Making AR real for clients
Like many design agencies we’ve spent many years working across both print and digital mediums. They each have their own strengths and weaknesses and therefore often play different, but complementary, roles in any...
like many design agencies we’ve spent many years working across both print and digital mediums. they each have their own strengths and weaknesses and therefore often play different, but complementary, roles in any communication programme. augmented reality (ar) provides a cool way to integrate the two together in a seamless way. we see ar as the future of effective communications and that’s exactly why we’re working hard to help our clients embrace its business potential.
augmented reality uses every day technology - like your phone or ipad - to superimpose sounds, images and text to the reality you see. whereas virtual reality (vr) is about a made-up-world, ar is about enhancing the real world.
and what that means for business is that we can take a real thing like a product, an image, a postcard, a document or a graphic on a wall, and make it into a trigger for a more immersive and engaging communication experience. a good example is our recent ar work with mercury, taking a stylised map of the waikato river as the kick-off point to tell a visually rich story about the area and the power stations they have there. photos, video, real stories, sounds and a host of moving animations like water, steam, birds, clouds and cyclists bring a static display alive in a fun, informative, immersive and three-dimensional way.
but it’s not all fun and cool gimmicks, the business opportunities are endless. here’s just a few:
- sales – customers use ar to see themselves interacting with your product. for example, walking around the house you are trying to sell them, or wearing the dress or driving that car they are interested in. if they can see themselves in it, they are well on the way to buying it.
- design thinking – ar allows flat designs to be created in 3d spaces, providing a real sense of how things work together. visualising the finished product allows greater opportunities for teams to work together to address potential issues before the costly process of manufacture begins.
- training – ar allows richer learning in environments that are just like the real thing. and that extends to customer training as well – imagine being able to add video or audio to your product manual and customers can access it on their phone.
- customer experience – ar has the potential to add rich information, games and other interactions that your customers can tailor to what they want. this makes their engagement with you richer, more personalised and a whole lot more fun – all the time adding to their perception of you.
these example are already in play today, changing how companies are communicating with their customers to achieve better results. despite this, we’re still finding that many clients see ar (and to a greater extent, vr) as an emerging future technology – the stuff of blade runner, not of the shop floor in 2019. and we’re keen to address this.
last month we launched our own ar experience to help our clients understand, and visualise, the potential of ar. nellie the astronaut is a great piece of wall art (and a printed document) that highlights a multitude of ar techniques from video, to games, to user interaction and response. clients think it’s cool and enjoy playing with it, providing us with the perfect platform to discuss potential applications for them. already this has seen us develop client specific ideas to demonstrate key issues to investors, improve property selling and to enhance the effectiveness of destination marketing activities.
along with the medium being unfamiliar to most of our clients, cost remains the biggest barrier to client take up. and that’s the next big challenge for us – making ar cost accessible enough for clients to trial it. and we are not far off from making this a reality as well.
you can experience our ar demonstration for yourself right here, right now. simply download the free scopex app from app store or google play, open the app and hit the top square: 'scan an ar image', point the phone at the above image of nellie the astronaut and wait a few seconds. each of the spinning artefacts takes you down its own fun rabbit hole. augmented reality, ar
Digital Strategy – old magic, new tricks
I'm currently documenting my 'methodology' for creating sound digital strategy, and what strikes me is that there’s no ‘special digital strategy sauce’ that makes me more special, more current and more in the...
i'm currently documenting my 'methodology' for creating sound digital strategy, and what strikes me is that there’s no ‘special digital strategy sauce’ that makes me more special, more current and more in the know than non-digital strategists. i’d like to position what i do in digital projects as a superpower, a dark art or a magical calling bestowed on us chosen few. reality is, i’m doing the same sh*% that has underpinned good marketing strategy since eve promoted her ‘apple’ to adam.
as more things change – technology advances, consumer expectations sky-rocket and sources of information explode – the fundamentals that make a good marketing and communication strategy remain even more relevant. it’s not to say there aren’t some things that apply specifically to digital, but we can say the same about every communication medium.
when developing a strategy for a digital project like a website, we must carefully balance the needs of the client and the user. it’s easy when they perfectly align but, frankly, that just never happens.
let’s start with the client. a digital project always starts with understanding what we are doing and why. what’s the business objective? a good strategist gets to the heart of a brief – the why – rather than just focusing on just capturing the what and how. in my experience, the why will always come down to delivering revenue or cost-savings, enhancing reputation, driving efficiency or quality and/or managing risk. the quicker you can determine which of these is the primary driver, the quicker you can work out what success looks like and how to deliver it.
then we move to the communication strategy. where does the project sit in the client’s wider communication programme? how does it integrate with other activities, offline and online? these days a website can be both the fulfilment piece at the end of a promotional chain and/or the gateway to starting two-way dialogue with customers via social media. understanding where it sits in the wider sales or engagement process influences how we design and structure a site and its content. and of course, there’s the wider industry and competitive context your online presence co-exists in.
and then there’s our target audiences. who are they? why do they come to the site? what do they want to know, do and feel? what content is important and why? what engages them and what turns them off? when do they come? not just time of day but where in the decision-cycle? where do they come from and how do they get here – desktop, tablet, phone or cross-device? lots of questions, many which clients can answer, some we understand with research and others we observe through analytics and testing.
digital strategy is an exercise in balancing the needs of clients and audiences.
there’s lots of talk about good ux, and you can’t deny its importance, but a good user experience won’t necessarily drive the outcomes the client needs.
i may be the odd-one out here but i always start with the client need first. after all, they’ll judge our success (and they’re the ones paying!) i develop a small number of high-level approaches that i think will deliver the result the client needs. these usually come from a combination of experience, research and on-going reading and learning. i run these through a top-down checklist in my head. how would this strategy manifest itself in site architecture, navigation, content, story-telling, interaction, experience, integration, seo, tracking, sign-up/fulfilment, etc? talking myself through these answers eliminates some options and ensures the remaining ones are better considered.
the final step is to apply a bottom-up client-led review of the remaining strategies. audience by audience. will this strategy drive this audience to the site? will it give them what they need in a way that will engage them? what’s the primary user journey? what would make them dive deeper into the site, stay longer or explore more pages? will it drive them to buy, call, email, subscribe, like, comment, watch, or whatever other action we need them to take?
most strategies fail in execution which is why i see clarity as the single most important aspect of a good strategy, digital or otherwise. the more-single-minded the strategy is the easier it is for clients to understand it and for designers, developers, content creators and others to work out how to best apply their expertise to implement it effectively.
so, there it is, a glimpse behind the digital strategy curtain. disappointed that it’s not exactly magic and more science than a dark art? and as mysterious as i try to make it, i’m just an old dog doing the same old tricks, in a new medium, that strategic marketers have done forever.digital, strategy. user experience, effectiveness