IFA Master
A UI redesign based on an existing financial report product
PROJECT TYPE
UI Design
TIME
Oct 2019 – Dec 2021 (2 Months)
TYPE
Personal Project
TOOLS
Adobe XD | Adobe Illustrator
Bookstores are inherently community centers. With the development of society, both Barnes & Noble and Borders have suffered same-store sales declines for the past two years. We researched and interviewed Tongji Bookstore. We looked at the benefits and drawbacks of artificial intelligence, which has shown to be a viable option for this type of assignment. We devised strategies and plans for the bookstore’s operation mode and architecture philosophy. At last, we produced a business model for Tongji Bookstore in 2026 to prove our conjecture and design plans.
RESEARCH METHOD
The main research object was Tongji Bookstore, which was a privately owned bookstore, so we were limited in data collection. This research mainly adopts the qualitative research method. The main research methods used in this study include investigation, case study, and literature research.
The implementation of this study is mainly divided into the following parts:
Data collection
Desktop survey: we collected news materials related to Tongji Bookstore on the Internet, and had a certain understanding of its business
Field research: the researcher went to Tongji Bookstore, observed the business situation on the site, experienced the business model of Tongji Bookstore from the perspective of customers, and learned the real operation situation of Tongji Bookstore
Interviews with relevant personnel: We conducted two interviews for this For the first time, we interviewed the staff at the cashier desk of Tongji Bookstore to understand the specific operating conditions of Tongji Bookstore and verify the results of the desktop survey. The second time we interviewed with the staff of Tongji Publishing House, we had a clear understanding of the bookstore’s value proposition, major suppliers, and so on.
Data Analysis
Literature research: Based on the data we collected, we studied the papers related to bookstores and artificial intelligence, and understood the trend and possibility of combining bookstores and artificial intelligence in the future
Prototype: Based on the collected data and literature, we restored the existing business model of Tongji Bookstore and designed the possible future business model of Tongji Bookstore according to the trend
Evaluation and analysis: We evaluated the value and feasibility of Tongji Bookstore’s transformation from the existing model to the future model combining with artificial intelligence, and conducted SWOT analysis based on relevant literature
DATA COLLRCTION
Introduction
Tongji Bookstore was founded by Tongji University, Tongji University Press and non-governmental tripartite cooperation in May, 2018.
The bookstore is located on the first floor in the southeast corner of Tongji University’s Siping campus, with a total area of 325 m², connecting the campus and residential areas.
Main Business
The main business scope of Tongji Bookstore is books (design, art, science and technology, humanities books mainly, accounting for 60% of the turnover), cultural and creative products surrounding, coffee (coffee drinks and surrounding turnover accounted for 40% of the turnover).
The bookstore also organizes non-profit activities such as lecture salons and book clubs covering literature, art, philosophy, design and heritage.
Customer Group
After collecting the data, the data needs to be cleaned and analyzed.
For example, in the “rumors during the epidemic”, information containing keywords such as “travel”, “city closure” and “vehicles” is categorized as “city closure”, and information containing keywords such as “prevention” and “control” is categorized as “control measures”.
Business Goal
The primary orientation of Tongji Bookstore is to serve the teachers and students of the university and serve the central work of the university, such as personnel training, scientific research, social service, cultural inheritance and innovation, and international exchange and cooperation.
BUSINESS MODEL ANALYSIS
In the part of the business model, we analyze the 2021 business model and use SWOT and system diagram analysis. Find out the shortcomings and opportunities. Combined with artificial intelligence technology, the 2026 business model is proposed. And the new and old business models are compared and analyzed.
2021 BM
The main customers of Tongji Bookstore include three categories: retail consumers such as books and cultural and creative products; event organizers; and potential consumers. Tongji Bookstore provides books with full of Tongji characteristics, including: design, architecture, and humanities, and this is the unique feature
of Tongji Bookstore. At the same time, Tongji Bookstore also holds art salons, signing events and other activities, and these activities provids a strong academic, artistic, and communication atmosphere. At the beginning of the store ,Tongji Bookstore launched the WeChat public platform , which played a role in promoting and maintaining customer relationships for the bookstore. At the same time, it also launched an online shop, currently mainly selling exam books. Based on the famous reptation of Tongji University ,Tongji Bookstores owns many high-quality resources,including: Tongji University Press, a good geographical location opposite Tongji University, and the demand for academic exchanges between teachers and students. Commodity retailing and holding events can bring profits to bookstores. But at the same time, there is a lot of operating pressure on the bookstore, such as rent costs, operating costs, equipment purchase, and maintenance costs.
2021 BM Evaluation
From the canvas we can see, the operating model of Tongji Bookstore is very traditional compared with the current new retail model, and this is the main reason why Tongji Bookstore’s current operating results are not ideal. (Through an interview with the management of Tongji Bookstore, we learned that currently Tongji Bookstore is at a loss)
Now,We will analyze the current situation of Tongji Bookstore from five dimensions: business philosophy, environmental conditions, technical competitiveness, model, and profitability
Business concept: not clear enough. Tongji bookstore not only want to build Tongji brand, but also want to imitate the current mode of internet celebrity’s bookstore. It has lost its unique characteristics.
Environment analysis: an online media platform has been built, but it is not accurate enough for customer member operation. The establishment of online stores is in line with the era environment, but compared with the specialized online bookstores and comprehensive online shopping platform, the competitiveness is insufficient.
Technology competitiveness analysis: at present, almost no technology has been introduced.
Modeling: there is no data connection between online and offline, and there is no information feedback mechanism.
Profitability analysis: relying too much on Tongji University and Tongji press, resulting in a limited customer base. Leading to weak profitability.
2021 BM SWOT Analysis
With the analysis of SWOT, we can find the current advantages and disadvantages of Tongji Bookstore, and at the mean time, we can find the chance and opportunities and potential threat in the industry.
Strengths: Tongji Bookstore’s brand has its unique value and the Tongji University brand; Tongji University’s superior disciplines make Tongji Publishing House a good reputation in the field; it has a good geographical location, next to Tongji University and opposite to Tongji Design Institute; it can cover Teachers and students with academic exchange needs.
Weaknesses: Tongji Bookstore did not good enough in customer maintenance, and did not establish a relatively stable relationship with customers; Tongji Bookstore did not understand customer preferences, so it was difficult to increase sales; Tongji Bookstore online store did not have good promotion and use, only selling a single book; most of the bookstores with better profits have realized the transformation of their business model, from simply providing books and books to providing reading and leisure space, Tongji Bookstore actually adopted this form, but it is more mature The decoration and atmosphere creation of Internet celebrity bookstores and Tongji bookstores cannot be compared with them. Tongji Bookstore is not good enough in customer maintenance and has not established a relatively stable relationship with customers; Tongji Bookstore does not understand customer preferences, so it is difficult to increase sales; Tongji Bookstore online store does not have good promotion and uses, only sales A single book; most of the bookstores with better profitability have realized the transformation of their business model, from simply providing books and books to providing reading and leisure space, Tongji Bookstore actually also adopted this form, but compared to more mature The decoration and atmosphere creation of Internet celebrity bookstores and Tongji bookstores cannot be compared with them.
Opportunities: By improving the store atmosphere, more potential customers can be attracted; combined with the current relatively mature artificial intelligence technology, you can better grasp the preferences of customers; with the help of mature publicity tools, online promotion for bookstores, and promotion of WeChat official accounts and online store The number of followers of the store.
Threats: Internet celebrity bookstores are emerging in an endless stream, occupying most of the book market; convenient online reading methods have reduced the number of people who choose to read physical books; massive amounts of paid knowledge content have preempted people who originally obtained knowledge through reading.
System Map Analysis
In order to better analyze the operation of Tongji Bookstore, we have compiled its system diagram.
Through the system diagram, you can clearly see how Tongji Bookstore works.The yellow part is the newly added part after our analysis.
In the original system (no yellow color block part & no central AI part), information flows in one direction.There is a gap between Tongji Bookstore and customers, and there is also a gap between suppliers and bookstores.The lack of information feedback means that Tongji Bookstore is in a relatively passive state. We think this is an opportunity point that can be improved, especially since this part is very suitable for AI to achieve.
We can use AI cloud computing platforms to realize the overall circulation of information in the system. So we proposed that adding an AI Cloud Platform to realize the intercommunication of information. it’s can help bookstores better maintain user relationships and better stock books.
