Visit Iceland
Visit Iceland
Visit Iceland
Designed an AR experience to transport users through Iceland.
Designed an AR experience to transport users through Iceland.
Role
Role
UX & UI Design
Product Design
AR/VR Design
UX & UI Design
Product Design
AR/VR Design
Timeline
Timeline
2 Months
2 Months
Tools
Tools
Figma
Adobe Aero
Figma
Adobe Aero
Role
UX & UI Design
Product Design
AR/VR Design
Timeline
2 Months
Tools
Figma
Adobe Aero
The Brief
Visit Iceland is the official platform for the country's stunning landscapes, history, and culture.
Visit Iceland is the official platform for the country's stunning landscapes, history, and culture.
The AR campaign brings Iceland to life with 360° landscapes, cultural insights, and local drinks. It deepens engagement and seamlessly turns curiosity into tourism.
The AR campaign brings Iceland to life with 360° landscapes, cultural insights, and local drinks. It deepens engagement and seamlessly turns curiosity into tourism.
User Research
Understanding Our Audience
Understanding Our Audience
Through collaborative research and data analysis, our team identified key audience insights.
Through collaborative research and data analysis, our team identified key audience insights.
User Personas
Identifying our Users
Identifying our Users
Through our research we identified several personas to assist the development of our solutions.
Through our research we identified several personas to assist the development of our solutions.
User
Tech-Savvy Explorers
Tech-Savvy Explorers
Users are eager for immersive digital experiences, like virtual reality and interactive platforms, to discover new travel destinations in a personalized way.
Users are eager for immersive digital experiences, like virtual reality and interactive platforms, to discover new travel destinations in a personalized way.
User
Cultural Enthusiasts
Cultural Enthusiasts
People who are fascinated by history and culture enjoy rich storytelling and engaging with content that brings places to life beyond typical tourist attractions.
People who are fascinated by history and culture enjoy rich storytelling and engaging with content that brings places to life beyond typical tourist attractions.
User
Experienced Travelers
Experienced Travelers
Adventure-seeking individuals value experiences that mix technology with real-world exploration, such as using apps to guide their travel planning and make informed, meaningful decisions.
Adventure-seeking individuals value experiences that mix technology with real-world exploration, such as using apps to guide their travel planning and make informed, meaningful decisions.
How Might We
Conceptualizing Ideas
Conceptualizing Ideas
We began identifying key features that would highlight Iceland and appeal to our target audience.
We began identifying key features that would highlight Iceland and appeal to our target audience.
Problem & Solution
Defining Solutions
Defining Solutions
By analyzing users and our creative augmented reality concepts, we developed immersive solutions.
By analyzing users and our creative augmented reality concepts, we developed immersive solutions.
Travelers want to explore a destination in detail before committing, but lack immersive options.
Explore Reykjavik’s diverse terrains and the Viking Age through dynamic, time-shifting landscapes.
Travelers want deeper cultural insights but often find typical guides too passive.
Engage with historical and cultural touchpoints, enhancing the virtual journey with rich, interactive information.
Travelers seek unique, sensory experiences but often encounter impersonal virtual interactions.
Enjoy tailored cocktail recommendations based on the virtual environment, creating a memorable, multisensory connection.
Travelers want to explore a destination in detail before committing, but lack immersive options.
Explore Reykjavik’s diverse terrains and the Viking Age through dynamic, time-shifting landscapes.
Travelers want deeper cultural insights but often find typical guides too passive.
Engage with historical and cultural touchpoints, enhancing the virtual journey with rich, interactive information.
Travelers seek unique, sensory experiences but often encounter impersonal virtual interactions.
Enjoy tailored cocktail recommendations based on the virtual environment, creating a memorable, multisensory connection.
