Product visualization in configurators: laying the foundations for a comparative description⋆ Andrea Petterle1,†, Enrico Sandrin1,∗,† and Cipriano Forza1,† 1 University of Padova, Stradella San Nicola 3, 36100 Vicenza, Italy Abstract Visualization plays a critical role in the purchasing process, particularly for customized products, as it improves customer engagement and decision-making. Despite the importance of product configurators in presenting customized products, there is limited research on the characteristics of visualization modes that configurators employ. This study aims to address this gap by developing an evaluation framework consisting of 11 descriptive variables: embodiment, presence, interactivity, authenticity, realism, media richness, avatar similarity, functional control, visual control, interaction richness, and vividness. Each variable of the framework is defined and exemplified by practical examples. These variables, derived from the literature on e-commerce and customer experience, offer a structured framework to describe and compare product visualization modes in configurators. Keywords configurator, product visualization, virtual reality, augmented reality1 1. Introduction information hermetic and tedious. This is an example of why highly valuable work without visualization can be Visualization is a crucial element in the purchasing difficult to understand, even for experts in the same process, especially for customized products. The field, not to mention professionals from other scientific configuration process demands effort from the customer areas [3]. In the case of customized products, the variant but ultimately strengthens their bond with the product. may be novel and difficult to understand to the According to Di et al. [1: 550], images enhance attention, customer, thus the use of visualization may reduce the trust, and conversion rates in the purchasing process. cognitive complexity borne by the customer at the stage More images provide a more complete visual of selecting the most suitable configuration to satisfy representation of the product, which is effective in his/her needs. boosting sales. Interactive and visually appealing Visualization technologies are undergoing configurators help customers make informed decisions significant advancements. For example, Apple's Vision aligned with their expectations. Thus, visualization may Pro revolutionizes visual representation by projecting reduce choice complexity and improve consumer high-resolution output directly into the eyes, controlled benefits from customization. by eye tracking and gestures, eliminating traditional Effective visualization is a powerful tool for peripherals such as mouse and keyboards [5]. Advanced knowledge transfer and assimilation, having been used visualization methods such as augmented reality (AR), since ancient times [2, 3, 4]. The transfer and virtual reality (VR), and mixed reality (MR) are assimilation of visual knowledge is simpler and faster becoming more and more widespread. The AR, VR, and than that of textual knowledge [3, 4]. The textual MR market was valued at approximately $26 billion in representation of a system of relationships through, for 2021 and is expected to reach $242 billion by 2028 [6]. example, a table may also be extremely accurate, but the Consumer trends indicate that 71% would shop more absence of visualization makes the passage of frequently using AR, 61% prefer AR-equipped stores, ConfWS'24: 26th International Workshop on Configuration, Sep 2–3, 0009-0000-0041-0112 (A. Petterle); 2024, Girona, Spain 0000-0001-9170-0683 (E. Sandrin); * Corresponding author. 0000-0003-4583-2962 (C. Forza) † These authors contributed equally. © 2024 Copyright for this paper by its authors. Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0). andrea.petterle@studenti.unipd.it (A. Petterle); enrico.sandrin@unipd.it (E. Sandrin); cipriano.forza@unipd.it (C. Forza) CEUR ceur-ws.org Workshop ISSN 1613-0073 Proceedings and 55% find that AR makes shopping more enjoyable of description: (technological) embodiment, [7]. (psychological) presence, and (behavioral) interactivity. An important tool for presenting and selling Recently, Hsu et al. [11] empirically investigated customized products is the configurator. However, how key variables (interactivity, authenticity, vividness, research on the visualization of configurable products is product presence, and instant gratification) affect limited and a comprehensive and comparative impulsive purchasing intentions using AR. description of the various product visualization modes in configurators is lacking [8]. 3. Framework for visualization This research starts to fill this gap by proposing an evaluation framework composed of 11 descriptive description variables. These 11 variables, derived from customer The framework variables are taken from the work of experience and e-commerce literature, enable a Zeng and Richardson [9], Flavián et al. [10], and Hsu et systematic description of the product visualization al. [11] and the references cited in these papers. modes that a configurator can adopt. The framework Furthermore, focused searches of literature on specific defines the 11 descriptive variables according to the variables and real applications were performed to clearly literature and presents examples of their modality. The define or to exemplify the variables considered in the proposed framework is designed to evaluate all present framework. Through this process, 11 key visualization modes used in product configurators, variables have been identified: encompassing both traditional (e.g., 2D and 3D images) and new modes (e.g., VR, AR, and MR), serving as a 1. Embodiment consistent tool for describing and comparing different 2. Presence visualization modes in configurators. 3. Interactivity 4. Authenticity 2. Theoretical background 5. Realism 6. Media richness There is a need for comparative descriptions of product 7. Avatar similarity visualization modes in configurators. To be able to 8. Functional control describe and compare in a structured way these product 9. Visual control visualization modes, a framework that includes a set of 10. Interaction richness description variables that allow to describe in a 11. Vividness structured way the visualization modes is needed. With the goal of finding the dimensions of the framework Each variable in the framework is defined and along which to describe and evaluate visualization exemplified by practical examples. By integrating and modes in configurators, the relevant literature was extending previous works, this framework provides a searched, although it did not refer to product more comprehensive set of variables, scientifically configurators. Three sources [9, 10, 11] and their justified by its potential to offer a more complete and references are taken as a starting point for our research. nuanced understanding of diverse aspects of product Zeng and Richardson [9] conducted a review of the visualization modes for evaluating configurators. literature on product presentation characteristics in e- commerce. This literature review synthesizes existing 3.1. Embodiment research findings, explores key theoretical foundations, 3.1.1. Definitions and highlights the predominant research theories and methodologies employed in the field. It also categorizes “Ihde [12] regarded embodiment as situations in which the constructs used to describe the characteristics of technological devices mediate the user's experience and, presentation formats, consumer reactions and as a consequence, the technology becomes an extension performance, as well as marketing effects, such as of the human body and helps to interpret, perceive and attitudes towards the product and purchase intention. interact with one's immediate surroundings” [10: 550]. Flavián et al. [10] discussed the impact of VR, AR, Technological embodiment involves two important and MR on the integration of physical and virtual objects, factors: sensory stimulation [10, 13, 14], i.e., the process leading to new hybrid customer experiences. They of activating and responding to the body's senses highlighted the lack of clear boundaries between these through received stimuli [13, 14]; and immersion [10, 13, technologies and experiences, proposing a new 15], i.e., the ability of the technology to allow users to taxonomy, the ‘EPI Cube,’ to classify current and better focus on what is in front of them and to extend potential technologies that enhance customer their perception of time; it can have positive effects on experiences. The ‘EPI Cube’ is based on three dimensions experience satisfaction [10, 16]. 3.1.2. Examples video games [10, 21]. Books and video games allow one to identify with the story: in a detective story, one can Intraocular lenses, which belong to the category of identify with the investigator, while in an adventure devices implanted in the human body, guarantee a game, one plays the role of the protagonist directly. maximum level of embodiment. They are small contact Music allows us to abstract from the real world through lenses that are permanently implanted in the eye in lyrics or specific sounds, such as the rhythm in South order to restore the visual capacity that has been American music, which can make us imagine being in impaired as a result of operations or pathologies those faraway places. affecting this apparatus [17]. Embodiment is maximized Presence can be provoked in a virtual environment because the user is unaware that he or she is wearing a when there is a sense of 'illusion of place' [10, 22]. device, but benefits from countless advantages in daily Virtual reality systems, such as visors, can facilitate this life; in this case, the technology is in complete symbiosis factor by providing deep sensory stimulation that is so with the human body and acts as an extension of it. immersive that they can cause a nausea-like disturbance related to perceived movement within the device [23]. 3.3. Interactivity 3.3.1. Definitions Interactivity is defined as “the extent to which users can participate in modifying the form and content of a mediated environment in real time” [24: 84]. It regards “the users' capacity to modify and receive feedback to their actions in the reality where the experience is taking place [25, 26]. […] Interactivity is a behavioral factor in that users have the ability to control and manipulate the environment that is in front of them [27]” [10: 552]. The mechanistic or structuralist approach [28] Figure 1: Intraocular lens. Photograph: Frank C. Müller “considers interactivity as the response to the attributes [Public domain], via Wikimedia Commons. of the technology and proposes that it can be enhanced (https://commons.wikimedia.org/wiki/File:Hinterkamm through the development of these technologies” [10: erlinse_01_(fcm).jpg). 