Gehmacher CX App

This project is a master thesis and explores the field of interaction design, focusing on user research, conception, app design, user experience, usability, norms, interactive advertising via augmented reality (AR), gamification, prototyping, and persuasion theory. It includes both intensive theoretical research and practical implementation of two B2C prototypes.

Research Questions:
1. How Can Business Apps Meaningfully Support Customers and Companies in Small to Medium-Sized Businesses in the Shopping and Consulting Process? (Carina Steindl)
2. How Can Interactive Advertising Be Integrated into Small to Medium-Sized Businesses to Positively Impact the Customer Experience? (Janina Schindler)

Small to medium-sized businesses face significant challenges from the digital services of large corporations, particularly in 2021 and 2022. To remain competitive, these businesses need a unique selling proposition (USP) and must meet customer expectations. Digitalization must cater to a broad age range to maintain and grow their customer base, especially among younger, more tech-savvy individuals. Exceptional digital customer experiences are essential for enhancing customer loyalty and acquisition.

This thesis, conducted in cooperation with the Salzburg-based company Otto Gehmacher GmbH Co. KG, comprises a theoretical and practical part:

Theoretical Part:
Explores user-centered design concepts.
Assesses the suitability of AR for interactive advertising.
Examines the necessity of digital touchpoints and the role of gamification in digital products.
Analyzes case studies to understand the current market for business apps, focusing on their value for customers and companies, features, application of new technologies, and revenue potential.

Practical Part:
involves the conception and prototyping of an app with an AR feature to create new digital touchpoints.
Aims to enhance marketing opportunities, support customers and the company, and positively impact the customer experience at Gehmacher.

The app concept is designed to attract customers to physical stores while creating a seamless cycle between online and offline shopping experiences. The AR feature integrates with the base app to offer a call to action, further promoting this cycle.

This thesis demonstrates how small to medium-sized businesses can leverage digital tools and interactive advertising to stay competitive, improve customer engagement, and drive business growth.

Base App

The purpose of the base app is to support both customers and the company throughout the shopping process. It aims to attract new customers, expand the company’s digital presence, and create an interactive marketing platform. The app focuses on three main areas: sales (HOME, CLOTHING, and CAFÉ), a feed for events, special offers, and inspirations, appointment bookings for personal shopping, and a reservation tool for the CAFÉ, among other features. The final base app prototype serves as a practical example for interaction designers working on projects in similar areas and environments.

AR Feature

The AR feature is developed to celebrate the upcoming anniversary of Gehmacher. Prominently integrated into the base app, users can experience the company’s story through the shopping bag interactively. This innovative use of the shopping bag as a marketing channel enhances the customer experience and creates a new touchpoint with the company. The AR feature presents relevant people, events, and information in a playful manner using illustrations, texts, and animations.

Team: Janina Schindler, Carina Steindl