The augmented world of tomorrow

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1 The augmented world of tomorrow a futuristic mix of design and reality Research report By Dennis Dilweg Course: Seminar - DREAM DISCOVER DO Student number: Specialisation: Visual Design (English) Academic year: 2016/2017 Period: B Date: Course code: JDE-SVISE.3V-13 Teacher: Rob van den Idsert Amount of words: 3944

2 Table of contents Introduction p. 2 - Foreword - Approach - Research questions What is Augmented Reality (AR)? p. 3 For which purposes is Augmented Reality currently used? p. 4 - Five different examples of popular Augmented Reality applications - Augmented Reality: Disrupted markets How is the experience of Augmented Reality currently visualized in film? p. 7 - Analysis of AR smart glasses and HMDs-related video productions What are the possibilities for video productions for Augmented Reality applications? p Approaches on how to produce an Augmented Reality video Conclusion: How can the Augmented Reality experience be visualized in video productions? p Focus on the user experience - Focus on the benefits for the user - Representation of Augmented Reality in video productions Reference list p. 12 Appendixes p A1 Augmented Reality application: Pokémon Go - A2 Augmented Reality application: Snapchat - A3 Augmented Reality application: IKEA Catalogue - A4 Augmented Reality application: Word Lens - A5 Augmented Reality application: KitchMe - B1 Still images of video: Microsoft HoloLens - Transform your world with holograms - B2 Still images of video: Google Glass How-to: Getting Started - B3 Still images of video: DAQRI Smart Helmet - Under the Hood - B4 Still images of video: Meta 2 Development Kit - Launch Video - B5 Still images of video: Recon Jet - Groundbreaking smart eyewear from Recon Instruments 1

3 Introduction Foreword The reason why I m conducting my research about Augmented Reality is because I want to believe that Augmented Reality (AR) will shape the near future.this report will give me a headstart on the more extensive research that s yet to come on this subject as it s still in development. Additionally, insights on how corporations might want to utilize Augmented Reality in different sectors/ branches and how Augmented Reality applications will be developed, designed and used will be valuable to me. Approach The methods I ll be using to gather the information will mostly be through desk research (online literature such as articles and reports). I ll be examining still images and video productions that illustrate certain visual/ design aspects of Augmented Reality (such as the user interface design) for analysis. I m limiting my research to focus on Augmented Reality usage on head-mounted displays (HMDs) and to examine aspects of how Augmented Reality is visualized in relevant video productions. Main research question: How can the Augmented Reality experience be visualized in video productions? Sub-questions: - What is Augmented Reality (AR)? - For which purposes is Augmented Reality currently used? - How is the experience of Augmented Reality currently visualized in film? - What are the possibilities for video productions for Augmented Reality applications? 2

4 What is Augmented Reality (AR)? McKalin (2014) defines Augmented Reality as the following: Augmented reality is the blending of virtual reality and real life, as developers can create images within applications that blend in with contents in the real world. Augmented Reality (AR) enables to blend your real life surroundings with virtual contents. Through smartphones and smart glasses, AR adds an extra layer of an interactive interface, information, image or object and by doing so aims to enhance (or augment) your reality. Augmented Reality is projected onto the user's environment before their eyes, blending digital interfaces and virtual components with real life. This extra layer holds huge potential for technological and digital innovation for application developers and UI/UX designers as well as for businesses in the in- and outside of the tech industry. While research and technological developments progresses behind the doors of corporations such as Google and Apple, Augmented Reality is predicted to become one of the latest trends in the tech-industry, according to Farber (2013). Goldman Sachs (2016) stated that Virtual reality (VR) and augmented reality (AR) have the potential to become the next big computing platform (p. 4). Augmented Reality can be enabled through multiple devices. Using smartphones and tablets, Augmented Reality is displayed on the screen of the device while the (online) application or OS software uses the camera and other smartphone functionalities. Well-known examples of popular Augmented Reality smartphone applications are Snapchat and Pokémon Go for instance. Computers and television screens are able to support AR using software or supporting browsers and video input such as webcams for instance. The head-mounted displays and smart glasses are among the new hardware being developed currently in anticipation of the upcoming AR trend. The Augmented Reality smart glasses and HMDs have the ability to display and integrate Augmented Reality into the user s environment seamlessly, to prevent AR from being too distracting. The hardware is installed within the frame and the operating system/ software runs on an adapted Android- or ios operating system (OS). In the near future, Augmented Reality glasses behold the potential to eventually be produced on a large scale, making them more affordable and replace smartphones in the (near) future as technical shortcomings will be fixed and technological capabilities will surpass the smartphone. The future of Augmented Reality looks very promising with tech-companies developing state-of-the-art technology to make everyday lives more easy. How Augmented Reality can be purposefully used by both businesses and end users is described further on in this report. 3

