The Virtual High Street
An end-to-end immersive VR and iPad Magic Door experience including shops, a town hall, art gallery and interactive library.
PROJECT OVERVIEW
Created a proof-of-concept VR experience for a major tech client, showcasing a virtual high street and community center in the Metaverse. The goals were:
• Engaging and user-centered VR experience
• Focus on scalability and future development
• Impactful community education
• Accessibility
MY ROLE
End-to-end Lead UX/UI Designer
TOOLS
KEY FEATURES
TAILORABLE ENVIRONMENTS.
Adaptable to different European cities and user-generated content integration (3D models, images, labels, videos)
INTERACTIVE EXPERIENCES.
Fashion, beauty, craft, and homeware stores, along with a community center focused on education and engagement (town hall, interactive library, art gallery).
ACCESSIBILITY.
Intuitive onboarding and navigation for various VR users, plus AR accessibility through the Magic Doorway app.
PROCESS
RESEARCH, DEFINE & IDEATION.
Defined diverse store and community space concepts (fashion, beauty, local crafts, homeware, town hall, educational library, immersive art gallery).
USER JOURNEY.
Translated ideas into visual journeys and low-fidelity wireframes.
VISUAL DESIGN.
The UI was crafted to reflect the client’s brand and to make the user experience in the virtual reality environment as intuitive and aesthetically pleasing as possibile.
PROTOTYPING & USER TESTING.
Iterative development of high-fidelity wireframes, prototypes, and VR test builds with user testing and client feedback.
DELIVERY.
Over 150 Figma screens and a functional VR experience, along with the Magic Doorway app.
HIGHLIGHTS
STORE CUSTOMISATION.
SMEs upload store signage, product content, and descriptions for personalized experiences
INTERACTIVE SHOPPING.
Users browse products, view details, and make purchase inquiries.
COMMUNITY ENGAGEMENT.
Town hall meetings, career fairs, virtual concerts, art gallery exhibitions, and more.
ACCESSIBILITY.
Quick tutorial and intuitive controls for various VR experience levels, plus seamless AR access through the Magic Doorway app.
COMMUNITY EDUCATION FOCUS
INTERACTIVE LIBRARY.
Users bring classic literature to life through VR simulations and interactive storytelling. Potential for future integration of learning modules across various subjects.
IMMERSIVE ART GALLERY.
Local artists showcase their work in a virtual space, accessible to a wider audience. Interactive exhibits and artist talks provide in-depth exploration of artistic expressions. Educational potential for art appreciation and cultural understanding.
MAGIC DOOR IPAD APP
AUGMENTED REALITY.
Enables users to access the virtual high street through an iPad and augmented reality (AR). Users point the iPad camera at a physical space and create a "magic door" to enter the VR high street. It offers an alternative entry point for users who may not have VR headsets or prefer a more accessible experience.
CONSTRAINTS
TECHNOLOGY.
Non-static 3D models, user-generated clothing, and virtual shopkeepers were deemed technically infeasible for this initial phase.
COMPLEXITY.
Multiplayer avatars and real-time interactions were shelved due to complexity and time constraints.
RESULTS
Client was highly satisfied with the final product, with plans to showcase it at events across Europe. Potential benefits for clients, community leaders, SMEs, and consumers, with emphasis on enhanced community education and engagement, and accessibility through Magic Door app.
NEXT STEPS
• Further user testing and experience refinement.
• Integration of multiplayer features and virtual assistants.
• Exploration of proposed store ideas and expansion of educational content in the library and art gallery.
