Phisycal Art Installations at local libraries and agreed host locations
AR walking tours showcasing stories that represent and empower the people
Unboxed: Creativity in the UK Festival - Delivering People-Centered VR/AR Experiences
Creativity in the UK Festival was a monumental national initiative that showcased creativity and innovation across 10 UK cities. Led by StoryFutures Academy in collaboration with prestigious partners such as the British Film Institute (BFI), BBC, and National Film, the project aimed to deliver immersive VR/AR experiences that told unique stories derived from the people of these cities. This large-scale festival engaged communities, celebrated diverse cultural heritage, and explored themes of identity and future possibilities. By leveraging cutting-edge technology and fostering creative collaboration, the project created inclusive and engaging experiences that resonated with people from all walks of life, making it a landmark event in the UK's cultural landscape.
My Role
◙ Stakeholder Management: Scoped and managed stakeholders and resources across 10 cities.
◙ Workshop Facilitation: Designed and led workshops, interviews, and focus groups with community members and professional library historians.
◙ Ethnographic Research: Conducted online ethnography to understand the diverse communities in each city.
◙ Data Analysis: Performed qualitative and quantitative analysis of national data on people’s behavior.
◙ Guerrilla Research: Conducted guerrilla research, including 3D scanning of various locations.
◙ Data Visualization: Created data visualizations and summaries, and analyzed multimedia data from BFI/BBC archives.
◙ Design Leadership: Led design and prototyping workshops among partners.
◙ Process Coordination: Coordinated the design process across various partners.
◙ Inclusion Strategy: Developed a strategy for future participant inclusion.
Research Questions and Methods
For each city, we addressed the following research questions using various methods:
1- Demographic Analysis: What is the breakdown of the city's demographic scene (age, ethnic group, income group, habits, locations)?
2- Interest Mapping: What are the interests of different demographic groups?
3- Inclusivity in AR/VR: How can AR/VR experiences represent the population inclusively?
4- Stakeholder Identification: Who are the available creative groups, stakeholders, and champions for the design/implementation process?
5- Content Selection: What are the most interesting and representative locations/stories for VR/AR experiences?
Challenge: Capturing a detailed understanding of populations, interests, locations, assets, partners, and history across 10 cities within a limited timeframe.
Method Used: Online Ethnography
I researched local groups in various cities, focusing on history, photography, community activities, and walking tours. This approach revealed a wealth of content relevant to the project goals. It provided opportunities to interact with communities, share surveys, onboard future creatives, and log essential assets (locations, stories, multimedia assets).
The data collected during the online ethnography stage was categorized and presented to project partners. It was matched with existing multimedia from the BBC and BFI archives to align with project themes and goals. Here are some examples from the data analysis.
The data collected during the online ethnography stage was categorized and presented to project partners. It was matched with existing multimedia from the BBC and BFI archives to align with project themes and goals. Here are some examples from the data analysis.
Quantitative Data Analysis
Additional methods, including quantitative data analysis, were employed to capture detailed information about the populations in different cities. Large datasets were purchased, covering demographic, behavioral, historical, and entertainment data. The data was analyzed using various methods to answer key questions about presenting stories in different cities and ensuring accurate representation of all demographics. Analyses included:
◙ Demographic Profiling
◙ Cultural and Behavioral Segmentation
◙ Comparative Analysis
Field Research and Stakeholder Engagement (Interviews + Focus group)
In addition to the early research, ethnography, and data analysis for each city, it was essential to conduct field research and engage with stakeholders on the ground. Before the visits, I met with our project team and multiple partners and producers to scope their needs and requirements from each city.
For example, the production team needed scans of the locations where data would be collected, the logistics team required scans of the halls and rooms for the showcase along with details about electricity, capacity, and other logistics, and the inclusion team needed information about the local supporters and how to best include them. Additionally, the production team sought information about the stories suggested by historians in each city.
During the visits, data was collected, consent forms were completed, and all information was meticulously organized and shared with the respective teams. Any potential conflicts or issues were reported in advance to ensure they were addressed promptly.
