Augmented Reality- Female Founders by Duke's Mayo
1 Week Design Sprint Challenge: How can we elevate Duke's Mayo above all other brands of mayo?
I created in augmented reality activation that allows users to interact and learn about Duke's unique history and other female food pioneers in a fun, immersive way.
My role: AR, UX/UI, Strategy, Prototyping
Toolkit: Facebook Spark, Cinema 4D, Figma
Credits: Francine Jackson- posters
The Founding Females activation by Duke's Mayo offers an immersive, augmented reality learning experience created to highlight the untold story of women in food history. The activation allows users to interact with an immersive journey of a female food pioneer. The AR experience is a fun, interactive activity that allows users to learn about the history of some of the unknown, yet vital founders of American cusine.
Duke's unique history makes it stand out from it's competitors. It started as a female owned business in- founded by Eugenia Thomas in Greenville, South Carolina. After Eugenia provided sandwiches slathered with her mayo to soldiers passing through Greenville during WWII, her business took off and Duke's became an American legacy over the next 100 years. I saw an opportunity to emphasize Duke's female founded routes and place in American history and culture.
Consumers feel excited by augmented reality
Consumers feel that food is a heavily male dominated space
Learning through an exciting, fun experience is the most memorable
Women in history are often overlooked
The history of Duke's Mayo is heavily unknown
HOW MIGHT WE
Provide an exciting learning experience about women in food history and of Duke's Mayo?
Give Duke's Mayo a way to distinguish itself among other condiment brands?
From the primary research, I came up with our primary user that represents the large user group we intend to cater our activation to.
In my user's journey I was able to identify pain points and areas for opportunity that guided me in what experience I wanted to design.
After analyzing our user's journey, pain points, and research, I decided to make an immersive AR learning experience. The experience consists of games, and virtual tours.
1- Inside the Duke's label on each mayo jar is a poster
2- Users are instructed to hang the poster on a wall, then scan the poster with their camera
3-Users are taken to the Founding Females site
4-Users are prompted to take an interactive journey with one of multiple founding females. Each poster leads to one of multiple founding female's journey
5-AR elements appear, walking the user through the story of that founding female.
HOW IT WORKS
AR ACTIVATION 1.0- EUGENIA THOMAS
One Founding Female journey I prototyped was Duke's founder- Eugenia Thomas. After viewing Eugenias history Users are invited to play a Duke's history pinball game. Why a pinball game? A pinball game provides an exciting, nostalgic opportunity that can easily be accessible and playable on a smartphone.
To play the game, users take the poster off the bottle of Duke's and hang it on a flat surface. Users can then scan the poster through their camera on Instagram or Facebook and play pinball. I made my assets in Cinema 4D, then created the interactive AR experience in Facebook Spark.
AR ACTIVATION 2.0- AMELIA SIMMONS
Another Founding Female journey I prototyped was Amelia Simmons- the author of the first American cookbook. Through AR elements, users view Amelia's story and her contributions to American food history.