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REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
: DECENTRALISED VALUE CREATION, MOBILISATION, AND EXCHANGES
DMI: ADMC 2018 LONDON
[Design Research-Led Innovation: T(a)1S4]
Time: 2:00pm - 3:00pm Wednesday, 01/Aug/2018
Location: Room 209/10, Ravensbourne University London
Heejung Kwon, Yonsei University
Andrew Hudson-Smith, The Bartlett Centre for Advanced Spatial Analysis, UCL
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
INTRODUCTION
▸ The diffusion of immersive technologies using HMD devices
▸ Innovative proposals for social interactions in Social VR environments
2
PROJECT NORTH STAR BY LEAP MOTION
OCULUS RIFT ON HIGH FIDELITY
INTEL CES BOOTH IN SANSAR
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
SOCIAL VR COMPONENTS
▸ First, user development environments that maximise the performance of
realistic objects, and environment building,
▸ Second, advanced tools for character design, gestures, and emotional
representations
▸ Third, new user interfaces for navigations and controls adjusted to the
cognitive procedures in 3D environments.
6
VIRTUAL REALITY EXPERIENCE COMPONENTS
LIVING IN THE VR WORLD
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
RESEARCH QUESTION
▸ What will be the critical requirements for Social VR as a business platform that
achieves the consumer goals in the upcoming industrial changes from social
dynamic perspectives?
9
FIGURE 1. GROUP OF AVATARS AT GROUND ZERO OF ‘30 DAYS IN AW’(HUDSON-SMITH, 2002)
FIGURE 2. MAP OF THE FINAL DAYS BUILDING IN ’30 DAYS IN AW’ (HUDSON-SMITH, 2002)
An early ethnographic study in ActiveWorlds
concluded that what revealed from the 30
days of collective virtual world building was
“not only community and design in a virtual
environment, but also views on the
increasingly blurred boundaries between
what is real and what is virtual”
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
SPECULATIVE ARCHITECTURE
▸ how human imagination creates the future of life spaces. The speculative
architecture advocates develop creative scenarios of projections on how
architects make changes for the future of cities under the influences of
technology that will inevitably deliver social, and phenomenological
consequences.
▸ The speculative architects are not specifically interested in forming a physical
output. “…They try to imagine where new forms of agency exist within the cities
changed by these new processes.” (Liam Young Interview, Babkin, 2017)
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
MATERIAL CULTURE (BUCHLI, 2002)
▸ The built environments have embodied social and cultural values of a certain
context that consists of a longitudinal structure of a feedback loop circulating
human cognition, and decision making.
▸ The anthropological tradition of material culture studies offers an insightful
theoretical ground how we understand a built environment as a
communication tool.
FIGURE2. WILLIAM PACA GARDEN, ANNAPOLIS, MARYLAND. (BUCHLI, 2013, P60)
“The embodied nature of built forms,
which focus on the way in which
material forms-and, in particular,
architectural forms and materials-
enable and constitute certain forms of
social life and, with that, certain forms
of social being and personhood,
building on earlier preoccupations with
the material.”
14
FIGURE 1. RESEARCH MODEL
TECHNICAL PROFICIENCY IMMERSION
GAME EXPERIENCE COLLABORATION
DESIGN QUALITY
H1
H4
H2
H5
H7
H8
H3
H6
15
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
HYPOTHESES
▸ H1. Technical proficiency of individuals gives rise to game immersion.
▸ H2. Technical proficiency of individuals gives rise to game world collaboration.
▸ H3. Technical proficiency of individuals gives rise to design quality.
▸ H4. Game experience of individuals gives rise to game immersion.
▸ H5. Game experience of individuals gives rise to game world collaboration.
▸ H6. Game experience of individuals gives rise to design quality.
▸ H7. In-situ game immersion gives rise to design quality
▸ H8. In-situ collaboration gives rise to design quality.
