Mobile Screen-based UI Guideline for Panoramic VR Shopping MobileHCI ’21, September 27-October 1, 2021, Toulouse & Virtual, France Mobile Screen-based User Interface Design Guideline for Panoramic VR in Shopping Scene XINYI WANG * , The Future Laboratory, Tsinghua University, China CHENG XUE * , The Future Laboratory, Tsinghua University, China TONGXIN SUN * , The Future Laboratory, Tsinghua University, China JINGYI LIU, Beijing University of Posts and Telecommunications, China XINYI FU *†‡ , The Future Laboratory, Tsinghua University, China The pandemic has shifted people’s shopping behavior towards online resources. Mobile screen-based panoramic virtual reality (VR) appears to be a promising form for future online shopping. However, the existing user interface (UI) design of panoramic VR shopping needs more natural interactions based on a rational standard design guideline. In this article, we frst conducted a heuristic study to compare six representative virtual store apps. This revealed a gap between users’ requirements and the current design attempts. Thus, a UI design guideline for panoramic VR in the shopping scene was presented. Then, we conducted a verifcation study with a demo optimized according to our design guideline. Both user experience and interactive efciency improved as a result of the design guideline. Our design guidelines and discoveries derived from user studies provided references for the design, development, and potential use of dynamic panoramic VR in shopping scene. CCS Concepts: · Human-centered computing → User studies; Virtual reality; User interface design. Additional Key Words and Phrases: Human-mobile interaction; Panoramic VR; Shopping ACM Reference Format: Xinyi Wang, Cheng Xue, Tongxin Sun, Jingyi Liu, and Xinyi Fu. 2021. Mobile Screen-based User Interface Design Guideline for Panoramic VR in Shopping Scene. In 23rd International Conference on Mobile Human-Computer Interaction (MobileHCI ’21), September 27-October 1, 2021, Toulouse & Virtual, France. ACM, New York, NY, USA, 21 pages. https://doi.org/10.1145/3447526.3472055 1 INTRODUCTION Currently, the spread of the global pandemic has pushed people into quarantine and social distancing. This changes consumer shopping preferences from in-person to online. Since the Covid-19 pandemic, the percentage of consumers who shopped grocery in the bricks-and mortar(B&M) dropped from 54% to 35%. In contrast, the online grocery shopping rate surged from 11% to 38%. The proportion of online customers even reached 76% at one point [26]. The infuence of changing demographics, new public policy, and leaping technologies on consumer behavior is likely to last after the pandemic [47]. ∗ Tsinghua University-Alibaba Joint Research Laboratory for Natural Interaction Experience, China 2 Academy of Arts & Design, Tsinghua University, China 3 Corresponding author Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for proft or commercial advantage and that copies bear this notice and the full citation on the frst page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specifc permission and/or a fee. Request permissions from permissions@acm.org. © 2021 Association for Computing Machinery. Manuscript submitted to ACM