Self-driving is a technology that has been envisioned in science fiction movies or in speculative design for quite some time. However, it is one of the few future technologies that is relatively easy to imagine, but very difficult to implement it into reality due to complexity coming from variability in AI. This discrepancy between reality and imagination is what makes achieving trust in self-driving vehicles more challenging, especially regarding the fact that driving is regarded as a daily task for some people. Keeping into consideration how most of the other projects done to enhance trust in automation deals with full automation, this thesis focuses how trust can be defined in semi autonomous vehicles. This middle ground setting with humans and AI systems working together needs more factors to be considered to make it autonomous, at the same time requiring a higher level of trust from drivers. An additional layer of a takeover situation from driver to AI and vice versa in a semi-autonomous setting would require more level of trust than a full self-driving vehicle where drivers do not have to control anything.Volvo Cars, an automobile manufacturer brand that has its strong focus on safety, was collaborated with in this project to support developing a notion of trust in autonomous systems. The purpose of this collaboration with Volvo Cars was to receive support in any expert knowledge in the mobility field and to create a project that is relevant to the current development state and future vision of autonomous vehicles. In order to provide an environment where drivers can calibrate trust inside vehicles, FiDO, a tangible driving assistant for building trust, was designed through a participatory design process. FiDO provides an environment for setting mutual expectation between driver and vehicle through communicating vehicle’s status and driver’s feedback with poetic visuals. FiDO learns from driver’s behaviors and their direct feedback, which provides personalized content and autonomous driving as an outcome of learning. FiDO’s usage can be adjusted based on driver’s trust level and characteristics of the service of where automation technology is used.This thesis does not cover the entire notion of trust in automation, but focuses particularly on building trust from a driver’s point of view. With including users throughout the process, this is a proof of concept how automation technology and notion of trust can be built with driver’s participation. Although detailed technological feasibility of including both humans and AI in one place to build an autonomous system were not considered into practical levels, this thesis emphasizes how we can also establish trust voluntarily from a user’s point of view.

Ur tanken att det måste vara svårt för butiker att överleva och konkurrera med en rådande pandemi samt konkurrerande e-handel växte idén till grund för denna studie. Syftet med studien är att förklara hur ett antal små verksamheter inom handel har innoverat och digitaliserat delar av alternativt hela deras affärsmodell och bedriver digifysisk handel. Således var frågeställningen: “Hur kan en verksamhet innovera sin affärsmodell med digitala medel?”. Frågeställningen besvaras genom att analysera praktikfall där fyra olika verksamheter studerades. Med relevant teori utformades ett eget ramverk till grund för analys av affärsmodellen och förändringarna inom.  Studien visar att verksamheterna inte kämpar så hårt som inledande trott utan att det snarare går bättre för många av de mindre butikerna. Samtliga verksamheter har ställt om sin affär till en digifysisk, främst till följd av efterfrågan från kunden. Samtliga företag har eller planerar att ha en webbsida som verkar som en webbshop där det finns funktioner som click and collect, leverans och i något fall, drive through. Samtliga använder också sociala medier för att möta kunden där vissa var på mer innovativa vis. Dock visar resultatet också att det inte drar in en stor summa pengar, utan snarare verkar som ett komplement till affärsmodellen. / The purpose of this study is to explain how four small businesses in retail have innovated and digitized parts of or the whole business model and are conducting phygital stores. Therefore the research question is as follows: “How can a business innovate its business model using digital means?”. The research question was answered through conducting and analyzing case studies. With relevant theories a framework was developed to describe the business model and the digital changes within.  The study presents that the stores are not struggling as initially thought and all businesses have transformed their store into a phygital one, mainly because of customer demand. They have received positive feedback from their customers, which implies that it is worthwhile. Thus it does not bring in a lot of money, it rather operates as a complement to the business than a crucial part. All of the businesses have or are planning to implement a webshop with services such as click and collect, delivery and in one case, drive through. All of them are using social media to connect with their customers.

