How to Design Augmented Reality Experience ?

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Transcript of How to Design Augmented Reality Experience ?

  • 0 CONFIDENTIAL AND PROPRIETARY I 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

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  • Augmented Reality Enabling Digital Business with an Immersive Interface

    Tuong H. NguyenPrincipal Research Analyst

    16 years at Gartner, 16 years industry experienceGartner's Personal Technologies team focusing on immersive technologies (augmented and virtual reality), consumer behavior and segmentation issues, including branding, distribution channel strategy, device preferences, and upgrade and replacement cycles.

    For a broader insight into Gartner you can find us: @Gartner_inc on Twitter and Gartner on LinkedIn.

    @TuongH_Nguyen

    https://www.linkedin.com/in/tuong-nguyen

    https://twitter.com/Gartner_inchttps://www.linkedin.com/company/2078https://twitter.com/DerryFinkeldeyhttps://twitter.com/DerryFinkeldeyhttps://twitter.com/TuongH_Nguyenhttps://www.linkedin.com/in/tuong-nguyenhttps://www.linkedin.com/in/derryfinkeldeyhttps://www.linkedin.com/in/derryfinkeldey

  • 2 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    The Future of Augmented Reality

    Businesses not prepared for augmented realityUse it to leap ahead of competition Source: Hyper-Reality (2016), Keiichi Matsuda

  • 3 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Key Issues

    1. What is augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing advanced augmented reality

    processes, experiences and new behaviors?

  • 4 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Key Issues

    1. What augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing augmented reality processes,

    experiences and new behaviors?

  • 5 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    By 2021, adoption of augmented reality solutions to improve business processes in large enterprises will grow to 20%

    Strategic Planning Assumption

  • 6 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Smart Mirrors

    Level of Immersion

    Low/None Advanced

    Augmented Reality

    Virtual Reality

    CAVE

    Magic Windows

    FullPartial

  • 7 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    A Variety of Interface Device Options

    7

  • 8 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Key Issues

    1. What is augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing augmented reality processes,

    experiences and new behaviors?

  • 9 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Poll Q1: In your job, will augmented reality have a role in the next 2 years?

    1. Yes2. No

  • 10 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Will Your Business Pilot or Launch Immersive or Ambient Projects in the Next 12 Months?

  • 11 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    No plans18%

    Currently assessing

    25%

    Piloting/ implementing

    34%

    Actively using23%

    CMO AR SPENDING

    Augmented Reality Marketing

    Q. What are your organization's plans for augmented reality for marketing in 2016?

    Base: Allocates portion of budget to innovation, n = 214

  • 12 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Extension of IoT and Digital Business

    Service or App

    Thing

    Embedded intelligence

  • 13 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Augmented Reality for Consumers (as Customers) BMW

    AR for navigation

    Jaguar Land Rover AR digital showroom

    Source: Jaguar Land Rover

    Source: BMW

  • 14 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Augmented Reality for Enterprise

    14

    Source: APX Labs

    Source: Apple/Metaio

  • 15 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Source: DHL

  • 16 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Key Issues

    1. What is augmented reality and its core value proposition?2. How will augmented reality disrupt business processes?3. What are best practices for designing augmented reality processes,

    experiences and new behaviors?

  • 17 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Designing Augmented Reality Experiences Isnt Intuitive or Easy

    Start piloting.

    Identify tasks and situations that benefit from augmented reality solutions.

    Architect solutions and experiences; mapping business data to augmented worlds.

    Create business-oriented ROI goals.

    Don't let hype influence augmented reality efforts.

    Plan

    Behavior

    Design

    Process

    Outlook

  • 18 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Poll Q2: How do you expect to use augmented reality in the next 2 years?

    1. Customer / consumer engagement2. Check lists / task itemization3. Video guidance / see-what-I-see scenarios4. Visual design and collaboration5. Other

  • 19 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

    Related Gartner Research

    Market Guide for Augmented RealityTuong Huy Nguyen and Brian Blau (G00276029)Market Trends: Head Mounted Displays for Virtual Reality and Augmented Reality Brian Blau and Tuong Huy Nguyen (G00246830)Maverick* Research: Goodbye Smartphones, Hello HMDsAnnette Zimmermann, Tuong Huy Nguyen, Brian Blau (G00278062)What Product Developers Needs to Know About New Sensing and Recognition Capabilities in Augmented RealityTuong Huy Nguyen, Atsuro Sato and Annette Zimermann (G00268998)The First Three Steps in Evaluating the Role of Head-Mounted Displays for Field ServiceJim Robinson, Angela McIntyre, Brian Blau (G00301224)Innovation Insight: Augmented Reality Will Become an Important Workplace ToolTuong Huy Nguyen (G00258074) Innovation Insight: Smartglasses Bring Innovation to Workplace EfficiencyAngela McIntyre and Tuong Huy Nguyen (G00250429)

    For more information, stop by Gartner Research Zone.

    http://www.gartner.com/document/3187631http://www.gartner.com/document/3052518http://www.gartner.com/document/3131022http://www.gartner.com/document/2936317http://www.gartner.com/document/2936317http://www.gartner.com/document/2640230http://www.gartner.com/document/2615520

  • 20 CONFIDENTIAL AND PROPRIETARY I 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

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  • 22 CONFIDENTIAL AND PROPRIETARY I 2016 Gartner, Inc. and/or its affiliates. All rights reserved.

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