Shopping in between Realities-Using an Augmented Virtuality Smartphone in a Virtual Supermarket

In this project, the full spectrum provided by Milgram's RealityVirtuality Continuum is utilized to enhance presence, usability, and interactions in an authentic Virtual Reality (VR) supermarket simulation used as a standardized evaluation platform for mHealth apps. We introduce a unique Unity-based modeling platform for supermarket environments and the option to design high-quality customized products. To achieve that, solutions are demonstrated by focusing on a recognizable replica of a discounter and utilizing Augmented Virtuality (AV) to include a physical smartphone in the virtual simulation. The user is able to manipulate the simulation from within the smartphone app through this versatile, highly usability-centered controller. To achieve reliable tracking of the smartphone screen, we propose a hybrid approach, which combines fiducial marker tracking with data acquired through a WiFi connection between the VR system and the smartphone. Furthermore, the AV concept is utilized to build scenarios for Mixed Reality (MR) use cases such as simulated AR to navigate to a chosen product in the market. After an initial pre-study with important insights to strengthen the platform, a broad user study involving the physical smartphone with a simulated AR scenario has been conducted. The goals with 30 participants were to evaluate spatial presence, involvement, experienced realism (IPQ), and usability of the system (SUS). Results showed 'Good' (SUS) usability and recorded data as well as the participants' feedback brought important insights. We plan to release this unique VR supermarket platform to contribute to the science community and mHealth industry.