A talk from the Design Track at AWE USA 2018 - the World's #1 XR Conference & Expo in Santa Clara, California May 30- June 1, 2018. Samantha G. Wolfe (PitchFWD): VR’s Consumer Conundrum How do you get more heads in headsets? What do you do when someone has a bad first experience with VR? This is key to the immersive industry's success, as VR has to be experienced to be believed. This talk will explore these questions and more around the user experience in VR. http://AugmentedWorldExpo.com

1. VR’s Consumer Conundrum
Augmented World Expo
May 2018

2. Samantha G. Wolfe
C o - F o u n d e r , C O O
Branding & Marketing Strategist
Co-Author of Marketing New Realities
Experience: Showtime, Food Network, TV Guide
F o u n d e r , P i t c h F W D

3. How to Get More
Heads in Headsets?

4. Understand
the audience
Meet them
where they are
Focus on their
experience
1 32

5. Understand the audience

6. Awareness is increasing,
but still not mass
2017
51%
49%
growth of awareness from 28% to 51% in the last year
Awareness of VR Devices

7. He doesn’t want to fall
Understand the resistance
No Reservations
Motion Sickness
Headset Discomfort
Controls Awkward
Lose Track of Time
Graphics Not Real
Will Lose Interest IRL
Data Tracking
Look Embarrassing
Other 3%
9%
10%
12%
15%
16%
19%
24%
28%
30%
Reservations about VR + AR

8. It ruined her hair
Understand the problems
Dizziness
Eyestrain
Obstacles
Ruined hair
Headset won't fit
Ruined makeup
Falling over
Discomfort after use
Can't wear glasses
Getting tangled
Other 3%
4%
7%
7%
7%
7%
10%
11%
11%
17%
23%
Problems encountered when using VR

9. Room to educate
and excite potential users

10. Space to accommodate
and expand user base

11. Focus on the their experience

12. Understand what
they want

13. Focus on the how

14. Take them on a journey

15. Meet them where they are

16. Gets in
headset
Learns
about VR
Investigates
about VR
Moment of
purchase
Postpurchase
Experience
Loyalty
Loop
Customer decision journey
at this point in time

17. Gets in
headset
Learns
about VR
Investigates
about VR
Moment of
purchase
Postpurchase
Experience
Loyalty
Loop
Customer decision journey
Consider all the touch points

18. What can you do for them?
be worthy of their attention

19. 8%
5%
12%
22%
53%
Home
Store
Friend's Home
Convention
Other
47% of opportunities outside the home
Where did the audience first use VR
Encourage the audience
leverage the opportunities

20. Join the party
support the hype

21. Showcase the experience
break through the retail clutter

22. Manage wait times
try and make it fun

23. Enable social sharing

24. Find perfect partners
leverage strengths

25. wearepitchfwd.com
Good Luck!