OVERVIEW
Summary
The objective of this project was to partner with the University of Southampton and present the final major projects of MA Communication Design students in a virtual format. In my capacity, I was accountable for devising and constructing a 3D virtual space, along with a website concept that students from upcoming years could use for their degree shows.
Role: UX Designer, Programmer
Duration: November - December 2021
Tools: Figma, Miro, Unreal Engine 4, Microsoft Teams
Type: Partnership UX Case Study
Team: Chenhao(Rylan) Li, Allen Yu
Methods: Survey, SWOT analysis, PACT & Competitor Analysis, Brainstorming, Persona, User Case, User Flow, Storyboard, User Testing
Problem
As a result of the Covid-19 outbreak, exhibitors were unable to hold offline exhibitions, and visitors faced significant challenges when attempting to visit venues in person.
Goal
Propose a solution that enables exhibitors to showcase their work and allows visitors to view it without any inconvenience.
Approach
We have developed a solution in the form of a 3D virtual space that houses over 200 student works and can be accessed by anyone worldwide. This provides a platform for exhibitors to showcase their work, and visitors can easily view it without difficulties or needing to visit a physical location.
Important message before you start…
As we had a significant workload for this project, I chose to divide it into two sections: 3D Virtual Show and Web Design. This specific page is dedicated to the virtual show, and if you're interested in the web design section, I recommend clicking on the button below or navigating to the 'create' section and proceeding to the web design page. It's important to note that both pages include identical research and analysis content, as we utilized them to address the same problem with a combination of two approaches.
TEAM
There are two members of the team: Chenhao Li(me) and Allen Yu.
Chenhao Li: UX Researcher & Designer; Programmer
Allen Yu: Assisted Researcher; Marketing
Throughout the project, both Allen and I were involved in various aspects of designing the exhibition venue, including brainstorming, ideating, and sketching.
As for my role in the project, I primarily focused on the UX side, which involved conducting a survey, performing product and user analyses, and designing the overall experience. Additionally, I was responsible for building a functioning prototype using Unreal Engine 4.
Allen, on the other hand, assisted with research by providing references and supporting design decisions. He also played a vital role in editing both the teaser and walk-through videos, helping to enhance the overall visual appeal of the project.
Our combined efforts and diverse skill sets allowed us to work efficiently and produce an engaging and interactive virtual exhibition that exceeded our expectations.
“Let’s host a degree show…”
The concept was conceived in response to the COVID-19 outbreak, which led to a shift in lessons and exhibitions to online platforms. As many of our classmates were studying abroad for the semester, it was difficult for them to attend our physical exhibitions. Consequently, our program leader and I proposed creating a virtual presentation to showcase our work and make it accessible for everyone to view online.
COLLECT
Survey
The initial step is to establish the content that we intend to showcase. The tricky part is that we have two user groups: Exhibitor and Visitor. To achieve this, I surveyed 25 students from our course because these individuals represent our exhibitor and Allen surveyed 10 individuals (lecturers and parents) as our visitors. Once the result was back, Allen and I then visualised the findings.
Exhibitor:
Exhibitors are happy to present their work digitally but are not keen on attending one.
Visitor:
Most visitors are happy about the exhibition being virtual, but not entirely understand how it’s going to work, just like us.
Pain Points
We conducted follow-up interviews with 15 individuals who expressed dissatisfaction with the virtual show, and the findings are as follows:
People tend to love physical space more?
Most people prefer physical exhibitions over virtual ones because the latter may lack interactivity and pose accessibility issues. In addition, a physical exhibition offers a greater sense of excitement as viewers can see the work in a larger scale and appreciate the details better.
COMPREHEND
SWOT Analysis
To better understand why people prefer physical exhibitions over virtual ones and identify opportunities, I conducted a SWOT analysis of virtual exhibitions. By focusing on the strengths and opportunities identified, I can improve the presentation of the virtual exhibition to better meet the needs and expectations of viewers.
