How did we use Augmented Reality to promote travel and boost engagement?
How did we use Augmented Reality to promote travel and boost engagement?
How did we use Augmented Reality to promote travel and boost engagement?
ILLUSTRATIONS / UI DESIGN / social media MARKETING
ILLUSTRATIONS / UI DESIGN / social media MARKETING
ILLUSTRATIONS / UI DESIGN / social media MARKETING
OVERVIEW
OVERVIEW
OVERVIEW
Rightly called 'The Garden City of India', Bangalore is home to many beautiful gardens. FlippAR, an Augmented Reality based travel startup, in partnership with Karnataka Department of Tourism, wanted to showcase the charm of this city to promote tourism and increase brand awareness. As the sole Graphic Design Intern at FlippAR, I got to design interactive travel campaigns that featured two popular gardens — Lal Bagh and Cubbon Park.
Rightly called 'The Garden City of India', Bangalore is home to many beautiful gardens. FlippAR, an Augmented Reality based travel startup, in partnership with Karnataka Department of Tourism, wanted to showcase the charm of this city to promote tourism and increase brand awareness. As the sole Graphic Design Intern at FlippAR, I got to design interactive travel campaigns that featured two popular gardens — Lal Bagh and Cubbon Park.
Rightly called 'The Garden City of India', Bangalore is home to many beautiful gardens. FlippAR, an Augmented Reality based travel startup, in partnership with Karnataka Department of Tourism, wanted to showcase the charm of this city to promote tourism and increase brand awareness. As the sole Graphic Design Intern at FlippAR, I got to design interactive travel campaigns that featured two popular gardens — Lal Bagh and Cubbon Park.
outcome
outcome
outcome
Increase in app downloads and conversion contributing to product growth
Increase in footfall at key tourist attractions
Increase in app downloads and conversion contributing to product growth
Increase in footfall at key tourist attractions
Increase in usage and downloads within
3 months of launch
my role
my role
my role
Illustrations
UI design
Social media posts
Illustrations
UI design
Social media posts
Illustrations
UI design
Social media posts
CONTEXT
CONTEXT
CONTEXT
We wanted to showcase Bangalore's hidden gems to appeal to travellers and grow the brand
We wanted to showcase Bangalore's hidden gems to appeal to travellers and grow the brand
We wanted to showcase Bangalore's hidden gems to appeal to travellers and grow the brand
I owned the end-to-end design of all marketing collateral across print and digital channels — whether it was sourcing the right thickness of paper for the prints, or choosing the style of interactive hotspots on the app UI.
I owned the end-to-end design of all marketing collateral across print and digital channels — whether it was sourcing the right thickness of paper for the prints, or choosing the style of interactive hotspots on the app UI.
I owned the end-to-end design of all marketing collateral across print and digital channels — whether it was sourcing the right thickness of paper for the prints, or choosing the style of interactive hotspots on the app UI.
Interactive postcards
Interactive postcards
Interactive postcards
Postcards covering 20+ places in Cubbon Park and Lal Bagh, which can be scanned using the FlippAR app for interactive web content.
Postcards covering 20+ places in Cubbon Park and Lal Bagh, which can be scanned using the FlippAR app for interactive web content.
Postcards covering 20+ places in Cubbon Park and Lal Bagh, which can be scanned using the FlippAR app for interactive web content.
Social media campaigns
Social media campaigns
Social media campaigns
Travel-related posts on social media channels like Facebook and Instagram to pique the curiosity of readers and boost engagement.
Travel-related posts on social media channels like Facebook and Instagram to pique the curiosity of readers and boost engagement.
Travel-related posts on social media channels like Facebook and Instagram to pique the curiosity of readers and boost engagement.
Mobile application UI
Mobile application UI
Mobile application UI
Mobile responsive content with interactive quizzes and videos that appear when the postcards are scanned.
Mobile responsive content with interactive quizzes and videos that appear when the postcards are scanned.
Mobile responsive content with interactive quizzes and videos that appear when the postcards are scanned.
challenge
challenge
challenge
How could we narrate these stories in a compelling way?
How could we narrate these stories in a compelling way?
How could we narrate these stories in a compelling way?
Each tourist spot had an incredible story to be told. We needed to bring out the rich narrative in a way that was cohesive and seamless to the viewer so that they could get the best experience. Three design goals emerged after brainstorming.
Each tourist spot had an incredible story to be told. We needed to bring out the rich narrative in a way that was cohesive and seamless to the viewer so that they could get the best experience. Three design goals emerged after brainstorming.
Each tourist spot had an incredible story to be told. We needed to bring out the rich narrative in a way that was cohesive and seamless to the viewer so that they could get the best experience. Three design goals emerged after brainstorming.
👆 Interactive
👆 Interactive
👆 Interactive
We wanted to make the content across all channels — print and web — interactive to keep the users engaged.