552]. Interactivity is not a yes/no property: it is a matter 3.2. Presence of degree. “Degree to which users of a medium can manipulate the form or content of the mediated 3.2.1. Definitions environment” [9: 5] [e.g., 18, 29]. In the case of AR, Hsu Vonkeman et al. [18: 1039] define presence as "the et al. [11: 5] define interactivity as the “degree to which degree to which an online product experience appears to users can choose, browse, and look up product be unmediated, rather than mediated”. They build upon information and provide feedback through an AR app the definition of Waterworth et al. [19], which describe [24, 30]”. “presence as a concept that provides the user with the illusion of nonmediation, is driven by external 3.3.2. Examples technological sensory cues, and is subjective in nature The characteristic of interactivity is easily found in the by focusing on the experience of the user” [18: 1039]. everyday life of each individual; just think of the use of Flavián et al. [10: 551] regard presence “as a a computer or a smartphone, where a multitude of psychological stage (not related to a specific technology) interactions take place, consisting of making changes to and the medium is simply the way to arrive at that stage the system and receiving feedback on them. [20]”. They define presence as “the user's sensation of In virtual reality devices, it turns out that the control of being transported to a distinct environment outside the navigation is the basic level of interactivity present; real human body [13]” [10: 551]. think of the first prototype ‘Sensorama,’ which played short films and multimedia content with the 3.2.2. Examples involvement of multiple senses [31]. Presence is a highly subjective sensation and can An internal tool such as the viewer can present both therefore be evoked in different ways depending on the levels of interactivity: while watching a film, the device user in question. This perception can be evoked by allows viewing in a controlled navigation mode; on the reading a book, listening to a song, and interacting with other hand, while playing a video game, using the joystick and tactile devices (such as suits and gloves), consumer must have some basic or more detailed idea of one can modify and monitor the state of the objects how it looks and how it is used [32]. presented [10, 22]. The same is true for an external tool In general, a product image that can be considered such as a computer. When buying a product on Amazon, authentic is a photograph of it, as it allows the user to the process is controlled and the consumer simply see the actual condition and characteristics of the item. follows the predetermined steps. In contrast, when using The product configurator of the company Design Italian a product configurator such as Nike's, the customer is Shoes [40], thanks to its 3D model animation, allows the able to manipulate and configure the product as he or buyer to perceive the displayed article as tangible. Due she wishes. to this function, the visual sense processes a concrete image of the item to be purchased. 3.4. Authenticity 3.4.1. Definitions Authenticity is the “degree to which users understand a product based on their prior consumption experience, knowledge, or time and space in an AR app environment” [11: 5]. The concept of authenticity by Grayson and Martinec [32] is examined in relation to consumers' evaluation of market offerings. This approach distinguishes the two types of authenticity: Figure 2: Shoe configurator [40]. Screenshot from • Indexical authenticity gives the term https://www.designitalianshoes.com/apps/zakeke/c 'authentic' the meaning of describing /verdi-custom?sku=120A00020106XX_353535, with “something that is thought not to be a copy or permission from DIS - Design Italian Shoes. an imitation [33: 400, 34: 157]” [32: 297]. • Iconic authenticity gives the term 'authentic' 3.5. Realism the meaning of describing “something whose physical manifestation resembles something 3.5.1. Definitions that is indexically authentic. Authors “Realism refers to the extent to which one believes the sometimes distinguish this sense of virtual environment is real [41] – the degree to which authenticity from indexical authenticity by one feels the virtual space represents the actual physical using phrases such as ‘authentic reproduction’ space” [29: 1055]. It also “refers to the perceived or ‘authentic recreation’ [33: 399, 35: 421-422, correspondence between a technology-mediated 36: 208]” [32: 297]. experience and a similar experience not mediated by technology [42]” [43: 3]. Algharabat and Dennis [37: 6] propose the following definition of “perceived authenticity in a computer- 3.5.2. Examples mediated environment: Authenticity is a psychological state in which virtual objects presented in 3D in a When designing a building, architects take advantage of computer-mediated environment are perceived as actual 3D virtual environments, software with a high degree of objects in a sensory way” [37: 6]. realism, in which physical spaces that do not yet exist can be created and experienced [29]. 