Discovering King TUT with Augmented Reality

Overview

Problem

SSA Group provides integrated food, retail, and ticketing solutions to cultural attractions across the nation. SSA and the Center of Science and Industry (COSI) partnered with Slalom to deliver an engaging experience for a brand-new exhibit for King Tut - His Tomb & Treasures.

The marketing campaign targeted the media and general public with a web-based AR experience with the objectives of generating awareness, expanding coverage, and monetizing attendance for the new exhibit.

Approach

The team engaged me to conduct a UX review of the pre-established AR journey they created and moderate usability testing to identify critical pain points and opportunities to enhance the user experience. I collaborated closely with the developer, lead designer at SSA, and key stakeholders to understand the key requirements and constraints of the AR experience. I conducted two rounds of usability testing with first-time users remotely through Microsoft Teams. Teams was able to record the users’ phone screen and the user in their environment all in one view. This was critical as it allowed us to observe how the AR performed in diverse environments.

Outcome

The UX review and usability testing led to essential enhancements to the AR experience. Both methodologies uncovered critical findings that needed to be addressed before the campaign launched. The final design was the right balance between coaching guidance and immersive AR interactions to empower users to enjoy the experience and learn about the new COSI exhibit.

Roles

I assumed the following roles for this engagement:

  • User Experience Designer

  • User Interface Designer

  • Usability Tester

Deliverables

Some details and deliverables have been omitted for client confidentiality.

  • UX Review Findings

  • Usability Testing Plan

  • Usability Testing Findings

  • Mockups for AR UI & Coaching Overlays

Project specifications

Duration: 5 weeks

Tools:

  • Figma

Team members:

  • AR Developer

  • Digital Experience Designer

Designs Before UX Review

Designs After UX Review

Added gesture instructions to coach how to manipulate the tomb. Also added a CTA to place the tomb and begin the exploration journey.

Added transparent overlay to text to improve contrast.

Removed unnecessary text to enhance AR immersion.

Iterations from the UX Review:

  • Enhanced tomb placer module with hieroglyphics animation

  • Users can place the tomb in any environment (on wall, floor, or tabletop)

  • Wall crumbles based on a timer instead of the user’s proximity

  • Included minimal instructions and guidance to understand how users explore AR environment

  • Added CTA overlay at the end of the experience

Usability Testing Plan

Hypothesis

Applying a human-centered design approach to the AR will enable a more seamless interaction for users leading to more conversions for both media and consumer call to actions. Performing usability tests will ensure users have access to the appropriate amount of guidance and feedback to complete and enjoy the AR experience.

Objective

  1. Identify moments when the user experiences pain points, frustration, confusion, etc.

  2. Identify blockers that prevent the user from completing the AR experience

  3. Capture opportunities to enhance the user experience

  4. Understand if the call to action leads to conversions

Success Criteria

  1. Can start the AR experience and place King Tut’s tomb in their environment

  2. Understand how to and move and re-size the wall (using finger gestures) after initial placement

  3. Can move through the AR experience to explore the inside of King Tut’s tomb (Don’t experience any obstacles that stop them from moving forward)

  4. Click the call to action at the end of the experience

  5. Can restart the AR experience if they want to continue exploring King Tut’s tomb

  6. Understand the AR experience is bringing awareness to the new King Tut exhibit

Designs After Round 1 of Testing

Onboarding screen with optimal experience tips.

Simplified gestures that could be performed. Removed the ability to rotate the tomb.

Optimized lighting and enhanced rendering of the tomb.

Iterations from testing:

  • Onboarding screen informs user of the ideal environment, an open space away from walls

  • Improved the stability of the tomb

  • Help menu “?” accessible at any time

  • Prompted to enable sound

  • Increased the time users had to explore the tomb before the CTA appears

  • Added restart button for users who want to go back to the beginning

  • Enhanced lighting and rendering of the mask at the end of the experience

Final Design after Round 2 of Testing

Iterations from testing:

  • Updated onboarding screen

    • Reordered tips based on priority

    • Updated copy to be more informative

    • Redesigned illustration to better reflect the recommended user action

  • Implemented an additional prompt for users to stand in an open space to increase the chances of a better placement of the tomb which will result in a better end to end experience

    • User must acknowledge the prompt and tap the ready button to see the tomb placer module

    • Improved the stability of the AR experience