Exploratory Versus Interface-Based Interaction in Virtual Reality Furniture Shopping
My master's project investigated the central UX dilemma in VR shopping: balancing immersive browsing with transactional speed. I developed two distinct VR prototypes in Unity and conducted a 30-participant user study to compare them.
#VCommerce
#ImmersiveUX
#UXResearch
#Unity3D
Overview
Role:
Researcher
Tools:
Unity, SPSS
Details:
Master Thesis
Timeline: 3 months (June - Sep, 2025)
To resolve a key design problem in VR e-commerce, I led an end-to-end research project. The process involved observational research, low-fidelity prototyping, and developing two high-fidelity VR applications in Unity. I then executed a mixed-methods user study with 30 participants, analyzing both quantitative metrics (SUS, UEQ) and qualitative interviews. My final analysis provides an evidence-based framework for designing future V-Commerce experiences.
The Research
How Should We Design a VR Furniture Shop?
This project investigates the central design challenge in Virtual Reality (VR) furniture shopping: should the experience feel like an immersive showroom, or function like an efficient website? To answer this, I designed and built two distinct VR prototypes—an "Exploratory" model for discovery and an "Interface-based" model for task completion—following a rigorous, user-centred design process.
Research Questions:
(i) What is the effect the two modes on the perceived usability of the VR furniture shopping environment?
(ii) How does user engagement differ when using two modes?
(iii) How is the distribution of users' visual attention affected when navigating via two modes?
Methods used for each research question
Prototype Design
Prototype (Exploratory)
o Interaction: Users can navigate the space freely using a teleportation mechanic. They can approach any piece of furniture from any angle, allowing for a detailed inspection.
o Enable moving
o Wide & open space for exploration
o Decors & lighting
Prototype (Interface-Based)
o Interaction:Rather than navigating a physical space, the user interacts directly with this UI panel.
o Fixed player position
o Catalogue interaction
o Simple UI elements
Task Testing
We conducted a formal user study with 30 participants, who were tasked with shopping in one of the two VR environments. Their mission was to dicover their favorite sofa which they believe best fit their virtual room.
results
Descriptive Statistics:
On the surface, our quantitative results showed a state of equilibrium. When we compared the two prototypes using the User Experience Questionnaire (UEQ) and the System Usability Scale (SUS), there were no statistically significant differences between the Exploratory and Interface-based models. Participants rated both systems comparably in terms of overall experience and ease of use, suggesting that neither was objectively "better" than the other from a purely numerical standpoint.
Thematic Analysis:
However, the real insights emerged from our qualitative analysis. The interviews made it clear that while the scores were similar, the nature of the experience was worlds apart. We identified a clear "Engagement Divide" and significant "Usability Trade-offs."
The Exploratory Model was consistently described as more engaging, novel, and immersive. Participants enjoyed the sense of freedom and discovery, likening it to a “little adventure.” However, this came at a cost: users found the need to physically navigate the space to be inefficient and sometimes frustrating, a phenomenon we termed “Navigational Overhead.”
The Interface-based Model, in contrast, was praised for its efficiency and clarity. Users found it familiar and straightforward, comparing it to “an advanced Taobao.” But this efficiency sacrificed the fun and engagement of the shopping experience. Furthermore, it introduced its own usability challenges, or “Manipulative Hurdles,” as users struggled with the unfamiliar controls for rotating the 3D furniture.
Prototype Video
THANKS FOR WATCHING.