Gehmacher Home

Introduction to our Master Thesis Project

Customer Experience app with focus on AR-enhanced marketing opportunities and creation of a new unique selling point for the company Gehmacher based in Salzburg, by Janina Schindler and Carina Steindl.

About the company.

Our environment influences us. No matter if material or immaterial. We want to inspire you to surround yourself with beautiful things and thus create quality of life. With furniture and accessories in your home, the clothes you wear and beauty in your encounters. We believe that the beauty affects our life in a positive way.

There is hardly any other city that fits “living in beauty” as well as Salzburg. Beauty and excellence can be found in the impressive architecture, the style of the Salzburgers and in nature in the form of the mighty mountains and the Salzach. The Gehmacher house on the Alter Markt is located right in the heart of the city and has been owned by the Gehmacher family for over 100 years.

There are now three main areas at Gehmacher: HOME, CLOTHING and a Café. But there is a common philosophy behind this: to create quality of life through beauty. To create places where you can recharge your batteries, enjoy and experience joie de vivre. To create an atmosphere that inspires with the right interior and to underline the inner beauty with the right outfits. We are constantly in the process of developing our range and finding new things. Timeless and yet in tune with the times.

Gehmacher – a family company characterized by tradition and constant change. Once a specialist shop for bedding and curtains, which, after remaining undamaged in World War II, has developed into the address for furniture and lifestyle products. Today there are eight stores: HOME, CLOTHING, LIFESTYLE, RETTL X GEHMACHER, HIGH FASHION, OUTDOOR & CAFÉ, CLASSICS and N°8 reaching from Alter Markt to Waagplatz.

Gehmacher Salzburg Map

The persistent longing for beauty, atmosphere and experience has always driven us. Gehmacher changes with every generation. However, always with the aim of carrying on the legacy and giving it an individual touch. Gehmacher – a family company that is deeply anchored in its own values ​​and has its heart and focus on the future.

Social Media
Website Gehmacher


In order to turn the Gehmacher customers into fans and family and thus to bind them even more to the company Gehmacher, a Gehmacher customer app is going to be developed that will provide the customer with information, inspiration and other benefits. The app should also support the Gehmacher team with different features and create another USP for the company Gehmacher.

Concept Requirements
  • Web-based App
  • Marketing Tool
  • Easy to use and aesthetically appealing
  • Privacy
  • Support for the team and enrichment for the customers
  • UX Testing
  • Working Prototype ready for implementation
  • VIP (Stammkunden) speacial Discounts etc.; QR or NFC (according to individual sales)
  • Personalized Newsletter
  • „Personalized“ Posts – Feed (bsp. LinkedIn, etc.) Inspiration for the 3 areas (HOME, CLOTHING, CAFÉ)
  • Scheduling with salesperson (Private Shopping/ Interior Design Appointments)
  • Private event invitations via App
  • Stores and Contact persons are introduced (favorite advisor/salesperson)
  • Map cooperation opportunities (Products, Shootings, SM, etc.)
  • Link to SM Accounts & Website (Blog etc.)
  • Possibility for interactive outdoor advertising (AR, etc.)

Janina and me are starting with the project in the third (this) semester.

  • Janina Schindler B.A. & Carina Steindl B.Sc. (Research, Conception, UI/UX, Prototype, Basic Programming, Testing)
  • Project management & communication – Carina Steindl B.Sc.
  • Client: Otto Gehmacher G.m.b.H & CoKG – Julia Gehmacher B.A. (CEO), Franziska Lüdtke (Marketingteam), etc.

