SHARK WEEK AR APP
In 2016, Discovery released their first Head Mounted Display(HMD), VR app, and immersive 360 videos. It was well-received but was plagued with bugs and low-quality video content. Since then technologies have evolved and VR headsets/apps have considerably improved.
With the mass adoption of smartphones, introducing Augmented Reality would be a great way to further the customer's experience off the discovery+ platform without asking the participant to spend money on an HMD or VR device. While an immersive VR video would be impressive, it would require a lot of manpower hours, and content to achieve high-quality virtual reality experiences. VR also poses a lot of accessibility issues.
Shark Week is Discovery’s most famous, long-running, and successful marketing stunt. Imagine the customer being able to watch a show, scan a QR code, and place a shark in their living room or classroom! Teachers are able to illustrate the size of a great white shark tooth or stand in awe at the vast length of a whale shark.
This would be a marketing and product collaboration that can potentially increase retention and return traffic to the streaming app, in addition to delighting customers beyond the content library offering.
Validating the Problem
A Shark Week AR App gives customers another way to experience the content, engage and learn with others, continue the conversation beyond the promotional week, drive customers back to discovery+, and delight our customer experience while creating an accessible educational tool.
Retention and return traffic to the discovery+ app and new content
After the promotion is complete, the customer needs to wait till next year to experience Shark Week again
Missed interactive opportunities for customers to explore the vast content library
Introduce an AR app experience pre-launch of Shark Week
Develop ways to watch content on discovery+, scan a code and return to the AR app, repeat, thus increasing the retention cycle.
Gamify the shark content by growing and caring for your own baby shark. Notifications alert the user of the shark's daily needs.
Role, Activities & Duration
In this case study, my role is project lead and AR concept designer. I will develop the AR visually as well as research, interviews, personas, user flows, and work with developers and engineers to create the infrastructure. Furthermore, I would present to the internal stakeholders for the long-term budget and outcomes to maintain and continually develop this app.