AR App

Role

Concept work

UX design

UI design

Testing

Prototyping

Client

Samsung

Year

2021 — 2023

Implementing AR into Samsung digital campaign

Today, the average person is closely connected to technology, and even the tiniest smart accessories offer a blend of personality, functionality, and style. That’s why, when selecting a smartwatch, it's essential to consider the potential for customization and its overall aesthetics as well as technological aspects. This is proven by the constantly changing trending technology on platforms such as TikTok and Instagram.

Samsung is a brand with a recognizable identity and style that translates into their products, such as smartphones and smartwatches. To make the Samsung Galaxy Watch range more accessible to users and to allow them to experience the smartwatch first-hand, the idea was to create and develop a virtual Personalization and Try-on application that utilizes AI-based hand recognition technology. This application lets you try on and personalize the smartwatch virtually, giving you a feel for it no matter where you are.

Target requirements

deliver an innovative and engaging digital experience

make the smartwatch collection attractive to Gen Z and Millennial demographics

effectively convey the full range of personalization options available with the Galaxy Watch series

implement a client’s request to use AI technology to showcase the watches

Meeting the customization demands

The decision was made to use WebAR as the platform for this application to ensure it's accessible through a simple URL, eliminating the need to download a separate mobile app. However, developing a website AR application presents other challenges due to its compatibility requirements with different operating systems, browsers, and camera setups, especially when integrating AI-based hand recognition.In addition, the smartwatches offer endless possibilities for customization. Different models, straps, colors, and watch faces make it difficult to display all customization options on one screen simultaneously.

Streamlining customization options

The app itself is straightforward and simple to use since there are not a lot of separate screens for users to go through to test out the smartwatches and eventually buy them. Since there are endless options for smartwatch customization, the challenge was to fit and display all options and features in one frame without making it too crowded or overwhelming for the user.

It’s cool you can proceed and order the watch directly from the app

I didn’t know you could also change watch models

3D try-on is the highlight of the app

In-Person testing and iterative improvements

There are a limited number of screens, each with a substantial list of features a user can adjust to personalize a watch. Including the AR feature to try on the watch, all of the testing was done in person with hi-fi wireframes to allow users to explore the app and all the customization capabilities.This resulted in changes such as splitting different sizes of the same model so the user can try both, and adding an option to tap on the watch screen to change watch faces instead of placing this function on the edges of the screen.

The solution

In the final AR app, you have the opportunity to explore 3D representations of various Samsung Galaxy Watch models and visually experiment with different combinations of watch bodies, straps, and watch faces. A standout feature is the ability to virtually try these watch combinations on your wrist.

On the application's main screen, users are initially presented with a collection of Galaxy Watch smartwatches. Upon choosing a specific model, they can see a 3D view and explore watch details, identify their preferred watch-strap-color combinations, and determine their favorite Watch Face design.

The AR app experience comes to a peak with the Try-on feature. Once users have picked their preferred combination, they can virtually try the watch on their own wrist by using their device's camera for hand recognition. The interactive capabilities allow users to alter watch combinations while the virtual watch is on their wrist, offering options to zoom and rotate their hand for a complete experience.

Crucial features of the smartwatch can be easily accessed through the "More info" tab. Moreover, users can save and share snapshots of the tried watch combo, similar to how they can preserve and share the AR experience itself.

The app was built in 2021 and, over three years of existence, was redesigned multiple times to adapt to the needs of the client. With each major launch of new Samsung products, the app went through a makeover to suit the vibe and look of the new hardware it was presenting. Each generation of the app also had its own social media campaign to accompany it and attract new users and potential buyers of the products.

Key takeaways

For such a simple web app, there was an absurd amount of defining and refining the information hierarchy since there is a lot of information and options that need to be presented on one screen.

Testing in different forms throughout the process proved to be a saving grace while getting rid of the glitchiness, but also a burden since it took insane amounts of production time. With each update, the app got ‘a new haircut,’ helping it to be more user-friendly.