iXperience

The Ask

Create an innovative and distinctive brand-aligned customer-facing mixed reality experience that captivates our audience through immersive interactions, and generates sustained excitement and meaningful engagement across user touch points.

The Solution

Create a unique brand aligned customer facing mix reality experience for the Apple Vision Pro that would drive excitement and engagement. Engaging customers in a multi environment adaptive experience, located at a museum, dealership, and at-home experiences.

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Role

Duration

Methods


Team

Role



Duration

Methods




Team

UX Team Lead, Prototyping, UI Design, Interaction Design

10 Weeks

User Research, Market Research, Personas, Competitive Analysis, User Testing

Negar Khalili, Devika Kundu, Greg Cadle, William Ericson, Casey Saas, Homero Vergara

Strategy

Our Objective

Bridge the gap between technology and automotive experiences. Reimagine dealership and museum interactions through immersion. Appeal to diverse audiences, from the tech-savvy individual to a first-time buyer.

We initially designed some innovative concepts (e.g., AI Companion, eScape, Otto, BMW World). After showcasing our concepts to stakeholders we pivoted toward a pre-purchase and out-of-car experience centered around EV vehicles.

Discovery

Research

With growth in the metaverse and Apple Vision Pro we discovered there is a high rate of adoption for VR/MR trends. Explored some challenges dealerships face especially with the knowledge gap in EV sales and tech readiness.

Conducted interviews, surveys, personas, and field observations to understand user and dealer needs.

Delivery

Concept and Prototype

iXperience – an immersive, multi-location MR experience delivered through Apple Vision Pro, uniting three main touch points the museum, dealership, and at-home experiences.