JBL
Hamburg AR Game
Onsite Mobile Augmented Reality Experience
Concept, Creative Direction, UI / UX Design
An engaging AR window activation connecting JBL's immersive sound and products to in-store foot traffic through a playful gamified experience.
· JBL HAMBURG - AR WINDOW GAME · JBL HAMBURG - AR WINDOW GAME · JBL HAMBURG - AR WINDOW GAME · JBL HAMBURG - AR WINDOW GAME
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.
Window Poster Design
Early Intro Animation Test
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.
Customer initiating the experience on their mobile device.
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.
Advertisement Design
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.
UI Screens + AR Experience Mockups
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.
Slot Machine interface based on Earbud case design
Bespoke icons designed based on typical slot icons and JBL influences