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Expert: This is the difference AR can make in your business

Now is the time to invest and embrace new technology or else you run the risk of being left behind. Photo via Getty Images

In our most recent article, we spoke to how you can strategize your company's technology adoption. One of the methods mentioned was augmented reality, which is the overlaying of digitally created content on top of the real world. This allows the user to interact with both the real world and digital elements or augmentations.

Currently, the market is saturated with digital content and everyday businesses are trying to decipher new ways to stand out. Now, connecting with an audience must go above and beyond passive digital content and take an innovative, interactive approach.

That said, engaging technology and content should not be used solely to grab attention, but rather be implemented in a strategic way. Glitzy technology such as AR is an excellent way to pique an audience's initial interest, but the real challenge is not getting them to come, it's getting them to stay.

User tendencies

Augmented reality affords brands the opportunity to utilize unique technology in a way that attracts users and immerses them in an experience from start to finish that passive digital content cannot accomplish. To create this enticing experience, the first step is to understand user tendencies.

For example, some users prefer to watch content but not listen. With that in mind, it's important that your content is created and designed in a way that can be enjoyed without audio. Thinking through what type of user you are targeting will inspire efforts that resonate with them most.

The next key tendency to keep in mind is user patience. Consumers are constantly fed new content daily and are becoming desensitized to digital mediums, and in order to make a lasting impression a producer is tasked with creating an impactful moment within the first five seconds of the user's interaction. From there, this will most likely prompt the user to click, listen to the audio and experience the full content.

Lastly, having a clear explanation of what app is needed and how they can operate the technology is key to AR success.

Identifying the right audience

As mentioned, AR is a great tool that checks many boxes for companies. However, before you can begin checking those boxes, you must address what your needs are first. These goals will vary dependent upon the type of company — B2C or B2B.

B2B companies must keep in mind that their purchaser is most likely not the end technology user. For these strategies, technology will most likely be implemented by a sales team or another internal position. The process then begins by identifying their sales team's needs. From there, it's important to determine how much the sales group wants to drive the experience as opposed to their potential customer. Finally, a custom experience is created that the team can deploy. One example is developing AR technology for trade shows. In some instances, the product being sold is too large or complicated to physically bring to the event, and the inner workings might be too difficult to dismantle. This is where the power of AR can truly shine.

Through the use of innovative augmented reality technology, VISION was able to help Emerson, a valve manufacturing company, create a memorable and immersive exhibit experience that stood out amongst the many other vendors on the expo floor competing for the attention of Valve World attendees.

Augmented reality proved to be a powerful tool in garnering interest at the trade show, driving traffic to their booth and granting the sales team more time to make connections and less time explaining, what can be, a complex product.

B2C businesses who want to incorporate AR technology have different challenges that need to be considered. That challenge is the numerous variables that are presented outside of a controlled environment. For instance, B2B AR will most likely consist of a handful of trained sales team members driving the experience on one type of device. For B2C, the consumer is the end user and many factors can play a role into the quality of their experience. Some dynamics the team has to consider is lighting, type of device, and current mobile software updates.

Additionally, it's important to recognize age as a factor. Some generations are more tech literate than others, so the challenge becomes creating an experience that is not only intriguing but has inherent usability. For this reason, testing is a vital part of our process due to the B2C margin for error being much smaller as patience levels thinner. If the production procedure is rushed the likelihood that an AR experience is glitchy rises. Having a production team with the ability to strike the balance of strategy, creativity and functionality is key to making a memorable consumer impression.

The future of AR

With the cancelation of live events, many companies are utilizing this time as an opportunity to prepare for the digital transformation. Brands are turning their marketing dollars towards the development of new technology such as AR and thinking long term about the approach they want to utilize moving forward.

By investing their budget into technology now, these organizations have the ability to advance and progress into what will be the future of marketing in the digital age.

COVID-19 has propelled AR technology and has forced companies to think outside of their typical efforts and adopt new ways of connecting. A few years ago, AR was a slow-moving technology, and now, the advancements are happening rapidly. Now is the time to invest and embrace new technology or else you run the risk of being left behind.

As AR continues to grow in popularity, we look forward to pushing the boundaries and creating immersive ideas that not only shape a user's experience with technology but encourage companies to utilize new ways of connecting.

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Dan Pratt is the creative director at Houston-based Vision Production Group.

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Building Houston

 
 

Koda Health, Houston, uses AI to help guide difficult conversations in health care, starting with end-of-life care planning. Image via kodahealthcare.com

A new Houston-based digital advanced care planning company is streamlining some of the most difficult conversations in the health care industry around palliative care.

Founded by Tatiana Fafanova, Dr. Desh Mohan, and Katelin Cherry, Koda Health uses AI to help patients create advance medical care directives and documents—such as a living will—through an easy to use web-based interface.

Koda Health uses a conversational platform where users can enter information about their values, living situations, quality of life wishes, and more while learning about different care options at their own speed. It also uses a proprietary machine learning approach that personalizes audio-video guided dialogue based on the patient's individual and cultural preferences.

The app then autogenerates legal and medical documents, which patients can notarize or electronically witness the forms through the app or on their own.

According to Fafanova, who earned her PhD in in Molecular Medicine at Baylor College of Medicine in Houston and now acts as the company's CEO, what historically has been a time consuming and expensive process, through Koda Health, takes an average of 17 minutes and is completely free of charge to the end user.

"We hope to reduce any outstanding barriers to access that might exist," Fafanova says. "It is very frequently the oldest and the poorest that are the highest utilizers of health care that don't have access to these solutions."

The app is also projected to save health care systems roughly $9,500 per patient per year, as it allows for hospitals and organizations to better plan for what their patient population is seeking in end-of-life-care.

The B2B platform was born out of the TMC's Biodesign Fellowship, which tasked Koda's founding members with finding solutions to issues surrounding geriatric care in the medical center. In March 2020, Koda incorporated. Not long after ICU beds began to fill with COVID-19 patients, "galvanizing" the team's mission, Fafanova says.

"It was no longer this conceptual thing that we needed to address and write a report on. Now it was that people were winding up in the hospital at alarming rates and none of those individuals had advanced care planning in place," she says.

After accelerating the development of the product, Koda Health is now being used by health care systems in Houston, Texas, and Virginia.

The company recently received a Phase I grant of $256,000 from the National Science Foundation, which will allow Koda to deploy the platform at Atrium Health Wake Forest Baptist and test it against phone conversations with 900 patients. Fafanova says the company will also use the funds to continue to develop personalization algorithms to improve Kona's interface for users.

"We want to make this a platform that mimics a high quality conversation," she says.

After Koda completes the Phase I pilot program it will then be eligible to apply for a Phase II award of up to $1 million in about a year.

Koda Health was founded by Tatiana Fafanova, Dr. Desh Mohan, and Katelin Cherry. Photos via kodahealthcare.com

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