Focus Group Sessions
To gain a deeper understanding of various aspects related to the project, we conducted 10 focus group sessions across different cities. The thematic analysis revealed several key themes:
Interest in Learning About History: Participants showed a strong interest in engaging with local history and understanding its relevance to the present.
Augmented Reality (AR): There was enthusiasm for using AR to bring historical stories to life, particularly among younger participants and those with special learning needs.
Usability and Trust: Concerns were raised about the usability of AR applications and the importance of ensuring the authenticity of historical content.
Marketing and Promotion: Effective marketing strategies were deemed crucial, with a focus on clear, simple explanations of AR and engaging promotional materials.
Contribution to the Project: Participants were hesitant about contributing their stories, suggesting that older individuals and celebrities might provide more engaging content.
Physical AR: Mixed feelings were expressed about visiting physical AR installations, with a desire for more information and clarity about the concept.
Mobile AR Suggestions: Participants suggested enhancing mobile AR experiences with introductory videos and promoting walking tours as a combination of exercise and learning.
This analysis provided valuable insights that informed the project's development and ensured it met the needs and expectations of diverse user groups.
Data Privacy in VR: Addressing User Concerns
During our focus group sessions, many participants expressed significant concerns regarding data privacy in VR environments.
Example quotes from interviews and focus group sessions:
"I don't know... using these VR headsets with many cameras and microphones makes me nervous, cool, but big brother like. Like, how do I know they're not just taking all my data and doing who knows what with it?"
"I don't know... using these VR headsets with many cameras and microphones makes me nervous, cool, but big brother like. Like, how do I know they're not just taking all my data and doing who knows what with it?"
"I hear a lot of technical terms that I don't understand, might be old for this. If they could just explain it in simple terms, I'd feel a lot better about using this stuff."
"Honestly, I feel safer using my own phone or tablet for this AR thing. But at the same time, would the AR app use images from my gallery or whatsapp stored on my device?"
To address these concerns, we focused on the following key areas to be sent to the production and technical teams:
Understanding Privacy Risks in VR: Recognizing the unique privacy risks associated with VR, such as the collection of extensive telemetry data (e.g., head and hand movements) that can infer personal attributes like height, gender, and emotional states.
Compliance with Regulations: Ensuring VR applications comply with data privacy laws like GDPR and CCPA by obtaining explicit consent from users and providing clear information about data collection and usage.
Anonymisation: techniques to anonymise VR data and prevent the identification of users based on their motion data while only collecting the necessary data and avoiding the collection of excessive or unnecessary information.
Ethical Data Collection: Prioritizing ethical and transparent data collection practices, including informing users about what data is being collected, how it will be used, and who will have access to it.
Security Measures: Implementing robust security measures to protect user data from unauthorized access and breaches, given the sensitive nature of the data collected in VR environments.
User Trust and Transparency: Building trust with users by being transparent about data practices and giving them control over their personal information, including options to manage their data and understand their rights.
Participatory Design Workshops
During the design and brainstorming stage, partners suggested various asset types, technologies, and journeys. Conflicting perspectives and ideas emerged, which may not have aligned with project goals, resources, or timeframe. As a UX Researcher, I proposed a participatory design workshop titled "Life of an Asset." This workshop allowed partners to collaboratively create a single journey based on identified assets and brainstormed technologies, aligning with project goals. A proof of concept was submitted and approved for an in-person meeting. The workshop outcomes included:
1- Enhanced Collaboration: Partners developed a closer understanding of each other's concerns and needs.
2- Realistic Testing: Participants better understood the challenges by testing their suggestions.
3- New Possibilities: Prolonged creative sessions led to new possibilities for existing technologies and assets.
4- Informed Design: Various designs were suggested, informing data collection, asset exploration, and technology design processes.
5- Peer Feedback: Participants presented their designs and received peer feedback based on detailed user journeys.
