Apr. 2021 - Aug. 2021
Figma, C4D, Spark AR, Protopie, Adobe premiere
Collaborated with Simian He
AR Product Designer. I was actively involved in all the processes of this project.
Bragi is the 3D-printed customized glasses company that tailors the glasses frame through 3D face scanning and 3D printing to provide accurate optical corrections and comfortable and light wearing experiences for users. Their service channel mainly depends on cooperative off-line stores, which is difficult to achieve rapid user growth.
For this project, I helped create the whole service strategy. We designed an AR game to convey the value of the brand and their products to potential customers, and establish a connection between online experiences and offline retail stores.
Story books have long served as a way to expose children to limitless creativity and teach them the moral ethics of the world while building vocabulary and encouraging conversation and engagement. Unfortunately, these stories lack involvement (not personalized) and creativity that can be helpful in the growth and development of children.
Bragi is the 3D-printed customized glasses brand of Nanjing Jianjie Intelligent Technology Co., LTD.It tailors the glasses frame through 3D face scanning and 3D printing to provide more accurate optical corrections and more comfortable and light wearing experiences for users.
Value Propositions
Key Partners - Eyewear retail stores
Customer segmentation
Eyewear retail stores are Bragi’s most important sales parterners. Customers could access Bragi’s custom services on the terminals built in those offline stores. Each sale of a Bragi’s frame would bring proceeds to the retailor from three main aspects:1. Sales commission from Bragi; 2. Lenses sold with the frame; 3. Optometry and assembling services.
People who prioritize optical comfort and mechanical stability of eyewear are our targeted consumers.They are most likely to pay for custom frames or other prescription glasses.
According to the analysis of Bragi's existing business model, it can be found that:
1. Bragi has a single service channel for customers, and the online and offline experiences are incoherent.
2. It is difficult to accumulate and precipitate consumers, and it is difficult to achieve fission and secondary sales.
Our team focuses on the online experience that could convey the values of Bragi’s products, enhance customers’ engagement, expand to potential customers, build up brand awareness and customers’ advocacy.
Purpose - To know consumers’ understanding of 3D-printed eyewear and the brand of BRAGI.
Since we have limited knowledge of consumers, sending out a survey allows us to collect data from a broader range of people. Therefore, we first conducted a questionnaire about eyewear to investigate consumers' pain points and Bragi's product. By analyzing 585 effective responses, we find the following critical information:
In order to expand engagement and brand awareness, our design should focus on those who have the largest potential to spread, instead of those who actually need to purchase eyewear. So our target users should be active social network users who have the personality of sharing.
How to let more people know about custom 3D-printed eyewear?
How to deliver the value of custom 3D-printed eyewear?
How to improve the brand recognition of Bragi?
After brainstorming, we generated following ideas. We want to design an AR game that can be easily spread by users, through which users can have fun, know more about Bragi, and understand the benefits brought by 3D-printed eyewear.
After compairing several popular games, we concluded that they have following common traits:
Based on the research and our idea, we draw wireframes of the main interfaces and made a low-fi prototype to visualize the whole experience journey.
Based on the research and our idea, we draw wireframes of the main interfaces and made a low-fi prototype to visualize the whole experience journey.
Responding to BRAGI's pros
User Flow
To make consumers know more about 3D printed eyeglasses. Help the Bragi company build brand trust, the design of the scene is based on the process of the production of eyeglasses in Bragi’s factory.
The shape of eyewear is inspired by Bragi’s logo. Based on the technology of 3D-Printing, Bragi can realize fresh and innovative eyewear designs. So, the design of virtual eyewear tends to look different from common eyeglasses.
We designed an interactive prototype via Spark AR. By using the face tracker in this platform, we explored several interactions, including tapping, waving heads, raising eyebrows, open the mouth and etc.
1. The gift package is very attractive, users may share and play this game to win coupons, so can increase the importance of gift packages.
2. The game is funny, but it’s a bit easy, cause there are not many obstacles.
3. It is inconvenient to wave hands while holding the smartphone, so this interaction should be replaced by another one.
Considering users feedbacks, we finally build and iterate following AR interactions:
1. Wave the head to change glasses
2. Move the head to drag glasses through obstacles
Users have several chooses of eyewear, they can wave heads to change the eyewear they like at the beginning of the game.
Obstacles are at the top and bottom of the screen, and they will move from right to left. Users should move their heads to drive the glasses to move through obstacles.
3. Open the mouth to eat gift packs
4. Raise eyebrows to pull the glasses
Gift packs will appear randomly. The user needs to open her/his mouth and eat the gift pack. And then, the gift pack will disappear.
The glasses will slide off randomly, and the screen will become blurred. The user needs to raise eyebrows to drag the glasses. Then, the glasses will return to previous position and the screen will become clear.
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