We split up the research into different topics and assigned them like follows (changes can happen during the research):

Research topics for the WS21/22:
  • Introduction to the Topic – Carina Steindl
  • AR in the Marketing field – Janina Schindler
  • General Market Research – Carina Steindl
  • Web or native App – Janina Schindler
  • CX & UX for apps in retail – Carina Steindl
  • USP enhanced CX – Janina Schindler
  • Personas, User Research – Carina Steindl
  • User/Customer journey, scenarios – Janina Schindler
  • Concepts for backend/team support – Carina Steindl
  • User Interface of comparable App – Janina Schindler
  • Image Tracking in AR – Carina Steindl
  • General CX in retail – Janina Schindler
  • User/Customer Journey on site in the store – Carina Steindl
  • AR critical consideration – Janina Schindler
Milestones WS21/22:
  1. Topic Assignments and Planning – 24.10.2021
  2. First discussion of research Results – 29.11.2021
  3. Presentation and workshop at the company – 06.12.2021
  4. Research & first ideation presentation online – 20.12.2021
  5. evtl. additional presentation & feedback round at the company – 21.01.2022
  6. Concept presentation – 31.01.22/KW6 2022

Additionally to the milestones we have a weekly jour fixe.

UX, UI in VR, MR

Framework for VR

In terms of user experience, the rules for 3D are different from those for 2D. Therefore, there must also be other or new design processes or models that incorporate this very option of interaction.
The important thing in VR or MR is to find the perfect balance between interaction in the virtual world and using the most suitable tools.  Since VR or MR only works if users can interact with the virtual world, it is important to consider to what extent the user has influence. For example, a very poor user experience is when intermediate scenes last too long and the user switches from being an active participant to a passive one. So if both the visualization of the world, the sound or the acoustics and all haptic stimuli are right, the user can move seamlessly through the world. A big help can be when a spacious and familiar environment is used, as well as changing, natural sound or acoustics, and that the user gets feedback when they do certain things or when the world changes, for example. Since the virtual world usually seems very large and the user has too much freedom it is useful to include directional cues as orientation. These guide the user in a certain direction, tell that user what to do or show him/her certain destinations. This helps to give the user a greater immersion and the purpose of this experience is more easily understood.

The company Punchut developed a VR Experience Framework in which any interactive world can be placed. The framework consists of the 3 axes actual to rendered/simulated reality, fixed point to free movement and the interaction in passive to active participant. Another important key point in VR or MR plays the time, because the environment and the experiences are constantly changing. So this must also be taken into account.

A user can only trust the environment, empathize with the world, or change if the physics of the world are developed far enough. By changing, it is meant that the user can learn or develop certain skills in, for example, medical applications or the rehearsal of difficult situations in VR. Since medical applications rather rarely contain narrative elements, it is nevertheless necessary to follow the basic rules when designing for VR. Emotions can also be generated by very simply designed rooms.
It has been shown that a customizable avatar with different skin color, gender or body type can be freeing for some users, making them more likely to drop inhibitions and feel braver or more adventurous. Most importantly, however, are the hands, as these are used to interact with the virtual world. The most suitable interaction option is hand tracking, which means no attached UI elements like controllers for example. The reason for this is that it allows the user to completely put themselves in the avatar’s shoes. Especially when the feeling of presence is very strong, it is important to let the user reacclimatize after the VR experience to be able to get used to real life again. This can take a few seconds to even minutes. It can be helpful to accompany the user slowly from the virtual to the real world by taking off the headset, slowly bringing in the sound of the real world or the awareness of one’s own orientation. 
It can happen that people hesitate before using VR, because they are either put off by the headset, the controllers or the fact that they dive with their whole body into another world. To convince potential users otherwise, you can try to introduce them to VR slowly and let them explore the world and its features first. In the best case, virtual reality can even seem like magic.
Furthermore, motion or simulation sickness is a big issue. People can suffer from nausea or vomiting, paleness, dizziness, and headaches if their physical perception of themselves differs from what they experience in VR. For example, the eyes think the body is moving even though it is not. To prevent this disease, all consequences and impacts must be prevented or recognized in advance.

