Stewart Longhurst, Dulux - code once, deliver everywhere
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An overview of the Dulux Visualizer Augmented Reality app
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Stewart Longhurst, Dulux - code once, deliver everywhere
- 1. Create Once, Deliver Everywhere An augmented reality consumer innovation story Stewart Longhurst – former Global Head of Digital Projects @SELonghurst
- 2. In case you don’t know who Dulux are…
- 3. Successful innovation is often down to timing A head-mounted computer that looks like a pair of glasses and responds to audio prompts. Prototype of the Dyson Halo (2001-3) WIRED [JUN 2014]
- 4. Ours was a similar story 2006: Exploring ways to give consumers an easy way to visualize a wall size area of paint colour using their own camera phone.
- 5. Everyone has an idea for the app… …prioritisation of features is vital to maintain usability
- 6. Contextual user research “If I told you that Dulux has an app, what would you expect it to do?” “How would this help you with decorating “What your house?” challenges are you facing when decorating?” Testing with prototypes Using photos of rooms that participants wanted to redecorate
- 7. So what’s the big deal about visualization? 3m UK households give up on painting projects Visualization is key to colour decision for all but the most creatively confident £200m+ of abandoned projects
- 8. Global dimension vs Local variation Create Once Deliver Everywhere 40+ markets 18+ languages 25 brands
- 9. Where does Augmented Reality come in?
- 10. The Dulux Visualizer Challenge
- 11. Dulux Visualizer user interface design mantra
- 12. Initial launch plan Global, simultaneous launch 30 markets (same name everywhere) 14th MAY 2014 Make a big noise!
- 13. Support markets with globally created assets
- 14. What would success look like? DOWNLOAD TARGET = HOUSEHOLDS PENETRATION OF DECORATING x 10% SMARTPHONE PENETRATION
- 15. A warm reception from the Apple community : )
- 16. Android users are harder to please (
- 18. Stewart Longhurst @SELonghurst Thank you – any questions? App Credits poweredbystring.com tessella.com webcredible.com
Editor's Notes
- Conservative in nature – innovations are incremental and largely hidden from the consumer – inside the tin
- Around this time 2001 – Nokia first colour screen feature phone 2002 – Minority Report
- But what technology could deliver this? At the time AR was still hidden away in government and academic research labs. Any other candidate technologies would have needed a shoulder mounted camera and a server rack in the corner of the room. The following year, 2007, saw the launch of the first Apple iPhone… it was then just a matter of time (about 4 years) before we discovered a new form of Augmented Reality and what it might deliver for us.
- Like most businesses, we weren’t short of ideas. Around that time everyone in the company seemed to have an idea for an app and wanted to share it with us. Even now three years on we still have a growing laundry list of suggestions from enthusiastic marketers. If we were to have given our internal customers what they wanted we would have ended up somewhere like this… I give you the Wenger Giant Swiss Army Knife It holds the world record for the most functions on a penknife. It has 80 tools that perform more than 120 different functions. BUT – it is nearly a foot long and weighs well over 3 kg – making it totally unusable! So prioritising what features to build was vital for usability.
- You get much more useful information if you talk to people who are currently deep into the home decorating journey, and you can almost jump in the middle of their decision making process. To ensure this, we did something very simple – we got people to take photos of the rooms they wanted to decorate and asked them to email them to us and bring them to sessions.
- Show of hands – how many people here are going to do some decorating in the next 12 months? Statistically around 50% of you will Explain CDJ In UK nearly 3m households (1 in 6) give up on or stall painting projects before they reach the purchase stage, many down to lacking inspiration or confidence in the colour choice. Visualization – being able to see a room (ideally their own) painted in the chosen colours – is key to this decision for all but the most creatively confident. These abandoned projects are worth over £200m of potential additional revenue each year just in the UK.
- As much as possible is data-driven Probably 50% more expensive to build but allows quicker / cheaper localisation.
- Augmented reality overlays digital content onto a scene Historically this was triggered either by geolocation or the use of some kind of marker or image. Object recognition takes it away from having to have a specific trigger Environment tracking augmented reality seeks to understand the environment as well as recognise the objects within it.
- How does a phone camera know what it’s looking at? Segmentation Contours Colours Interest points Textures Walls are typically a low noise area – few interest points Tracking and persistence Colouring ALL DONE 30 TIMES A SECOND
- 23 on May 14 8 more on May 22 4 scheduled for June/July
- Explain formula So basically 10% of everyone decorating who has the technology to use the app. e.g. UK works out as around 800,000 This gives you an idea of how much media spend or Direct Response advertising you need
- We’re sorry that we can’t support Visualizer on all popular Android devices. For Visualizer to give an acceptable user experience it needs the help of movement sensors which some devices (even recent ones from leading brands) don’t have. We’re working on changes to Visualizer which will allow us to support more Android models later this year.