The value of fashion week’s physical presence has been questioned in connection with the Covid-19 pandemic, when fashion week became fully digital. Once the pandemic subsided, the digital attributes were retained and combined with the physical space, resulting in a phygital fashion week. This new phenomenon, the contemporary fashion week that combines on-site and online activities, has therefore received little academic research. There is a lack of academic knowledge about how the post-pandemic setting of fashion week affects the physical value. The purpose of this study is to analyze how the post-pandemic setting of fashion week has affected the value of physical presence in regards to marketing communication through the lens of Copenhagen Fashion Week (CPHFW). By conducting a case study of CPHFW, the goal is to bridge the gap by providing new research within the field of fashion marketing. A qualitative research approach was used to provide an in-depth perspective of CPHFW. The chosen data collection techniques were a combination of ethnographic and netnographic methods. The ethnographic methods were conducted on-site, physically at the AW 23 season of CPHFW, while the netnographic methods analyzed activities online, thus communication through social media platforms as well as press coverage. The results of this study indicate that there is a strong interdependence between the digital and physical fashion week, where the digital do not have an obvious position of power because it is dependent on the physical presence. Fashion week has evolved into a phenomenon conducted physically, with the aim of reaching a digital audience through the creation of spectacular on-site moments being shared online. This points to a complex power relationship between the two. Therefore, the value of physical presence remains strong in a post-pandemic setting of fashion week in regards to marketing communication. In terms of Copenhagen, the emerging fashion capital, the translation of the physical presence to the digital realm becomes even more important as it promotes its fashion week to a global audience. It enables CPHFW to communicate elements of differentiation digitally, thus strengthening the attractiveness of the physical presence.

The use of real time data as an input for lighting control is an emerging element for designers to implement into lighting schemes but does it add any value or have the ability to influence human behaviour? The recent development in technological capabilities, the demand within the emerging experience economy and the hybridisation of digital and physical realms make this a current and relevant investigation. This study aims to understand the relationship between light and behaviour and the potential of real time data to enhance it by initiating and curating lighting effect in a physical space. In this context, the experience economy describes the business model of providing meaningful and memorable experiences to customers as a core feature of a product or service while real time data describes the harvesting of information as it happens. Through reviewing literature and interviewing professionals in the field of both light and data the results conclude that light does influence behaviour in the context of attention, movement and emotion. Analysis of case studies and technological enablers indicate in-space sensors to be a valuable source of data which can be used effectively to trigger light scenes that respond instantly, with relevance to occupants inhabiting the built environment. Trend reports and industry luminaries forecast strong predictions for the merging of physical and digital worlds as a means of providing memorable and meaningful experiences for retail consumers. It is recommended that lighting designers educate themselves in preparation for the inevitable growing demand for such experiences.

Examensarbete, Programmet för Inredning- och butikskommunikation, Ekonomihögskolan Kalmar, Linnéuniveristetet. 2FE77E. VT19. Det fygitala intåget av Emma Albertsson, Fanny Wallin och Mikaela Westerlund Bakgrund: Från att den svenska handeln började med vandrande knallar på landsbygden till att utvecklas mot att låta kunden plocka varorna själv, det här var starten för detaljhandelsbranschen. När utveckling tillkommit blev det en multikanal som sedan utvecklades till en omnikanal. Från omnikanal utvecklades fygital som är aktuell för denna studie. Där de fysiska kanalerna sammanflätas med de digitala kanalerna och blir till en kanal. Frågeställning & Syfte: Studiens frågeställning är: Hur arbetar konsultföretag respektive onlinebutik och fysisk butik i klädbranschen med fygital? Syftet med studien är att få en ökad förståelse i hur de olika företagen i klädbranschen använder sig av fygital. Detta för att bidra med kunskap om vad fygital står för, samt vilka likheter och skillnader som existerar mellan företagen. Metod: Studien innefattar en kvalitativ metod med ett hermeneutiskt synsätt, genom en deduktiv ansats med induktiva inslag. Insamlingen av empiri har utförts genom semistrukturerade intervjuer med representanter från tre konsultföretag, en onlinebutik och en fysisk butik. Slutsats: Studiens resultat visar på att det fygitala inte går att förbise då digitaliseringen utvecklas konstant. Utvecklingen av digitalisering påverkar den fysiska butiken genom att butikerna kan bli mindre samtidigt som de kan erbjuda företagens hela sortiment. Därmed blir de digitala kanalerna inte en konkurrent till de fysiska kanalerna utan ett komplement till varandra då de fyller ut varandras brister. I framtiden kommer det omfatta en förändring och utveckling för att det fygitala ska samspela på bästa sätt. / Bachelor thesis, Interior design and visual merchandising at School of business and economic Kalmar, Linnaeus university. 2FE77E. Spring of 2019. The entry of phygital by Emma Albertsson, Fanny Wallin och Mikaela Westerlund Background: The Swedish trade market began from wandering itinerant out on the countryside to stores where customers could pick the goods by themselves, this was the beginning of the development into becoming the retail industry which is still ongoing today. The companies had to make changes to go from multi-channels to omni-channels. And omni-channels led to new development called phygital, where the physical channels are intertwined with the digital channels to become one. This is what this thesis is aiming to study. Reserarch question & Purpose: The research question of the study is: How do consulting-firms, online stores and physical stores work in the clothing business with phygital? The purpose of the study is to gain an increased understanding of how the various companies in the clothing business are using phygital. This is to contribute with knowledge of what phygital stands for, as well as which similarities and differences exist between the companies. Method: This study involves a qualitative method with a hermeneutic approach, through a deductive approach with inductive elements. The collection of empirical data has been carried out through semi-structured interviews with representatives from three consulting-firms, one online store and one physical store. Conclusion: The conclusion of the study shows that the digitization is constantly evolving which makes the digitalisation hard to surpass. The physical store becomes affected by the development of the digitization because it enables the physical stores to become smaller while still being able to offer the entire range of the companies supply. Thus, the digital channel do not become a competitor to the physical channels, but a complement to each other as they fill out the absences of each other. In the future it will evolve and change for the fygital channels to interact in the best way possible.