5 For which purposes is Augmented Reality currently used? Augmented Reality will provide new opportunities to transform the way people can communicate, collaborate, exchange, share and interact with each other. Businesses are making technological breakthroughs and creating interaction paradigms that will disrupt many markets. Augmented Reality will offer new ways for customer experience and interactive marketing. Moreover, Augmented Reality offers exciting opportunities to raise brand awareness and a new platform for advertising that enables virtual samplings of a multitude of products. Businesses can also implement AR for educational training, games and entertainment purposes, for healthcare purposes or industrial maintenance among others. Augmented Reality has the potential to enable unforeseen ways of interaction, communication and access to information. Let s take a look at current AR applications to discover more about what it might bring to the table. Five different examples of popular Augmented Reality applications: Niantic Labs - Pok é mon Go Pok é mon Go is an Augmented Reality smartphone game which became a worldwide phenomena when it was launched in the summer of This hugely popular application renewed the Pok é mon franchise and introduced Augmented Reality to millions of users who delved into the world of AR gaming - surprisingly enough by having them go outside on the streets and explore their surroundings using geocaching technology. The formula of catch all the Pok é mon worked very well in Augmented Reality, breaking 5 world records during its launch according to Guinness World Records (2016). In total, Pokémon Go has been downloaded more than 500 million times, Grant (2016) confirmed from the CEO of Niantic Labs, John Hanke. Please see Appendix A1 for an visual impression of the application Snap Inc - Snapchat The popular social media platform Snapchat actually uses a simplified version of Augmented Reality, using your location (GPS), facial recognition and other data to provide Snapchat s Lenses. Business Insider (2015) found that Snapchat has acquired Looksey together with their facial recognition software. Users are now able to transform their immediate environment and face with funny features and to share photos and videos with other users ( Snapchatters ) temporarily. On average, Snapchat (2016) found that Snapchat users spend an average of 20 seconds a day playing around with these Lenses, allowing corporations to engage with Snapchat s users with sponsored content and playful advertising. Please see Appendix A2 for an visual impression of the application IKEA Catalogue IKEA has launched an AR application that enables users to place virtual furniture in their home by simply placing the yearly catalogue on their floor (as a tracker) and viewing their room through the screen of a smartphone or tablet with the IKEA catalogue application. An interesting example of how Augmented Reality can be used, giving potential buyers a better sense how their new purchase (in this case IKEA furniture) might look like from the comfort of their own home. Please see Appendix A3 for an visual impression of the application 4

