1. Mid-Semester Presentation
Study of Entrance in Shopping
Complexes – Issues in Design
By: Himanshu Bansal
Guide: Prof. Pardeep Yammiyavar

2. Objectives
To analyze the cognitive behavior pattern of visitors while
entering an Indian shopping mall
To purpose a design solution for more effective wayfinding on
entrance of Indian shopping malls

3. Methodology & Timeline
Done Requirement Gathering (Images and Videos)
Self Photography + Observation
Online Resources
Ongoing Literature Review
Wayfinding/IPS/Shopping Mall Layout
Eye Tracking/Research Methods
4-13 March Experiment Design
Eye Tracking/Mobile video recording
Relevant metrics to analyze
Post-Questionnaire Design
14-24 March Conducting Experiments
25 Mar–3 Apr Data analysis
Pattern Findings
4Apr-10Apr Design Improvement Suggestions

4. Online Resource Gathering [2.1], [2.2], [2.3]
Outside Inside

5. Photography of Local Malls

6. Observations
Visitors
With Purpose Without Purpose/
Depends on Situation
Outside the Whether I’ll get my Whether to enter
entrance requirement here this mall or not
Inside on Where would I find Where to proceed
entrance my target after entering
Keywords Cost, Variety, Sale, Size of mall, Fun,
Brands, Quality Brands, Attraction,
Expensive
General Interests, Expectation, Assistance, Labeling,
Keywords Efficient Searching, Experience

7. Design Problem
How to design a entrance area of a mall
concerning following issues:
1. Entrance not clear
2. Crowded Entrance
3. What is inside the mall is not clear
4. Where to proceed after entrance.

8. Navigation in Spaces [1.2]
Wayfinding + Motion
Cognitive element Motoric element
=
Navigation

9. Eye Tracking [1.1]
Why Eye-Mind Hypothesis People look at what they think
about
How Goal, Schedule
Task design
Metrics to measure
Think Aloud
Retrospective qus.
Questionnaire
Error Consideration

10. Eye Tracking Metrics [1.1]
Fixation Objective might lead to some metrics
Saccade Area of interest, Time taken to find the target,
Scanpath Regression, Saccade over target, Gaze
pattern while looking for target
Area of Interest
Aggregation of fixations
Pattern/Difference in Scanpaths
Pupil dilation and blinking
Cognitive Stress and load

11. Deliverables
Project Report Consisting
1. Experiment readings
2. Design guidelines or improvement suggestions

12. References
Literature
1.1 Research methods in HCI
1.2 Darken, R. P., & Peterson, B. (2002). Spatial orientation, wayfinding, and
representation. Handbook of virtual environments, 493-518
Images
2.1 http://www.skyscrapercity.com/showthread.php?t=1111835&page=1
2.2 http://en.wikipedia.org/wiki/List_of_shopping_malls_in_India
2.3 Google Images