VR for Architects
In preparing for market launch of Skycove and Awaken, two innovative window products developed with IDEO, Marvin Windows & Doors sought to build awareness and excitement for the new products with the architects who specify them for construction. A successful VR solution could be a scalable, adaptable way to allow architects to see and experience new products faster than relying on the cumbersome nature of large physical samples that are the industry norm. The team's challenge, therefore, was "How might we excite architects about Marvin's newest products through an immersive VR experience?"
The VR experience was a central feature of Marvin’s exhibition in the 2020 International Builder’s Show, where the company earned top awards for the new products.
Design Process
The design team was initially unconvinced that VR was an effective solution for the challenge. Architects are used to seeing and evaluating physical samples. Research and experience confirm that they are skeptical of sales gimmicks and of renderings; architects work in renderings all the time and are familiar with the “lying via rendering” tactic to make a design concept appear feasible. Skycove is a premium product from a premium brand, where tactile interactions with the products have been essential in conveying quality and justifying price premiums. Therefore, any VR solution needed to be both useful and create a user experience that matched or exceeded interacting with a physical sample.
Initial research with architects revealed minimum functional requirements for a VR experience that centered on conveying technical detail. To make the VR experience feel more immersive and believable, the team simulated a full home environment to give users the feeling they were exploring these products in situ. The user can also explore product features and see how the construction environment is prepared for installation.
Personal contributions: The VR project was a 6 week sprint and as project guide, I coached the design team through prioritization of design features to build given the schedule constraints, as it was critical to hit the deadline so downstream production could be completed in time for a national trade show. Further, my prior experience in architecture allowed me to act as an end user for the team to rapidly test and iterate concepts.
Design Outcomes
The IDEO team produced a fully functional prototype and provided hardware recommendations to the software development partner. The two teams collaborated during usability testing and iterating on the different experiential aspects of the VR environment. IDEO provided guidance on design intent while engineering teams worked through production. Marvin used the tool at the International Builder Show in 2020 and took home “Best of IBS” awards! and continues to use it with architects and dealers.
Deliverables | User journey map; VR experience concept; rendering files for production; brand guidelines for VR environment
Roles | Client leader, architecture guide
Acknowledgements | Marvin Windows & Doors