# Design Principles of a Mixed-Reality Shopping Assistant System in Omnichannel Retail
## 6 Results
### Design Features (R2)  
Participants gave feedback on the design features and suggested low-level improvements about them for future iterations of the system. Most participants (24/69%) appreciated the product information displayed in the MR shopping assistant prototype, including statements such as \"I liked the additional information offered so I could get a better un \begin{table}
\begin{tabular}{c c} \hline \hline
**Question** & **Semi-Structured Interview Question** \\ \hline Q1 & How was your overall experience with the MR shopping assistant? \\ \hline Q2 & Were there any pain points when using the MR shopping assistant? \\ \hline Q3 & If you could change something about the system, what would it be? \\ \hline Q4 & How would the MR shopping assistant benefit your overall experience? \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Questions for the semi-structured interviews. derstanding of the product\" (#31, male, 31 years). Moreover, participants emphasized several significant suggestions for future development cycles in the context of product information. First, eight (23%) customers stated that the system required product pictures from various angles or 360-degree views in addition to existing textual information. One criticized: \"There are no photos of the products. So usually, when you buy something, you would check the photo, what it looks like, zoom in to see the design and stuff like that. So that was not there\" (#5, male, 38 years). Second, fifteen participants (43%) were interested in viewing the product as a 3D object (such as to test the fit of new furniture in their apartment or virtually try on new clothes). As one subject said: \"The best would be to have a virtual clone of the product, that you can turn, see from all angles; like a 3D model of it\" (#40, male, 36 years). More color variations of the products (e.g., for sneakers) in the form of 3D digital objects or pictures could be an extension of such a feature, as requested by 5 of the 35 participants (14%). Third, some subjects (17%) would have preferred more product-specific details, such as calorie information and the expiration date for food or warranty conditions for electronic devices. Four (11%) participants missed an average star rating of the reviews given byim previous customers. One participant stated: \"I usually click once to get the reviews of the product. So, there was no overall average of the reviews\" (#8, male, 30 years). Furthermore, product pictures or videos from other customers, in addition to text-based reviews, would be of interest to see if the product looks like the retailer presented it (#24, male, 34 years). In total, 15 participants (43%) raised the relevance of recommendations, especially in combination with comparing products with each other. The integration of similar products, respective prices, and reviews would represent an additional feature of the presented MR shopping assistant prototype. One participant added: \"If you could provide the price range of the recommendations, that would give customers a better idea of alternative products\" (#19, male, 27 years). Two participants (6%) communicated their concerns about the authenticity of recommendations and whether those would be controlled/pushed by the retailer who offered the application or specific data algorithms. Half of the sample group (17/49%) highlighted the video embedded in the middle of the user's field of view. Of those, 11 participants (31%) found the video content useful and entertaining. One participant said that \"The video information is the best one because people tend to watch videos for information generally. Like unboxing videos are very important to me\" (#3, male, 32 years). Six users (17%) raised the prospect of offering a variety of videos. Two (6%) participants mentioned that they would not use the video feature for everyday products (search products), but only for experience or service products. The product availability element convinced 10 (29%) users to mention the advantages of easily finding a product nearby.