Augmented and Virtual Reality

By: Graham Barey

What’s the key to making AR/VR experiences useful and viable? What’s holding it back, if anything?

As tools, virtual reality and augmented reality have both often been employed as whiz-bang attention-grabbers with little meaning behind their surface. Brands are happy if users are interacting with them regardless of platform, so we’ve seen many VR and AR experiences geared towards novelty rather than substance.

The emergence of any significant new technology starts a stampede of interest from those wanting to get in on a trend without thought as to why. The truth is that not every brand needs a VR or AR experience, and not every VR or AR experience needs to be created.

There are useful VR and AR experiences in the world and we’ve created some of them at Citizen. That’s because we view technology as being in service to an idea and not the opposite. Design thinkers must have expertise in many different areas including problem identification and solution selection.

As part of the discovery process on a given project, we may determine that a specific problem is best served by employing a VR/AR solution, but we may also draw a different conclusion. Clients must trust the thinking of designers and vice versa. Great solutions can only be created when this process is run in a proper partnership.