6 Quest Visual - Word Lens Word Lens is an interesting example of how augmented reality technology can be used to improve our surroundings. It s an AR application, both for smartphone and smart glasses, that enables users to understand foreign texts by identifying and translating them real-time into the user s native language in the original context/background. Initially released in 2010, up until 2015 it was available on Apple s iphone, ipod and ipad, as well as on some Android smartphones. Protalinski (2014) found that Google has acquired Quest Visual in 2014 and World lens was later incorporated into the Google Translate app in This innovative translation software that is able to instantly recognize and translate foreign words (without the need for an internet connection) truly improves the user s environment using Augmented Reality. Please see Appendix A4 for an visual impression of the application Quotient Technology Inc. - KitchMe KitchMe, a company that mostly provides cooking recipes and instructions on their website, have expanded into Augmented Reality with an application for Google Glass users. By connecting with Google Glass, the user can search for recipes and prepare meals with step-by-step instructions while the user is able to remain cooking in the kitchen. With the KitchMe application, users can search for recipes with voice-input, ingredients are shown and instructions are shown/ spoken to the user. KitchMe s expansion of their services into Augmented Reality is a good example of how a business could embrace the AR technology while still staying true to their core business concept. Please see Appendix A5 for an visual impression of the application Augmented reality can used for many purposes by end users and businesses alike. The five examples of AR applications is just to give a small insight in a (very much) larger picture as the possibilities of Augmented Reality could stretch beyond the capabilities of current computer and smartphone technologies, especially with user interaction and the accessibility to information on the go. Moreover, smart glasses/ HMDs could hold more capabilities than that of a smartphone in the near future, making the usability an attractive offer to potentially new users. Immersive gaming, trying out new products within your own home, accessible navigation, holographic video chatting, real-time translation, facial recognition and social media to new heights - Augmented Reality is capable all of these things and more. AR is also expected to disrupt markets in different ways. Below is an overview of which sectors and how Augmented Reality could be used. 5

7 Augmented Reality: Disrupted markets Sector: Target groups: (Possible) examples of applications: Medical/ Healthcare Education/ Training Automotive industry Retail (E-commerce) Engineering Marketing/ Advertising Entertainment Hospitals, Clinics, Doctors Schools, Government, Museums, Enterprises Consumers, Automobile manufacturers Consumers, Enterprises Factories, Manufacturers Enterprises Advertising agencies Media agencies Live events Consumers Media agencies Creative studios Game developers Improvement of patient care with direct implementation CT scans and MRI scans. Advanced medical analysis using holographic projections for doctors to use. Visualization of educational information being projected directly in the environment, in classrooms or museums for example. Augmented projections on car windshields providing navigational directions in real-time or alerts to prevent accidents. Consumers are able to view and buy merchandise at home using their smartphone or smart mirrors. New consumer experiences and forms of retail with increased conversion rates for cosmetic and beauty products for instance. Using Augmented Reality to view industrial/ engineering projects, gaining a better understanding how it works.the ability to see up-to-date information on the current state of manufacturing processes for instance. Enhancing the visibility of brands and their products using Augmented Reality to show additional promotional content (promotional offers, interactive advertisements etc.). Traditional forms of media can be implemented and enhanced. The display of online content and projections of live events. Immersive AR games that can easily blend into the user s environment and everyday life. Military Government The Air Force service branch of the military and soldiers stand to benefit. Fighter jet pilots using augmented projections to navigate and control weapon systems. Soldiers will have access to up-to-date information, status updates and integrated mapping for navigation. 6

8 How is the experience of Augmented Reality currently visualized in film? Augmented Reality presented in video format should show off the benefits and how it ll improve ( augment ) the lifestyle of the user. As Augmented Reality applications and hardware (HMDs and smartglasses) are being marketed through video advertisements, this it forms for many potential users the introduction to AR. They will perceive and understand how Augmented Reality works by looking at the user and how he/she is comfortably navigating and utilizing Augmented Reality. It s important to make it look practical and accessible for the audience while focussing on the needs and problems a specific target group is experiencing and how AR will improve this. Additionally, the purpose of the video could also be explanatory with a script that explains how it works, as this new technology requires a different user interaction than computers and smartphones. Online video is an excellent medium and marketing tool to introduce AR applications to potentially new users. Using video footage and adding a layer of visual effects (VFX), representing the Augmented Reality in the form of the (actual) user interface, the result can closely resemble the experience of using Augmented Reality glasses (depending on the scenario and used perspectives). To understand more on how Augmented Reality is currently visualized in film, five examples of video productions will be analyzed on how Augmented Reality smart glasses/hmds are currently advertised. Analysis of AR smart glasses and HMDs-related video productions Microsoft HoloLens Capabilities User interface (UI) Figure 1. Reprinted from [HoloLens Development Edition] [ca. 2016]. Copyright 2017 by Microsoft. Retrieved from en-us/development-edition 3D holographic projections, tracked in the user s environment for entertainment, media, gaming, educational purposes among others. Holographic 3D content/ objects projected onto the user's environment, based on the Windows OS and often with the use of familiar applications (Skype, OneDrive, Netflix etc). Video analyzed: Microsoft HoloLens - Transform your world with holograms The announcement video of the HoloLens (Microsoft, 2015) shows off its features, projecting different, large-scale 3d holographic projections in indoor environments. Different examples are shown such as the display of Minecraft on the living room table, a display (similar to a television) showing sports or Netflix, a team collaboration with 3D prototypes (design of an motorbike or the architectural development of a building) using Skype and OneDrive. Both first- and third person perspectives are used to display the features. The main focus of this video is how the HoloLens enables new ways to visualize work, to share ideas with each other and to teach and learn. Please see Appendix B1 for still images of analyzed video 7