UX principles

Bill West came up with 8 best practice principles to ensure a good user experience in VR. This is a summary:

  1. The virtual world should resemble a real world as much as possible. Components of this are, for example, lighting mood, shadows or backgrounds 
  2. Users must have a clear role and know exactly what the goal and task of the VR application is
  3. The user is only truly integrated when he forgets that he is in a virtual environment. Users must therefore be involved through interactive elements 
  4. The more senses are engaged, the better the VR experience is
  5. Users can quickly become overwhelmed, which is why it is so important to focus the attention on the important things. If something does not serve a purpose, it should be left out
  6. To avoid confusing users, interactions should be consistent and cues should be introduced in both visual and audio forms
  7. The correct placement of objects is important in order not to cause discomfort to the user. The best distance between the user and the object is between 1 and 20 meters
  8. Safety and comfort are important issues. There should be enough space for the user to move around safely. Motion sickness can be avoided by eliminating all conflicts between different sensory inputs. In addition, it should always be possible to pause the VR experience

Ergonomics in XR

Iron Man

The subject of VR has been addressed in movies like Iron Man for quite some time. However, a helmet like the one Tony Stark wears would be very exhausting after 10 minutes at the latest, because the user interface is too much and would overwhelm the user. The following two diagrams should help to make the VR experience as ergonomic and pleasant as possible:


  1. An Experience Framework for Virtual Reality, Jared Benson, Ken Olewiler, Joy Wong Daniels, Vicky Knoop, Reggie Wirjadi (02.06.2016),
  2. Design Insights for Virtual Reality UX, Jared Benson, Ken Olewiler, Joy Wong Daniels, Vicky Knoop, Reggie Wirjadi (08.06.2016),
  3. 8 Ways to Create a Better UX in Virtual Reality, Bill West (20.06.2019),
  4. Designing User Experience for Virtual Reality (VR) applications, Sourabh Purwar (04.03.2019),
  5. Picture Iron Man:

“UX Without User Research Is Not UX”

In meiner letzten beruflichen Tätigkeit macht ich die Erfahrung, dass die User Research ein wichtiger Bestandteil bei der Erstellung eines digitalen Produktes ist. Deswegen beschäftigte mich dieses Thema auch bei meiner Bachelorarbeit. Bei meiner Bachelorarbeit erstellte ich ein Werk das kurz und prägnant einige der wichtigsten Methoden, Begriffe und Abläufe eines User-Experience-Design-Prozesses erklärt. Aus diesen Erfahrungen kam meine Interesse für die User Research. 

Spannend finde ich es, dass die User Research versucht mit Hilfe von Methoden Datenanalyse und Beobachtungen mit dem Ziele, Problem und Bedürfnisse der Menschen zu verstehen. Die User Research lässt sich grob in folgende Bereiche teilen:  QUALITATIVE, QUANTITATIV, ATTITUDINAL und  BEHAVIORAL RESEARCH.

Bei der quantitativen Research bekommt man ein allgemeines Verständnis, wie sich viele Nutzende im Allgemeinen verhalten. Hier wird nach dem „Was“ gefragt. Die qualitative Methode hilft dabei einen detaillierten Überblick der einzelnen NutzerIn zu bekommen. Zusätzlich nimmt man zum Beispiel bei einem persönlichen Interview auch die Emotionen der Probanden wahr. Diese Methode fragt nach dem „Warum“. Attitudinal Research erklärt die Einstellungen und Meinungen, welche die Menschen zu einem Produkt haben und was sie darüber sagen. Behavioral Research wie der Name schon sagt, fragt nachdem Verhaltensmuster der Menschen und wie sie etwas tun.


Loranger, Hoa: (10. 08. 2014): UX Without User Research Is Not UX. In:
Semler, Jan/Tschierschke, Kira: App Design. Das umfassende Handbuch. 2., aktual. und erw. Auflage 2019. Bonn: Rheinwerk 2019
Rohrer, Christian (12.10. 2014): When to Use Which User-Experience Research Methods. In:
Schiling, Karolina: Apps machen. Der Kompaktkurs für Designer. München: Carl Hanser 2016

haptic pattern- Alexander Moser - User Experience Design - Grafikdesign

Haptik & Feedback


In diesem Blog beschäftige ich mich damit, welchen Stellenwert, Haptik & Feedback in unserem Alltag haben und wozu eine zusätzliche Ebene der Wahrnehmung dient. Ich finde es besonders spannend, das Thema Haptik in die digitale Welt mit einfließen zu lassen. Nur weil etwas digital ist, soll es nicht heißen, dass es nicht erlebbar oder spürbar ist. 

