Decades of innovation
frog’s journey began when Hartmut
Esslinger founded esslinger design,
ushering in an era of emotional design
in response to the function- oriented
products of the day.
Engineering, branding, and packaging
became part of frog's core offering. In the
mid-1990s, frog led a dramatic shift in the
design industry by incorporating software
design for web and mobile.
frog’s design language for Apple
launched with great success. It was
recognized by Time Magazine and
added to the permanent collection at
the Whitney Museum of Art.
frog began large-scale UX and
convergent collaborations to create
software, mobile products and
connected experiences that blurred
the lines between physical and digital.
Today, frog designs systems of brand,
product and service that deliver better
experiences. We look beyond point
solutions and design new strategies,
ecosystems, and businesses.
SAN FRANCISCO MILAN AUSTIN NEW YORK
BOSTON LONDON AMSTERDAM
MUNICH SINGAPORE SHANGHAI
We advance the human experience.
Since our early days ushering in the era of personal computing, our rallying cry has been
‘form follows emotion.’Today our work goes beyond individual forms—we design systems of
brand, product, and service—but our focus on emotion remains. We strive to create the
world as it should be, and our work results in experiences people love.
Principal Design Technologist, frogSF
• Immersive Environments
• HW/SW Prototyping
• Pancake Art
Meta, a tech startup developing
Augmented Reality technology asked
frog to design their second developer kit
augmented reality headset.
frog built a functioning eye-tracking
prototype application using the new
Rambus Lensless Smart Sensor (LSS)..
This wearable concept proved to be a
viable market opportunity. Later, Rambus
asked frog to commission a future-vision
film to bring the concept to life.
AR EYE-TRACKING WITH LSS
Designed and developed a low-cost head
mounted viewer + VR game experience
to help burn patients cope with pain
during the wound care process. The
headset targeted a sub-$10 price point
and the software could be controlled
while lying down. The project was open-
sourced to encourage use and further
modification. FastCo Article
PRIOR IKEA AR APP [METAIO - PURCHASED BY APPLE]
Long Distance Design
FROG/APPLE, BAY AREA
We started by three days of brainstorming with the client in the frog
Munich studio. At the end of this exercise, we had a clear flow and
scope of the demo app. We then went straight into implementation,
refining it through multiple iterations. Very lean UX.
Started evaluating off-the-shelf AR/Unity SDKs and building
functional prototypes. Kudan and Wikitude were the two
leading options. Helped establish workflow before heading
into Apple and to benchmark existing technology.
SLAM (Simultaneous Localization and Mapping).
Process - SF
Technically savvy and curious to try the latest
new thing, early adopters are looking out for
new products with innovative technology and
Always up-to-date and consuming great
quantity of online content, connected beings
will seek approbation from their social
networks and are attracted to apps with
Used to shop through websites and apps,
online buyers do not mind using digital
products to get an strong opinion on items.
They trust what is displayed and rely on media
to get information.
USERS AND USE CASES
Who would use this app?
We based ourselves on a real world home
furnishing experience, where people would
actually carry furniture around then drop it in
place, locking their position.
Grab, move and place
When browsing through products in 3D, users
are confronted to an “IKEA Catalogue” view
that relates well to the real world print layout.
A virtual showroom
The real world
Real world actions and moments drove our interaction design so users can
have a recognizable experience.
DESIGN DOCUMENTATION - USER FLOW
User needs to scan his room in
order to get an optimal
tracking and scaling
Browse Place Explore Capture & shareCalibrate
User browses (in 2D) through
IKEA product categories and
range to find the first product
to try out in his room.
User places the chosen
product in his room by
physically moving himself and
User explores variations of the
product, other products and
gets inspiration through
User takes a picture of the
setting to then share either in a
static format or a “scene” that
can be modified by other
people through the app.
High level flow
An augmented reality application requires the
user to hold and point the device around him.
A safe and steady grasp on the device is
required during the majority of the experience.
Holding the device steady
We defined easily reachable areas while
holding the device with two hands. These
areas helped us define button placement to
minimize risk of failure, drop or pain.
Given the immersive nature of the app and the
fact that tapping on objects on screen is a
more risky interaction, user points the reticle
to objects in space to access contextual
actions that are reachable.
Point to select
Basic ergonomic rules
Icons and buttons were designed with AR in
mind, where the camera feed can take any
colours. Shadows and pure white help
graphics element to stand out no matter what
Overlays on any background
Simple shapes and familiar symbols such as
the IKA flatpack drove inspiration for these
An IKEA & AR
We are guiding the user to the primary/
recommended actions thanks to different
visual treatments throughout the app.
Primary and secondary
The demo was showcased at WWDC 2017 in the developer
sessions and mentioned in the main keynote. We also
wrapped up the project into a Takeaway deck and gave a
final presentation in Malmö at IKEA Creative Hub.
Delivery and results
TIM COOK, CEO OF APPLE
• Space 10 (www.space10.io), Innovation lab sponsored by Ikea.
• Twnkls (www.twnkls.com), Augmented Reality company located
in the Netherlands.
• 72 and Sunny (www.72andsunny.com), Global marketing
company with offices in Amsterdam.
IKEA AR Evolution