Immersive Technology

How might AT&T create a meaningful video experience using VR/AR/360 video?


How do we best leverage Immersive Technologies (AR, VR, 360)
for our entertainment platform?

  • Technologies are still nascent

  • Selling hardware isn’t enough

  • HMW create meaningful experiences to monetize content,
    licensing and advertising?


  • Stakeholder workshops to understand immersion drivers

  • Concept generation working session

  • 6 in lab interviews with concepts and prototypes

  • Framework working session

  • Concept generation and prototype storyboarding

  • Prototype generation

Team Structure:

  • Strategy lead: Bella Chu

  • Research lead: Liz Jernegan

  • Prototyper/UX Designer: Lee Cody

  • Strategists: Justin Dionosio, Dimitri Alexander

  • Industrial Designer: Mike Kim


Design Principles

Experiences should be relevant, tied to the content and feeding user’s fandom

Videos shouldn’t pull users out of content, but help them engage with it

360 video should have a directed point of view to help users navigate with minimal work

Videos should be 1-3 minutes

As a framework for engagement, high fandom users benefit most from immersive experience on the should moments of pre and post content. Where as low fandom users, can chase side stories and build engagement during the event.


All concepts are property of AT&T.