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This paper presents the design and evaluation of ProFi, a PROduct FInding assistant in a supermarket scenario. We explore the idea of micro-navigation in supermarkets and aim at enhancing visual search processes in front of a shelf. In order to assess the concept, a prototype is built combining visual recognition techniques with an Augmented Reality interface. Two AR patterns (circle and spotlight) are designed to highlight target products. The prototype is formally evaluated in a controlleddoi:10.1145/2494091.2496007 dblp:conf/huc/LiABSZK13 fatcat:3cirfvszsfg57g6jojfiskr6ta