Process. [PowerPoint slides].
Retrieved from
DOI: 10.1002/dir.20037
http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43193847
[4] The augmented reality shoe store (21 July 2012).
[27]Erion Elmasllari, Svetlana Matiouk (Dec 4, 2014).
Retrieved Jan 6, 2015 from Lecture 6 -Participatory design. [PowerPoint slides].
http://www.digitalbuzzblog.com/goertz-augmented-reality-virtual- Retrieved from
shoe-fitting-store-installation/ http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43193847
[6] Georgios Kotsolios. Feb 12 2014. Back to the future of [28] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
marketing.(2nd ed.) Partridge publishing (Feb 4, 2015). Requirement Volere v1.32374. Retrieved
from
[8] Michael J. Cassidy. Footwear Identification, Canadian
Government Publishing Centre, Ottawa 1980 http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43757630
[29] Retrieved Jan 4, 2015from
[9] Moez Limayem, Mohamed Khalfia and Anissa Frini.
http://www.deichmann.com/DE/de/shop/welcome.html
What makes consumers buy from internet? A longitudinal
study of online shopping, July 2000 [30] Marc Hassenzahl, Dr. Micheal Burmester, and Franz
Koller. Mensch&Computer 2003: AttrakDiff:
[10] Sonja Grabner. The role of consumer’s trust in online EinFragebogen zur Messung wahrgenommener
shopping. Journal of business ethics, 2002 hedonischer und pragmatischer Qualität, 2003, pages187-
196.
[11] Mary Gilly and Mary Wolfinbarger. Shopping online
for freedom, control and fun. University of California, June DOI: 10.1007/978-3-322-80058-9
2000.
[12] Retrieved Jan 4, 2015 from www.vorum.com [31] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
(Feb 5, 2015). Prototype1. Retrieved from
[13] Retrieved Jan 4, 2015 from www.stt-systems.com/foot http://fitbscw.fit.fraunhofer.de/bscw/bscw.cgi/43761048
[14] Retrieved Jan 4, 2015 from www.painfreefeet.ca [32] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
[16] Retrieved Jan 4, 2015 from www.footfairy.com (Feb 5, 2015). Interview-result. Retrieved from
[17] Retrieved Jan 4, 2015 from http://rightshoes.ch/ http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43761067
[20] T.Beril Kurtoglu, Elahe Meydani ,and Lunjie Zhang, [33] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
(Jan 29, 2015). Shopify-ATTRAKDIF-results. Retrieved (Feb 5, 2015). Generate. Retrieved from
from http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43761082
http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43746088 [34] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
(Feb 5, 2015). Experimentprotocol-3. Retrieved from

11
 http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43761082 [37] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
[35] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang, (Feb 5, 2015). Feedback P3. Retrieved from
(Jan 29, 2015). Week13 (pages 9-17). Retrieved from http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43761123
http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43746099 [38] T.Beril Kurtoglu, Elahe Meydani, and Lunjie Zhang,
[36] T.Beril Kurtoglu, Elahe Meydani ,and Lunjie Zhang, (Feb 5, 2015). Generate. Retrieved from
(Feb 5, 2015). Generate. Retrieved from http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/437615
http://fit-bscw.fit.fraunhofer.de/bscw/bscw.cgi/43761123

12

View publication stats