3.4.2. Examples According to the definition of indexical authenticity, Jimmy Stewart's handprints in the concrete of Grauman's Chinese Theatre in Los Angeles are considered authentic if they are perceived to be the actor's original and genuine handprints [32, 38]. According to the description of iconic authenticity, silver pieces available in a museum gift shop are Figure 3: Three visual presentations of an apartment considered authentic because they are believed to bear [29: 1058]. Reprinted from Computers in Human remarkable similarities to coins produced by Spanish Behavior, 29, S. van der Land, A. P. Schouten, F. colonies in the 16th century [32, 39]. Furthermore, to Feldberg, B. van den Hooff, M. Huysman, Lost in space? judge the authenticity of a Victorian-era chair, a Cognitive fit and cognitive load in 3D virtual environments, 1054-1064, Copyright (2013), with permission from Elsevier. Van der Land et al. [29] state that when the degree They also lack personalization because they are of realism of a virtual environment reaches the affinity delivered to a large audience and it is impossible to get of the real world, the user is assisted by the technology feedback. in the process of making decisions and understanding Addressed documents, such as letters, express their concrete problem. written information. They are suitable for presenting The 'Street View' feature of Google Maps provides a personalized content tailored to the individual, thus realistic visualization of the route or location that the creating a psychological connection with the reader. individual is searching for. Thanks to this feature, the Despite this positive criterion, the feedback is still slow. user can get an idea of what he or she will be facing in The telephone call has the ability to provide the real future, helping to increase safety. Manufacturers feedback quickly. Interlocutors rely on their own voice, of in-car navigation assistance devices offer reality tone, and language skills to convey messages. This type visualization features that help drivers. For example, of channel, which uses natural language communication they provide high-quality images when approaching a in real time, is quite rich. A rich communication tool motorway exit or give advice on which lane to take in facilitates intuition and allows for rapid understanding situations with complex arterial roads [44]. of the content presented. The 'face-to-face' conversation is considered to be 3.6. Media richness the form of interaction with the highest level of this factor. It allows for a rapid exchange of feedback and the 3.6.1. Definitions creation of a direct connection with the interlocutor. The Media richness regards the “extent to which interface sender sends multiple signals, making the message facilitates communication [45]” [9: 5]. “Media can be comprehensive; the receiver develops empathy more characterized as high or low in 'richness' based on their quickly and the content may evoke emotions in him/her. capacity to facilitate shared meaning” [46: 358]. According to Daft et al. [46], this factor is based on a 3.7. Avatar similarity combination of four criteria. 3.7.1. Definitions 1. Feedback: instant feedback that allows for The avatar is everyone's technological alter ego and the specific questions and corrections during the digital representation that each user chooses to identify interaction; themselves in an online community. 2. Multiple cues: a range of cues from which a Avatar similarity is defined “as the perceived message can be composed, including physical similarity between the avatar' s physical appearance and presence, body gestures, graphic symbols, the user's physical appearance; the extent of an avatar's numbers, and words; similarity is regarded as the degree of reflection of self- 3. Language variety: the range of meanings that can concept" [48: 715]. The construction of this virtual be conveyed by language symbols. For example: element involves the creation of a bond with it, as it is numbers convey greater precision than natural seen as a representation of oneself within the simulated language, while the latter helps to convey environment [48, 49, 50]. understanding of a wider range of ideas and concepts [46, 47]; 3.7.2. Examples 4. Personal focus: a message is conveyed more fully Suh et al. [48] highlight methods that allow the when its communication evokes personal feelings generation of an avatar in its likeness. We begin with and emotions. the production of an avatar that incorporates the feature 3.6.2. Examples of facial similarity. Two production methods are presented: a three-dimensional facial scan and the The following four media channels (unaddressed selection of a generic face among those proposed, with documents, addressed documents, telephone, and face- modifications of the features considered significant. A to-face) are based on the hierarchy proposed by Daft et 3D scanner makes it possible to obtain the precise shape al. [46] and are presented in ascending order of media of the face; during the scan, several high-resolution richness, from low to high. digital