Offline bookstore
Using face recognition technology, users are logged into their accounts when they enter an offline shop. All data relating to book viewing and book purchasing is uploaded to the cloud, such as the route the user takes through the bookstore, the time spent in front of a book, the books purchased and the books seen but not purchased.
Online bookstore
All data from the online microstore is also uploaded to the cloud, including books viewed and when they were viewed, books purchased and when they were purchased, etc.
2026 BM
In order to better analyze the operation of Tongji Bookstore, we have compiled its system diagram.
The introduction of artificial intelligence has played a vital role in customer, customer relationship, channel and resource management.
In the customer part, we repositioned the customer segmentation group, increasing the test group and academic research group. This is based on the characteristics of the Tongji brand.
Because of the strong academic advantage of Tongji University, Tongji Bookstore can utilize this advantage to acquire more potential users through AI technology.
Based on this value proposition has also changed, not only to provide books, cultural and creative products but also to provide professional academic materials and test-specific counseling materials.
In order to better convey the value proposition of the bookstore to customers, AI cloud servers have been added to the channel. AI cloud servers are a more innovative way of selling, including adding non-sense payment devices to bookstores and autonomous ordering and delivery systems. This has played an important role in creating a quiet and intelligent atmosphere in the bookstore.
In terms of maintaining customer relationships, the bookstore’s original WeChat public platform was optimized and upgraded, and other platforms were used to promote the bookstore’s brand. With the help of intelligent algorithms, the content will be targeted to potential users to achieve the growth of new customers. At the same time, through high-quality content, stable old customers, and gradually cultivate their consumption habits.
Inevitably, the introduction of artificial intelligence systems will bring new costs. because of the core resource, Tongji University, this part of the cost can be reduced to a very low level. Tongji University has many laboratories and research centers in computer science. Cooperating with them not only responds to the national call for the integration of industry, education and research but also reduces the cost of its own technology.
On the whole, the core of the new AI technology is to stabilize old customers, increase new customers, create an environment, and purchase books more strategically.
2021 BM Evaluation
Business concept: Cultural landmarks with Tongji characteristics;
Environment Analysis: Build a professional offline community and an online community for design information;
Technology Competitiveness Analysis: Statistical library and surrounding target population attraction;
Modeling: Online synergy offline, knowledge-sharing community helps bookstore operation;
Profitability Analysis: Community events increase foot traffic and have the opportunity to convert into profit.
DISCUSSION
Feasibility Analysis
Maturity of AI technology
In recent years, the development of big data, cloud computing and the progress of related computing and storage capacity lead to the breakthrough of artificial
intelligence in technology, especially machine learning technology. Using machine learning and deep learning technology, computers can learn to analyze data, identify patterns and make decisions with minimal manual intervention.10
The fit between physical bookstore industry and AI technology
At the beginning of July 2020, China’s first 24-hour 5g unmanned smart bookstore officially open in Rongcheng County, Hebei Province. Facts have proved that 5g network and self-service book purchasing can make better use of the latest scientific and technological achievements to attract readers to choose and buy books.
In these cases, AI technology has a good impact on the evolution of business model and the improvement of reading experience of physical bookstores, which proves that AI technology has a good fit with physical bookstores. Physical bookstores can provide a free application scenario for AI technology, and AI technology can also provide an opportunity for physical bookstores to upgrade.
Support from national policies
Faced with the development dilemma of campus bookstores, 11 ministries and commissions including the Central Propaganda Department, and the Ministry of Education jointly issued the guidance on supporting the development of physical bookstores in 2016. With the help of relevant departments and industry enterprises, the operation of physical bookstores on campus has been improved. On July 17, 2019, the Ministry of Education issued the guiding opinions on further supporting the development of physical bookstores on campus. It can be seen that the warm support of national policies and the implementation of colleges and universities will effectively alleviate the survival crisis of campus bookstores and promote the healthy and rapid development of University bookstores.
SWOT Analysis
Strengths
Bring greater innovation and better experience to bookstores.