16
TABLE 2. TECHNICAL KNOWLEDGE AND USE EXPERIENCE OF THE DESIGN GAME PARTICIPANTS
Participants 3D Modeling Game Development Creative Orientation
P1 1 2 Designer
P2 1 1 Artist
P3 3 5 Engineer
P4 2 4 Artist
P5 3 4 Engineer
P6 1 2 Artist
P7 3 5 Engineer
17
FIGURE 3. DESIGN GAME PROCESS
Exploring Game
Environment
Round 1 Transfer
(L$ 13,000)
Building Avatars
and Environment
Round 2 Transfer
(L$ 10,000)
Final Completion
18
TABLE3. GAME IMMERSION AND COLLABORATION MEASUREMENTS REGARDING TO TECHNICAL
KNOWLEDGE AND USE EXPERIENCE OF THE DESIGN GAME PARTICIPANTS
Participants 3D Modelling Game Experience Immersion Collaboration
P1 1 2 2 1
P2 1 1 4 3
P3 3 5 5 5
P4 2 4 3 2
P5 3 4 4 4
P6 1 2 2 1
P7 3 5 2 2
19
TABLE 4. FINAL EVALUATION OF DESIGN QUALITY
Participants 3D Modelling Game Experience Immersion Collaboration Design Quality
P1 1 2 2 1 2
P2 1 1 4 3 3
P3 3 5 5 5 5
P4 2 4 3 2 3
P5 3 4 4 4 5
P6 1 2 2 1 2
P7 3 5 2 2 1
STD 1.00 1.60 1.21 1.51 1.53
Mean 2.00 3.29 3.14 2.57 3.00
Confidence Interval
(95%)
0.74 1.19 0.90 1.12 1.13
20
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
RESULTS & CONCLUSIONS
▸ H1. Technical proficiency of individuals gives rise to game immersion. (N/S)
▸ H2. Technical proficiency of individuals gives rise to game world collaboration. (Supported)
▸ H3. Technical proficiency of individuals gives rise to design quality. (N/S)
▸ H4. Game experience of individuals gives rise to game immersion. (N/S)
▸ H5. Game experience of individuals gives rise to game world collaboration. (N/S)
▸ H6. Game experience of individuals gives rise to design quality. (N/S)
▸ H7. In-situ game immersion gives rise to design quality. (Supported)
▸ H8. In-situ collaboration gives rise to design quality. (Supported)
21
FIGURE 3. RESEARCH RESULTS
TECHNICAL PROFICIENCY IMMERSION
GAME EXPERIENCE COLLABORATION
DESIGN QUALITY
.41
.23
.67
.47
.89
.86
.43
.27
22
FIGURE 3. RESEARCH RESULTS
TECHNICAL PROFICIENCY IMMERSION
GAME EXPERIENCE COLLABORATION
DESIGN QUALITY
.41
.23
.67
.47
.89
.86
.43
.27
23
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
RESULTS & CONCLUSIONS
▸ In-situ game immersion and collaboration are the most important behavioural
factors.
▸ Previously gained 3D modelling skill or game experience influences were not
significant in the Social VR experience design game.
▸ The research finding calls the attention to social and emotional factors such as
who they work with, how they feel about the collaboration, if the collaboration
is pleasurable and enjoyable, and how efficiently communicate with
collaborators, will predominantly steer the successes of experience as a service.
24
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
THE SOCIAL ASPECTS OF CONSUMPTIONS
▸ Peer effect of modern consumer behaviours (Shove and Warde, 2001): People
pursuit novel products and technologies by a number of generic mechanisms
✓ Social comparison
✓ The creation of self-identity
✓ Mental stimulation and novelty
✓ Matching or “Diderot effect”
✓ Specialization.
25
REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS
FUTURE STUDIES
▸ How will specification be a competitive driver for the decentralised market
system?
▸ How will the virtual currency enhance the influence to internal and external
supply chains?
▸ In what circumstances, the experience as a service will strengthen the value
aggregations among the consumers?