photographs are taken, resulting in a virtual face. Examples of unaddressed documents are fliers, The subject will undoubtedly perceive a closer bulletins, and standard quantitative reports. They resemblance to the first process described. In a very mainly use messages consisting of three signals: graphic similar way, body similarity has been achieved using symbols, words, and numbers. They are useful for three-dimensional body scanning and the use of the communicating quantifiable information, but they lack body mass index. Although it is clear that the first the ability to convey articulated ideas and concepts. technique gives a better result, it has a number of limitations, such as the cost of the machine and a This factor is particularly noticeable when difficult detection procedure. The second method interacting with the graphical representations in online requires the subject to enter values such as height, configurators. Ikea's virtual environment allows for an weight, and age, and to select the body shape that most extremely detailed visual experience for the consumer resembles their own from those presented. One hundred [52]. Once the room has been configured, it is possible body shapes are included in the database, and the system to move around the room using the mouse to view any processes the most suitable according to the data details. received; the user can then model the features that he or she considers most important. 3.10. Interaction richness 3.8. Functional control 3.10.1. Definitions Interaction richness is the “possibility of interaction 3.8.1. Definitions with products and seller [53]” [9: 5]. It is also useful to “Functional control enables consumers to explore and quote the definition of ComputerLanguage.com [54], experience different features and functions of products” where ‘rich interaction’ is described as a beneficial and [51: 111]. Functional control regards the “manipulation pleasant user experience when using an electronic of product functionality to understand how a product device. It is worth pointing out that the concept of ‘rich’ works [51]” [9: 5]. is constantly evolving according to the technologies available; in fact, today it means software with a very 3.8.2. Examples intuitive and easy-to-use interface, while in the future it The functional control enabled by software such as will be through tools such as automatic assistance and Shockwave allows consumers to test different attributes voice recognition. of products on their computers [51]. 3.10.2. Examples An obvious demonstration is online interaction with some product configurators, such as those for electronic The experiment by Jahng et al. [53] provides two watches [51]. As the user adds new features, such as examples with different levels of interaction richness for buttons to the item, the cyber product is updated, and its each of the dimensions mentioned above. The richness virtual operation mirrors real behavior. Reactions, such of interaction with the salesperson can be achieved as the sound produced by pressing a button, can be through two means of communication: email and an reproduced by the sound emitted by clicking on the interface implementing real-time two-way audio and virtual representation of that particular item. one-way video. It is clear that the second interaction is It is worth mentioning PhET's website for creating richer because it makes the product presentation more simulated electrical circuits, as it clearly implements this effective and the communication support to the factor. By simply clicking on the various objects customer more direct. presented in the interface, it is possible to create an On the other hand, the richness of the interaction electrical circuit and simulate it so that the user can with the product can take the form of a simple static understand how it works in order to implement it in image associated with a textual description of the practice. specifications, or an interactive three-dimensional test of the product features accompanied by an explanation. 3.9. Visual control The effectiveness of the latter is obvious, as it allows better manipulation to understand the features and 3.9.1. Definitions overall functioning of the product. Banking service sites “Visual control enables consumers to manipulate Web such as Fineco offer a feature such as 'live chat'. Live chat product images, to view products from various angles is a type of customer service software that allows and distances” [51: 111]. It regards the “manipulation of visitors to interact with operators in real time and product images to understand product looks by moving, through a chat window [55]. It is clear that effective rotating and zooming [51]” [9: 5]. customer service is provided through interactive interfaces that allow the user to engage in profitable 3.9.2. Examples communication before and after purchase. Functionalities such as panning, rotating and zooming a virtual product image allow the user to enjoy visual 3.11. Vividness control. The latter, implemented in software such as 3.11.1. Definitions QuickTime and Flash, allows consumers to manage visual operations using the mouse and keyboard [51]. “Vividness means the representational richness of a mediated environment as defined by its formal