In the early stage of bookstore design, after inputting specific data, artificial intelligence can analyze and calculate the architectural design of the store space, better cooperate with the designer’s creative landing, and more quickly let the designer grasp the most effective design elements and content according to different cities and regions. After the design is completed, artificial intelligence will analyze and roadshow according to the scene presented by the store, simulate the customers’ stay time and consumption records in different areas, and put forward a more scientific and humanized analysis of the store design according to the business district planning.
Bring more accurate, comprehensive and professional guarantee and service to the business promotion and marketing of bookstores.
In the early stage of store design or transformation, artificial intelligence and big data collection roadshow can be used in advance. Through three-dimensional space, the new store’s investment promotion layout, brand introduction, Book Cultural and creative brand landing, and profit and flow of people brought by planning activities can be accurately positioned and analyzed, so that book stores and brand businesses can get better planning and planning scheme in advance.
Provide more convenient and targeted guidance for operation management and fine training.
Through the accurate analysis of artificial intelligence, targeted training and guidance can be carried out for the problems existing in the internal staff and management of the bookstore, so that they have stronger control ability,
communication ability, management and operation ability and innovation ability, so as to retain and strive for more core customers and potential resources in the interaction. Bookstores can also continuously correct the problems existing in the
management process through artificial intelligence analysis and big data collection, so as to carry out targeted management and training for employees.
Weakness
In addition to the above advantages, after the implementation of our business model, the development of AI technology may also bring some disadvantages: the loss of traditional middle-aged and elderly users who are not keen on technology and are not good at intelligent device interaction, the loss of traditional reading experience, and the increase of some operating costs.
Opportunities
Combination of online and offline sales mode
In today’s Internet era, one of the most effective ways for physical stores to reduce the impact of online e-commerce is to conform to the trend and establish an integrated sales mode offline and online. Through the offline experience to get good comments from online users, and then through the user’s praise to improve the visibility of their products, to attract more consumers. Customers can better confirm the quality of the goods by personally verifying the goods offline. At the same time, online shopping provides them with a cheaper price. Through AI technology and its related Internet technology, the online and offline sales mode is likely to be launched in Tongji bookstore.
Attract new potential users
For Z generation, who love technology and pay attention to technology upgrading, the new bookstore form and reading experience after AI technology enabling will be an important factor to attract them to offline bookstores. In addition, students and researchers who need professional books and academic research, as well as researchers who have high requirements for work efficiency in enterprises, will benefit from the new business model.
Become the AI landmark of Tongji University
On May 13, 2021, Tongji University and Shanghai Artificial Intelligence Laboratory signed a strategic cooperation agreement, and cooperated in the fields of artificial intelligence technology innovation and industrial application to jointly build a world- class artificial intelligence laboratory. It can be seen that artificial intelligence will become the main research subject of Tongji University in the next decade, and Tongji bookstore with AI technology is likely to become a representative landmark infrastructure of Tongji University in this development stage.
Threats
However, it can not be ignored that although AI technology has many advantages, it also contains potential risks, especially because the current machine learning and artificial intelligence platform have not provided consistent or comprehensive tools to protect the rights and interests of enterprises, organizations, and individuals. This is also what we need to pay special attention to in the follow-up practice
CONCLUSION
In this work, we have proposed a business model in 2026 that explains the bookstore operation pattern. Some people think that Amazon killed the bookstore, but we don’t buy it. Bookstores could have adapted. Barnes and Nobles and Borders were in many ways evolving even as Amazon was growing in size. One such way is to provide other services in addition to books. Cafes and other services inside the stores gave people something to do and something to spend money on, while they reviewed the books that they might purchase there or perhaps online through Amazon.
For this purpose, we analyzed the opportunities and challenges that artificial intelligence brings us, which have proven to be a promising choice for this kind of task. We developed methods and plans for the service mode and design concept of the bookstore.
- The use of artificial intelligence in bookshops can lead to more innovation and a better customer experience.
- Artificial intelligence can improve bookshop company promotion and marketing by providing more accurate, comprehensive, and professional guarantees and services.
- For operation management and fine training, it may give more easy and focused
In the future, we plan to improve the method by specializing for specific interests, just as credit unions do. Book stores could benefit from being part of a cooperative, libraries themselves could be member-owned, non-profit cooperatives, just like credit unions. Member-owned cooperatives have, as their primary interest, fulfilling the needs of their members, who are also their owners.