26
WELCOME TO THE FUTURE
Project blog: http://wip2018.wordpress.com

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BaruwaRaquella_Retail Store Presentation.pptx
 

[Publication] Redesigning Experience Consumption in Social VR Worlds: Decentralised Value Creation, Mobilisation, and Exchanges

  • 1. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS : DECENTRALISED VALUE CREATION, MOBILISATION, AND EXCHANGES DMI: ADMC 2018 LONDON [Design Research-Led Innovation: T(a)1S4] Time: 2:00pm - 3:00pm Wednesday, 01/Aug/2018 Location: Room 209/10, Ravensbourne University London Heejung Kwon, Yonsei University Andrew Hudson-Smith, The Bartlett Centre for Advanced Spatial Analysis, UCL
  • 2. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS INTRODUCTION ▸ The diffusion of immersive technologies using HMD devices ▸ Innovative proposals for social interactions in Social VR environments 2
  • 3. PROJECT NORTH STAR BY LEAP MOTION
  • 4. OCULUS RIFT ON HIGH FIDELITY
  • 5. INTEL CES BOOTH IN SANSAR
  • 6. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS SOCIAL VR COMPONENTS ▸ First, user development environments that maximise the performance of realistic objects, and environment building, ▸ Second, advanced tools for character design, gestures, and emotional representations ▸ Third, new user interfaces for navigations and controls adjusted to the cognitive procedures in 3D environments. 6
  • 8. LIVING IN THE VR WORLD
  • 9. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS RESEARCH QUESTION ▸ What will be the critical requirements for Social VR as a business platform that achieves the consumer goals in the upcoming industrial changes from social dynamic perspectives? 9
  • 10. FIGURE 1. GROUP OF AVATARS AT GROUND ZERO OF ‘30 DAYS IN AW’(HUDSON-SMITH, 2002)
  • 11. FIGURE 2. MAP OF THE FINAL DAYS BUILDING IN ’30 DAYS IN AW’ (HUDSON-SMITH, 2002) An early ethnographic study in ActiveWorlds concluded that what revealed from the 30 days of collective virtual world building was “not only community and design in a virtual environment, but also views on the increasingly blurred boundaries between what is real and what is virtual”
  • 12. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS SPECULATIVE ARCHITECTURE ▸ how human imagination creates the future of life spaces. The speculative architecture advocates develop creative scenarios of projections on how architects make changes for the future of cities under the influences of technology that will inevitably deliver social, and phenomenological consequences. ▸ The speculative architects are not specifically interested in forming a physical output. “…They try to imagine where new forms of agency exist within the cities changed by these new processes.” (Liam Young Interview, Babkin, 2017)
  • 13. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS MATERIAL CULTURE (BUCHLI, 2002) ▸ The built environments have embodied social and cultural values of a certain context that consists of a longitudinal structure of a feedback loop circulating human cognition, and decision making. ▸ The anthropological tradition of material culture studies offers an insightful theoretical ground how we understand a built environment as a communication tool.
  • 14. FIGURE2. WILLIAM PACA GARDEN, ANNAPOLIS, MARYLAND. (BUCHLI, 2013, P60) “The embodied nature of built forms, which focus on the way in which material forms-and, in particular, architectural forms and materials- enable and constitute certain forms of social life and, with that, certain forms of social being and personhood, building on earlier preoccupations with the material.” 14
  • 15. FIGURE 1. RESEARCH MODEL TECHNICAL PROFICIENCY IMMERSION GAME EXPERIENCE COLLABORATION DESIGN QUALITY H1 H4 H2 H5 H7 H8 H3 H6 15
