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

Authors:

Michael Nischt,

Florian AltAuthors Info & Claims

CHI '12: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems

Pages 297 - 306

https://doi.org/10.1145/2207676.2207718

Published: 05 May 2012 Publication History

Abstract

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 (approx. 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.

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Cited By

Pelikan HMutlu BReeves SJohal WLemaignan SBrščić DVázquez MCharisi V(2025)Making Sense of Public Space for Robot DesignProceedings of the 2025 ACM/IEEE International Conference on Human-Robot Interaction10.5555/3721488.3721511(152-162)Online publication date: 4-Mar-2025
https://dl.acm.org/doi/10.5555/3721488.3721511
Friedman A(2025)The Relationship Between Interaction Paradigm, Engagement, and LearningProceedings of the Nineteenth International Conference on Tangible, Embedded, and Embodied Interaction10.1145/3689050.3704799(1-4)Online publication date: 4-Mar-2025
https://dl.acm.org/doi/10.1145/3689050.3704799
Tanaka KOkafuji YIwamoto T(2024)Popping-Up Poster: A Pin-Based Promotional Poster Device for Engaging Customers through Physical Shape TransformationProceedings of the ACM on Human-Computer Interaction10.1145/36981388:ISS(283-300)Online publication date: 24-Oct-2024
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Index Terms

Looking glass: a field study on noticing interactivity of a shop window
1. Information systems
  1. Information systems applications
    1. Multimedia information systems

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cover image ACM Conferences

CHI '12: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems

May 2012

3276 pages

ISBN:9781450310154

DOI:10.1145/2207676

General Chair:
Joseph A. Konstan
University of Minnesota
,
Program Chairs:
Ed H. Chi
Google
,
Kristina Höök
Mobile Life at KTH

Copyright © 2012 ACM.

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Published: 05 May 2012

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Cited By

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https://dl.acm.org/doi/10.5555/3721488.3721511
Friedman A(2025)The Relationship Between Interaction Paradigm, Engagement, and LearningProceedings of the Nineteenth International Conference on Tangible, Embedded, and Embodied Interaction10.1145/3689050.3704799(1-4)Online publication date: 4-Mar-2025
https://dl.acm.org/doi/10.1145/3689050.3704799
Tanaka KOkafuji YIwamoto T(2024)Popping-Up Poster: A Pin-Based Promotional Poster Device for Engaging Customers through Physical Shape TransformationProceedings of the ACM on Human-Computer Interaction10.1145/36981388:ISS(283-300)Online publication date: 24-Oct-2024
https://dl.acm.org/doi/10.1145/3698138
Pelikan HReeves SCantarutti MGrollman DBroadbent EJu WSoh HWilliams T(2024)Encountering Autonomous Robots on Public StreetsProceedings of the 2024 ACM/IEEE International Conference on Human-Robot Interaction10.1145/3610977.3634936(561-571)Online publication date: 11-Mar-2024
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Nguyen BHan JHouben MBayoumi YVande Moere A(2023)Engaging Passers-by with Rhythm: Applying Feedforward Learning to a Xylophonic Media Architecture FacadeProceedings of the 2023 CHI Conference on Human Factors in Computing Systems10.1145/3544548.3580761(1-21)Online publication date: 19-Apr-2023
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