Guerrilla Research & Interviews
After confirming the asset types and AR/VR concepts through participatory design workshops, we initiated pilot AR/VR experiences using guerrilla research at selected locations. I led this phase, managing a team of four. My responsibilities included setting the research plan, developing questions, preparing consent forms, and ensuring team safety.
We conducted pilot tests before visiting locations chosen for their historical and social significance. Communication with these locations was pre-arranged. Our equipment included recorders, a 3D scanner with a LiDAR sensor, and a tablet for project presentation and consent collection. Consent forms were electronic, user-friendly, and compliant with regulations.
Participants were briefed on the project, and their stories about the locations were recorded. Interviews were semi-structured, allowing for follow-up questions. Soundscapes were also recorded. We engaged around 10 participants per location, focusing on a youth center in Brixton, a historical food market with an outdoor art center, and a Caribbean community area.
The locations were 3D scanned, and all data, including consent forms, recordings, and scans, were organized and sent to the production team. This phase confirmed the research and production plan from the workshops and informed AR/VR experiences in other cities, following the inclusion plan I developed.
3D Location partial scan examples (using lidar Technology)
Inclusion Strategy
To ensure diversity and inclusion in the StoryFutures Festival22 project, I developed a comprehensive inclusion strategy. This involved reviewing the inclusion policies of our partners, such as the BFI and BBC, and aligning them with UK laws.
Key Elements of the Inclusion Strategy:
Diversity Commitment: Set targets for on-screen and off-screen representation, ensuring a minimum of 25% of creatives were from ethnic minorities and 30% from working-class backgrounds, with a balanced gender representation.
New Creatives Criteria: Defined "new" as individuals new to immersive technologies like AR and VR. Outlined the skills required for different roles and ensured new creatives received tailored training.
Community and Mobile AR Storyscapers: Divided the new creatives into three categories: community storyscapers, mobile AR storyscapers, and partner creatives, each with specific roles and responsibilities.
Recruitment and Job Circulation: Targeted recruitment in cultural cold spots and collaborated with various platforms to promote job opportunities. Ensured inclusive and accessible recruitment practices.
This strategy demonstrated my ability to develop and implement policies that promote diversity and inclusion, ensuring the project was representative of the communities it served.
Reflection
Working on the Unboxed: Creativity in the UK Festival was an enriching experience that significantly enhanced my skills as a UX researcher. This project provided opportunities to engage with diverse communities, leverage cutting-edge technologies, and collaborate with a wide range of stakeholders.
Key Learnings:
Community Engagement: Engaging directly with community members across 10 UK cities through ethnographic and guerrilla research highlighted the importance of empathy and active listening in UX research.
Collaborative Design: Leading participatory design workshops underscored the value of involving diverse perspectives in the design process to create user-centered solutions.
Inclusion Strategy Development: Developing the inclusion strategy, aligned with BFI and BBC policies, enhanced my ability to create comprehensive policies promoting diversity and inclusion.
Technological Innovation: Exploring AR/VR technologies to bring historical stories to life emphasized the importance of usability and accessibility in design.
Project Management: Managing multiple aspects of the project honed my skills in communication, organization, and problem-solving.
Challenges and Solutions:
Balancing Diverse Needs: Regular communication and collaborative workshops helped align the diverse needs of stakeholders.
Ensuring Inclusivity: A detailed inclusion strategy and thorough research ensured the AR/VR experiences were inclusive.
Technological Constraints: Continuous learning and collaboration with technical experts helped overcome challenges with emerging technologies.
Future Directions:
This project has laid a strong foundation for future work in immersive technologies and community engagement. I aim to continue exploring AR/VR's potential in creating inclusive experiences and further develop my skills in policy development and strategic planning.
This project has laid a strong foundation for future work in immersive technologies and community engagement. I aim to continue exploring AR/VR's potential in creating inclusive experiences and further develop my skills in policy development and strategic planning.
Overall, the Unboxed: Creativity in the UK Festival was a pivotal project that showcased my abilities as a UX researcher and contributed to my professional growth.
