Customer problem
Roof boxes, bike racks and ski carriers were often unavailable on site. Customers could not easily understand scale, fit, function or how a product would look on their own vehicle.
Mixed Reality · Product Experience · Delivery
A mixed reality retail experience that made hard to display accessories tangible, interactive and commercially credible inside the dealership.
Mixed reality hardware had already been introduced across the dealership network, but the experience roadmap largely stopped at displaying additional vehicle models. The challenge was to identify a use case that solved a real retail problem and justified continued investment.
Roof boxes, bike racks and ski carriers were often unavailable on site. Customers could not easily understand scale, fit, function or how a product would look on their own vehicle.
Make aftersales products visible and explorable at the moment of consultation, while giving dealers a more engaging way to communicate value and support accessory sales.
I helped move the team beyond technology first ideation. We combined desktop research, expert interviews, dealer and aftersales stakeholder input, and survey validation to compare opportunities across gaming, music, entertainment and retail.
Created detailed concepts for 15 potential mixed reality use cases using market research and expert perspectives.
Interviewed dealership and aftersales stakeholders, surfacing low product availability and limited customer interaction as recurring commercial pain points.
Used survey feedback and stakeholder input to compare concepts and select the aftersales retail experience for further development.
Inside the dealership, customers could use a mixed reality headset to explore different vehicle models and add products such as roof boxes, bike carriers and ski racks. The concept supported both a fully digital vehicle and digital accessories mapped onto a physical car.
Start with a physical showroom car or a digital model positioned in the space.
Highlighted information points reveal where products and vehicle information can be explored.
Open the aftersales menu, compare product variants and place the selected item on the vehicle.
Switch into presentation mode to view form, dimensions, capacity and functional details from every side.
The delivery work went beyond a high level concept. I specified how customers discover, activate, configure and inspect each accessory, including the transition between default, interaction and presentation states.
Reusable information points could be positioned on both physical and digital vehicles, creating one interaction grammar across future products.
Accessories unfold step by step on the vehicle while dimensions, weight and functional information appear in context.
Customers could vary the number of bikes, skis or snowboards and open the roof box to understand usable volume through familiar objects.
The service supported a customer in the headset and dealership staff using an external device to guide, explain and manage the experience.
I translated the selected concept into a detailed handover covering flows, states, variants, vehicle dependencies, content needs and production priorities. This gave the external asset team a concrete basis for estimation and implementation.
Pages of interaction detail covering the intended customer experience and the requirements needed to produce it.
Roof mounted bike carrier, tow bar bike carrier, roof box and ski or snowboard carrier, including relevant variants.
Default, active interaction and isolated presentation states, with transitions and expected customer behaviour.
Digital products mapped onto a physical showroom car or placed on a fully digital vehicle.
Vehicle compatibility, 3D asset creation, manual measurement, dummy content, staff controls and cost inputs.
I helped build a range based business case from dealership headset availability, estimated sales, expected conversion, additional accessory revenue and the cost of producing the mixed reality assets. Both conservative and realistic scenarios supported the investment decision.
Dealerships equipped with mixed reality hardware
Estimated dealership sales volume
Accessory conversion driven by the experience
Potential additional accessory revenue
Cost of creating production ready assets
"Very smart idea. I wonder why I didn't think of it myself."
Client CMO, live to the cross company leadership group