Fragen mit denen ich mich beschäftige:

  • Wann ist der Einsatz von haptischem Feedback empfehlenswert? 
  • Gute und schlechte Formen von Feedback?
  • Ist haptisches Feedback intuitiv?
  • Gibt es eine einheitliche Sprache für Feedback?
  • Gewollte vs. ungewolltes Feedback.
  • Aspekte der Barrierefreiheit.

Die Möglichkeiten der Interaktionen scheinen heutzutage unbegrenzt.

Viele unserer Schnittstellen sind durchwegs auf einem Touchscreen zu bedienen. Jedoch gibt es immer noch Anwendungsfälle, in denen ein reines Bedienen via Touch-Interaktion nicht ausreicht. Speziell im technischen und industriellen Bereich werden gerne analoge Knöpfe bevorzugt. Die Angst ist groß, dass auf einem Touchscreen gewisse Operationen unbeabsichtigt durchgeführt werden. 

Durch eine zusätzliche Wahrnehmungsebene kann der Zustand einer ausgeführten Interaktion soweit emuliert werden, dass Nutzer die Veränderung des Zustands durch ein haptisches Feedback wahrnehmen können, beziehungsweise beim Einstellen eines Wertebereichs die aktuelle Position, beispielsweise eines Drehreglers, zumindest prozentuell, übersetzt wahrnehmen können. Jedoch beschränkt sich die Haptik nicht nur auf Bildschirme. 

Durch den Einsatz von haptischen Feedbacks können mittels z.B.: Eingabeschnittstellen oder Wearables zusätzliche Ebenen der Steuerung/Wahrnehmung erzeugt werden um Menschen einen zusätzlichen Sinn in ihrer Wahrnehmung oder Interpretation von Einflüssen aus der Umwelt, die für den Menschen durchaus unsichtbar sein können, aber sich durch eine Haptik bemerkbar machen können. 

Haptisches Feedback

Abb.1: Haptisches Feedback –


Ein bekannter Hersteller von Computerperipherien ersetzt mittlerweile die mechanischen Teile seiner Computermaus durch Elektromagneten, mit denen es gezielt möglich ist, den Widerstand des Scrollrads zu beeinflussen. Am Beispiel: Logitech MX Anywhere 3 mit der Gerätesoftware „Logi Options“. So ist es möglich, dass das der Widerstand des Scrollrads, abhängig von der jeweiligen Situation und Software, geregelt wird. Somit spüren Nutzer, ob bzw. wie viel Widerstand das Scrollrad im aktuellen Moment bietet.

LogiOptions MAC OSX

Abb.2: Screenshot Logitech Options MAC OSX


Das österreichische Unternehmen Xeeltech fokussiert sich im Speziellen darauf, Drehgeber mit haptischen Funktionalitäten und Erweiterungen zu entwickeln. So ist es nun möglich, Werte durch vordefinierte Parameter fühlbar und erlebbar zu machen. 

Xeeltech – IFA 2020 Berlin


Preim Bernhard, Dachselt Raimund: Interaktive Systeme 
2. Auflage – Berlin/Heidelberg: Springer-Verlag 2015 

Haptics in UX – 07. Dezember 2020

Basics of haptic responses – 07. Dezember 2020

Haptic UX: The design guide for building touch experiences – 07. Dezember 2020

Xeeltech – 07. Dezember 2020

Haptisches Feedback in Touchanwendungen – 07. Dezember 2020

Logitech MX Anywhere 3 – 07. Dezember 2020

Alexander Moser