Website or a 3D Virtual Space?
From the SWOT analysis, I see opportunities to gamify the exhibition, for instance, turning it into a 3D virtual space. However, the decision to have a virtual space for the exhibition is debatable. While it can provide a similar experience to physical exhibitions, it may also limit accessibility. On the other hand, a website can effectively present the work but may lack the experience and intuitiveness of a virtual space.
Competitor & P-A-C-T Analysis
After a short discussion with Allen, we decided to look at the existing products first. He found a list of virtual exhibitions. I picked the three most significant examples to conduct the analysis
Virtual space in a website.
Following a conversation with Allen regarding the advantages and longevity of utilising a website or virtual space as the exhibition platform, we concluded that a virtual space would address the majority of the users' concerns. Nevertheless, creating a website is necessary to ensure accessibility. Consequently, we have resolved to prioritise the creation of a 3D Virtual space, with a website concept serving as a secondary goal that can be expanded upon in the future for the benefit of students.
Persona
To ensure that the virtual exhibition caters to the needs and preferences of different user types, I created three personas specifically designed for students, lecturers, and parents. This approach will allow us to develop a more tailored and user-friendly virtual exhibition experience.
CONCEPTUALISE
Brainstorming
Now that we have a better understanding of the pros and cons of different types of virtual tours, as well as the needs and frustrations of the target users, Allen and I had a brainstorming session to determine which form of virtual tour would best meet the needs of our users.
After considering the advantages and disadvantages of different exhibition types, Allen and I have decided to use 'Virtual Walks' as the primary direction for the virtual exhibition. This decision was made based on the fact that Virtual Walks provide the most immersive experience for users.
Use Case
Now that we have a better understanding of the target users and their pain points, it's important to define their roles and interactions within the virtual exhibition. To accomplish this, we will be creating a use case, which is an effective method for identifying the different scenarios that users may encounter during or after the design process. By creating a use case, we can ensure that the virtual exhibition caters to the specific needs and preferences of each user type and provides an intuitive and engaging experience for all.
Based on the use case diagram, students are the most active participants in the virtual exhibition since their work is being showcased. Meanwhile, both lecturers and parents have a similar level of involvement, although lecturers tend to network during the event. As a result, we might consider targeting parents more since they have the least involvement in the exhibition. By focusing on their needs and preferences, we can ensure that the virtual exhibition provides a more engaging and rewarding experience for all users.
Unfortunately, we have to compromise…
After reviewing the use case, we realised that targeting parents more could pose accessibility challenges since many of them may be located overseas and lack the necessary equipment, such as a desktop computer, to access the virtual exhibition. To address this issue, we have decided to video record the virtual walkthrough and upload it to YouTube, which will provide a more accessible and user-friendly option for parents who cannot attend the exhibition in real-time. By taking this approach, we can ensure that all users have equal access to the exhibition and can fully engage with the projects and content presented.
Storyboard
During the ideation phase, we both recognized that the audience would not be able to interact with the virtual exhibition since they would be watching the walkthrough video on YouTube. To address this issue, we decided to place a QR code next to each student's work, which would allow the audience to pause the video and scan the code to learn more about the exhibit or artist. This approach would provide a more interactive and engaging experience for the audience and enhance their overall enjoyment of the exhibition.
Moodboard
With a clear understanding of what we need to create and who we are creating it for, we have moved into the development phase of the virtual exhibition. To inspire our design direction, Allen has created a mood board that showcases different styles and themes for the exhibition. Using this inspiration, we have divided the exhibition designs into different categories and have decided which direction to take the project in. This approach will ensure that the final design is visually appealing and meets the needs and expectations of our target users.
CREATE
After several discussions, we decided to offer each individual their unique exhibition space, as seen in the 'individual exhibition area' example above. This decision was made based on the understanding that each person has their own unique theme and content in their final major project, and it would be fascinating to see their exhibition area match their unique style.
User Flow
Now that Allen has completed his part of the project (for the time being), I have started working on the layout and interior design of the virtual exhibition venue. Our plan is to divide the entire venue into five main halls, with each hall containing ten exhibition spaces for the 50 MA Communication Design students. Here is the user flow:
Sketches
Prototype
After developing some initial ideas, we moved into the creation phase of the virtual exhibition. Our first step was to create a quick prototype to test out a few key elements, including:
The layout of the venue
The size and volume of each exhibition space
The number of videos and motion graphics that Unreal Engine 4 (UE4) can run simultaneously
Optimisation to ensure the virtual exhibition runs smoothly and efficiently.
This approach allowed us to test out our ideas and make any necessary adjustments before moving forward with the full development of the exhibition.
1.Interior
2.Exterior
Usability test - before & after
I asked a few students to test the prototype, and here are some changes I made after the testing:
Once we had done the layouts, the final part was to make everything function with UE4’s Blueprint(programming), such as walking, running, zooming in & out and even taking pictures.
PRODUCT SHOWCASE
We opted for a straightforward layout and exhibition corridor design, with each student's name displayed next to their work alongside a QR code for easy scanning. This approach ensures that the virtual exhibition is user-friendly and accessible, allowing visitors to quickly and easily learn more about each exhibit or artist.
We have decided to incorporate a futuristic interior design with a minimalistic colour scheme into the virtual exhibition.
The exhibition layouts have been designed with the students' work in mind to enhance their aesthetics
We have placed extra fun objects around the virtual exhibition venue to add a more realistic and immersive feel to the overall experience.
FUTURE
Future Development
After speaking with my lecturers and a few students, we had some great ideas about this project:
We can create a VR version
Creating a VR version for visitors who have VR headsets or enjoy navigating the space by moving their phones around.
Use tools to develop a web-based exhibition
Developing a web-based exhibition using tools that would enable visitors to explore the space by themselves and access interactable exhibitions on a website.
Project or display the video on a giant screen
Developing a web-based exhibition using tools that would enable visitors to explore the space by themselves and access interactable exhibitions on a website.
In conclusion, the project has been well-organised with a clear and effective development process. It demonstrates the potential of visual exhibitions and the ability to store visual data in a digital space. However, to ensure future success, the product needs to consider more interactive possibilities for development beyond just playing videos or walking around the venue.
One possible approach would be to introduce gamification elements to the virtual exhibition, transforming it into more of a video game experience. This approach would create a more immersive and engaging experience for visitors and enhance the overall appeal of the exhibition.
Overall, the project has shown great promise and has the potential to revolutionize the way we approach visual exhibitions in the future. By continuing to explore new and innovative ways of presenting and interacting with visual data in a digital space, we can create an exciting and dynamic exhibition experience that captures the imagination of audiences everywhere.
REFLECTION
Describe
This project has been a valuable learning experience for me, allowing me to develop my teamwork and communication skills in a dynamic and engaging environment. Through this project, I have learned how to work efficiently in a small team, collaborating effectively with my colleagues to achieve our goals.
Interpret
I have had numerous team project experiences in the past and have played various roles in each of them. However, this project was unique as we only had two team members, and we both had our final major projects to complete in addition to this one. It took some time for us to get used to working with each other, but we ultimately completed the project successfully.
Evaluate
Despite our best efforts, we encountered a significant challenge during the project - a lack of time to polish the exhibition. With the deadline fast approaching, we needed to gather everyone's final work quickly, leaving little time to focus on the design and implementation of the exhibition venue.
Plan
During the project, I realised that UE4 is an excellent tool for creating high-quality 3D graphics. However, I also discovered that optimisation is a significant issue with this engine. Unfortunately, I only learned about this halfway through the project, which could have made the project more efficient if I had known earlier that other tools might have been more suitable.