UNIVERSAL VR TOUR
Launched Project 2021
Universal Studio
MY ROLE
User Experience Designer
THE TEAM
1 design lead, 2 UX designers, 1 visual designer
Dev team
DESIGN GOAL
Provide multi-sensory gameful experience and immersive users into the scenes.
Increase users' desire for exploration and retention rate.
First-time visitors will see 7 locked lands and can unlock and enter the VR viewing of one land per day, and they can collect the ”Easter eggs” exclusive to this land. Collected “Easter eggs” will be put into the Crystal ball at the bottom. Gather 7 “Easter eggs” to win the rewards.
“Easter eggs” collector
Visitors can enter the VR viewing of one land by unlocking the land, there are several hidden “little surprises” (similar to Easter eggs) and points for snapshot set for each land.
Visitors can download and share the photo pre-designed for this point by clicking the icon.
”Easter egg” Hunting
3
We kicked off the project with an analysis phase where we (digitally) came together with the stakeholders to define HMW’s and ideate on possible solutions and features for the app. Doing so, we gained insights into visitors' needs and wishes, which we confirmed with the persona’s we created before this project and later with real users with a prototype.
Unlocking the Land
Layout Elements
“Easter eggs” Collector
2
FINAL DESIGN
VR Browsing
Users can hunt the “Easter egg” in VR viewing by clicking it.
There are totally 7 exclusive “Easter eggs” in each land. They are combined with the scenes of the park.
Win the Medals
After the visitor completes the collection of the 7" Easter eggs" in the park, the crystal ball will be added animation to guide the visitor to click.
Finally, the 7" Easter eggs" will be combined into the "Universal Beijing Resort Explorer" medal.
PROMOTION VIDEO
Panorama Exploration module allows users to visit seven theme lands in an immersive VR world, 360-degree panoramic exploration, and have the opportunity to search for "Easter eggs" and win medals.
Understand how to do the localization: I learned how to localize design services by better understanding user needs and the local market environment. The design is based on an old Chinese saying, "Seeing is believing." Chinese users tend to see service content before buying, which makes them trust the platform more. VR tour services can help users immerse themselves in the park online before buying tickets and increase their desire to buy.
Even the smallest details matter: I learned how attention to minor details is essential with mobile apps. They can make or break the user's experience when not well thought out.
Choosing what we won't do: We could tackle many significant use cases with a rich feature set. However, every single one was costly or unrealistic. I had to think the actual value for VR Tour, so we did not spread ourselves too thin.
What did I learn by doing this project?
1
UBR Magical Mystery Tour via 360-degree panorama
