Bungalow
A mobile furniture app that utilizes virtual and augment reality through the phone's camera. A 3D graphic of the product will display when users browse for furniture through the app. With positioning and proper orientation, a product can be digitally placed right into the customer's home. Alternatively, users with a VR viewer can enter a virtual showroom and sell products in a simulated environment.
The Challenge
Identify user needs and insights and develop a high-fidelity mobile app around any B2C market.
As virtual and augment reality become more advanced, industries outside the tech community are preparing for the wave. Furniture companies have a unique stake in this technology because of the opportunity to get more people to sample and buy furniture.Â
Their intent is to place digital home furnishings inside the customer's home through virtual and augment reality. My team explored this concept and developed a high fidelity prototype to determine if this is a viable business model of selling furniture.
Research & Discovery
My team conducted market research to uncover potential technologies that disrupt the future of furniture and manufacturing industries. Our research led us into the emerging world of virtual and augment reality tech.
The U.S. Furniture Market
by Deborah Weinswig
The outlook for the US furniture industry is positive, as the sector is following the broader economic recovery and the improving housing market.
The US furniture market was estimated to be worth 96.4 billion in 2014 and it is expected to grow at a compound annual growth rate of 2.9% through 2019.
Millennials became the largest consumer group in the market in 2014 and increased their spending on furniture by 142% between 2012 and 2014.
Disruptive innovations are entering the furniture space, led by both incumbents and startups with a new value propositions.
VR/AR Technology
by Michael Shirer & Marcus Torchia
Total spending on virtual and augment reality products and services is expected to soar from $11.4 billion in 2017 to nearly $215 billion 2021.
The consumer, retail, and manufacturing segments will be the early leaders in VR & AR investment and adoption.
Augmented and virtual reality are gaining traction in commercial settings and we expect this trend will continue to accelerate.
With use cases that span both VR & AR environments, we see a significant opportunity for companies to re-cast how users interact in business processes and everyday tasks.
Empathize with Users
We conducted eight one hour interviews asking questions and listening to stories about their experience with VR/AR technology. Afterwards, we discussed our findings and started defining the problem.
The art people at the Getty have talked about using VR. Mostly excited about the potential for VR. But as far as I know no one has really thought of a good use for it. I know of a Folk Art Museum in Canada uses VR for some of their exhibits. Because they bring in exhibits for different parts of the world, guests are immersed in a simulated environment.
Leave it to Hollywood to say they are the first to use VR, when in reality it’s application is probably only 10% of the market. It will create a secondary market but I don’t see it as the goggles. I see it as some comfortable chair and its all around you. Literally submerged in another environment.
- Ahree (UX Strategist)
- Robin (Visual FXÂ Producer)
"You always have to consider that technology evolves faster than humans. So here we are again, physiologically, falling behind on this tremendous technology."
Joost Van Dreunen VICE HBO
Ideation & Prototype
Although virtual and augment reality has seen tremendous growth in recent years, it is clear that VR/AR technology still need to overcome big challenges before being applied to various markets. As my team generated ideas, we exercised the minimum viable product (MVP) concept for the app. In this way we can deliver a product that can be iterated over time once the VR/AR technology catches up.
Usability Testing
We conducted several usability tests with our prototype. Recruiting individuals through Craigslist and Facebook, I screened calls and coordinated one-hour usability test sessions. We analyzed the data and wrote up a comprehensive report as well as suggestions when iterating our app.
Recommendations
Give users more ways to access AR/VR Mode.
Move portrait orientation later in the process to reduce confusion within VR Mode.
Provide better infographics during tutorial and streamline approach.
Provide a visual cue when an item is added to cart.
Allow guest checkout within VR/AR Mode to reduce number of steps.
More ways to view product information.
Conclusion
The usability test was a success with each participant providing credible feedback to better improve the app. In terms of sampling and buying furniture, participants performed each task and understood the value of virtual and augment reality. They repeatedly told us how VR/AR technology will become a helpful tool when browsing for furniture online. In time virtual and augment reality will pave the way for retail merchandisers and will become a disruptor in the marketplace.