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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UX Team Lead, Prototyping, UI Design, Interaction Design
Jan 2024 - Mar 2024 | 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 museum, home, and dealership 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 electric 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.
We begin by examining the steady rise in consumer adoption of Virtual Reality (VR) and Mixed Reality (MR) devices. This analysis sheds light on the evolving landscape of immersive technologies, highlighting the diverse demographic appeal and the perceived value of these innovations.
Apple Vision Pro
Analysis of crucial market projections into the adoption and future path of this prominent VR/MR device, gives us a deeper understanding of market reach and competitive trends.
EV Sales Process
Dealers lag behind other regions in pointing out benefits
40%
TCO
Dealers are unable to explain TCO advantage
20%
Know-How
Many dealers state incorrectly that maintenance is comparable
47%
