Buy Mobile is a project to envision the multi-channel retail service of the future in the context of transition spaces and transportation systems. Retail businesses are looking to digital experiences and services to give them a competitive edge in today’s marketplace. Pioneering startups hope to beat the marketplace using distributed service models. What kinds of new service models will be successful today and in the future? The Master in Interaction Design program at Domus Academy developed five concepts for new service businesses to answer this question: Style Map, Map.it, Show of Hands, Dimmi and Local Link. My project team produced two of these concepts: Local Link and Style Map. Local Link empowers the customer by making shopping omnipresent and using transition spaces for delivery and pick-up. It bridges local sellers and consumers who get access to high quality local produce not available in the city. Style Map is an interactive lookbook that lets the consumer choose products and guides them with an optimized route leading to stores to try them on Style Map notifies stores so they can pull products ahead of time. For the final phase of this project, we split into new teams to make the final booklet, presentation and website.

1. MASTER IN
INTERACTION
DESIGN 2013/14

2. Secondary
In order to understand the type of retail that exists in transition spaces we
noted down the different types of businesses that are present in those spaces
to get a sense of existing services and how they could be enhanced. We also
found out about the new innovations and current trends to understand the
retail landscape and gather insights.
What kinds of new service models will be successful today and in
the future? To answer this question, one must first explore what needs
people have while on the move and how they behave in the context
of the transportation system. We conducted multiple types of primary
and secondary research including ethnography, user interviews and
business model analysis, in Milano’s transit system, Azienda Trasporti
Milanesi (ATM), on trams buses and underground metro lines.
Primary - behaviors
Riders exiting the underground metro stations move much more quickly
than those who are getting off of buses and trams. We discovered that
rider behavior at peak and off-peak hours are significantly different.
At peak hours, riders were more occupied, with the majority focused
on smartphones or other media, including even large hard-cover books.
At off-peak hours, riders are looking outside or around at each other
and move at a more relaxed pace. Most people do not pay attention
to the advertisements in the transition spaces and go about their
business without noticing the information kiosks. We also observed
the surroundings of the metro and bus stations to get an idea if there
was a correlation between peak times and walk-ins into stores like
supermarkets, grocery stores etc.
Primary - wants
When interviewed about how they would like to use their time in the
transit system and what new retail services might be helpful while
in transit, the answers fall into a handful of themes. People expect any
digital service to be “smart,” one step ahead of their needs, and learn
their preferences over time. As many services are now available by
mobile device that were traditionally static, such as banking, consumers
expect retail services to come to them and be shaped around their lives
and habits. Accordingly, they also expect new services to not delay
their transit routes, if anything, instead, the services should make their
lives more efficient. Lastly, riders hope that new services can help them
discover new products, places and ways to have a more enriching
urban experience.
INTRO

3. To produce concepts and analyze their potential effectiveness, we
created three personas:
Federica, a freelancer who uses the transit system to go to meetings
during the day at off-peak hours
Gianluigi, a businessman and parent who uses the transit system to
take his kids to school and get to work
Emilio, a geek and young professional who uses the transit system at
peak hours but has more free time and less stress.
Keywords: distributed service model, multi-channel integration, mobile,
personalized shopping, customized products
THE PERSONAS

4. Dimmi is a service that matches “guides” with riders who want to
learn skills while in transit. The service is a freemium model, available
to all riders in a limited form and to subscribers who have unlimited
passes for the metro system.
Subscribers download a special app linked to the metro pass to search
for and find a guide. Dimmi suggests three guides with a scale of how
much personal interests match. The rider can pick a guide to meet in the
station to get help. If the rider is satisfied and “approves” the guide in
Dimmi, the guide will receive compensation.
Dimmi encourages communication among transit riders and learning
during what would otherwise be wasted time in the transit system.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
DimmiMEET YOUR PERSONAL COACH
IN A METRO COACH

