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Revealing the Shopper Experience of Using a "Magic Mirror" Augmented Reality Make-Up Application

Javornik, A; Rogers, Y; Moutinho, AM; Freeman, R; (2016) Revealing the Shopper Experience of Using a "Magic Mirror" Augmented Reality Make-Up Application. In: Foth, M and Ju, W and Schroeter, R and Viller, S, (eds.) DIS '16: Proceedings of the 2016 ACM Conference on Designing Interactive Systems. (pp. pp. 871-882). Association for Computing Machinery (ACM): New York, NY, USA. Green open access

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Abstract

Virtual try-ons have recently emerged as a new form of Augmented Reality application. Using motion caption techniques, such apps show virtual elements like make-up or accessories superimposed over the real image of a person as if they were actually wearing them. However, there is as of yet little understanding about their value for providing a viable experience. We report on an in-situ study, observing how shoppers approach and respond to such a "Magic Mirror" in a store. Our findings show that after the initial surprise, the virtual try-on resulted in much exploration when shoppers looked at themselves on a display integrated in the make-up counter. Behavior tracking data from interactions with the mirror supported this. Moreover, survey data measured perceptions of augmentation as well as hedonic and utilitarian value of the app and suggested the augmented experience was perceived to be playful and credible while also acting as a strong driver for future behavior. We discuss opportunities and challenges that such technology brings for shopping and other domains.

Type: Proceedings paper
Title: Revealing the Shopper Experience of Using a "Magic Mirror" Augmented Reality Make-Up Application
Event: DIS' 16: 2016 ACM Conference on Designing Interactive Systems, 4-8 June 2016, Brisbane, Australia
ISBN-13: 9781450340311
Open access status: An open access version is available from UCL Discovery
DOI: 10.1145/2901790.2901881
Publisher version: http://dx.doi.org/10.1145/2901790.2901881
Language: English
Additional information: Copyright © 2016 Association for Computing Machinery (ACM).
Keywords: Augmented reality; virtual try-on; in-the-wild study; shopper experience; make-up
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > UCL Interaction Centre
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: https://discovery.ucl.ac.uk/id/eprint/1501045
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