UX Articles

Redefining the Customer Experience with Augmented Reality

Christian Holst

Research Director and Co-Founder

Published Nov 22, 2010

You can upload a picture of your own living room to AllPosters and then place one of their posters directly on it.

One of the greatest barriers in e-commerce is that the customer never gets to try out the product before buying it, as opposed to shopping in a physical store.

This is why research, experiments and best practices often recommend large product images, product videos and 3D product tours to improve e-commerce conversions. All to simulate the experience of holding the physical product.

This will of course never come close to the experience of holding the product in your own hands, trying it out – or in the case of apparel, trying it on.

But with the rise of cameras in nearly every electronic device some smart retailers have found ways to use augmented reality to place the virtual products in the customer’s own life and environment.

3 Examples

Let’s take a quick look at 3 examples of this.

1) Neuvo

Watchmaker Neuvo have made an iPhone app that superimposes an image of their watches on your wrist. This way you get a feel for how the watch looks on your wrist.

Neuvo let you try out their watch on your wrist.

2) AllPosters

Allposters lets you upload an image of your living room and then superimpose the selected poster on to your wall, giving you an opportunity to see how the poster’s composition and colors interact with the rest of your room.

AllPosters let you try out their posters on your own wall.

3) Glasses Direct

This is taken one step further by Glasses Direct that goes beyond mere 2D superimposing and let your try on their glasses in 3D using your webcam:

Conclusion

While the methods vary greatly in technical complexity, they all change the customer’s shopping experience in the same way: they let the customer see how the product will look in their life.

This technique is of course most profound for e-commerce stores selling products where aesthetics are a major purchasing factor (if not the only), such as art, furniture, jewelry and clothing.

I predict that we will see augmented reality be used a lot more by e-commerce businesses to further blur the gap between virtual and physical shopping.

Christian Holst

Research Director and Co-Founder

Published Nov 22, 2010

Christian is the research director and co-founder of Baymard. Christian oversees all UX research activities at Baymard. His areas of specialization within e-commerce UX are: Checkout, Form Field, Search, Mobile web, and Product Listings. Christian is also an avid speaker at UX and CRO conferences.

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