Supermarket Robot: Designing Socially Embedded Service Robots in Virtual Reality

What happens when a robot helps you shop? This question guided a multidisciplinary research project led by Dr. Marco Rozendaal, exploring the future of service robotics in everyday public environments. Titled “How to be a robot in a supermarket”, the project examined the social, emotional, and behavioral dynamics of human-robot interactions through an immersive virtual reality (VR) simulation.

Set in a virtual supermarket, participants assumed roles as either shoppers or robot assistants. The robot—modeled after the real-world service robot “Paltiago”—was controlled by another human with restricted vision, movement, and audio input, replicating the functional limitations of actual robots. This puppeteering method emphasized the tension between robotic autonomy and human improvisation.

The staged environment was enhanced by the participation of professional actors and puppeteers, bringing depth and nuance to the interactions. Instead of focusing on programming or AI logic, the research foregrounded design questions such as:

• Should robots behave like humans or clearly signal their artificial nature?
• What are effective ways for robots to communicate intent—through gestures, light signals, or speech?
• In a shared public space, who adapts—the robot or the human?

Complementing this, the Delft Design Labs’ project “Designing Robots for Human Acceptance and Social Embedding in Retail” delved into how robots can be designed to navigate complex social environments like supermarkets. This initiative explored the design of robot behaviors that positively or negatively impact stakeholders in dynamic settings. By employing methods from theatre, particularly devising—a process of guided ensemble improvisation—the project aimed to find meaningful forms of interaction within social contexts. This approach facilitated the development of expressive intelligence in robots, ensuring their behaviors are contextually appropriate and socially embedded.