Increase engagement rate for building viewing by 30%
Overview
Background
St Germain, a modern building in Melbourne, sought to revolutionise its client engagement strategy, particularly targeting tech companies as potential tenants. The management envisioned an immersive AR experience that would allow prospective clients to explore the interior of the building virtually. The challenge was to seamlessly showcase the different levels and layouts, impressing clients with the innovative use of technology. Additionally, the app needed a clear call-to-action, allowing interested parties to register their details for follow-up.
Objectives
Generate excitement among potential customers and guide them towards registering their interest.
Target
Tech companies as potential tenants
Goal
Create an immersive AR experience to showcase building interiors
- Develop a mobile-first web app experience that consistently reflects the branding.
- Ensure navigation is intuitive to make it easy access to information at various levels for users.
Outcome
- Designed and launched web app within 3 months
- Resulted in fully rented building shortly after launch
My Role
Lead designer, collaborated with developers
My Process
1. Flow mapping & sketch to visualise the layout
I made some quick sketched to visualise the layout. Key things that I kept in mind:
- Simplifying the navigation that allows user to switch from one floor plan to another.
- ‘Register Interest’ button is kept in a fixed position, incentivise user to take action.
2. Lo-fi prototyping & usability testing
The development team integrated AR functionalities using ARKit to ensure compatibility across iOS and Android devices. Due to limited client access, internal usability testing became crucial. The team simulated user interactions, refining the design based on feedback from multiple perspectives.
3. Hi-fi prototyping
Key Design Considerations
- Simplified navigation between floor plans
- Fixed 'Register Interest' button
- Balance between AR realism and usability
Learnings
- Challenges with limited client access
- Importance of balancing immersive experience with user comprehension
Limited client involvement hindered our ability to gather direct user feedback from the target audience. This highlighted the importance of establishing regular communication channels for ongoing collaboration.
Balancing realism with usability was a delicate task. While we aimed for an immersive experience, it was crucial to ensure users could easily navigate and comprehend the AR environment. Striking this balance required continuous refinement during the design process.