9 Google Glass Capabilities User interface (UI) Figure 2. Reprinted from [Google Glass Explore Edition 2] (n.d.). Copyright holder unknown. Retrieved from A small holographic projection is displayed over the user s eyesight where the user can navigate by tapping or swiping the side of the HMD or by voice-input. It also features a bluetooth, GPS, speakers, frontal camera, microphone, and a touchpad. A minimalistic 2d interface that is projected in top right corner of the user s sight. The menu is called a Timeline and consists of Google Cards each containing different displays of relevant information. Video analyzed: Google Glass How-to: Getting Started This video explains how Google Glass (Google Glass, 2013) works by having an user turn the Google Glass headset on and navigate through the interface. An animation displays the user interface that consists of the Google Cards with relevant information for the user as a row of cards. The perspective sometimes switches between an over-the-shoulder perspective to the users point-of-view, focussing on the Google Cards minimalistic design. Cards to the left are messages, videos and photo s that are shared via Google+, cards to the right display upcoming events and appointments. The purpose of the video is to show how easy it is to start using Google Glass and it has achieved this goal. Please see Appendix B2 for still images of analyzed video DAQRI Smart Helmet Capabilities User interface (UI) Figure 3. Reprinted from [ DAQRI Smart Helmet ] (n.d.). Copyright 2017 by DAQRI. Retrieved from The DAQRI Smart Helmet is built for industrial applications and is able to display an 4D interface through the visor. An 360 degrees multi-camera array in the helmet is able to recognize and tag objects in real-time. The user interface of the DAQRI Smart Helmet recognizes industrial installations and supports the user by providing suggested improvements. It features an AR menu projected around the wrist for navigation and it can recognize and display individual industrial objects. Video analyzed: DAQRI Smart Helmet - Under the Hood This explanatory video (DAQRI, 2014) makes an interesting combination of 3D animation, showcasing the Smart Helmet and it s features, together with video and animation displaying the Augmented Reality to show examples of its industrial applications. The examples shown included navigational support while on a industrial site and real-time object recognition and tagging during an inspection of an aircraft engine. This video focuses mostly on the features of the Smart Helmet with 3D animation and not so much on the user experience, although occasionally the actual usage is shown with video footage from the users point of view. Please see Appendix B3 for still images of analyzed video 8