User Flows
Designing the Flow
Designing the Flow
Creating user flows helped us define how the users would move through the app intuitively
Creating user flows helped us define how the users would move through the app intuitively
Strategic Partnership
Icelandic Spirits
Icelandic Spirits
We partnered with three different Icelandic alcohol brands to promote local Icelandic products. This collaboration aims to increase their visibility and popularity in major cities, helping to introduce these authentic brands to a broader international audience.
We partnered with three different Icelandic alcohol brands to promote local Icelandic products. This collaboration aims to increase their visibility and popularity in major cities, helping to introduce these authentic brands to a broader international audience.
Usability Testing
Improving the Experience
Improving the Experience
Testing highlighted areas for improvement, including larger interface elements, smoother transitions between 'Present' and 'Past' views, and visual cues for first-time users. Suggestions to expand landscapes and add dynamic elements like buildings helped enhance fluidity and engagement.
Testing highlighted areas for improvement, including larger interface elements, smoother transitions between 'Present' and 'Past' views, and visual cues for first-time users. Suggestions to expand landscapes and add dynamic elements like buildings helped enhance fluidity and engagement.
AR Experience
Introduction to Experience
Introduction to Experience
The quick splash screen leads to the homepage, where users are greeted with easy navigation options to explore Iceland's landscapes. A simple "Begin Experience" button invites users to start their journey.
The quick splash screen leads to the homepage, where users are greeted with easy navigation options to explore Iceland's landscapes. A simple "Begin Experience" button invites users to start their journey.
AR Experience
360° Landscapes
360° Landscapes
Explore Reykjavik’s diverse terrains in detail, experiencing different times of day and seasons through dynamic, interactive landscapes.
Explore Reykjavik’s diverse terrains in detail, experiencing different times of day and seasons through dynamic, interactive landscapes.
AR Experience
Interactive Points of Interest
Interactive Points of Interest
Discover Iceland’s history, culture, and geology through interactive touchpoints that make the journey educational and engaging.
Discover Iceland’s history, culture, and geology through interactive touchpoints that make the journey educational and engaging.
AR Experience
Location-Inspired Cocktails
Location-Inspired Cocktails
Enjoy tailored cocktail or mocktail recommendations inspired by the mood and climate of each virtual location, creating a unique, multisensory experience.
Enjoy tailored cocktail or mocktail recommendations inspired by the mood and climate of each virtual location, creating a unique, multisensory experience.
AR Experience
Time Travel
Time Travel
Step back in time to explore Iceland during the Viking Age, visualizing the landscape’s evolution and gaining rich historical context.
Step back in time to explore Iceland during the Viking Age, visualizing the landscape’s evolution and gaining rich historical context.
AR Experience
Plan Your Adventure
Plan Your Adventure
These screens enhance user engagement by connecting exploration to action: users can save favorite destinations, seamlessly book trips through tailored options, and customize their experience with accessible features.
These screens enhance user engagement by connecting exploration to action: users can save favorite destinations, seamlessly book trips through tailored options, and customize their experience with accessible features.
Out-of-Home Advertising
Advertising Campaign
Advertising Campaign
Our ad campaign showcases the four key AR features, contrasting NYC with Iceland to inspire exploration. Users can scan the QR code to enter the experience.
Our ad campaign showcases the four key AR features, contrasting NYC with Iceland to inspire exploration. Users can scan the QR code to enter the experience.
Takeaways
What I Learned
What I Learned
This project was my first exploration into AR/VR, where I gained hands-on experience in designing immersive, interactive experiences.
This project was my first exploration into AR/VR, where I gained hands-on experience in designing immersive, interactive experiences.
Feature Feasibility
Balancing innovation with practicality is essential for creating viable solutions.
Power in Diverse Skill Sets
Power in Diverse Skill Sets
Working with a diverse team fosters creativity and strengthens the final product.
Sensory Engagement
Sensory Engagement
Multisensory elements, like tailored visuals and interactions, enhance user immersion.
Simplicity is Key
Simplicity is Key
Creating an intuitive interface ensures a clear and comprehensible user experience.