Designing a blended reality app for HP — Hewlett Packard— a UX case study
The following case study is part of a design challenge from HP + IED Barcelona. We developed first as a team of 8 people the design decisions and assumptions. Then, in the second phase (2 of the team), we developed an upgrade of the app.
01. The Brief
Project Statement
Despite the increasing presence of Blended Reality technologies around us, most people do not understand what it is.
The Challenge
“To show what Blended Reality is by explaining its potential through the lens of HP products.”
Objective
- Communicate clearly what Blended Reality is.
- Explain its benefits through the lens of HP.
- Showcase the range of HP Blended Reality products.
- Consolidate the positioning of HP as a leading brand and key player on the digital creativity and innovation arena.
- Modernize the HP brand perception amongst early technology adopters.
HP Target
People around 22 to 35 years old, adult students, entrepreneurs and/or professionals from the innovation, technology and/or creative industries. Early adopters.
02. Our Research
Blended Reality is a complex concept that most people confuse or even ignore. How to best explain complexity?
“Optimal brain activation occurs when subjects are in positive emotional states or when the material holds personal meaning, connects to their interests, is presented with elements of novelty, or evokes wonder.”
Research-Based Strategies to Ignite Student Learning: Insights from a Neurologist and Classroom Teacher” by Judy Willis.
So… how can we establish positive connections with our audience through innovation that evokes wonder?
We will use something that is universally loved by our target audience: music
Although just music is not enough…Our target audience is overwhelmed by a vast selection of digital music services where access to endless music collections has never been more democratic.
So we need to offer something different that sets us apart from the crowd
in an extremely saturated market.
The opportunity
Research shows that our target audience is more eager than ever to look for two things: Personalization + Unique Experiences
03. The Idea: BITBUMP
What is Bitbump?
A service that allows music fans to 3D print their personalized vinyl and to experience the music in a completely new and unique way.
How does it work?
Personalize your music and 3D print your vinyl:
1. Personalize your playlist and art.
2. HP will print your vinyl & send to your home.
3. Listen to music & enjoy visuals through VR/AR.
Storyboard
Personas
04. The business purpose
Our Mission
Create new bonds between music fans and their favorite songs through innovative technology that evokes new sensations.
Our Vision
To become leaders in Blended Reality experiences through the creation of personalized experiences for music lovers all around the globe.
Brand Positioning
05. 03x working paths (Brand + Platform + Product)
The Brand
We create uniquely personal experiences for you to enjoy your favorite music in entirely new ways. By creating positive emotional connections for our audience, we strive to generate a new form of collaboration through creativity, while this process remains energetic and fun.
Brand values: Fun • Energetic • Creativity • Collaboration
The Platform
Our platform serves one primary purpose: to facilitate music fans to design and 3D print their vinyl. However, it also creates an attractive platform for artists and musicians who want to participate in this unique and innovative way to deliver a musical experience.
The Product
Our final product is the highlight of our unique experience and ultimately, our answer to the initial brief. It encapsulates our proposed way to establish positive connections with our audience through innovation that evokes wonder, helping us explain what Blended Reality is, in a simple and effortless way.
Product Components: Packaging + Sealing Band + Vinyl + Sleeve + AR experience + VR glasses
The box
The surface will always have a different pattern of diagonal lines. It opens in a diagonal direction, and the extracted part of the box can be used as a leg to put the vinyl in exhibition position.
The sleeve
This is the first contact the user will have with the pattern generated by the algorithm. It contains the vinyl and functions as a traditional vinyl sleeve to store it. It has a QR coded printed that the user can scan with the app to activate the VR experience on the phone.
The vinyl
This is the product, a 3D printed vinyl that can be used in any record player and is also personalized with the unique design.
The VR Glasses:
These cardboard VR glasses come folded inside the packaging. They can be worn by the user while listening to the vinyl. The audio and the VR experience are synchronized to create an immersive experience for the user.
Thank you!
If you want to know more, you also can visit the following links:
