In this case study, we explore how OTR created an…
Our client, one of the largest elevator manufacturers in Eastern Europe, wanted to drive sales up by showcasing their product line. The critical issue was that it was impossible to demonstrate to the customer the entire variety of all the possible configurations of the elevator cabs, neither in the showroom nor at the finished facilities.
Printed catalogs and samplers of materials are not fit to deliver a realistic picture of future creation, with the traditional media being generally outdated. The sales team did not have a valuable tool to showcase; thus, customers could not fully appreciate the benefits and new features, resulting in much less efficient advertising campaigns.
For this reason, the elevator producer contacted OTR to create a full-fledged Virtual Reality simulation of their product’s operation, complete with multiple customization features to adjust custom configurations in real-time.
Solution: Description and Key Capabilities
The solution we delivered was an interactive Virtual Reality project designed for VR headsets and controllers with 6DOF (degrees of freedom). The key features were as follows:
Our solution allowed the customer to demonstrate a product line of 200+ options (+ extra minor customizations), which was impossible before using the traditional approach. Moreover, the configurator allowed merging parts from various product lines if they were suitable in size.
The customer had a somewhat blurry vision of the final concept, meaning we had to go through the entire journey of delivering appropriate solutions right from ideation. With the Agile approach, we started developing the solution iteratively, carefully considering the customer’s feedback on each step.The implementation process took 18 weeks and included the following stages: Research & Development, Documentation creation, Designing, Sound Engineering, Development, and Quality Assurance.
Our focus was on elevator models’ compliance with original design documentation, as we needed to provide not only just stunning visuals but a real product. From the development point of view, the toughest part was introducing an easy-to-operate interactive customization menu to update the elevator’s appearance and fitment on the go.
With Unity and C# as the core technologies, our dev team managed to create a simple and effective solution within the limited time available. That included provisions for further adjustments and upgrades, such as language localizations, new product models, other sections of the menu, and more.
The VR solution running on the top headgear like HTC Vive Pro exceeded our client’s expectations and became a powerful tool for closing key deals. Featuring an interactive elevator configurator, users can easily select different materials and elements, chose flooring, button plates, wall colors, and much more.
With an easy-to-operate control panel, users can travel across the building floors, to understand the full scope of functions the product can perform. With a chance to test the real-time operation, customers gain extra confidence and are therefore easier convinced to purchase. The best thing about their new marketing tool is that the clients can go on an immersive tour, even for the models that only exist in the concept stage. It’s now possible to customize any product line piece with new features on the go, i.e., use the flooring from their Classic line and combine them with the flor cladding from walls from Elite models.
The above resulted in a dramatic boost in the lead conversion to closed deals to 89%. The solution improves customer brand loyalty, making buyers more confident about the brand, as their specific needs get addressed with a targeted solution. According to buyers’ interviews, the satisfaction rate has increased twice since adopting VR in marketing and sales.
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