10 Meta 2 Capabilities User interface (UI) 90 degrees Field of View (FOV) with an very high resolution display of holographic projections. Using tracking software you can interact with objects and move them. The focus of the Meta 2 is to interact with the floating 3d holograms based on natural hand movements. Additionally the Meta 2 displays interactive floating buttons and content/ internet browsers. Figure 4. Reprinted from [ Meta 2 Augmented Reality Development Kit ] (n.d.). Copyright 2017 by Meta. Retrieved from Video analyzed: Meta 2 Development Kit - Launch Video Starting with testimonials from different people and close-ups of the model in 3D, this launch video (Meta, 2016) very much focuses on how amazing the Meta 2 is. Technical features are explained by the founders and heads of different departments combined with actual footage that showcases the Augmented Reality experience from the users point of view and how it looks from the perspective of a bystander, together with some 3D shots of the Meta 2 helmet. The actual footage showcases the Augmented Reality features very nicely with the user interacting with the environment to show how it works from the user s point of view. Please see Appendix B4 for still images of analyzed video Recon Jet Capabilities User interface (UI) Figure 5. Reprinted from [Recon Jet ] (n.d.). Copyright 2017 by Recon Instruments. Retrieved from The Recon Jet is capable of offering different solutions by using one of its many onboard sensors to measure or analyze the situation (terrain mapping, location, speed, duration and other variables/ statistics). The display is in the bottom right corner, projecting the round-shaped user interface containing information such as variable statistics in 2d or 3d environments such as outdoor terrains and maps. Video analyzed: Recon Jet - Groundbreaking smart eyewear from Recon Instruments The video (Recon Instruments, 2013) starts of with a 3D animation of the Recon Jet glasses from different angles then shows shots of different people doing something different (golfer playing golf, professional cyclists on his bike, doctors in a operating room etcetera). Afterwards, it focuses on the user interface and how it will augment their activity and/ or situation by displaying relevant information in a Heads-Up Display (HUD) fashion from the users point of view. Their interface both featured 2d and 3d elements to display diverse solutions depending on the context. The outro consists of a 3d animation showcasing the many different technical features of the Recon Jet. Please see Appendix B5 for still images of analyzed video 9

11 What are the possibilities for video productions regarding Augmented Reality? Companies that are currently developing Augmented Reality related products and services would most likely seek to develop advertising campaigns to increase their visibility and brand recognition with their target audience. Video productions are often either part of a bigger advertising campaigns that advertising agencies and marketing- and communication agencies (partially) outsource to specialized video production companies and/or film- and animation studios, which is then referred to as an new client. Producing a video that showcases the (user) experience of Augmented Reality requires both film and 2D/3D animation (visual effects; display of user interface and/ or virtual environment). Type of video: - Advertisement (television and/or online) - Promotional and showcase video - Announcement ( launch ) video - Explanatory ( how does it work ) video - Pitch and presentation video Augmented Reality subjects: - Head-mounted displays (HMDs) and smart glasses - Technology and software developments - Hardware features - Applications - User experience One way of approaching this is a partnership of two smaller companies working together on the same project, combining efforts of a film crew and a specialized team of user interface designers and animators/ motion designers for the visual effects. Another approach is to hire a larger creative agency that has a film crew (with the necessary filming equipment etc.) and a team of UI and motion designers to all work on the project in-house. Both approaches still require both parties (either the company or the advertising agency as the client) to communicate effectively, supplying existing UI design/ guidelines and give feedback to ensure satisfactory results in any case. Approaches on how to produce an Augmented Reality video Depending of the the HMDs capabilities and operating system (OS), the user interface (UI) could be visualized either semi-2d or 3D. When the user interacts with it using voice-input, touch gestures or eye-tracking for instance, the UI should react accordingly with animation. In conclusion, roughly four different film shots could be used to present Augmented Reality: Type of shot Combination of To showcase: 3D animation 3D animation (+ 2D text) AR products (HMD s) and its features 1st person perspective (POV) Film + 2D/3D animation First-hand user experience of AR 3rd person perspective Film + 2D/3D animation User experience of AR and environment 3rd person perspective Film (+ 2D text) Showing AR from an bystander perspective 10

