Experiential Design - Task 1: Trending Experience
21.04.2025 - xx.xx.2025 / Week 1 - Week 4
IAN CHOO XIN ZHE / 0369451
Experiential Design / Bachelor of Design (Honours) in Creative Media
MIB
Task 1: Trending Experience
Task 1 of Experiential Design focuses on exploring current trends in augmented reality (AR) to deepen our understanding of how different AR technologies are applied across various industries. Through research and experimentation, we will analyze the features and limitations of popular AR experiences, such as marker-based, marker-less, and location-based AR, using platforms like Vuforia and AR Foundation. This task will help us identify which technologies are most suitable for creating immersive experiences, laying the foundation for our final project. The insights gained will be documented through reflective studies, showcasing our findings and critical analysis.
Experimenting AR in Class
In this week’s class, we had the chance to experiment with augmented reality (AR) animals using Google. It was a fun and engaging experience that allowed us to explore how these virtual creatures appear in real-world environments through our devices. Below, you’ll find some photos showcasing the different animals we tried out, as well as a glimpse into the overall experience we had during the session.
In Class Activity
After experimenting with AR animals using Google, we moved on to a group activity where we brainstormed real-life scenarios where AR could be useful. Our task was to imagine a scenario in one of two given places and think about what the AR experience would look like, what extended visualizations could be helpful, and what kind of feelings we wanted the user to have.
Our group chose a shopping mall as our setting. We started by discussing the problem statement: when visiting malls, many people feel lost or overwhelmed, unsure of where to go or what shops to check out. It’s easy to miss good stores or deals simply because you’re wandering without direction. On top of that, trying on clothes can sometimes feel tiring or awkward, especially if you’re unsure how something will look on you. We wanted to design an experience that would make shopping feel easier, more personalized, and more enjoyable.
For our solution, we imagined using AR for navigation and shopping assistance. As soon as the user enters the mall, a 3D map would appear, and AR arrows would guide them to the stores they want to visit. As they walk past shops, deals and promotions would pop up on their screen, helping them stay informed and curious about what’s around. For clothing stores, we envisioned a virtual try-on feature where users could browse clothes digitally, tap on items to see them appear on an avatar, and swipe to change the color or size—making the experience playful, personalized, and confidence-boosting.
We presented our concept to Mr. Razif and the class. His feedback was that while our visualizations could have been more polished and consistent—especially if we had more time—the overall idea and effort were strong.
Reflection
This week’s class was a truly eye-opening introduction to the world of augmented reality (AR). We kicked off with a simple yet engaging activity using Google’s AR animals, which allowed us to view life-sized, animated animals in real-world environments through our phone cameras. Although it was playful and fun, this activity subtly demonstrated how AR merges digital content with the physical world in real time. It helped me understand the immersive potential of AR, and how even simple experiences can feel magical when layered over our surroundings.
Following that, we moved on to a more hands-on group activity where we brainstormed real-world scenarios in which AR could enhance everyday experiences. Our team chose a shopping mall as the setting. This exercise really shifted my thinking—from seeing AR as a novelty, to viewing it as a tool that can solve practical problems. We reflected on how overwhelming malls can be, and how easy it is to feel lost or miss out on deals. From this, we developed an AR concept that includes a 3D mall map, navigational arrows, pop-up promotions, and even a virtual clothing try-on feature.
Working through this process helped me understand how user experience design and emotional considerations—like confidence and curiosity—can be integrated into AR solutions. Presenting our ideas to Mr. Razif and hearing his feedback helped reinforce the importance of not only having a strong concept but also thinking about feasibility, polish, and storytelling in design. Overall, this week’s class made AR feel much more accessible and showed me how it can be used meaningfully to enhance physical experiences.
Table 4 Experiential Design In Class Activity by Ian Choo Xin ZheMarker-based AR Experience
This week’s class marked my first real dive into building a marker-based AR experience, and it was both exciting and technically challenging. We began by setting up Unity, which was new territory for me, but thankfully the step-by-step guidance made the process manageable. After getting Unity up and running, we installed the Vuforia package—a tool that enables marker-based AR functionality. This involved setting up a Vuforia license key, creating an image target database, and importing it into our project.
We learned how to generate an image target and import it into Unity, then position a 3D object above the image. This was a key moment, as it showed how physical images in the real world could become anchors for digital content. The most rewarding part was testing the whole setup—pointing our phone camera at the image (displayed on our laptop screens) and seeing the 3D object appear in real-time, seemingly floating above the marker. It was a surreal moment that brought all the technical work to life.
Marker-based AR Experience
This session helped me understand the foundational workflow behind marker-based AR, and seeing the 3D object respond to the image marker in real time helped me better grasp how AR tracks and overlays digital assets. It made me realize how this type of AR could be used creatively in real-world scenarios like packaging, product demos, or even museum exhibits. Overall, it was a valuable learning experience that made AR development feel much more tangible and within reach.
Existing AR Experiences
We were also required to conduct research on current AR experiences and provide our reflections about it to better understand the whole concept of AR. Below are some examples of AR that inspired me and I found interesting.
Description:
Nike Fit uses AR to scan users’ feet and recommend the best-fitting size for each shoe model. Instead of just visualizing shoes, it prioritizes measurement accuracy and user confidence in purchase decisions.
What I learned:
This project highlighted the potential of AR to combine shopping with utility, not just aesthetics. It made me think deeper about adding practical features like foot scanning or comfort indicators.
Kabaq AR Menu Viewer
Description:
Used by restaurants like Bareburger, Kabaq creates hyper-realistic 3D models of dishes that diners can view through their phones or tablets. It shows how the food looks, what’s inside it, and sometimes even includes subtle animations like steam.
What I learned:
This helped me understand how realism, lighting, and presentation can directly impact user trust and appetite. It showed that even simple gestures or details—like showing ingredients or calorie counts—can enrich the dining experience and support customer choices.
Proposal of 3 AR Project Ideas
As part of the module, we were required to come up with three different AR experience ideas. Since I wasn't very familiar with AR at the start, I began by exploring the internet for inspiration and examples of existing AR projects. This research helped me better understand the possibilities and practical applications of AR technology. Based on what I learned, I used Figma’s whiteboard feature to brainstorm and organize my ideas, which led to the three concepts I eventually developed.
From the initial base ideas, I proceeded to develop more detailed versions of each concept to better visualize how they could function in a real-world scenario. We then had a consultation session with Mr. Razif to discuss our chosen ideas. During the discussion, he pointed out that while some ideas were promising and feasible, others might be more challenging to execute due to technical limitations or scope. However, he encouraged us to take ownership of our ideas and figure out how to overcome these challenges to make them work.
Based on Mr. Razif’s feedback, I decided to further refine my ideas by identifying their potential strengths and weaknesses. His advice helped me understand that while creativity is important, the feasibility and practicality of execution are equally critical—especially given the time and technical limitations of the module. To evaluate my three AR ideas more thoroughly, I began brainstorming and analyzing the advantages and disadvantages/limitations of each concept.
After spending some time reflecting and researching, I successfully came up with a list of pros and cons for all three proposed ideas. This process helped me better understand which ideas might be more user-friendly, technically viable, or suitable for development within the 14-week module timeline. It also guided me toward thinking more realistically about what features to scale down, enhance, or replace depending on the challenges I might face during prototyping.
Idea Proposal: https://www.figma.com/board/MLSQrrt2pQKAvJZoyiDhbt/Experiential-Design-Work-Board?node-id=0-1&t=3Xvl7wODVFfChj1q-1
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