When giving a client workshop on technology, being able to draw from real-life experience is very valuable to me. Building an actual product helps better understand the inter-connectedness and challenges that go into an augmented reality project.
The Challenge
The build of the new U5 train network is an infrastructure project that will enable the inner city of Hamburg to flourish in the future by easing congestion and creating more green space for the people and hence increasing the quality of living in Hamburg.
However, the building process will create severe inconveniences for people in certain districts, resulting in an outcry.
The build of the new U5 train network is an infrastructure project that will enable the inner city of Hamburg to flourish in the future by easing congestion and creating more green space for the people and hence increasing the quality of living in Hamburg.
However, the building process will create severe inconveniences for people in certain districts, resulting in an outcry.
How do we address the upcoming inconvenience and take control of the narrative?
As part of a multi-channel campaign, we created an AR experience roadshow to educate and enthuse people in those districts about the project as a whole and excite them about the opportunities that the completion of the project would create.
As part of a multi-channel campaign, we created an AR experience roadshow to educate and enthuse people in those districts about the project as a whole and excite them about the opportunities that the completion of the project would create.
Role:
Design a message framework and a layered message architecture that could be digested by a diverse audience from as young as 10 to 65 years old with little to no previous experience with AR.
Design a message framework and a layered message architecture that could be digested by a diverse audience from as young as 10 to 65 years old with little to no previous experience with AR.
Give creative direction to a cross-functional team ranging from copywriters, art directors to UX-, UI designers and developers.
Here are our early pretests of the AR simulation.
When Designing the experience, we had to keep everything as clear and concise as possible for the end user.
The key messages of WHAT, WHEN and WHY were structured into 3 Layers of depth. The first layer explained easily the WHAT and WHEN.
The next TWO layers were focused on the WHY and RESULTS. Our entire messaging could be delivered within the first 2mins of the experience.
