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How to Master Mixed Realities in the Web Browser

How to Master Mixed Realities in the Web Browser

While virtual reality has long been sweeping users away into completely different worlds, augmented reality is staking its claim on the space that exists between the real world and the computer-generated one. Brands are now using WebVR to create immersive, personalised experiences for customers right in the browser, fostering authentic interaction between customer and brand.

In 2019, we expect that more and more brands will be experimenting with augmented reality interactions designed to improve customer engagement. What's driving the trend? Until recently, AR and VR experiences had to be delivered via native applications that ran on specialised hardware or mobile devices. But, an open-source framework called A-Frame is changing all that. Using designer and developer friendly HTML, CSS and JavaScript, A-Frame makes it much easier to both create these experiences and integrate them with the customer's web browser, no special hardware required.

Here’s how to make the most of this trend in 2019.

Use WebVR for rapid prototyping

WebVR unlocks endless possibilities for not just immersive end-user experiences, but also rapid prototyping. Since the creation of AR and VR experiences is easier than ever, so is browser-based prototyping. Rapid prototyping can drive innovation, encourage iteration, garner internal stakeholder buyoff, accelerate the time to market and improve the final product for the customer.

Make sure your AR/VR strategy makes sense in your customer journey

Don't become so captivated by this newly accessible technology that you forget to prioritise the customer experience. Designers, developers and digital marketers should work closely to develop the experience according to customer analytics and not just rely on the allure of this exciting technology. Augmented and virtual reality both have the most impact when they address a specific customer need or enhance the customer-brand connection.

Remember that design is critical to the experience

Because AR and VR experiences are even more immersive than regular standard digital touch points and much more customisable to the individual user’s wants and needs, design is more important than ever. If your mixed-reality experience fails it can reflect badly on your brand as a whole, which means customers may be less inclined to interact and less likely to complete a purchase or take another desired action. The best AR and VR experiences are successful because designers and developers have focused on every little detail and user tested until it was flawless.

Want to know the other trends you need to be aware of for the coming year, plus insights from industry experts on how they’ll affect your work? Download our 2019 Trends whitepaper for free today!

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