XR: From Hyper to Actual Experiences

Hall 3

AR and VR have steadily progressed through Gartner’s technology Hype Cycle. They travelled the curve from the “Innovation Trigger” phase with unproven promises back in 2010, to land today on the “Slope of Enlightenment” where their benefits are better realized. Breakthroughs in displays, optics, SDKs, interaction models and 3D scanning have all made this happen.

The ecosystem is thriving with innovations to solve technical challenges stopping AR and VR from entering the final Hype Cycle phase “Plateau of Productivity” and becoming mainstream. However, in the midst of this technology evolution and businesses’ enthusiasm, usability is often overlooked and sometimes missed out. There are a number of user experience obstacles, generally caused by current state-of-the-art, that we as strategists, designers and developers need to know and carefully consider when creating experiences for AR and VR.

In this talk i will cover a list of those issues which I have gathered from my research and professional work. I will share some of what i believe are the best examples of AR and VR that cleverly navigated through those limitations and achieved high levels of immersiveness. I will use that narrative to travel with you on a journey exploring AR and VR experiences between two poles:

1) Keiichi Matsuda’s “Hyper Reality” concept of an environment fully enhanced (and possibly cluttered) by synthesized content, and
2) Jaguar’s F-TYPE Sports Car stunt exhibit that demonstrated how “some experiences cannot be simulated” and introduced the term “Actual Reality”.

I will conclude with introducing the “Hyper-Actual Experience Taxonomy” concept I am working on which would help in categorizing experiences being designed for AR and VR, and identifying the potential gaps that need solving.

Many have already succeeded in AR and VR. We can do so too. We just need to observe, think, learn, reiterate and make the leap towards delivering actual experiences.

Main Stage