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Ashley Colley, Leena Ventä-Olkkonen, Jonna Häkkilä, Florian Alt
Insights from Deploying See-Through Augmented Reality Signage in the Wild
In PerDis 2015: Proceedings of the 4th ACM International Symposium on Pervasive Displays. Saarbruecken, Germany, USA, June 10-12, 2015. ACM, New York, NY, USA. (bib)

Typically the key challenges with interactive digital signage are (1)~interaction times are short (usually in the order of seconds), (2)~interaction needs to be very easy to understand, and (3)~interaction needs to provide a benefit that justifies the effort to engage. To tackle these challenges, we propose a see-through augmented reality application for digital signage that enables passersby to observe the area behind the display, augmented with useful data. We report on the development and deployment of our application in two public settings: a public library and a supermarket. Based on observations of 261 (library) and 661 (supermarket) passersby and 14 interviews, we provide early insights and implications for application designers. Our results show a significant increase in attention: the see-through signage was noticed by 46% of the people, compared to 14% with the non-see through version. Furthermore, findings indicate that to best benefit the passersby, the AR displays should clearly communicate their purpose.