features, that is, the way in which an environment presents 4. Discussion and conclusion information to the senses” [24: 75]. “Vividness refers to the abundance of information that an external This paper continues the line of research regarding environment (e.g., AR app) gives to the human senses, visualization in configurators [e.g., 8, 56]. In particular, of which perceptual breadth and perceptual depth are it contributes to that line by distinguishing dimensions the two primary variables [24]” [11: 4]. “Perceptual for describing and evaluating product visualization breadth refers to the extent to which an individual modes by drawing on literature from e-commerce and utilizes multiple sensory modalities to perceive customer experience. Based on literature on e-commerce information simultaneously” [11: 4]. “Perceptual depth and customer experience we identified a list of 11 is defined as the measure of both the quantity and variables that can be used as a framework for describing quality of information received by the senses” [11: 4]. and evaluating all product visualization modes in configurators. Each variable of the framework is defined 3.11.2. Examples and exemplified by practical examples. While this study provides a starting point for “The quality of the media directly impacts perceptual evaluating product visualization modes in configurators, depth, and more advanced technology (e.g., AR) it predominantly draws from the e-commerce domain. generally has better perceptual depth performance” [11: Consequently, certain aspects specifically related to the 4]. Vonkeman et al. [18] present interesting examples of VR/AR/MR domain may not be fully captured. For vividness while investigating the effect of different example, in immersive environments, flow, motion product (in the specific case sunglasses) display formats, sickness, dizziness due to avatar similarity, and the namely: static images, 360-degree rotation tool and uncanny valley effect may arise. Future research could virtual mirror. integrate insights from related disciplines, particularly those focusing on immersive technologies, to enrich the framework or to identify relationships among the framework's variables and other relevant outcome variables. Additionally, we acknowledge that some of the proposed 11 variables may be correlated. However, at this stage, there is no empirical or theoretical basis to reduce them to a smaller set. We believe it is beneficial to present all variables and address potential consolidation in future research. Regarding the practical contributions of this study, Figure 4: Virtual mirror [18: 1046]. Reprinted from the identified dimensions can serve as valuable tools for Information & Management, 54, C. Vonkeman, T. managers who need to select visualization alternatives Verhagen, W. van Dolen, Role of local presence in online and for designers responsible for developing product impulse buying, 1038-1048, Copyright (2017), with visualization interfaces in configurators. The proposed permission from Elsevier. framework, when applied to describe and compare different visualization modes, allows the presentation The static images are captured by a simple camera and comparison of the unique features, advantages, and and are noninteractive, whereas the 360-degree rotation disadvantages of the modes. This detailed description is tool allows the displays to be rotated by clicking and effective for managers and designers who are choosing dragging the mouse. A webcam captures the the most suitable product visualization mode for their participants' faces and transfers them to the screen via a specific context, providing crucial support during the ‘virtual mirror’ application by placing the product on it. evaluation process. Additionally, this framework allows The three presentation modes differ in terms of one to systematically compare these visualization vividness, particularly in terms of depth, i.e., the quality modes, simplifying the decision-making process. of sensory stimulation provided. Static images provide However, the study did not apply these evaluation fixed visual input and elicit the lowest level, while the dimensions to the various visualization modes in 360-degree rotation tool and the 'virtual mirror' provide configurators, which would further benefit both higher levels through real-time manipulation. The latter, managers and designers. Therefore, the next step in particular, through the captured image of the face, involves characterizing these visualization modes on the provides a higher quality of representation, and thus a basis of the 11 dimensions that comprise the proposed higher level of vividness. framework. To achieve this, it is necessary to develop appropriate measurement metrics. While some metrics have already been proposed in the literature, others will need to be developed. In any case, it is crucial to adapt [9] W. Zeng, A. Richardson, Beyond 2D product these metrics and test their effectiveness within the presentation in e-commerce: a literature review, context of configurators. ACIS 2017 Proceedings: 35, 2017. Finally, new technologies come with limitations in [10] C. Flavián, S. Ibáñez-Sánchez, C. Orús, The impact costs and benefits. 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