5. SYSTEM FUNCTIONALITIESDIMMIE
ATTRACTION
?GUIDERIDER
Search for a Guide
"Who can help me with
_______?"
Choose Guide from list of
suggested available matches.
Give feedback: Satisfied or
Unsatisfied with Guide's service
Get feedback
and possibly paid
Choose free or premium
version of service
Register as a guide. Guide tells
system areas of expertise and hours
of availability
Approve or reject
the request to meet
?
Rider & Guide go to suggested
meeting point
X
Barcode on paper
tickets
Access to Dimmi for
duration of ticket
Update Guide
Information
REGISTRATION SEARCH
Server looks for avilable guides
SORTING & LISTING
Show list of Guides
to Rider
Send notification
to selected Guide
X
LOCATION MATCHING
Suggest the meeting point to Rider and
Guide
PAYMENT
Send
feedback to
Guide
Ask feedback
from the rider
Pay the
Guide?
MATCH MEET RATING & PAYMENTQUERYREGISTRATION
Dimmi is a freemium service model.
Premium riders get access to extra guides,
all stations or specific times of day.
Rider can request help in any of the
following areas: foreign languages,
fitness exercises, academic tutoring,
sports statistics or brainstorming.
Rider can see ratings for how much
each guides matches his or her personal
interests. Guides can approve or reject
the request.
The system suggest a meeting point
within the transit system for the learning
session.
After using the Dimmi service, the
rider rates the help as satisfied or
unsatisfied. If satisfied, the guide will
be paid by the system.

6. Local LinkTHINK LOCAL, BE EXCLUSIVE
Who can help me practice speaking
Spanish on my way to work?
Rider chooses guide Rider and guide meet in station
If the rider gives a positive approval rating, the guide is payed for his service.
Guide is rewarded
Rider gives feedback
The rider uses the app to find available guides who
are matches. A future version could use the card or
a card case as the interface.
TRAIN STATION #1
?
TRAIN STATION #1
?
Common Interests
TRAIN STATION #2
Common Interests
TRAIN STATION #3
Common Interests
Common Interests
Common Interests
?
¿Cómo
estás?

7. Rider wishes to have a product locally made
in another region.
Rider can buy the local product in three different places: 1. locker in metro station,
2. small kiosk shops in the metro stations and 3. online
Local Link notifies the rider when his product has been delivered. He can have it delivered at home or
pick it up from the metro station locker.
Rider goes to the metro station.
$ $ $
sms
Local Link empowers the customer by making shopping omnipresent
and using transition spaces for delivery and pick-up. It bridges local
sellers and consumers, who get access to high quality local produce, not
available in the city.
This service helps small rural producers increase their reach and sell
products to the urban population. Urban consumers, who appreciate high
quality food products, get convenient access through delivery to transition
spaces and homes.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
Theusercanaccesstheserviceviathreetouchpoints:website/mobile;kioskand
lockers. The kiosk and glass lockers act as attraction points for new customers.
At the kiosk the consumer can taste the local produce and place orders. The
consumer also receives information about the website to promote shopping
on the go or at home. The glass lockers are for both picking up orders and
placing new orders. The lockers are made of glass so consumers can preview
what other people ordered. Lockers can also be used for immediate sales of
holiday products and advertising products coming soon. The more people
who order, the quicker the delivery time will be.

8. ORDERING MONITORING DELIVERYNOTIFICATION
Display options
WEB & MOBILE
Gianluca
The Picky One
PICK UP LOCKERS
FOOD STALL
TASTE
SEE
KNOW
ATTRACTION EXPLORATION
USERACTIONS
Federica
The Taster
Emilio
The Geek
SYSTEM FUNCTIONALITIES
Save orders & purchases
Place an
order
Check
order
status
3
Choose
from the
online
catalogue
Enter the
locker
number
2
Order directly
by the food
stall
Get a
receipt
with a code
(digital/print)
optional
Recommend
friends
Friends
place
orders
Check
order
status
5
Other orders/cancels placed
Get notified
with
delivery
information
Pick up
orders or
get them
delivered
REGISTRATION EXPOSURE ORDER & PURCHASE MANAGEMENT STATUS MANAGEMENT NOTIFICATION DELIVERY
Website
service
Consulting with
sample products
Glass lockers
Personal
information
Notification
options
Delivery options SERVER
LOCALLINK
Provide the customer a
receipt with a unique code
Update status until the
required amount of
orders reached for the
product
SERVER Notify local producers for
delivery
SMS
E-mail
Phone call
Delivery
into
lockers
Home
delivery
Customers gets attracted
through one of the
touchpoints in order to place
an order or make a purchase
for local goods.
All customers can explore
the local goods either by
using the online service
or discovering the local
goods while passing by
the station.
The website and mobile app act as online catalogues of all
the products that can be ordered.
The kiosk is manned by a person who lets the user try and
taste some of the local produce and consequently place an
order if the cusomer likes it.
The glass lockers can be used both for picking up orders
and placing new orders. The glass permits a peek into the
contents of the lockers for consequent ordering, buying
products available for special occasions.
The delivery time for orders is directly proportional
to the number of orders. So the more people are
recommended this service to, the faster the product
gets delivered as it depends on threshold defined by
the producer. The user has the option to track his order
status online or cancel it.
After placing the order,
the user is notified of the
order status via email/
sms/phone.
The systems offers
home delivery
(with an extra
cost) or delivery
in a locker at the
station of your
choice at the time
of ordering.

