As user experience continues to move beyond the screen and into new realities, immersive technologies that give users complete control are the new standard. From basic human behaviors to surroundings, augmented reality (AR) instantly transforms a user’s real-world environment—which is allowing brands to discover memorable and engaging new ways to make an impression.

In this blog, we’re exploring how some brands—including ours—are leveraging this ever-changing technology and using it to push new boundaries when it comes to user experience and revenue.

The intersection between voice technology and AR is officially here and we’re seeing it everywhere, from giant retail sites to social apps. In November of last year, Snapchat partnered with New Balance to launch a new voice command-activated AR experience that implemented voiceML (i.e., audio prompts) to have users answer questions that would help match them with the shoes they might be looking for. With voice commands that triggered actions with virtual objects, users could more easily discover relevant products for a more seamless and efficient experience.

“Snapchatters will answer questions about the person they are shopping for. Using VoiceML, Snapchatters have the ability to use their own voice and answers to get matched with the perfect gift ideas for themselves, friends and family. Once questions are answered, Snapchatters will have the ability to unveil the product recommendation with a unique unboxing experience.”

IKEA is another example of AR assisting with buying decisions. Their app, IKEA Place, lets users virtually "place" their products into their space. From sofas and lamps to rugs and tables, all of the pieces in the app are 3D and true to scale, so shoppers can make sure it’s just the right size, design, and functionality for a room and feel more confident in their purchase.

At PRPL, we’re always exploring the latest and greatest technology and new ways we can implement it into the digital experiences we create. We recently partnered with LEGO® and The XD Agency for an experiential project for LEGO® Harry Potter™ that combined AR and voice recognition. Our interactive Magic at Play attraction welcomed Harry Potter™ fans to a 30,000-square-foot enchanted attraction at the Water Tower Place in Chicago where they got to explore everything from 4 Privet Drive to the Great Hall. Our AR experience within the attraction let users stand in front of a magical mirror and move and cast spells as LEGO® Harry Potter™ Minifigures.

And in true PRPL fashion, we didn’t stop there. With voice-activated commands and AR applications that enabled hands-free interactions, we gave users more natural ways to engage with the virtual content they were exploring by controlling objects, triggering actions, and more easily navigating through their environment. The result was a powerful user experience that attracted LEGO® fans and aspiring witches and wizards from across the country.

No matter the use case or industry, AR is making a big impact, and the brands that marry the right capabilities with new, different, and authentic experiences for their audiences will be the ones that stand out. Thinking about implementing AR and voice technology into your next project? Our multidisciplinary team continues to reimagine digital products for some of the world’s biggest brands by concepting and building thoughtful applications that drive results. Contact us today to learn more.