We wanted to make the content across all channels — print and web — interactive to keep the users engaged.
We wanted to make the content across all channels — print and web — interactive to keep the users engaged.
🔗 Connected
🔗 Connected
🔗 Connected
It was imperative that these experiences had a compelling narrative that flowed well; not one broken into fragments.
It was imperative that these experiences had a compelling narrative that flowed well; not one broken into fragments.
It was imperative that these experiences had a compelling narrative that flowed well; not one broken into fragments.
😍 Memorable
😍 Memorable
😍 Memorable
We wanted the viewers to have some tangible takeaway that they could use as a keepsake of their travel stories.
We wanted the viewers to have some tangible takeaway that they could use as a keepsake of their travel stories.
We wanted the viewers to have some tangible takeaway that they could use as a keepsake of their travel stories.
SOLUTION
SOLUTION
SOLUTION
Postcards ✉️ but make it postc'AR'ds 💌
Postcards ✉️ but make it postc'AR'ds 💌
Postcards ✉️ but make it postc'AR'ds 💌
We wanted to ensure travellers not only enjoyed their visit to each of these tourist spots, but are also equipped with a way to navigate by themselves and discover the fascinating history behind each hidden gem.
AR-based postcards hit the bull'e eye for all of our needs.
We wanted to ensure travellers not only enjoyed their visit to each of these tourist spots, but are also equipped with a way to navigate by themselves and discover the fascinating history behind each hidden gem.
AR-based postcards hit the bull'e eye for all of our needs.
We wanted to ensure travellers not only enjoyed their visit to each of these tourist spots, but are also equipped with a way to navigate by themselves and discover the fascinating history behind each hidden gem.
AR-based postcards hit the bull'e eye for all of our needs.
DESIGN DETAILS
DESIGN DETAILS
DESIGN DETAILS
Anatomy of the postcard
Anatomy of the postcard
Anatomy of the postcard
Drawing inspiration from the Indian postcard, I used the various elements like stamps and address space as metaphors to fill up the appropriate 'Where' and 'How' instructions for the travellers.
Colours and fonts were chosen mindfully to emulate the authenticity of the quintessential Indian postcard.
Drawing inspiration from the Indian postcard, I used the various elements like stamps and address space as metaphors to fill up the appropriate 'Where' and 'How' instructions for the travellers.
Colours and fonts were chosen mindfully to emulate the authenticity of the quintessential Indian postcard.
Drawing inspiration from the Indian postcard, I used the various elements like stamps and address space as metaphors to fill up the appropriate 'Where' and 'How' instructions for the travellers.
Colours and fonts were chosen mindfully to emulate the authenticity of the quintessential Indian postcard.
How did users discover this ARtefact?
How did users discover this ARtefact?
How did users discover this ARtefact?
Enter social media marketing.
We created travel-related campaigns across social media channels like Facebook and Instagram. Each week we posted quizzes around little-known facts about some famous tourist attractions in India.
I conceptualized an interactive poster which has to be clicked to reveal answer to have an element of surprise. Contextual gestures common to each platform (like tap and swipe) were used to match the users' mental model.
Enter social media marketing.
We created travel-related campaigns across social media channels like Facebook and Instagram. Each week we posted quizzes around little-known facts about some famous tourist attractions in India.
I conceptualized an interactive poster which has to be clicked to reveal answer to have an element of surprise. Contextual gestures common to each platform (like tap and swipe) were used to match the users' mental model.
Enter social media marketing.
We created travel-related campaigns across social media channels like Facebook and Instagram. Each week we posted quizzes around little-known facts about some famous tourist attractions in India.
I conceptualized an interactive poster which has to be clicked to reveal answer to have an element of surprise. Contextual gestures common to each platform (like tap and swipe) were used to match the users' mental model.
What about discovery at the actual spot?
What about discovery at the actual spot?
What about discovery at the actual spot?
Each tourist spot was designated as an AR marker which could be scanned from the FlippAR mobile application.
I created standees and footmarks as means of wayfinding and to spread awareness among visitors with instructions on how to scan these markers.
Each tourist spot was designated as an AR marker which could be scanned from the FlippAR mobile application.
I created standees and footmarks as means of wayfinding and to spread awareness among visitors with instructions on how to scan these markers.
Each tourist spot was designated as an AR marker which could be scanned from the FlippAR mobile application.
I created standees and footmarks as means of wayfinding and to spread awareness among visitors with instructions on how to scan these markers.
What happens when users scan the markers?
What happens when users scan the markers?
What happens when users scan the markers?
When scanned, the marker opens up a unique page on the FlippAR app with enriching history presented as a timeline. I owned the design of these webpages. Having a strong foundation in HTML and CSS helped me tweak the code and update the pages myself.
When scanned, the marker opens up a unique page on the FlippAR app with enriching history presented as a timeline. I owned the design of these webpages. Having a strong foundation in HTML and CSS helped me tweak the code and update the pages myself.
