 Good evening everyone. It's so a pleasure to be here tonight and to share this lovely, really lovely restaurant and it's my first time to do a talk in a restaurant environment. I just think it's so relaxed, it's so nice we should do this more in the future. So I'm so glad to share with you about my project, which is a silver shoppers, and how we can use design to improve the supermarket service for older customers. Okay, quickly about, you know, go through about background and research in mastologies and some of the key findings of our shopping stories. Okay, so I say we all know about, you know, the world is aging. By 2050, the number of people classified as old in the world could rise over 2 billion and this show you about from 1991 to 2031 about the increase of aging across the different areas of the UK. And if you look at the China, which is the biggest aging society in the world and this map show you about the aging growth between 1982 to 2010 and the map show the darker color shows the more percentage of the older people which is classified as over 60 years old. And when we put the UK and China together and you can see for the UK is by the, same by the 2050 for the people who are aged over 65 in the UK will be around 24%. And in China is 26%. So you can see it's really global trend of aging. So as we know, when people getting older and due to the different generations the current older people are different comparing with the previous older generations. For the current generations they become more healthier and also they have more economic power and they're willing to spend more for shopping, especially for grocery shopping. And at the same time from the human factor perspective they all experience different kind of, you know, limitations or the difficulties of limitations in the kind of hearing or moving mobility issues or the flexibility of the fingers or the kind of cognations and the different types of human factors. And also comparing with the younger shoppers, they do have a relatively higher loyalty to the stores. So if they like to, for example, if they like to go to witchholes they're more likely to stay with witchholes for their grocery shopping. They might not go to Sandsbury's or Tesco's. And also they prefer more about high quality food than before and that might be relevant because they have a kind of more manager's stand for shopping. At the same time some researchers mentioned about they like to do a joint buying decisions. So sometimes they go shopping with their friends or with their families so they like to make a kind of group decision about what to buy. So because of these differences lots of researchers suggest about the retailers must take age into consideration when providing a product or services to this ageing generation. So therefore it is important to continually updating of knowledge of what are the required and what are the amat needs from this group of people. So for this research we aim to investigate the older customers shopping experience and in order to identify what are the challenges and the difficulties they face and how design can be used to improve the supermarket environment and the service for this customer segmentation. So the key kind of element we focus on are what are their shopping experience so what are the currently they're facing during their shopping journey and then how we can use inclusive design so which means we're providing a design solution not only satisfy the older generation but also would be useful to the younger generation as well. And so based on this research aim we've had this kind of long journey we had this project since back to 2013 so we start from literature review and based on some first groups we try to understand what are the kind of issues and the older shopper face from the old customers and also from the retailers perspective by using first groups and based on the result from first groups we designed an ethnographic user study which we ask the older participants to do some diaries so because we want to know not only about their in-store shopping we want to understand what are the big pictures behind their shopping behaviour so for example you might have exact the same store setting provide exact the same service or products however if the store is located in an area in the city centre have very good communication about services or if you have exact the same store but in an area which they have no bus services so for the second case only the older people who have access to the car they can go to the store but for the people who don't have access to a car they might not be able to go to that shop and also we find out lots of people they combine their shopping journey with their journey to their GP appointments or they go to the post office or on the way or on the way back from the church so we try to understand the big picture out of their kind of traditionally understand about shopping journey which more focus on the in-store so from our research we are kind of start our observation from their home how they prepare for their shopping and how they go for shopping and how they do their shopping in a supermarket store and once they've done that how they go home and how they put back their shopping stuff into the fridge or into the cupboard so that is our definition of a shopping journey and so for the user study we've asked them to write some diaries to record about what are their daily routines or what are the activities they do and then we also ask them to do some shopping inspection cars and so we give them some like weekly based tasks for example we want them to focus on the shopping trolley or the shelf in this week and we give them three cards we ask them about firstly what are the issues and secondly and how to improve these issues we name that as a kind of list card so list issues second card we name that as a traymate so we'll ask a question about if you will be the manager of this store how you will improve the issues of trolley design and then third card we call it as a score card so we give them some questions and we ask them to rank about for example how do you think the size of the trolley if you're really satisfied give five stars and if you're not satisfied give one star and we have those cars examples in the corner so if you're interested you can have a look about those diary cars and the inspection cars apart from the cars recording about the shopping experience we also video observe the way of how they do shopping so we're wearing a very small GoPro camera on the chest and we follow the whole shopping journey from home to store and then back to home so from that we can see lots of their kind of motions about how they do shop exactly and after the observation we interview them and we try to understand what are the kind of logic behind it for example if they are standing in front of the shelf for two minutes and we want to know what they were thinking at the moment and we want to know about whether they are calculating the price or whether they are searching any of the items so based on those user study we develop our questionnaires and we launch our questionnaires in the UK and China and we got the preliminary results we have some posters there to show you the key findings if you're interested you can have a look and then based on all of those research results we've encouraged the design students from Qinghua University in China and Brunel University in the UK to design some new ideas which can be applied to improve the supermarket service and environment we also have those posters so do have a look so that's the whole methodology so sampling so this map shows the ageing of the UK in 2014 where we planned for our user study so in the UK we have the ANIC, we have SureSpirit and the Western Dot Set as our research site because that has a relatively higher percentage of older people and in China we have Nanjing, we have Chengdu and we have Qingdao as the three regions for our research and this is a kind of participant engagement process start from recruitment, we do the diary we do the observation and the interview and then by the end we collect everything from them and we give them a hundred pound reward which is the shopping voucher from our industrial partners so because we don't have much time tonight I just want to quickly show you some of the key findings from our project website so this website is one of our previous exhibition which we were a part of the London Design Festival 2017 the exhibition just finished by the end of September so I've got the magic finger here if I go to the link I think Silvia is helping me to do the magic if I go to the exhibition showcase the second one if I go to the methodology and the key findings and if I go to the second poster so here are some of the results from our questionnaire that shows about from the UK we have 237 responses and from China we have 303 responses if we move down to the page and from the gender part you can see in the UK we have relatively less of the male participants and in China we have relatively higher so we assume that in China the older gentlemen are more likely to enjoy or join the shopping activity than the UK and if we move down so this poster just shows about some background of our participant between the UK and China and the interest to one is for example here the question asked do you have a computer or tablet at home and in the UK that is really a very surprise result it shows about 65% of the participants from the UK they say yes and they use a computer or tablet the previous literature is almost like 20% or 30% older people they do use a technology such as a computer or tablet but this is a really surprising result and in China 25% people say yes they use it but from the China side the interesting one is the second one they say yes I do have one but I don't use them so in China 52% just over half of them say I do have a computer but I don't use them so which shows they do have the economic power to have one but there must be some reasons to stop them to use them or it might be their children purchase for them or it might be the children use them for online shopping so that's kind of some very interesting result so I'll just give you some examples every information is online and we do also have the posters over there I'm also happy to show you more detail to explain to you during the break time so if we go back to the showcase and if we go to the solution and the products so in here we displayed all the new ideas and product concepts from the design students and for example this is the vending freezer example so this is kind of a response to the problem about when older people they say when they open the freezer there's always cold air come to them and also when you open it and you might just close it and when you start searching you might just open it try to not put it back and close it but when the warm air get into you got kind of frocked about the glasses so you can't see it at all so you might have to open it and clean it and then close it again because you don't want to have all the cold air all the time so you clean it, you close it, you search again so in order to simplify that kind of very interesting maybe it's good for exercise but not good for shopping so the students suggest about this vending machine freezer if you move down a little bit so with this kind of a vending freezer a customer can just push the trolley down into the middle of here and they just need to choose which product they want and the product will automatically drop down into the trolley so that's one of the solutions so I'll end my presentation here but I'm really really happy to discuss with you about more details during the break