AR at Clicktra: Enhancing Visitor Engagement
XR + UX Case Study
Overview
I worked as a Product and XR Designer at Clicktra, a newly opened 18,000 sq. ft. indoor entertainment hub in Indore that offers a diverse range of activities including VR experiences, interactive zones, and thrilling rides, aiming to redefine family entertainment.
This case study explores how Augmented Reality (AR) was leveraged to help visitors capture and share the immersive experience with friends and family, ultimately boosting Clicktra's brand awareness and merchandise sales.
TIMELINE
Sector
DESIGN ROLE
Tools
Research
Understanding the Visitor Experience
Methodology - Interviews + Empathy Map
I conducted semi-structured interviews with 12 Clicktra visitors, a mix of age groups and family dynamics. I tried to avoid influencing the interviewees in any way and remain unbiased.
Based on the interview insights, I created empathy maps for five visitors representing different experiences at Clicktra.
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Persona
Riya
Demographic & Psychographic Traits
Age
22
Gender
Female
Occupation
Social Media Manager (Local Restaurant)
Location
Indore (Lives with friends)
Personality
Enthusiastic
Social
Tech-savvy
Quotes
"The best souvenirs are more than just stuff - they're stories waiting to be told.”
"Sometimes it's not about convincing them, it's about showing them how much fun we can have." (on encouraging friends)
Pain Points
Finds it challenging to continuously find new places with variety of unique experiences which she hasn’t already tried
Struggles to convince friends or family to share her enthusiasm about technology and new experiences
Struggles to find unique souvenirs to gift friends and family
Goals
To create lasting memories with friends and family through shared experiences
Encourage friends and family to share her passion for exploration and technology
Behavior
Appreciates the opportunity to step outside her comfort zone and try new, exciting activities like going for a mini scavenger hunt around town, a themed-amusement park, or checking out a local festival
While spontaneous, she occasionally likes to research interesting events or hidden gems in her city and organizing a group outing or activity
Shares her experiences with friends and family on social media platforms like Instagram
She takes joy in presenting souvenirs or gifts to her loved ones, sharing stories about experiences and why she chose each gift
Journey Map
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Problem Statement
Visitors struggle to capture and share the immersive VR (Virtual Reality) experience with friends and family
User Problem
photos and videos fail to convey the excitement of Clicktra's attractions or how a VR experience feels like
Reason
this inability to effectively showcase these unique experiences hinders attracting new visitors.
Business Problem
How might we...
We framed our problems as opportunities to help us move on the path of coming up with a solution. We wrote a large number of HMW notes, and voted to select the most important ones.
HMW help Riya effectively capture and communicate the feeling and fun of immersive VR experiences at Clicktra to friends and family?
HMW help Riya not feel isolated while she seeks out novel experiences.
HMW help Riya encourage her friends and family to try new experiences like Clicktra
HMW make the gift shop reflect the immersive nature of Clicktra’s rides
HMW simplify the fully-immersive nature of a VR experience at Clicktra to make it easy for people like Riya to explain concept of immersion to their peers.
Ideation
To address the challenges identified in the initial research phase, I conducted further investigations to explore potential solutions.
One big problem we had was that experiencing VR needed special equipment like headsets. This equipment is expensive and not something most park visitors have.
However, augmented reality (AR) acts a bridge between reality and virtual reality. It is a simplified way of showcasing what immersion could look like.
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AR technology has been shown to significantly enhance user engagement and experience.
Source: 2022 Ipsos Global Augmentality Shift Study commissioned by Snap Inc
96% of Shoppers would be interested in using any post-purchase AR experiences
Source: 2022 Alter Agents study commissioned by Publicis Media and Snap Inc
Source: 2022 Ipsos Global Augmentality Shift Study commissioned by Snap Inc.
Source: 2022 Ipsos Global Augmentality Shift Study commissioned by Snap Inc
Source: 2022 Ipsos Global Augmentality Shift Study commissioned by Snap Inc
At this stage, by embracing an intrapreneurial spirit, I took the initiative of raising awareness about AR within the strategy team at Clicktra.
I presented statistics and facts, explaining how AR could help visitors capture and share their experiences easily and engagingly - thus reflecting the interactive nature of Clicktra.
The team was convinced to explore AR as a solution to improve the post-visit experience at Clicktra.
Hypothesis Statement
We created a hypothesis statement that we could test through our prototype.
creating an interactive and shareable experience during the post-visit touchpoint stage will be enough to keep visitors connected to Clicktra
Assumption (A statement our team believes to be true)
repeat visits from existing customers and new audiences through positive word-of-mouth marketing
User Insight or Market Feedback (that will validate our belief)
Sub-hypothesis
We felt that the above hypothesis could be broken down into a more specific thing to test through the following sub-hypothesis.
by creating a shareable AR experience for Clicktra’s post-visit touchpoint that simplifies the concept of immersion,
Building X
(proposed solution)
Riya, an extroverted persona
Our User
(who will benefit from proposed solution)
her to convey the excitement and interactive nature of Clicktra's VR experiences, sparking her friends' and family's interest in the park's attractions
Outcome
we will know this is to be true when we see
more engagement with VR rides from new customers through positive word-of-mouth
User Insight or Market Feedback (that will validate our belief)
Design Process
Wireframe in 3D
To develop an engaging AR experience capturing Clicktra's excitement, particularly VR experiences, we used Crazy 8s for brainstorming and wireframing.
Recognizing the limitations of traditional 2D sketching in conveying the depth and complexity of AR, I conducted the Crazy 8 sessions in a 3D environment using Meta Quest 2 headset and Gravity Sketch software.
Sketching and brainstorming in 3D helped the team to think spatially early in the design process. This deepened our understanding of AR environment, potential interactions and user experiences.
After a lot of sketching:
Key Ideas that emerged
Clicky the Chameleon: Clicktra has a mascot named Clicky. It’s a chameleon with bright, rainbow gradient skin which represents the park's fun and playful spirit. The idea of using 3D Clicky in an immersive manner emerged through the sketches.
AR Merchandise: To extend the immersive experience beyond the park, we envisioned digitally augmenting 3D Clicky onto the park’s branded merchandise (Cups, T-shirts and Caps). This would enable users to interact with Clicky in their own environments, bringing a taste of Clicktra's magic home with them.
Some shortlisted sketches were as below:
Riya, sporting a Clicktra cap, finds a digital Clicky perched on the visor. Clicky looks excited
Digital Clicky is swimming in a Clicktra cup filled with coffee. Clicky appeared to be enjoying, adding a playful touch to the everyday object.
Digital Clicky perches on the shoulder of Riya, who wears a Clicktra t-shirt. The chameleon looks enthusiastically at Riya, fostering a sense of companionship and shared adventure.
Low-Fidelity AR Prototype
Following a dot-voting exercise among the team, the "Clicky in the Cup" concept emerged as the most promising direction.
1
To bring Clicky, our 2D mascot, into the 3D environment, I purchased a 3D model and applied textures using Cinema 4D to match the original design as per the brand guidelines.
2
Next, I used Polycam and Blender to create a 3D capture of the Clicktra cup. This life-sized digital replica provided a precise reference for scaling and positioning Clicky with the cup.
3
Then, I created a low-fidelity prototype of this interaction using Meta Spark Studio for better visualization and initial testing.
3D capture of cup using Polycam and Blender
Inital AR interaction - Clicky in a cup
Platform Choice: To maximize reach and engagement, I chose Instagram as the platform for the AR experience. The platform allows users to effortlessly share AR experiences to friends and family without the need for additional app downloads. This is expected to boost brand visibility and attract new visitors to Clicktra.
Tool Selection: I selected Meta Spark Studio for prototyping due to its compatibility with Instagram and cost-effectiveness compared to building a dedicated app. This decision was made following discussions with the development and finance teams.
Usability Testing - Areas of Improvement
I conducted usability testing with 5 participants to assess the effectiveness of the "Clicky in the Cup" concept.
Feedback revealed a need for increased human interactivity within the AR experience.
Users wanted Clicky to be more lively and fun. They felt there isn't enough emotional connection or excitement from Clicky.
Iterations and Improvements
I made the following changes based on the initial user testing:
I shifted focus from the cup to the cap as the AR anchor. I aimed to create a more engaging and interactive experience by placing Clicky on the cap, because this would allow users to interact with the digital character while seeing their own face, thus enhancing individual involvement levels.
I rigged and animated Clicky’s 3D model using Cinema 4D and added some fun movements to make it more exciting and engaging.
3D capture of cap using Polycam
Revised AR interaction - Clicky on a Cap
Feedback on the Iteration:
There was an increased preference for this approach, as it offered users more flexibility to personalize their experience, such as petting Clicky or waving hi to Clicky in the camera
Users who had trouble explaining an immersive experience to their friends or family found this a better way to show what an immersive experience is like, instead of just talking about it
Reflection
What worked well
Rapid Prototyping: The use of Meta Spark Studio allowed for quick iterations based on user feedback
Cost-Effective Solution: Developing the AR experience within an existing platform like Instagram proved to be budget-friendly
Cross-Functional Collaboration: Close work with the development and finance teams ensured alignment and resource optimization
Designing in 3D: Incorporating 3D thinking early in the design process deepened our understanding of AR interactions and user experiences
What didn't work
Bridging the VR-AR Gap: AR enhanced the post-visit experience and acted as a great first step in sharing immersive experiences. However, fully capturing the depth and immersion of VR experiences continues to remain a challenge, especially due to equipment limitations
Technical Limitations:
While Meta Spark Studio offered a convenient platform, it had limitations in terms of AR functionality and customization
Issues with device compatibility and performance hindered the overall user experience, particularly for older smartphone models
What's Next?
Collaboration with 3D modeler: I plan to collaborate with a 3D modeler to create a high-fidelity model of Clicky that aligns with Clicktra brand guidelines and is optimized for AR
Enhanced Interactivity: Developing more dynamic interactions between the user and the digital character, such as touch-based responses or mini-games or conversational interactions
Measuring Impact: Determining the exact impact of the AR experience on overall visitor satisfaction through further analysis and data collection
