JBL 
Hamburg AR Game

Onsite Mobile Augmented Reality Experience

My Roles: Creative Ideation, Art Direction, UI / UX Design
Tools Used: Miro, Figma, Adobe Creative Suite (Illustrator, Photoshop, Premiere Pro, After Effects)

An engaging AR window activation connecting JBL's immersive sound and products to in-store foot traffic through a playful gamified experience.

THE PROBLEM / CHALLENGE

Context

• JBL wanted to enhance its brand presence and drive in-store traffic in Hamburg by leveraging innovative digital experiences that connect with their tech-savvy, audio-enthusiast audience.

Brief

• The activation needed to align with JBL's KPIs, focusing on increasing foot traffic, engaging users with their latest products, and creating buzz-worthy moments for social sharing.

THE APPROACH

Research

• Reviewed JBL’s branding, including their vibrant lifestyle identity and existing AR/VR initiatives.
  
• Conducted competitive analysis of gamified retail experiences.
  
• Focused on user behaviour near high-footfall retail locations to understand engagement patterns.
  

Concept Development

• Developed a gamified AR "Slot Machine" concept that transforms the store window into an interactive experience.
  
• Ideated on 3D visuals tied to JBL’s signature sound and product features like noise canceling and waterproof design.
  
• Sketched user flows emphasising seamless onboarding and quick engagement.

Constraints

• Limited window display space required creative use of 3D AR visuals to expand the experience.
• Balancing immersive AR interactions with a short engagement time (under 1 minute).
  
• Ensuring technical compatibility across diverse mobile devices.

THE PROCESS

Design Development

• Wireframes & Storyboards: Created sketches detailing user flows from QR code scanning to AR interaction.
  
• Style Guides & Mood Boards: Developed vibrant, JBL-branded visuals featuring neon colours, confetti effects, and animated product elements.
  
• Prototypes: Designed interactive mockups of the slot machine AR game showcasing rotating JBL icons and prize reveals.
  

Key Decisions

• Simplified onboarding with bold window signage: "Scan here, play to win JBL products!"
  
• Prioritised visually striking animations to attract passersby and communicate the gamified concept quickly.
  
• Integrated an instant reward system to drive urgency for in-store visits.

Collaboration

• Worked closely with a multidisciplinary team, including motion designers, AR developers, and marketing strategists, to ensure alignment with JBL’s branding and KPIs.

THE SOLUTION

Final Design

• A vibrant AR slot machine experience triggered via a QR code on the window display.
  
• Users spin to match JBL-themed icons (e.g., noise canceling, waterproof design).
  
• Striking 3D animations, including floating JBL products and celebratory confetti explosions.
  
• Immediate digital rewards, such as a discount code or entry into a raffle for a JBL Tour Pro 3, redeemable in-store.

Features/Details

• Interactive Gameplay: Randomised slot machine outcomes with engaging visuals.
  
• AR Enhancements:  A dynamic JBL party scene extending beyond the window display into users’ mobile screens.
  
• Incentives: Same-day discounts and exclusive raffle entries to encourage foot traffic.

RESULTS & IMPACT

Outcome 

• Increased foot traffic to the Hamburg store during the activation period.
  
• Positive feedback from users who enjoyed the playful, immersive experience.
  
• Amplified JBL’s brand presence through social media sharing of the activation.

Reflection

• Enhanced understanding of how AR activations can bridge the gap between digital engagement and in-store conversions.
  
• Next steps: Explore adding personalisation features, such as tailored product recommendations based on slot machine results.