Combination of creative visual technology and phone experience

SuperD is a computer visual company which focus on VR, AR, naked eye 3D and etc innovation visual technology field. Its brand ivvi mobile phones are mainly aimed at young people, and they are designed to provide users with high-value and extreme experience.

Under the background of fast development of 3D display and other creative vision technology, many relative experience products have been realized through cross-industry cooperation, but the realistic application of relative function on phone field is limited, there are many potential consumption market can be explored.

As users ’common browsing platforms have gradually transitioned from large hardware such as TVs to mobile phones, the focus of the consumer market has gradually evolved from 3D TVs to 3D mobile phones. The combination of mobile phones and 3D has also become a new design trend. Relying on strong technical background support, ivvi is also trying to combine the intelligent visual ecosystem with mobile phone experience design. However, starting a new mobile phone experience model will face many confusions: how to define the market positioning of new products and what user needs are？ And how to guide products to achieve a leap from 0 to 1?

User research and function experience need assessment

| Drivers of user purchases

We consider market competitor mapping, start from user consumption need. After in-depth research of system, we help ivvi position their product, discover inside need of user, understand informations of user of whole purchasing process, and make in-depth analyze.

| 3D, AI, AR function experience needs assessment and evaluation.

After analysis and evaluation, we combined the common mobile phone application scenarios based on user habits and user’s expectations for the product, and after a large number of case study analysis, the futuristic product characterization was presented concretely, such as the smart holographic interactive mobile phone with future concept, a new form of human-computer interaction, and explored the specific ways that it can be realized. Finally, three main functional selling points are extracted as cut-ins: 3D, AI, AR functions.

Taking the most frequently used photo app as an entry point, we subdivide related functions, consider the possibility of more mobile phone 3D effects, extend more 3D functions, and test and record users’ 3D static visual effects and experience and opinions on 3D videos, 3D games, 3D cameras, and make evaluation and summary. On this basis, we further consider the technical requirements for creating a 3D experience, starting from the needs of the use of AI and AR functions, testing their preferences for users of different genders, and digging into the user ’s expectations for the use of AI image and scene functions. Evaluate from AR emoticon / model interaction, cute pet, call and navigation.

Focus on 3D functions and create product differentiation innovation

| Summary of function requirements and preferences

After in-depth qualitative and quantitative research, we analyzed the interesting and practical characteristics of mobile phone selling points, further clarified user needs and key features, and summarized them according to technology types:

⊙ 3D – Users are looking forward to the 3D gaming effects and 3D camera functions

⊙ AI - Low-interest interaction is not attractive to users. Users want AI assistants to be all-around little assistants in life. Among them, Face ID is more attractive to users and highly practical. Most users hope to expand their use functions.

⊙ AR - There is still some room for development of AR call functions, but AR navigation has high awareness and practicability, and high replicability, which should not be used as a new selling point.

Based on this, we also conducted user interviews and tests on the appearance of the mobile phone and the overall UI design. We found that most users prefer the appearance of the prototype, but there are also a few users who report that the body is overweight, the rear fingerprint hole is small, and four corners on the body stand out.

| Extract typical user portrait

Based on the analysis and summary of the mobile phone’s functional points and existing problems, we further classify the user population to extract typical user portraits, understand the core user consumer groups and the 3D mobile phone experience they really expect, and tap potential market to guide subsequent 3D design concepts and style positioning. At the same time, we also considered balancing the user’s acceptance of the product technology experience with the corresponding price point, and conducted relevant interviews and tests to help brands set more reasonable prices.

See multi dimension through two dimensions

| Providing valuable visual applications

Based on a large amount of previous research analysis and summary, we start from user needs, and after case study and analysis, we propose a list of specific creative designs, and we screen them in actual workshops in a co-creative way, eventually, we propose the design concept of “Magic eyes”, the meaning is to empower the eyes with magic, see multi dimensions through two dimensions, and see the essence through phenomena. It has identified three main design guidelines and the overall positioning of products as exploration, fun, and nature to guide detailed design plan.

The concept of the magic eye is to see the multi-dimensional through two dimensions, based on this, we explain the positioning of the mobile phone more specifically: build a system-level application that uses the visual brain system to explore the colorful world inside the machine. To carry out practical reinforcement by the way platform + application, combining the three aspects of the content platform, interesting entertainment, and AR applications to build a cloud platform for computing vision, providing integrated vision applications, forming a developer alliance, and expanding new business value of 3D experience.

Based on this, we proposed the overall architecture and interaction design of the magic eye product, detailing the magic eye hovering, activating the magic eye, dragging the magic eye, content selection, popup, loading and displaying dynamic visual effects in different interaction processes. Designed and carried out the corresponding usability test, screened the conceptual design schemes that match the user’s usage behavior, and further improved the design content.

| Visual effects design

In the final visual design, we proposed two different styles of detailed design schemes, which are based on the performance of scientific and technological light effects and the theme of spatial dimension of time to form unique 3D visual effects, from boot animation to lock screen and desktop , Call, etc. cover specific user interfaces. In the visual function design of the magic eye, we use the form of the side flip of the picture to create a three-dimensional sense of space. At the same time, the relationship between the upper and lower layers of the picture is clear, and the state of the picture is being transformed from 2D graphics to 3D graphics.

In both design styles, we used light back and 3D touch effects to enhance the naked eye 3D visual presentation. In the first design style, the desktop effect is aggregated by the light effect back view. When the user presses, the three-dimensional apertures of different levels will converge into a plane, creating a dynamic 3D interactive experience.

In the second design style, the combination of pressing creates a visual experience of light effects flowing, reflecting the sense of space-time shuttle, and combines static geometric composition with shadow rendering to create a flowing rhythm and enhance the depth of field of a flat image，it has a stronger impact on visual perception.

The implementation and launch of ivvi naked-eye 3D mobile phones, combined with intelligent vision technology, expand and enrich the scene experience of mobile phones and bring shocking visual experience. The unique technical support enhances the three-dimensional appearance of the screen of the mobile phone. In the specific use process such as watching movies or games, the depth of field and the effect of the screen distinguish the depth of the scene in the screen. It feels like seeing the scene in reality. The smooth switching between 2D and naked-eye 3D display allows users to experience the dynamic 3D effect more intuitively.