AR is not a new concept. It was first proposed by Tom Caudell in 1992 to describe the digital display used by aircraft electricians. The interface of the display is a combination of virtual graphics and physical entities. At the same time, AR is not uncommon. The automatic parking assistance system of automobile is a common and widely used example.
However, after the world-famous APP Pokemon Go and Snapchat were put on the shelves, AR became the focus of attention.
How will AR change the brand experience?
Compared with virtual reality (VR), AR is accepted earlier and more widely, especially in the commercial field. The coolness of virtual reality (VR) in the entertainment field has caused extensive discussion, and AR will really affect our work and lifestyle. It is estimated that in 2020, the scale of AR industry will reach 6543.8 USD+050 billion USD.
AR has created an opportunity for brand interaction, allowing enterprises to tell stories and interact with consumers in a brand-new digital way, which is unprecedented. The following are three ways for enterprises to use AR and its related technologies in the near future.
1.
Even the most capable professionals sometimes need help. In this case, AR technology will come in handy. For example, AR can navigate in the patient's internal organs, allowing doctors to complete the operation better and faster.
2. Technical visualization
In terms of design visualization, AR is creating some amazing possibilities. AR integrates the virtual world with the real world by directly adding virtual scenes to the field of vision of headphones or splicing these digital information into the video on the screen of mobile phones. With the continuous improvement of AR technology, users will be able to preview their own designs and experiences in the real world. One example is the space AR equipment used by Volkswagen, which projects the virtual layout inside the car onto the full-scale model of the dashboard.
3. Training and education
When it comes to training and education, AR has been used a lot. Different from the traditional training mode, with the help of AR equipment, students can understand concepts and processes, which is helpful for further study and understanding.
At present, there is no user experience design guide specifically for the AR field, so I want to share some experiences in designing AR applications.
1. Evaluate the use of AR.
In the process of constructing AR applications, repeated testing is particularly important. Before going deep into the design, you need to reflect on why you want to do it and what benefits it will bring you. Always keep the following points in mind:
A.AR experience is really powerful, but it should be combined with business goals. Just because AR is a popular technology, it can't be applied to the planned application, which will affect the user experience. On the contrary, it is necessary to repeatedly evaluate the functional requirements to ensure that the application of AR technology can better meet the user experience.
B. If you plan to design an AR experience, you should concentrate on researching users. Take the time to really understand the target users, instead of just thinking about how to complete the design tasks with software, you should understand how users do it in the real world without using any equipment.
2. Consider the use environment of the product.
Because AR application is based on reality, the real environment has an important influence on AR design. For example, in private environments such as home and office, users can devote themselves wholeheartedly to designing long user sessions and complex interaction modes, and can also use some specific interactive devices, such as head-mounted displays.
But in a public environment like outdoor, a short user session will be very important. Because no matter how many people are willing to experience AR, users don't want to walk around with a device all the time.
Therefore, when designing AR applications, we should first study the use environment and what impact it will have on users:
A. Before the technical requirements of the project are refined, determine the interaction scenario;
B. Collect all the details in the real environment that can be enhanced by technology. Before the product is manufactured, the more possible use environments are tested, the better the later user experience will be.
3. Simplify the interactive experience of AR applications
In order for AR to be available, it must be simple and fast. AR actually enhances the added value of design, which can reduce the time-consuming to complete simple tasks. Remember, users are looking for a more friendly experience, not technology, especially those that are very unfriendly to use. Once users find that using AR applications or tools takes longer than traditional methods, they will choose to give up. Therefore, when designing an AR solution, I suggest the following methods:
A. Immerse yourself in the scene and think carefully about every step of the user's task in a specific room or real equipment needed to complete the task;
B. At the same time, record these steps. This information will help you analyze your task and design a more natural experience.
In recent years, AR has achieved great success, and it will make greater progress with more and more applications. When designing an AR experience, the most important thing is to study the user's goals and environment. AR applications should be easy to use and don't bother users.
The AR field is also very novel for designers, and it has been in full swing in brand marketing. I have experienced various AR applications myself, but strictly speaking, many of them are still MR (Mixed Reality), which is different from AR. MR is the content designer's preset recognition target, tracking mode, virtual content and interaction mode according to the specific scene, while AR involves many real-time calculations. For different realistic identifiers, the virtual content on the interface is born in real time, which is more diverse.
However, whether it is AR or MR, the core technology is computer vision, which also involves the display of virtual content and the definition of interactive mode. At present, the content platform on the market mainly consists of three parts:
1. Management platform for content designers
2. Editors of content designers, some are Web applications and some are stand-alone software.
3. Experiential APP for C-end users
Among these three parts, the design of content editor is the most complicated. This year, major social platforms are also actively deploying this field. SketchFab (officially launched in April, 2065438+2002), which has been called "YouTube" by the industry, is also actively developing its own platform to facilitate more designers to produce, publish and share content.
At present, AR applications at home and abroad are all independent apps: SketchFab, Aurasma (Hewlett-Packard), Fantasy, Netease Insight (Netease Artificial Intelligence), Faceu Ermeng, Meitu Xiu Xiu, etc. , and AR modules embedded in existing apps: AR GO of Alipay and Star Le Bottle of Netease Cloud Music (cross-border marketing of cloud music and Nongfu Spring). Faceu and Meitu Xiu Xiu are for C-end users, which are relatively easy to use, mainly because the self-timer function is familiar to most users. In the AR of other platforms, many users will feel at a loss at first, and they don't know how to start or how to interact. The author's design suggestions are as follows:
1. For C-terminal users: Try to use common gestures on the mobile terminal to facilitate users to get started quickly. At the initial stage of use, you can also give some guidance and tips.
2. For content designers, the experience value of human-computer interaction and related design suggestions are directly given on the interface of the editor, so that they can finish their works quickly.
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