- Date: 09 March 2024
- Categories: UX/UI Design
Overview
Our team was tasked with revolutionizing the car dealership experience by integrating immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) into the car sales industry. Trophy Automotives commissioned a specialized team of 3D artists and UX designers to create a cutting-edge app and virtual reality experience that would attract and engage a younger demographic of buyers, specifically those aged 18-30.
Impact
The AR application allowed potential buyers to visualize a car of interest within their own homes, enhancing their buying journey and making it more interactive and personalized. This approach not only modernized the car buying process but also positioned Trophy Automotives as an innovative leader in the industry, appealing directly to a tech-savvy audience.
Process
Define
The project began by identifying the need to disrupt the traditional car dealership experience and appeal to a younger, tech-savvy audience. In collaboration with Trophy Automotives’ stakeholders, we defined the primary objectives: to create an immersive VR experience that would entice 18-30-year-olds to visit the dealership and to develop an AR application that would allow users to view a car of interest within their own homes. These goals shaped the direction of the project and informed all subsequent design and development decisions.
Ideate
During the ideation phase, our team, consisting of 3D artists, UX designers, and developers, brainstormed various ways to integrate AR and VR into the car buying experience. We explored concepts that would not only provide functional benefits but also create a memorable, shareable experience for users. The team focused on developing features that would allow users to virtually place cars in their home environments and interact with them as if they were physically present. This phase also involved creating initial mockups and discussing potential design directions to ensure alignment with the project’s goals.
UX/UI
- From mocking up the initial design to creating high-fidelity prototypes, we were able to better have a conversation about the direction of the AR application.
- Our AR application allows users to place the car of interest into their garage and simulate the “try at home” features, creating a fun way to reimagine life with your new car.
Implementation
Once the core concepts were established, we moved into the implementation phase, leveraging agile development methods. We iteratively designed and refined the AR web application, holding weekly meetings to sync on both environmental modeling and UX design. High-fidelity prototypes were created to guide the development process and to facilitate discussions with stakeholders. The AR application was built to enable users to visualize cars in their own spaces, simulating “try at home” features and enhancing the overall user experience.
Testing
In the final phase, the platform underwent rigorous testing to ensure functionality and user satisfaction. We conducted usability tests with potential customers and gathered feedback to refine the application further. This testing phase was crucial in identifying any issues and making necessary adjustments to improve the user experience. The result was a polished, user-friendly AR application that successfully met the project’s objectives and provided a unique, immersive experience for Trophy Automotives’ customers.
Facility Architecture
- From mocking up the initial design to creating high-fidelity prototypes, we were able to better have a conversation about the direction of the AR application.
- Our AR application allows users to place the car of interest into their garage and simulate the “try at home” features, creating a fun way to reimagine life with your new car.