9. Map.it is an application that combines rider habits with wishlists in
order to recommend new routes for crossing items off the list. Items on the
list can be products the rider hopes to purchase or tasks. The application
takes advantage of personal information and preferences already saved
in other accounts, as well as geolocation.
When the rider signs up for Map.it, the application integrates with
existing social media accounts to automatically make a wish list. The
rider can categorize and rank these items based on importance, and add
new items. Map.it learns the rider’s commute. Using this personal data,
the system will recommend new routes along which the rider can buy
wishlist items or get tasks done. The rider can save, share and rank the
suggested routes.
Map.it helps riders be more efficient in their daily commutes, while
discovering new local businesses along the way. Map.it could also help
tourists or new residents.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
Map.itMake maps work for you

10. SYSTEM FUNCTIONALITIESMAP.ITUSERACTIONS
REGISTRATION WISHLIST CREATION LEARNING SUGGESTION NAVIGATION LEARNING
Pull data and syncronize
with socail media and learn
from user's patterns
Insert personal
information and sync
socail media accounts.
Catergorize, rank
and add to wishlist
Build wishlist from
personal online data
(amazon, ebay etc.)
Learn user's common routes Suggest alternate routes according
to wishlists and location
Guide user to the shop Continue learning
according to user rates
Choose on of
suggested routes
Choose, postpone and
delete the products on your
wishlist that you can buy on
the selected route
Go to store according
to suggestions
Evaluate each activity,
option to share with
others
Adjust Time
LATER
NEXTPREVIOUS
DISCARD
ROUTE PURCHASE RATINGWISHLISTREGISTRATION
Users insert information by
adding personal data and
syncing social media account
in order to create a profile
within the system database.
Users have their most common routes learned and memorized by the system. This way it
suggests different options to match user's locations and wishlist. For every route system
gives users different options of moving around the city to reach the informed destination,
while the user can also manage how much time he has available for the activity.
By accepting a suggestion
from the system, users are
led via GPS Navigation to
the retailer indicated.
For every route accepted,
users can evaluate by either
attributing ratings and writing
comments, or even share the
activity on social media.
Users give the system a
wishlist filled with itens
categorized by type and
priority.

11. Show of HandsVOTE AND ACCESS THE CITY’S SECRETS
CINEMA
Rider registers and add personal information Rider creates a wish list of products to buy and
tasks to complete
System analyzes rider’s location, the time of day
and wish list to make recommendations.
System suggests routes where the rider can
cross items off his wishlist.
Rider follows the suggested route and gets what
he needs at the pharmacy.
Rider rates the route and can save it for future use.
Would you
like to save
route?
+ + +

12. What is Your
Favorite Movie
Genre?
Milano Film Festival
A B C D
ATM
Use your ATM card
to personlize and
get updates
Get rewards for
every four responses
X4
TRAIN STATION #1 - WAITING
The event: Milano Film Festival Questions appear on public screens on platforms.
The results are sent to the cloud.
Results are displayed inside the train cars.
Voters who logged in receive notifications of
results to their mobile devices.
What is your
favorite
movie-time
snack?
Milano Film Festival
A B C D
TRAIN STATION #2 - GET OFF TRAIN
Each station has its own questions. Riders can
answer when boarding or getting off.
Use phone to save
rider suggestions
from map
Share rider
recommendations
Try Dylan’s
Candy Bar here!
Logged in user gets
personalized updates
CINEMA
COMPANY
Poll results sent
to company sponsor
Riders attend Milano Film Festival with new tips and information
Show of Hands is a public opinion poll linked to city-wide events. It gathers
opinions of transit riders for companies, while recommending local businesses
to the riders. Riders can earn tips and bonuses for
every four questions answered.
Riders answer questions using interfaces in metro stations. Results and
business reccomendations are displayed on screens inside trains and on
maps at station exits. If the rider “tags” into Show of Hands using his
card, personalized results and recommendations will be sent to the rider’s
mobile device. Riders can share these results and recommendations.
Show of Hands supports local businesses during major events. The types
of questions can vary by time of day. For example, in the morning, the
questions are about food markets and in the evenings, nightlife venues.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL

13. SYSTEM FUNCTIONALITIESUSERACTIONSSHOWOFHANDS
INTERACTIVE QUESTIONNAIRE
DCBA
A
B
C
D
Enter the metro station Vote on the digital screen of
the station platform
See the results on the
digital screen inside
the metro station
Discover recommended
places according to results
% 80
Get access to
personalized
results through
mobile device
DCBA
A
B
C
D
Share
recommendations
REGISTRATION QUESTION UPDATE QUESTION DISTRIBUTION RESULTS DISTRIBUTION CUSTOMIZED SERVICE
Connect the rider's
card with mobile
application
Update and show
questions according
to company needs
Distribute the questions
across metro stations
Sends results to company,
screens and devices
Generate location-based
recommendations and send
information
CALCULATION
Calculate the poll results
% 80
VOTING
ATTRACTION
Companies and sponsors provide questions to the transit authority. Screens with questions are
prominently displayed on station platforms.
Users vote at digital screens
and can optionally identify
themselves with their transit
system cards.
Results are displayed in metro cars
for all riders to see. Cardholders
who voted will receive personalized
recommendations and special tips
to their mobile devices.
ATTRACTION PUBLISH RESULTS
RESULTS
ACTION
Results are displayed in metro cars
for all riders to see. Cardholders
who voted will receive personalized
recommendations and special tips to
their mobile devices.

14. Style Map is an interactive lookbook that lets the consumer choose products
and guides them with an optimized route leading to stores to try them on.
Style Map notifies stores so they can pull products ahead of time.
Digital screens displaying four lookbooks each are in metro stations and
transition areas. The consumer can browse through the various products and
select what he/she likes. The consumer swipes his card to confirm the selection.
Stores are notified and send information about waiting times for dressing
rooms. The screen displays a route map for stores. The user chooses stores and
then visits the to try on the selected items.
Stylist-curated lookbooks provide the customer with a simplified shopping
experience. Lookbooks show customers products that can make outfits and thus
make an informed choice. Customers save time in the shopping experience
with prepared dressing rooms. Style Map can be extended to other products
beyond fashion.
WHAT IT IS
HOW IT WORKS
VALUE & POTENTIAL
StylemapDISCOVER YOUR STYLE ROUTE

15. SYSTEM FUNCTIONALITIES
STYLEMAP
4321
INTERACTIVE AD
USERACTIONS
1 Choose your style
and the products you
want to try
Confirm
Put your ATM Card
in the slot to receive
an SMS
30
5
15
Follow the
suggested
route on your
smartphone
along with the
time information
Try the clothes and
other products in a
pre-prepared trial
room on arrival!
DECISION GUIDANCE TRIALATTRACTION
CURATION IDENTIFICATION & SUGGESTION GUIDANCE CUSTOMIZED SERVICE
Advertisement as an interactive display
of products curated by a person
(celebrity, fashion designer etc.) for
specific looks.
43
21 Suggest 4 specific looks according to the
choice of the curator as well as the unique
products belonging to the corresponding
look to be choosen.
Identify the customer via personal ATM Card
and get access to personal information.
Calculation of the optimized
route along with the given
time to reach destinations.
Send an SMS with the available
appointments and link to of
the calculated route on Google
Maps.
Identify the customer when
reaching the store.
Prepare the choosen
products for the customer
experience.
People can instantly see the various products from
different stores that go well together on an interactive
screen placed at the beginning of the shopping area, thus
arousing their curiosity.
The user can browse through all the looks and products on the
screen to make an informed choice about the products they
want to try
The user can follow the suggested route on their
smartphone along with the time information.
A "CANCEL" option is available for every selected
store to recalculate the total visit time
The user proceeds to each store to try the
chosen items in a pre-stocked trial room
with their respective selections

16. There are countless opportunities that retailers can exploit in order to
be successful in the future, as long as they understand how to adapt to
habits and changing behavior. The retail services we have envisioned
take advantage of many of these opportunities through distributed and
personalized service models that are also location-aware. Consumers
anticipate individualized services that are more intelligent than they
are, one step ahead. In order to be successful in the next few years,
retailers must adjust their approach and distribution models to maintain
this competitive edge.
CONCLUSION
Rider browses digital lookbook. Rider selects items to try on in store and
swipes ATM card to log in.
Rider receives SMS with directions to try on
selected item.
Installation displays locations of stores where rider
can try on selected items.
Rider arrives to the store, item already on hold in personalized dressing room.
TRAIN STATION
ATM
TRAIN STATION
20 mins
10 mins
15 mins

17. PROJECT LEADER
Claudio Moderini
PROJECT ASSISTANT
Nima Gazestani

18. *MOBILE
DOMUS ACADEMY
MILANO ITALY
THANK YOU!