Digitaliseringens framfart har skapat en förändring i kundbeteende. Försäljning via e-handel har ökat alltmer vilket har setts som ett hot mot den fysiska butikens tillvaro. Andra antyder att digitalisering bör betraktas som en möjlighet för fysisk handel och komplement till en växande e-handel. Omnikanal är strategin där alla säljkanaler ses som en säljkanal för att ge en enhetlig varumärkesupplevelse. ”Fygital” strategi syftar till bryggan mellan den fysiska och digitala världen för att skapa upplevelserika butiksatmosfärer. Trots att e-handeln ligger i framkant med att möta och tillgodose konsumenters förändrade behov och förväntningar sker fortfarande största andelen inköp i svensk detaljhandel i fysisk butik. Likväl ställer digitaliseringens etablering nya krav på det fysiska butiksformatet. Syftet ämnar ur ett företagsperspektiv inom svenska möbel- och heminredningsbranschen skapa förståelse för hur upprätthållandet av den fysiska butiken kan vara värdeskapande åt varumärken, genom integrering mellan fysiska och digitala kanaler. Studien innehar en abduktiv forskningsansats, framförd med en hermeneutisk kunskapssyn och bygger på förståelse och tolkning. De teoretiska utgångspunkterna har formulerats i Värdediamanten vilken är en abstrakt redogörelse för hur kanalerna tillsammans kan vara värdeskapande och skapa större varumärkesupplevelser. Det empiriska materialet bottnar i kvalitativa, semistrukturerarde intervjuer med företagsrepresentanter från Rum21, Svenssons i Lammhult, Fröjd af Sverige och Royal Design. Studiens resultat visar att det finns en framtid för den fysiska kanalen i möbel- och heminredningbranschen eftersom sortimentet som tillhandahålls inbegriper sensoriska behov. Butiksformatet har ett stort marknadsföringsvärde men är i förändring. Mycket talar för mindre ytor med större fokus på service och butiksatmosfär. Digitala medel kan vara fördelaktiga även för fysisk kanal genom att visa upp sortiment, förenkla köpprocessen och öka tillgänglighet för interaktion mellan konsument och varumärken. Slutsatsen är att handelsföretag med fördel kan arbeta med en fygital kanal, hur det kan enhetliggöra, erbjuda större upplevelser och således vara värdeskapande för varumärken. / The digitalization has influenced a change in consumer behavior. The e-commerce has increased and the digitalization has been seen as a threat to the existence of physical stores. Others have thought it should be considered an opportunity for physical stores and use it as a complement to e-commerce. Within retail, omnichannel is a strategy for creating a unified message for consumers across all channels. ”Phygital” strategy is the mixture of the physical and digital world within the physical shopping environment to create memorable experiences. Although e-commerce is at the forefront in meeting consumers’ changing needs and expectations, most of the purchases in Swedish retail are still made in-store. Nevertheless, the establishment of digitalization requires other demands on the physical store. The study aims to create a comprehension from a business perspective within the Swedish furniture and home decoration industry, of how the physical store can create brand value through the integration of physical and digital channels. The study has an abductive approach conducted within the hermeneutical perception of knowledge and is based on understanding and interpreting. Based on theory, an abstract figure called ”The Diamond of Value” have been formulated, which describes how the physical and digital channels can contribute to greater brand experiences together and thus create value. The empirical material were collected through qualitative, semi-structured interviews with representatives from the Swedish brands Rum21, Svenssons i Lammhult, Fröjd af Sverige and Royal Design. The study shows that there is a future for the physical channel within the furniture and home decoration industry, as the range of products provided includes sensory needs. The physical store has a marketing value but the format is changing with smaller retail spaces with greater focus on service and physical environment. Digital resources can be beneficial even for physical channels by displaying assortment, simplifying the customer’s buying process and increasing accessibility for consumer and brand interaction. The conclusion is that retail companies can benefit from a phygital channel, it can unify, offer greater experiences and therefore create greater value for brands.