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PROJECT BRIEF
KPMG AR Exhibits
This project is an augmented reality experience that immerses the visitors of the KPMG Ignition Centre in comprehending 17 Sustainable Development Goals (SDGs) through 3D models, images, videos and physical exhibits. Using their mobile phone, the user can walk around and explore the tiles throughout the office while learning more about KPMG’s take on the SDGs.
My Contribution
Duration
Team
UIUX
Research
Prototype/Iteration
User Testing
Weekly content update
12 weeks
Lingjie Wan
Behnoosh Ashtari
Chase Schrader
Ruchika Madan
Shayan Khorsandi
Sichen Huo
Lead Product Designer
3D Artist
Project Manager
Product Manager
Developer
Product Designer
Anchor 1
Project Brief
Project Brief
DESIGN PROCESS
01
Research
02
Analysis
03
Prototype
04
Usability Test
05
Focused
Ideation
06
Development
07
Reflection
Primary Research
Client Interview
AR Trend Market Research
User Persona
User Journey Map
User Flow
Wire-framing
Low-fi
Mid-fi
Internal User Testing
KPMG Client Testing
Prototype Testing
High-fi
Import into Web AR
Client Presentation
Client Feedback
Reflection
Design Process
KEYWORDS
17 SDGs
Short and Sweet Experience
Web AR
Guidance Tool
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KPMG Projects
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CLIENT MEETINGS
Align initial ideas with client
I assumed the leadership role of the UX team and conducted an interview with Marc, the KPMG Ignition side manager responsible for guiding visitors through the ignition center and exhibition. The objective was to align our concepts with the client's expectations and gain a deeper understanding of user behavior within the Ignition Center. Our emphasis was on devising optimal solutions that facilitate efficient navigation of the space for users.
RESEARCH
Primary Research - C level staff in our network
To gain deeper insights into our target user demographic, namely c-level executives, I conducted a series of interviews aimed at understanding their interactions with the ignition center space as well as their level of interest in each of the SDG goals. This research proved invaluable in helping us to identify and address any behavioral, experiential, or frustrational pain points that may have arisen.
However, arranging interviews with busy c-level executives from KPMG proved to be a challenge, which prompted us to tap into our professional network for assistance. As a result, we were able to conduct primary research by interviewing two past c-level executives who provided valuable perspectives on their interests, focus areas, and knowledge of the SDG goals.
"Have you had any experience with AR or AR in exhibitions? "
"Your Ignition center visit: specific interest or open to diverse projects?"
"How familiar are you with the SDG goals, and where did you first learn about them?"
"Would you like a personalized experience?"
Dan Scott
Dan is an executive producer and our project advisor. He had AR experience since 2009
Knowledge towards SDG goals
Weak
Strong
"I am interested in seeing what happens in other industries, the challenges they face, and the solutions they came out with"
"To have a richer experience, the personal interests survey
at the very beginning would be helpful (user curated)"
"How much time does KPMG expect their visitors to spend
on each SDG tile?"
Dr.Dave Fracchia
Dave is the senior studio head director, whose business focus is mainly on games and technology
Knowledge towards SDG goals
Weak
Strong
"I am looking forward to see the innovation of technologies in the future and is interested in seeing related KPMG projects"
"What value does KPMG want to bring to specific SDG goals? What should I learn from the experience? "
"What is the journey through the exhibits, and what is the follow-up action after the exhibits?"
Research
Research
Research
MAIN TAKEAWAYS
1
A more guided tour for C-level excutives
2
Scan QR code to start the Web-based AR tour
1
3
User experience duration of 2 min per tile
4
Content in the tile should be short and concise
5
The entire experience takes approximately 10-12 min
6
No need for additional follow-up
MARKET RESEARCH
AR trend of 2022
Afterward, I investigated the current landscape of XR applications and evaluated the offerings across various industries. I discovered that the majority of designs are centered around AR apps rather than Web-based AR, which made me aware of the limitations of web AR such as the inability to detect surfaces and the presence of uncertainties in the codes. Our client specifically requested a Web-based AR application, as it would not require their visitors to download any app but simply open a URL. However, this presents a constraint or challenge to our project.
ANALYSIS
User Persona and Flow
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TRADE OFF AND GOALS
Two initial prototype and user flow
Personalized tour A
User Needs
For a customized and self-directed experience, users can browse projects that align with their interests
Idea
To tailor the tour according to the users' business goals, they will be required to answer a brief questionnaire at the start of the experience. This will help in providing a personalized tour that meets their specific requirements.
Some C-level executives prefer concise and targeted information that directly addresses their needs.
Client Feedback
The client has specified that a tour guide will be present and the application will function as an assisting tool. While a self-directed option could be considered for future improvements, it would require significant time in the project pipeline and may elongate the current process.
Guide tool B
User Needs
Considering the time constraints of users at the Ignition Centre, the experience has been designed to be concise and function as a guiding tool.
Idea
During the experience, users will utilize the application as a tool while following the lead of the visitor. To assist them in quickly learning the process of scanning tiles to view AR 3D models, I designed a brief onboarding session at the beginning of the experience.
The overall design of the experience has been kept simple and easily accessible for the users.
Client Feedback
Better than solution A. Ensure that the overall experience is designed to be easily accessible and simple to navigate, serving as a helpful tool to assist the visitor lead in guiding the visitors through the exhibits. This should be done with the goal of making the experience "short and sweet."
User Flow
Pain Points
There are several significant challenges involved in creating AR exhibits for the KPMG Ignition Centre
How to effectively teach visitors to use web AR within the limited time frame of the tour
How to align the project information with SDG goals
How to seamlessly integrate the 2D interface with the AR experience
Solutions
Utilize in-house-made GIFs to provide users with a simple and quick onboarding process that can be completed within one minute
Design clean information cards with flexible tabs to allow users to easily browse through the contents of the exhibits
Ensure that the AR experience is non-interrupted by incorporating transparency and blur effects into the interface
Pain Points and Solutions
PROBLEM STATEMENT
How might we develop a web-based immersive experience that is readily accessible and user-friendly for visitors of the Ignition Centre, particularly for C-level executives, while also emphasizing the United Nations' Sustainable Development Goals?
Teaser (Watch This)
PROTOTYPE
Wireframes
Prototype
USER INTERFACES AND TESTING
Mid-fi Iterations
Mid-fi light/dark versions
User Test
The primary goal of this user test is to gain an understanding of how users engage with AR exhibits through two distinct versions. The mid-fi prototypes were tested with over 20 participants to assess three major factors: the light and dark versions, the landing page's 2D or 3D style, and the flow of the card bubble.
Our objective is to assess the level of difficulty of the onboarding/AR experience, observe user interactions with the experience, and refine the user interface to create a single cohesive option for the final version.
User Feedback
2D illustration onboarding
Light Mode
"Shorter the better"
Concise Information Card
with back-and-forth option
User Test
Final Design
DESIGN CONCEPT
Bubble Card, Button & Sliding Bar Variations
CLIENT FEEDBACK
Client Feedback
REFLECTION
Takeaways
The project centered around AR and marked my first venture into this field. I discovered it to be fascinating, with my primary focus being on conducting research and addressing user requirements. Through conducting interviews with both the client and target users, I was able to obtain varied perspectives and solutions.
Given more time, I would have been able to gather survey responses and conduct user tests from a more extensive range of target users. Additionally, I would have taken risks and incorporated more personalized elements into the application.
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