Augmented Reality Feature

Overview

Altra Running, a performance footwear brand with no physical retail presence, needed a way to replicate the in-store experience online. Customers were dropping off product detail pages (PDPs), citing a lack of clarity around fit and innovation—key elements they’d normally evaluate in person.

To close this gap, I led a 0→1 initiative to design a more immersive product experience. I explored eCommerce-specific tools like 3D viewers and virtual try-on, ultimately launching an interactive PDP that rebuilt trust, increased engagement, and directly contributed to measurable gains in conversion and revenue per visitor.

Framing the Opportunity

Customer data showed hesitation around fit and feel, but there was no interactive way to address it. With no stores, Altra needed a digital solution to build trust and boost engagement. I worked with business leads to define success metrics, assess feasibility, and align teams around an immersive product experience.

This process unfolded through four key steps: competitive analysis, vendor evaluation, feature capability assessment, and early design exploration.

 

 

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Starting from a blank slate, I researched emerging 3D and AR technologies in the performance footwear space to bring Altra’s in-store experience online. With no existing framework for immersive content, I focused on tools that could build trust through interactive product exploration.

My discovery process included:

• Benchmarking how brands like HOKA used 360° viewers and Virtual Try-On (VTO)
• Analyzing placement, onboarding, and load-time patterns
• Identifying friction points to inform design and A/B testing strategy

 

 

 

In parallel, I led a structured evaluation of three AR vendors based on:

• Feature set (zoom, rotation, annotations)

• Cross-platform performance

• Integration effort

• Pricing and licensing flexibility

Though Arcsine offered high fidelity and user satisfaction, we ultimately selected Sketchfab for its ease of implementation and lower cost. I adapted the design strategy to work within Sketchfab’s limitations while still delivering a high-impact experience.

 

 

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Designing from the Ground Up

With the right immersive tools identified, I shifted focus to structuring the experience itself—balancing interactivity with clarity, and ensuring it would build user confidence without overwhelming them.

This project required a complete design framework. I defined the information architecture and UX flow from scratch, balancing interactivity with accessibility.

Due to inconsistent AR support across mobile browsers, I reversed my usual mobile-first approach. I designed the desktop experience first, ensuring:

• Tap targets and gestures had space to function

• The viewer was clearly discoverable but not overwhelming

• Key product features were highlighted with interactive annotations

 

 

User Testing & Validation

I conducted 3 phases of user research:

1. Early testing with 10 participants to understand user familiarity with augmented reality in e-commerce.

2. Moderated interviews with 40 participants (20 Altra loyalists + 20 running enthusiasts) to gauge interaction preferences and evaluate mental models

3. A/B testing of the MVP with 15 users using live 3D viewers on comparable websites to validate placement, usability, and comprehension

 

 

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Placement & Iconography Tested

Results

Key insight: animated feature callouts increased engagement and user recall, however, users with disabilities complained of dizziness and required animation controls for better accessibility and compliance with WCAG guidelines. I incorporated this into the final design, along with affordances like onboarding cues and clear exit controls for mobile users.

Initial Design Iterations

To bring immersive UX to life, I designed two high-fidelity prototypes based on three key principles: Discoverability, Effectiveness, and Accessibility.

Each design emphasized:

• Clear interaction cues to help users navigate 3D elements
• Animated detail highlights to explain product benefits
• Inclusive design for accessibility and ease of use

Enhancing User Interaction with Micro-IFUs

Testing revealed most users needed subtle prompts to confidently explore the 3D viewer. These insights directly informed interaction zones and animated touchpoints featured in the final MVP.

To solve this, I introduced micro-IFUs—disappearing tooltips that:

• Offered contextual guidance exactly when needed
• Reduced friction without adding visual clutter

• Increased confidence and interaction rates

Micro-IFUs were especially effective for first-time AR users, helping bridge the knowledge gap without breaking flow.

Early Concept Prototype – Defining key interaction zones

A numbered layout gave users a predictable, low-effort way to explore product innovations—also helpful for first-time AR users.

MVP Launch

 

Now that the MVP 3D viewer is implemented on Altra’s retail website, the next step is to gather user insights & performance metrics. I will analyze user interactions, behaviors, and feedback to identify areas of improvement for the 3D viewer. A comprehensive usability study will help me understand how users engage with the tool and what pain points they encounter.

 

Impact: The MVP increased interaction with product visuals by 28% and reduced PDP abandonment by 15%. Other VF brands repurposed my design system and research for their own product pages—amplifying ROI across the enterprise.

 

Next Steps & Ongoing Iteration

Post-launch, I led ongoing optimization efforts by:

• Analyzing session data to surface friction points and behavior patterns
• Iterating live features based on user insights and feedback loops
• Partnering with engineering to reduce load times and improve performance
• Running A/B tests to validate improvements to placement and interaction

As the sole designer on this 0→1 initiative, I led the effort from ambiguity to execution. Teams working with me can expect strategic clarity, research-backed decisions, and product experiences that translate insight into action.

Dev Spec Sheet