Into
For this task, I conducted my research on Google Scholar using targeted academic search
queries to identify relevant master’s theses within the field of digital media and augmented
reality. I used keywords such as “Augmented Reality in Retail Master Thesis”, “AR
marketing tools in customer experience,” and “Gamification in retail environments.”
After reviewing several available works, I selected the following master’s thesis for
systematic evaluation:
Author: Anas Raza
Title: The Investigation of Augmented Reality Marketing Tool Creation and Adaptability in
Retail
Degree: Master of Design (MDes) in Digital Futures
Institution: OCAD University, Toronto, Canada
Year of Publication: 2024
I chose to write about this master’s thesis because the topic strongly relates to my own field
of study and personal research interests. I am particularly interested in exploring how
Augmented Reality (AR) can be integrated into the retail and fashion industries to enhance
customer engagement and digital experiences. This work aligns closely with the direction I
plan to pursue in my own academic research and design projects.
This thesis investigates how Augmented Reality (AR) can function as a marketing and
engagement tool for retail, specifically exploring the impact of AR games on customer
purchase journeys. The work combines literature review, prototype creation, and
evaluation through the Research through Design (RtD) methodology. The practical
artifact—a multiplayer AR scavenger-hunt-style game built in Unity and Vuforia—
represents an ambitious attempt to combine theory and creative practice.
Evaluation According to CMS Criteria
Overall Presentation Quality
The overall presentation is of high academic quality, well-organized, and visually clear.
However, in my opinion, the thesis could benefit from a richer use of illustrations and visual
design elements that show the step-by-step process or visual outcomes of the artifact. Since
this is a design-related topic, the visual presentation felt slightly lacking in comparison to
the conceptual depth of the written sections.
Assessment: Good to very good.
Note: For this written evaluation, I used ChatGPT to enhance the clarity, structure, and
academic flow of my text based on my own notes, analysis, and critical reflections.
Degree of Innovation
The project is innovative in its interdisciplinary nature, combining AR marketing,
gamification, and flow theory. The author’s concept of transforming retail into a playful,
interactive experience is fresh and relevant. However, the prototype’s execution feels
somewhat limited in scope, and the potential for further technical or experiential
exploration is not fully realized.
Assessment: Good.
Independence
The author demonstrates a high level of independence and technical competence. The
creation of the prototype and the integration of multiple technologies show solid autonomy
and problem-solving skills.
Assessment: Very good.
Organization and Structure
The thesis follows a logical and comprehensible structure—moving from literature review
to research design, creation, and discussion. Nonetheless, some sections could be more
concise, and certain arguments would benefit from clearer transitions between theoretical
reflection and practical application.
Assessment: Good.
Communication
The language is clear and professional, and complex ideas are presented effectively.
However, some parts repeat information that could have been summarized more efficiently.
The tone remains consistent and academic, but at times the text lacks critical self-reflection
on the design decisions made.
Assessment: Good.
Scope
The scope of the research is appropriate for a master’s level project. The author successfully
covers both the theoretical context and the creation of a functional prototype. Still, the
project could have gained more depth through a stronger user testing phase or evaluation
with real participants, which would better support the claims about the tool’s effectiveness.
Assessment: Good to very good.
Accuracy and Attention to Detail
The work is detailed in describing the research and technical process, especially regarding
the use of Unity, Vuforia, and Photon networking. However, the visual documentation could
be more comprehensive—for example, showing interface design, user flow, or AR
environment screenshots. This would strengthen the connection between the written
explanation and the actual artifact.
Assessment: Good.
Literature
The literature review is well-structured and covers relevant areas such as AR marketing,
flow theory, and consumer behavior. However, it leans slightly toward summarization
rather than critical analysis. More engagement with recent design research or case studies
would provide a deeper contextual understanding.
Assessment: Good.
Engagement with the Artifact
The artifact is the strongest part of the work conceptually, but it could have been
documented and visualized in greater depth. The prototype’s description is clear, yet the
connection between theory and user interaction remains somewhat abstract. Including
more screenshots, scenario walkthroughs, or visual evidence of testing would make the
documentation more convincing.
Assessment: Good to very good.
Overall Assessment
Overall, Anas Raza’s thesis presents a thoughtful and relevant exploration of augmented
reality marketing tools in retail contexts. It effectively bridges theory and practice and
demonstrates a solid understanding of both design and technological methods. Has many
strengths such as:
- Innovative concept integrating AR and gamification in retail
- Clear structure and professional presentation
- Solid technical foundation and independent execution
Weaknesses: - Lacks sufficient visual and illustrative documentation
- Limited critical reflection on user feedback and testing results
- Some sections of text could be more concise and analytical
Despite these limitations, the thesis represents a valuable and inspiring contribution to the
field of design and AR marketing. It provides meaningful insights that can influence how
interactive technologies are used to shape customer experiences.
Final Evaluation: Good to Very Good— A strong and relevant master’s thesis that combines
technical skill, design thinking, and conceptual understanding, though it would benefit from
deeper critical reflection and visual documentation.
Note: For this written evaluation, I used ChatGPT to enhance the clarity, structure, and
academic flow of my text based on my own notes, analysis, and critical reflections.