12 Conclusion: How can the Augmented Reality experience be visualized in video productions? As Augmented Reality is expected to become the fourth technological wave in the near future, it s very exciting to see these futuristic, science-fiction type videos of actual AR products that are coming to the market now and in the (near) future. I imagine the best way to experience and to be amazed by Augmented Reality is to try it yourself. Viewing AR related video productions is the second best alternative and for businesses a good way to gain traction among their target audience by showing what their AR products have to offer. As new projects will unfold over the years (the launch of Apple s AR product for example), so will the advertisement campaigns. Besides working together with creative studios and agencies extensively to ensure the amazing representation of their products and/ or services, here s what businesses should also do: Focus on the user experience As the user is arguably the most important, how he/she will be using Augmented Reality and how easy it is to interact with user interface design is one of the more important things to show in video. How (easily) the user navigates through the AR user interface/ projection using touch-input (tapping/ swiping), gestures, voice-input and/or other means should be showcased as part of the video, either from the user s point-of-view or from a third-person perspective (although this doesn t fully represent the Augmented Reality experience). Focus on the benefits for the user Showing how the targeted audience will actually truly benefit from this new Augmented Reality product or service will be a more convincing way to get the people to start buying your product. Instead of focussing too much on how it works and what its technical capabilities are, show scenario s where your AR solution will improve the users lives. Representation of Augmented Reality in video productions In conclusion, the best way to visualize the experience of Augmented Reality, with a head-mounted display (HMD), in a video production is to film footage from an point-of-view (POV) perspective of the user and to add visual effects later in post-production. Depending on the technical capabilities and operating system (OS), this representation of Augmented Reality (that is added later as visual effects by animators/ motion designers) could range from a minimalistic user interface to full-size room holograms. Using additional ( tracking ) shots from a 3rd person perspective/ over-the-shoulder type seems sometimes necessary to display the scope of Augmented Reality application in the user's environment. However, Augmented Reality is often shown as a non-intrusive (minimalistic) user interface of 2D or 3D projections displaying useful statistics, information or elements depending on the scenario. This is seemingly the best way to design Augmented Reality and to present it to the public - a sophisticated helpful additional layer of design, designed to improve your life. 11

13 Reference list: Business Insider. (2015, September 15). Snapchat buys Looksery, a 2-year-old startup that lets you Photoshop your face while you video chat. Retrieved from DAQRI. (2014, September 05). DAQRI Smart Helmet: Under the Hood [Video file]. Retrieved from Farber, D. (2013, June 07). The next big thing in tech: Augmented reality. Retrieved from Goldman Sachs. (2016). Profiles in Innovation - Virtual & Augmented Reality (Equity research). Retrieved from Google Glass. (2013, April 30). Google Glass How-to: Getting Started [Video file]. Retrieved from Grant, C. (2016, September 07). Pokémon Go has been downloaded 500 million times. Retrieved from ds-500-million Guinness World Records. (2016, August 10). Pokémon Go catches five new world records. Retrieved from orld-records McKalin, V. (2014, April 06). Augmented Reality vs. Virtual Reality: What are the differences and similarities? Retrieved from eality-what-are-the-differences-and-similarities.htm Meta. (2016, March 02). Meta 2 Development Kit - Launch Video [Video file]. Retrieved from Microsoft. (2015, January 21). Microsoft HoloLens - Transform your world with holograms [Video file]. Retrieved from Protalinsksi, E. (2014, May 16). Google acquires Quest Visual to integrate its Word Lens augmented reality technology into Google Translate. Retrieved from ate-word-lens-augmented-reality-technology-google-translate/ Recon Instruments. (2013, May 15). Recon Jet: Groundbreaking smart eyewear from Recon Instruments [Video file]. Retrieved from Snapchat. (2016). Sponsored Lenses (The most playful way to make an impact). Retrieved from sponsored_lenses_overview_en.pdf Trapp, E. (2016, November 04). Snapchat and Pokemon Go: The Silent Rise of Augmented Reality. Retrieved from nt-rise-augmented-reality 12

14 Appendix: A1 ugmented Reality application: Pokémon Go A 13

15 Appendix: A2 Augmented Reality application: Snapchat 14

16 Appendix: A3 Augmented Reality application: IKEA Catalogue 15

17 Appendix: A4 Augmented Reality application: Word Lens 16

18 Appendix: A5 Augmented Reality application: KitchMe 17

19 Appendix: B1 Still images of video: Microsoft HoloLens - Transform your world with holograms 18

20 Appendix: B2 Still images of video: Google Glass How-to: Getting Started 19

21 Appendix: B3 Still images of video: DAQRI Smart Helmet - Under the Hood 20

22 Appendix: B4 Still images of video: Meta 2 Development Kit - Launch Video 21

23 Appendix: B5 Still images of video: Recon Jet - Groundbreaking smart eyewear from Recon Instruments 22

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