Hiroshi Tamura [tamdai at innovation-lab.jp]
Innovation Laboratory, Hakuhodo Inc., Japan.

In this paper, we discuss the results of our experiment aiming at shopper’s decision aid at a physical grocery store by introducing a context-aware system embedded with shopping carts. Context-awareness is understood in a lot of ways, yet we emphasized shopper’s cognitive process. We conducted participant observations in grocery shopping process and discovered that the process is basically consisted of three phases, so that the system and services were developed according to the process. While the results reected the characteristics of each phase, shopper’s experiences in the third phase were particularly enriched.