  • 16. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS HYPOTHESES ▸ H1. Technical proficiency of individuals gives rise to game immersion. ▸ H2. Technical proficiency of individuals gives rise to game world collaboration. ▸ H3. Technical proficiency of individuals gives rise to design quality. ▸ H4. Game experience of individuals gives rise to game immersion. ▸ H5. Game experience of individuals gives rise to game world collaboration. ▸ H6. Game experience of individuals gives rise to design quality. ▸ H7. In-situ game immersion gives rise to design quality ▸ H8. In-situ collaboration gives rise to design quality. 16
  • 17. TABLE 2. TECHNICAL KNOWLEDGE AND USE EXPERIENCE OF THE DESIGN GAME PARTICIPANTS Participants 3D Modeling Game Development Creative Orientation P1 1 2 Designer P2 1 1 Artist P3 3 5 Engineer P4 2 4 Artist P5 3 4 Engineer P6 1 2 Artist P7 3 5 Engineer 17
  • 18. FIGURE 3. DESIGN GAME PROCESS Exploring Game Environment Round 1 Transfer (L$ 13,000) Building Avatars and Environment Round 2 Transfer (L$ 10,000) Final Completion 18
  • 19. TABLE3. GAME IMMERSION AND COLLABORATION MEASUREMENTS REGARDING TO TECHNICAL KNOWLEDGE AND USE EXPERIENCE OF THE DESIGN GAME PARTICIPANTS Participants 3D Modelling Game Experience Immersion Collaboration P1 1 2 2 1 P2 1 1 4 3 P3 3 5 5 5 P4 2 4 3 2 P5 3 4 4 4 P6 1 2 2 1 P7 3 5 2 2 19
  • 20. TABLE 4. FINAL EVALUATION OF DESIGN QUALITY Participants 3D Modelling Game Experience Immersion Collaboration Design Quality P1 1 2 2 1 2 P2 1 1 4 3 3 P3 3 5 5 5 5 P4 2 4 3 2 3 P5 3 4 4 4 5 P6 1 2 2 1 2 P7 3 5 2 2 1 STD 1.00 1.60 1.21 1.51 1.53 Mean 2.00 3.29 3.14 2.57 3.00 Confidence Interval (95%) 0.74 1.19 0.90 1.12 1.13 20
  • 21. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS RESULTS & CONCLUSIONS ▸ H1. Technical proficiency of individuals gives rise to game immersion. (N/S) ▸ H2. Technical proficiency of individuals gives rise to game world collaboration. (Supported) ▸ H3. Technical proficiency of individuals gives rise to design quality. (N/S) ▸ H4. Game experience of individuals gives rise to game immersion. (N/S) ▸ H5. Game experience of individuals gives rise to game world collaboration. (N/S) ▸ H6. Game experience of individuals gives rise to design quality. (N/S) ▸ H7. In-situ game immersion gives rise to design quality. (Supported) ▸ H8. In-situ collaboration gives rise to design quality. (Supported) 21
  • 22. FIGURE 3. RESEARCH RESULTS TECHNICAL PROFICIENCY IMMERSION GAME EXPERIENCE COLLABORATION DESIGN QUALITY .41 .23 .67 .47 .89 .86 .43 .27 22
  • 23. FIGURE 3. RESEARCH RESULTS TECHNICAL PROFICIENCY IMMERSION GAME EXPERIENCE COLLABORATION DESIGN QUALITY .41 .23 .67 .47 .89 .86 .43 .27 23
  • 24. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS RESULTS & CONCLUSIONS ▸ In-situ game immersion and collaboration are the most important behavioural factors. ▸ Previously gained 3D modelling skill or game experience influences were not significant in the Social VR experience design game. ▸ The research finding calls the attention to social and emotional factors such as who they work with, how they feel about the collaboration, if the collaboration is pleasurable and enjoyable, and how efficiently communicate with collaborators, will predominantly steer the successes of experience as a service. 24
  • 25. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS THE SOCIAL ASPECTS OF CONSUMPTIONS ▸ Peer effect of modern consumer behaviours (Shove and Warde, 2001): People pursuit novel products and technologies by a number of generic mechanisms ✓ Social comparison ✓ The creation of self-identity ✓ Mental stimulation and novelty ✓ Matching or “Diderot effect” ✓ Specialization. 25
  • 26. REDESIGNING EXPERIENCE CONSUMPTION IN SOCIAL VR WORLDS FUTURE STUDIES ▸ How will specification be a competitive driver for the decentralised market system? ▸ How will the virtual currency enhance the influence to internal and external supply chains? ▸ In what circumstances, the experience as a service will strengthen the value aggregations among the consumers? 26
  • 27. WELCOME TO THE FUTURE