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Simulation Contextual Statement.pdf

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Studio IV: Contextual Statement The augmentation of technology into physical media is a concept that has already been achieved multiple times. How long, however, until new technology is used to augment the old digitally? Stepping on the ship of those pioneering the concept, I saw the static pages that many people use every day for online shopping and chose that angle as a place to experiment with the concept of digital augmentation. The purpose of this research was to examine how an audience int
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  Studio IV: Contextual Statement  The augmentation of technology into physical media is a concept that has already been achieved multiple times. How long, however, until new technology is used to augment the old digitally? Stepping on the ship of those pioneering the concept, I saw the static pages that many people use every day for online shopping and chose that angle as a place to experiment with the concept of digital augmentation. The purpose of this research was to examine how an audience interacts with an animated/simulated environment over a static one and to gauge their reaction and engagement to each environment in order to increase audience interest in the subject matter. “ Simulation is a technique (not a technology) to replace and amplify real experiences with guided ones, often “immersive” in nature, that evoke or replicate substantial aspects of the real world in a fully interactive fashion. ”  (2010, Lateef)  The trend of current and future technologies are moving towards moving images and simulations as a way to convey ideas and to make testing and surveying products easier. One of the ways the old static environment is being replaced is with the fairly new concept of simulated environments. Simulated enviroments provide audience interaction in a way completely unique to itself. Allowing a user to enter, interact with and change a virtual environment to their liking will open up an entirely new angle on digital experiences. There is a lot of potential using simulated environments; complicated concepts could be expressed easily with visual expression and user interaction. Some concepts are already being explored “Computer simulated experiments have gained increasing attention from marketing researchers interested in studying dynamic buying behaviour.”  (Campo, Gijsbrechts, Guerra, 1998). For the past thirty years, people have predicted that technology will transform the shopping experience, Burke says. And for thirty years, we have been disappointed. The limitations of personal computers and communication technologies made shopping at home harder than shopping in the physical store--the systems were too slow, too unreliable, and too hard to use. Now the technology has evolved to the point where it can deliver significant benefits to consumers. (Englert, 2012). The concept of a simulated shopping center isn’t that new, but I couldn’t find a single  actual implementation into a real store online. A very similar concept was a virtual demo created by company “Keytree” (Prigg, 2012 ) using motion sensors in order to reproduce the “shopping experience” without leaving the house. This is an interesting idea, but it did not  come into fruition because (in my opinion) it was trying to run before it could walk; meaning first a successful virtual simulation has to be created and maintained before elements such as motion sensors and virtual-reality helmets can be implemented.    The simulation I ended up with was made using a Unity engine, which is an easily accessible platform that acceptably shows the concept of a simulated shopping environment. It is designed to engage the user and interact with them while they shop. The main goal was to alleviate the frustration that often couples shopping, both online and physical. The simulated environment is easier to interact with for those who are not technically savvy and is also a more informative way to purchase products. One of the benefits a user can get with the simulation is a large amount of information is available instantaneously to them.  They can see dietary information, product reviews, and accurate descriptions of the product without having to hunt the information down. I designed the simulation to be completely different from a typical store. It contains essential products and displays, but instead of being confined a large building the user is outside in a field. The idea is to make the simulation less restrictive than its physical counterpart, if the user feels better when using the simulation than the mundane static format. There are only two different scenes at this point in the simulation, each designed and lit in a way that enforces a relaxed feeling to the simulation. I considered having music playing as well, but I decided that would have been too distracting when people are trying to consider purchases. While I do have a working prototype, it is nowhere near completed. It has the foundation, but there are many possibilities for augmentation. The room for exploration and expansion with the concept of simulated technologies is great, I have little doubt about the future expansion of simulations for many different areas. Matteo Giommarelli  References: Computer Simulated Shopping Experiences. (1998). [online] Available at: https://www.uantwerpen.be/images/uantwerpen/container1244/files/TEW%20-%20Onderzoek/Working%20Papers/BDE/1998/BDE-1998-002%20(262).pdf [Accessed 13 Oct. 2014]. Indiana.edu, (2012). Virtual Shopping Adventures  . [online] Available at: http://www.indiana.edu/~rcapub/v22n2/p30.html [Accessed 17 Oct. 2014]. Lateef, F. (2010). Simulation-based learning: Just like the real thing. J Emerg Trauma Shock  , 3(4), p.348. Mail Online, (2012). Online shopping goes virtual with a perfect recreation of a supermarket (and you never need to leave the sofa to walk through it)  . [online] Available at: http://www.dailymail.co.uk/sciencetech/article-2205408/Online-shopping-goes-virtual-perfect-recreation-supermarket-walk-leaving-sofa.html [Accessed 8 Aug. 2014].

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Jul 23, 2017

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Jul 23, 2017
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