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The framework for immersive experience design

Innovation does not happen behind the closed doors, and rarely meaningful innovation happens in isolation.

Ksenia Avetisova / September 28, 2018

That’s why opening challenges up and engaging with ecosystem of partners and end users is the best approach to create services that will stick around for longer time and will be able to flexibly transform in this rapidly changing environment.

When moving at fast speed, racing against the time, we tend to combine intuition with acclaimed design frameworks and thus results are always unpredictable. For the past 3 years I have been driving the enhanced reality experiments at Tieto XR Lab, and I’d like to share a few thoughts on the framework that can serve as a guiding principle to achieve successful outcomes in creating innovative concepts with the use of disruptive technology components.

Virtual and Augmented reality technology is familiar to most of the decision makers in our clients organizations, yet they are still somewhat far from the mass adoption on all levels of business structures. It is also difficult for most to grasp the allusive practical difference between Augmented and Mixed reality approach. For the past years we’ve seen a lot of pilots, initiatives to test out new hardware in search of the WOW effect, as well as more targeted service design engagements that sought to solve the existing problems in a new way. What has been lacking up to now is the generalized framework to provide clarity in XR initiatives and allow to measure the holistic impact in the bigger context.

The XR experience can be assessed on each of the following layers:

1. Conceptual layer - how well the concept is supporting the needs or a target audience

2. Data layer - the use of data in solving the given challenge

3. Senses layer - how the immersive experience feels for the user

4. Visual layer - the visual look and feel of experience components

5. Interactive layer - the interaction layer of the experience as well as its relation to other xr experiences

This framework is being developed during Elena Malakhatka’s PHD project at KTH Royal Institute of Technology in Sweden and is used in our latest collaborative project connected to digital twins of the apartments and simulation of processes in virtual reality. One of the top benefits of adopting the ecosystem approach in designing innovative solutions is that the sum is always greater than each individual part. Academia and business engaged in collaboration move much faster forward, creating not only business driven results, but also frameworks that can serve as reference to future initiatives. 

We are proud to be nominated to the Auggie Awards 2018! Check out the unique data-driven XR project - the Virtual Forest and cast your vote to support the nomination

Authors: Elena Malakhatka, PHD researcher, KTH Royal Institute of Technology & Ksenia Avetisova, Tieto

Ksenia Avetisova
Strategy Development Lead, Innovation Partnerships

Over the years Ksenia has been navigating uncertainty of the digital age by applying innovative ways of working & design thinking methods to enable companies across multiple industries innovate & deliver outstanding results. Having strong background in User Experience and Design, Ksenia is driven by bringing the human perspective to disruptive tech innovation and research & development initiatives.


Ksenia Avetisova

Strategy Development Lead, Innovation Partnerships

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