The use of Augmented Reality

Development in user experience

Technologies change the way we experience life. It hastens the speed of the communication process and provides consumers with a channel to give an instant response to what they have received. From newspaper to radio, from PC to mobile, technology breaks down geographic and time limits step by step and offer different options for consumers.

What is Augmented Reality (AR)?

According to Craig (2013, p.2), “the core essence of an augmented reality experience is that you, the participant, engage in an activity in the same physical world that you engage” (2013). Nowadays, AR engages with users differently. By using mobile devices, users see the world from a new sight throughout Augmented Reality technology. They can use a first person angle to have direct interaction with the targeted audience. Let’s take a look at the biggest hit last year using AR technology - Pokémon Go. The game was released in July 2016, it has been a year from launching but they can still reach 65 million active users every month (Tassi, 2017). The user requires to walk around their city explorers and catch different Pokémon. Once there is a specific Pokémon that you are interested and after you clicked on it, the 3D Pokémon will display on top of the screen, which you are required to “through” pocket balls to the character in real time to be able to capture it. This is one form of Augmented Reality (AR) available on market.

Consumer Interaction


AR technology can also be used as a communication bridge between the organization and its audience. By using AR, the consumer can have a better understanding of new product concepts. Take cosmetic industry as an example, customers always struggle with which color of lipstick should they wear, how to mix and match different makeup product or what style looks best on them. In 2014, L'Oreal group launched a Virtually Makeup App called L'Oreal Makeup Genius. This app can detect facial feature and put instant “makeup” on you by using your smartphone camera. After you tried on that virtual makeup, the app listed all the product information on one list to encourage customer make a purchase online within the app, this function can help shorten the whole consumer buying process.

Photo credited to https://hautemakeup.files.wordpress.com/2014/08/2picmonkey-collage1.jpg

Using this app allows customers to try on celebrity makeup look by just one click. The app mixed and match different product information for their audience to try on so they do not have to physically go to the store to try on the product or they don't even have to remove their makeup after all those "trials". This very first interactive beauty app has been a boom in the beauty industry, it is one of the turning points that brands get into another level of user engagement tool in the market. After this app goes viral among consumers and marketers, it creates a new definition of product trial and steps up to a new level of user engagement. At the moment the makeup genius app has been downloaded around 1 to 5 Million times on Google play store. 

Reference


Craig, A. B. (2013).  Understanding Augmented Reality : Concepts and Applications. United States:  Newnes.

Tassi, P. (2017, April 5). Believe It Or Not, 'Pokémon GO' Has 65 Million Monthly Active Players. Frobes. Retrieved August 29, 2017, from https://www.forbes.com/sites/insertcoin/2017/04/05/believe-it-or-not-pokemon-go-has-65-million-monthly-active-players/#5dd1f99c121d
Makeup Genius - Makeup App (L'Oréal). [n.d.]. Retrieved August 29, from the Google play store Web site: https://play.google.com/store/apps/details?id=com.imagemetrics.lorealparisandroid

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