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January 2023

Pioneering a new VR retail experience for the Ford Ranger Raptor

Immerse, Engage, Customize. Your Personal VR Journey with the whole new Ford Ranger.

The Ford Ranger VR Experience Journey presents a compelling blend of engagement and education through an immersive virtual reality platform. By guiding customers through a journey that begins with onboarding and leads to the customization of a car, this experience fosters a deeper emotional connection between the customer and the product. This connection is not just about the thrill of virtual interaction; it's a deliberate process that invites customers to invest themselves in the creation of their ideal vehicle.


It serves a dual purpose: customers can compare the nuances between options and models, making informed decisions tailored to their needs, while Ford could gain invaluable insights through data collection. This data are pivotal for understanding consumer preferences, driving market research, and shaping product development.


In essence, the VR journey is a strategic amalgam of interaction, personalization, and information, designed to not only capture the interest of potential buyers but also to inform and influence their purchasing decisions.

Mapping the VR journey. Laying the groundwork for detailed, immersive user interactions.

The Ford Ranger VR Experience Journey represents a cutting-edge shift in automotive retail, where customers dive into an interactive world that combines technology with a highly personalized touch. The journey starts with an interactive onboarding process, designed not merely to introduce the system but to thoroughly instruct users on utilizing the controllers and moving through the virtual environment. The objective is to equip customers with the knowledge needed to fully engage with the experience without being hindered by the complexities of the controller mechanics.


As participants progress through the virtual narrative, they are empowered to choose their vehicle and its specifications, including the engine type. This empowerment is a crucial aspect of the journey, allowing users to have a hand in crafting the vehicle that meets their needs, fostering a deeper connection with the Ford Ranger brand.

The level of customization available in the VR journey is a testament to the individualized experience Ford aims to provide. Customers can personalize the car’s exterior, making aesthetic decisions that reflect their style, from the color to the wheels. This customization extends to the vehicle's interior, where users interact with the technology inside the Ranger, gaining an understanding of its features and capabilities.

The final stage of the journey invites customers to browse and compare different Ford Ranger models, a process that encourages thoughtful consideration of each vehicle’s features in relation to their own preferences and lifestyle needs.

Ford’s VR experience is more than just a showcase of vehicles; it's a comprehensive, immersive experience that changes the way customers view, interact with, and ultimately choose their vehicle. It represents a new horizon in product engagement and retail, providing insights into consumer preferences and potentially revolutionizing the car buying process. With each stage of the journey meticulously designed to build upon the previous one, Ford creates a continuous, engaging dialogue with customers, leading to informed decisions and personalized vehicle choices.

Crafting immersive VR: From concept to prototype, a fusion of learning and user-focused design, mastering Unity and Figma applications.

In developing this virtual reality (VR) prototype for the Ford Ranger experience, I delved deep into the Unity software's extensive capabilities. The journey was as much about mastering the technical intricacies of Unity's environment as it was about embracing a rigorous learning process and applying design thinking principles to translate my vision into a functional prototype.


I designed the immersive lobby thinking to a a space that immediately immerses users in a futuristic setting infused with Ford's branding elements. The interactive element, represented by the 3D model of a person surrounded by Ford branded banners, signifies my focus on creating an experience that puts the user's at the centre of a cutting edge branded experience.

An important aspect was the meticulous rendering of the Ford Ranger vehicle and surrounding enviroment, infused by modern, and high tech look&feel. The textural details and material properties evident in the Unity inspector panel reflect my commitment to visual authenticity and high-quality rendering necessary for a compelling VR experience. At the same time, organizing the complex scene hierarchy and fine-tuning the properties in Unity's inspector panel was a challenge that demanded attention to detail and a nuanced understanding of the software, always keeping in mind the ultimate goal of creating an immersive experience that would always feel relevant and intuitive for the user.

Utilizing Figma, I collated visual references and sketched the user journey, carefully considering how each UI element would coalesce within the VR space. This storyboard outlined a cohesive look and feel, ensuring that the UI not only guided the user effortlessly but also enhanced the spatial experience, marrying aesthetics with functionality.

Taking the VR showroom to the next level with AI-powered Avatars, for a truly interactive customer journey.

In crafting this VR experience, I aimed to push the boundaries of digital interaction by bringing avatars to a new level of sophistication. Utilizing AI and Inworld software, I developed a virtual advisor capable of dynamic, real-time interaction with customers.


This virtual advisor is designed to engage in unscripted conversations, providing answers to any product-related questions users might have. My goal was to enhance user engagement, encouraging longer visits and providing genuine value to customers. Through this, I aspire to create a seamless and immersive experience that bridges the gap between virtual exploration and real-world decision-making.

Unity in VR. Where my vision and user-centric design converge through innovative prototyping.

Delving into VR prototyping with Unity has been a transformative exploration in innovation and user engagement. Prototyping has proven to be an invaluable tool, allowing me to translate abstract ideas into interactive experiences that evolve with each iteration. It's a process where creativity meets functionality, and where user feedback fuels the journey toward an immersive end product.

As I've navigated through Unity's versatile environment, this prototype not only showcases my growing technical skillset but has also deepened my commitment to creating user-focused experiences. These iterations are not just demonstrations of technological prowess; they are steps toward a seamless and intuitive VR experience that resonates with users on a personal level.

Through this iterative process, I’m not just building a product; I'm refining an experience, ensuring that it is as engaging and intuitive as possible. In this, I see the power of prototyping as more than just a development phase—it's a continuous commitment to innovation and excellence in user experience design.