Avatar waving inside Movistar's colorful VR immersive experience world

Immersive Experience

Turning a VR showcase into a product.

Movistar Immersive Experience is a VR World that serves as a bridge between the brand and the wider public.

The Problem

One year since its initial launch, we've developed the foundational elements of the virtual world.

And now it's time to elevate the product further.

From a Design/Strategy standpoint, I believe that any future additions we make should always prioritize contributing to the overall product perception first, and adding to the content pool should come second.

Okuda’s Universe

Virtual Shop

Sports

Virtual Assistant

Escape Room

Movistar Riders

Espacio Fundación

VR Cinema

Start

HUB AREA

Context

Opportunities

More content for the users.

More ways to introduce our products inside the experience.

Risks

Merely incorporating content falls short of cultivating user loyalty or accomplishing a specific objective.

Action Points

Propose improvements based on the different Aspects of the app and their development stage.

Frame user actions within a Paradigm. Incorporating feedback loops that could provide better incentives to our users.

Think any current or future additions to the product in terms of their Transversal impact.

Product Aspects

Currently developed aspects:

Novelty

Product

Placement

Accessibility / Democratization

Socialization

For this proposal, we are focusing on:

Product

Placement

Some considerations

  • Products should fit naturally within the game’s world.
  • This inclusions should not distract the user from their objectives.

The ultimate goal of product placement in VR Worlds is to enhance the player’s experience while providing value to both players and brands.

Recurrence

Compatible KPIs

  • Daily and Monthly Active Users (DAU) (MAU).
  • Average playtime (APT). Also compared to previous periods of time and vs. the competition.
  • Retention Rate (RR).
  • Lifetime value (ULTV). (Later ir the process)

Monetization

Potential

Compatible Monetization Models

  • Non monetary freemium
  • In-App Ads
  • Brand Integrations
  • Cross-Selling

The Paradigm

"We are facing a new phase

of the product.”

In the beginning, the app was mainly oriented towards being showcased in demo events, like the Mobile World Congress.

However, after the initial product launch, it is essential to focus on the environment for which it was originally conceived: the home.

Funfair

Amazement

Single use

Learnings

The Home

Amazement

Familiarity

Repeated use

Higher receptiveness

Learnings

Ownerships

Gameplay Loops

Current Gameplay Loop:

Activity

Repeat

While it's always possible to engage in another activity or start over after completing one, in this scenario the average user often lacks the motivation to continue exploring everything that the app has to offer.

Proposed Loop:

Activity

Unlock

Reward

Redefine

Repeat, butwith a purporse

Having analyzed the different aspects of the product,

I believe in forming a paradigm, rather than merely relying on the sum of its gameplay mechanics.

Behavioral Mechanics

Incorporating Behavioral Mechanics into a product can increase user engagement, influence decisions, encourage desirable habits, and provide an overall more personalized and rewarding experience.

​

For this purpose, the Octalysis framework by Yu-kai Chou serves as the foundation.

Solution

The Homebase Area

Homebases are safe spaces in XR games or experiences, often having one or more of these features:

  1. It might serve as the starting point for the experience when the game begins, but most importantly, they act as a point of connection between all the game aspects.
  1. Reflect the player's progress within the experience.
  1. They typically centralize information related to the world’s activity (news, special events and important announcements).
  1. They allow the user to strategically plan their upcoming actions
  1. They can be completely disconnected from the main world (single-player focus) or integrated with it (multiplayer).
  1. They gather customization elements related to the avatar, the world, or the overall experience.

Transversality

Homebase examples in VR Experiencesand their main features:

Meta Horizon Worlds - Home

  • Get used to Meta Quest control scheme.
  • Understand the capabilities of the Meta Quest device.
  • Portal to suggested/featured areas.
  • Centered around single-player.

BigScreen - Lobby Area

  • Get used to the platform of choice control scheme.
  • Portal to suggested/featured areas.
  • Communicate benefits or functionalities.
  • Get to know or connect with other users (Voice, drawings).
  • Product placement.

VRChat - Welcome Area

  • Get used to the platform of choice control scheme.
  • Make adjustments related to the experience.
  • Portal to suggested/featured areas.
  • Communicate benefits or functionalities.
  • Character customization.
  • Centered around single-player (safe zone before engaging with the community).

Roadmap Proposal

Focus on

User Customization

Recommended additions

​

  • Notification Area(Mailbox, Computer)
  • Customized Video Content Offer(TV Area)
  • Home Customization(Furniture and Products)

1st version

Focus on

Gameplay Progression

Recommended additions

​

  • Character Customization(Wardrobe / Mirror)
  • Progression tracking (Gallery Area / Trophy shelf)
  • Introduction to Challenges

1st iteration

Focus on

Challenges and Rewards

Recommended additions

​

  • Challenges
  • Rewards
  • Developed Economy(Time, Attention)

2nd iteration