When scanned, the marker opens up a unique page on the FlippAR app with enriching history presented as a timeline. I owned the design of these webpages. Having a strong foundation in HTML and CSS helped me tweak the code and update the pages myself.
We expanded to include 20 heritage sites
We expanded to include 20 heritage sites
We expanded to include 20 heritage sites
The successful run at Cubbon Park and Lal Bagh led to additional support and funding from the Department of Tourism to expand the AR experience to 20 heritage sites all over the state of Karnataka, including Belur, Halebidu, Srirangapatna, Melukote, Bidar to name a few.
The content was also made available in Kannada, to cater to a bilingual audience.
The successful run at Cubbon Park and Lal Bagh led to additional support and funding from the Department of Tourism to expand the AR experience to 20 heritage sites all over the state of Karnataka, including Belur, Halebidu, Srirangapatna, Melukote, Bidar to name a few.
The content was also made available in Kannada, to cater to a bilingual audience.
The successful run at Cubbon Park and Lal Bagh led to additional support and funding from the Department of Tourism to expand the AR experience to 20 heritage sites all over the state of Karnataka, including Belur, Halebidu, Srirangapatna, Melukote, Bidar to name a few.
The content was also made available in Kannada, to cater to a bilingual audience.
FEATURE DEEP DIVE
FEATURE DEEP DIVE
FEATURE DEEP DIVE
Curated content for memorable travel experience
Curated content for memorable travel experience
Curated content for memorable travel experience
I collaborated with a diverse set of stakeholders from photography, content writing, translation and marketing teams to ensure an engaging, holistic and knowledgeable experience for the users.
I collaborated with a diverse set of stakeholders from photography, content writing, translation and marketing teams to ensure an engaging, holistic and knowledgeable experience for the users.
I collaborated with a diverse set of stakeholders from photography, content writing, translation and marketing teams to ensure an engaging, holistic and knowledgeable experience for the users.
CONNECTED
CONNECTED
CONNECTED
Timeline for chronological order
Timeline for chronological order
Timeline for chronological order
Bombarding users with too much information may lead to cognitive overload.
Showcasing the content in a chronological order as a timeline helped in scannability.
Bombarding users with too much information may lead to cognitive overload.
Showcasing the content in a chronological order as a timeline helped in scannability.
Bombarding users with too much information may lead to cognitive overload.
Showcasing the content in a chronological order as a timeline helped in scannability.
interactive
interactive
interactive
Hotspots to catch attention
Hotspots to catch attention
Hotspots to catch attention
Reading long-form content is exhausting at times.
Hotspots helped in progressive disclosure of key facts and reduced the burden of consuming all the content at once.
Reading long-form content is exhausting at times.
Hotspots helped in progressive disclosure of key facts and reduced the burden of consuming all the content at once.
Reading long-form content is exhausting at times.
Hotspots helped in progressive disclosure of key facts and reduced the burden of consuming all the content at once.
INTERACTIVE
INTERACTIVE
INTERACTIVE
Quizzes to aid in recall
Quizzes to aid in recall
Quizzes to aid in recall
Our objective was to let users have a tangible takeaway and learning that would stay with them long after their travels.
Incorporating quizzes let users have fun while learning more about the history of the spot.
Our objective was to let users have a tangible takeaway and learning that would stay with them long after their travels.
Incorporating quizzes let users have fun while learning more about the history of the spot.
Our objective was to let users have a tangible takeaway and learning that would stay with them long after their travels.
Incorporating quizzes let users have fun while learning more about the history of the spot.
MEMORABLE
MEMORABLE
MEMORABLE
Slider for various states
Slider for various states
Slider for various states
Some spots had to be witnessed in all their glory in various states like daylight, night light and so on.
Sliders kept users engaged and enabled them to get the best of both worlds.
Some spots had to be witnessed in all their glory in various states like daylight, night light and so on.
Sliders kept users engaged and enabled them to get the best of both worlds.
Some spots had to be witnessed in all their glory in various states like daylight, night light and so on.
Sliders kept users engaged and enabled them to get the best of both worlds.
IMPACT
IMPACT
IMPACT
Increased conversion for brand; increased footfall for travel department
Increased conversion for brand; increased footfall for travel department
Increased conversion for brand; increased footfall for travel department
The interactive postcards, social media campaigns led to a spike in app downloads that eventually led to conversions. Expanding the AR-based initiative to the 20 heritage sites resulted in improved footfall, thus promoting travel.
The interactive postcards, social media campaigns led to a spike in app downloads that eventually led to conversions. Expanding the AR-based initiative to the 20 heritage sites resulted in improved footfall, thus promoting travel.
The interactive postcards, social media campaigns led to a spike in app downloads that eventually led to conversions. Expanding the AR-based initiative to the 20 heritage sites resulted in improved footfall, thus promoting travel.
