Project: The Rift
Product Description: The Rift is an innovative entertainment venue featuring a walk-through, physical, museum-like maze. Pairs of explorers use an app to engage in a game-like adventure game, enhanced by augmented reality (AR).
My Role: UX Product Designer in a lean startup environment
Team: Cross-functional team including 2 developers, Product Owner, Project Manager, Site Ops coordinators, and 2 content creator/designers.
Objective
To create an immersive, interactive experience that combines physical exploration with augmented reality.
Target Audience
Couples looking for a fun date night, gamers and non-gamers alike.
Process and Methodology
1. Ideation and Research
Conducted initial market research and extensive qualitative research to understand potential users and competitors
Held brainstorming sessions with stakeholders to generate ideas
Designed surveys and questionnaires for customers and potential users to gather insights
Outcomes:
Identified key features and user needs
Created initial concepts and sketches
Gathered valuable data to inform the design process
2. Prototyping
Developed low-fidelity wireframes and interactive prototypes
Used Figma, physical paper, cardboard, whiteboards, and mural for design and prototyping
Outcomes:
Iterated on designs based on stakeholder feedback
3. Testing and Research
Conducted usability testing with potential users
Gathered feedback through surveys and interviews
Developed detailed customer journeys and personas
Outcomes:
Refined user interface (UI) and user experience (UX) based on user feedback
4. MVP Testing
Launched a minimum viable product (MVP) to a limited audience
Monitored user interactions and gathered data through analytics
Outcomes:
Identified areas for improvement and additional features
5. Further Development
Developed four individual product experiences within The Rift
Continued to iterate on the product based on ongoing user feedback
Developed a WebAR product as a marketing hook using 8th Wall software
Outcomes:
Enhanced user engagement and satisfaction
Expanded the AR experience beyond the physical venue
Marketing and Analytics
Created websites, landing pages, and digital marketing campaigns
Set up and documented analytics to track user behavior and campaign performance
Designed posters and ads to promote The Rift
Outcomes:
Increased brand awareness and user acquisition
Recently achieved sales goals of over $2K in the last month
The Rift Landing page
The Rift Landing page
User Testing and Research
Conducted regular user testing sessions and field studies
Developed customer journeys and personas to better understand user needs
Interacted with customers weekly to gather insights
Outcomes:
Documented insights and provided recommendations for product improvements
Continuously iterated on the product to enhance the user experience
Collaboration with Development Team
Worked closely with developers in Unity to design the interactive app for users. Created user flows and storyboards, and met with developers to discuss and test new functionality and designs within the app, as well as the overall experience for the user. Created style guides, UI assets, iterating and testing out new styles and working on the front end to ensure style guides were followed.
Outcomes:
Seamless integration of app and physical experience
Improved user interaction and overall experience
Conclusion
Results:
Successful launch of The Rift Experience, along with 4 unique story adventure products within the app, along with a complete webAR experience used as a marketing hook.
Continuous improvement based on user insights and analytics
Achievement of sales goals, surpassing $2K in the last month, positive customer feedback, high NPS scores and returning customers
Learnings
Importance of iterative design and user-centered approach
Value of cross-functional collaboration in product development
Future Plans
Further refine and expand The Rift experiences
Explore new technologies to enhance the AR adventure
Continue leveraging WebAR to attract and engage users
