04

QxRetail

The eyes and ears in Hardware Retail Stores.
Project hero image

For

Project Type & Deliverables

  • Product Design
  • Business Design
  • Prototype

Project Details

Role

Product Designer

Team

3 HCI Students

Duration

5 Weeks

The Client

Qumulex is a VSaaS(Video surveillance as a Service) and ACaaS(Access control as a service) company that constructs products that enable cloud-based Access control and video surveillance operations

Qumulex full logo

The company also hosts a web-based application called QxControl that enables on-demand operation of the security infrastructure from any device

Qx Control full logo

Within the Hardware Retail Industry, we decided to focus on the small-scale hardware retailers that often lack the funds to build the infrastructure necessary to compete with their large-scale counterparts. For this, we chose to look at the Fusek’s Hardware retail store in Downtown, Indianapolis.

Fusek's hardware logo

Our Challenge

Build a set of features in QxControl to target operations in the Hardware Retail Industry

My Contributions

  1. Research, analysis, and synthesis
  2. Ideation and sketching
  3. Medium and High Fidelity Prototyping
  4. Validation with company stakeholders

Problem Statement

How might we help hardware retail store managers increase sales & improve communications using Qx?

Solution

An expansion of QxControl called QxRetail that leverages the video surveillance and access control hardware to enhance communication and sales in Hardware Retail Stores

How will it work

Smart Cameras

The CCTV cameras will record everything happening in the stores.

QxRetail

The QxRetail web application wraps around the CCTV recordings.
Safety and security Icon
Safety and Security
All the VSaaS and ACaaS features of Qx Control.
Communication Icon
Enhanced Communication
In the form of a messaging system that would allow sharing of CCTV videos and voice-based messages.
Integration icon
Third-party Integrations
To provide features such as parking management, Retail Analytics, POS Integration, etc.

Key Screens

Third-Party Integrations

The product will open up API integrations with third-party companies that can provide insights from the CCTV feed.

Integrations screen
Retail analytics screen 1Heatmap screenParking management screen
Analytics and Insights

The third-party  integrations can open up a wealth of video-based insights such as Retail Store Analytics, Parking Management and so much more

Video-based Messaging

Users can share trimmed clips with other people in the organization and start conversations based on those clips.

Messaging screen - trim clipMessaging screen - Share clip
Walkie Talkie - record messageWalkie Talkie  - send recording
Smartphone Walkie Talkie

A replication of walkie talkies which is the primary mode of communication in the stores, that integrates with the messaging system within the application

Research

Goal
Understanding the VSaaS, ACaaS market, infrastructure, and usage in the retail industry
How did I do it?
EA Icon
Environmental Analysis
To understand the VSaaS and ACaaS Landscape
Interviews Icon
Interviews
With Security Integrators to understand customer needs
Store Visit Icon
Store Visit
To observe functioning and challenges in the actual environment
Challenges faced
  1. Observing how a retail store uses its surveillance infrastructure in real-time
  2. Speaking with the reticent store staff
How I overcame them
  1. Speaking with security integrators about their experiences with and the specific needs of retail stores
  2. Relying on interviews width security integrators about their experiences with hardware retail stores

Target Scale of Operations

We decided to pick between large-scale Retailers such as Home Depot and small-scale local businesses such as True Value Stores

Scale of operations Illustration
Our Choice
Small Scale True value stores

These stores often face most of the same challenges as large-scale retailers with the addition of:

  • Lack of funds
  • Weak Infrastructure
  • Insufficient manpower

Hardware Market Statistics

  1. 1.5M average annual revenue
  2. 21B estimated total addressable market
  3. 14,000+ stores across the country

Our customer - Fusek's Hardware

Stat #1

Small local business

Based only in Indianapolis with less than 25 employees

Fusek's Hardware Logo

Stat #2

Good amount of traffic

Approximately 80,000 - 90,000 customers annualy

Stat #3

Decent Revenue

Approximate $4.3 million annual revenue for their 10,000 sq feet store

User Persona

Persona Image
Emilia Sparke
Store Manager
Responsible for:
  1. Maximizing Sales
  2. Managing Inventory
  3. Store Security
  4. Internal and External Communication (Incident response).

Pain Points

Pain Point #1
Security Concerns

Physical monitoring of the premises and keeping an eye on sketchy characters and unruly customers

Pain Point #2
Store Management

Optimizing merchandise layout and ensuring optimal staffing

Pain Point #3
Operational Needs

Sharing CCTV footage and communicating with the staff and law enforcement

The Needs

While Security is a major need in the small scale Hardware Retail market, What these stores need most of all is an improvement in performance and sales which can be provided by the VSaaS infrastructure

Surveillance
Puzzle Icon
Performance

Small-scale retailers wish to keep their stores secure but more than that require the tools they need to compete with their large-scale counterparts

David vs Goliath Illustration

Solution Rationale

Based on the needs there were three distinct avenues for ideation that we followed:

Improving Security
Growing the Business
Improved Operations

Ideation

Next, we focused on conceptualizing solutions along the three needs and came up with the following feature sets.

Features conceptualized by me
Detection IdeasSpatial Data IdeasAnalytics and Reporting IdeasOrganization IdeasCommunication Ideas

Elimination & Final Idea

To finalize a set of features we conducted a review of the ideas with the client and narrowed down to a set of features that the client saw the most potential in and eliminated the ones that the client was already working on. This led us to the final set of features as below

Features conceptualized by me
Finalized Ideas

Why will a surveillance company indulge in non-surveillance activities?

The company does not need to implement the non-surveillance features mentioned above. There are companies that Qumulex can integrate with the provide the necessary features. A few such companies that I identified are as follows

Neals Analytics LogoCamlytics Logo
Neal Analytics & Camlytics
for store analytics
Parquery Logo
Parquery
for CCTV-parking management
Remote Eyes Logo
Remote Eyes
for CCTV-based POS Integration

Information Architecture

Information Architecture Chart

Sketching

Web App Feature Additions
Qx retail concept sketches
Smartphone Walkie Talkie Concept
Smartphone Walkie Talkie concept sketch

Figma Prototype - QxRetail Desktop Application

Figma Prototype - Smartphone Walkie Talkie

What could be done differently

This project was a quick sprint with an industry partner which forced us to work through some very real constraints such as finding interview participants and observing the functioning of actual hardware stores.

The constraints involved in this project such as finding interview participants and observing the functioning of actual hardware stores made it difficult for us to find candidates for detailed interviews and usability studies. Given more time, we would have reached out to multiple hardware stores and organized one on one sessions to validate our concepts and conduct more detailed research.

Final thoughts

This project turned out to be an interesting challenge in that it helped us expand into a domain and exposed us to the challenges involved in further broadening that domain.
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