Augmented Reality Feature

Building a 0→1 Product Viewing Experience to

Unlock Customer Insights and Drive ROI

 

Altra Running, a performance footwear brand with limited in-store presence, faced a common UX challenge:

low engagement on their product detail pages (PDPs), particularly with product imagery. Customers reported a disconnect between online browsing and the tactile, in-store experience of trying on shoes—leading to high drop-off rates and reduced buyer confidence.

With no existing framework for interactive assets or immersive content, I proposed a 3D product viewer as a way to rebuild trust in the online experience. This kicked off a true 0→1 initiative, from concept through MVP launch.

Framing the Opportunity

The insights team had rich customer data but no interactive way to share it. Stakeholders aligned on the need for something dynamic, yet had no format, structure, or roadmap. I collaborated with business leads and analysts to:

• Define the product vision and success metrics (conversion lift, PDP engagement)

• Identify core use cases and technical feasibility

• Align cross-functional teams on scope and roadmap before design began

 

 

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Starting from a blank slate, I conducted a deep dive into 3D product viewers and AR technologies emerging across the outdoor and performance footwear space. A competitive analysis of brands like HOKA and other industry leaders revealed increasing adoption of immersive tools such as 360° viewers and Virtual Try-On (VTO).

This research helped identify key UX patterns—like placement, onboarding prompts, and load time expectations—that shaped my early design hypotheses. It also directly informed my A/B testing strategy later on: I tested viewer placement and feature prompts using comparable experiences on competitor sites to benchmark user expectations and identify friction points.

In parallel, I evaluated three major 3D-viewer vendors based on:

• Feature set (zoom, rotation, annotations)

• Performance across devices and browsers

• Customization and integration effort

• Pricing and licensing

Though I recommended Arcsine for its fidelity and feature flexibility, the brand selected Sketchfab for its ease of implementation and lower cost. I adapted the design strategy to fit within Sketchfab’s limitations while still delivering a high-impact experience.

 

 

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Designing from the Ground Up

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

Armed with compelling insights and a refined UX design, I prepared a persuasive pitch to the brand, and VP of emerging brands. Here I presented two hi-fidelity prototypes to choose from, each reflecting the values and potential impact of my innovative solution. Typically, I use the Mobile first approach but during research, I discovered several limitations in AR tech, leading me to adopt a reverse approach for this assignment.

Primarily both design options addressed Discoverability, Effectiveness and Accessibility. During testing I found, owing to the newness and unpredictable nature of AR Tech, most users require prompts explaining how to interact it. Driving ‘Effectiveness’ meant giving users something irresistible that I discovered during Phase 1 of testing: Animated Feature Detail Highlights.

This project delivered a fully functional MVP that previously didn’t exist. By designing from the ground up, we validated demand for immersive data experiences and created a reusable framework for future brand-specific rollouts.

Early Concept Prototype – Defining key interaction zones

These designs represent the full evolution of a new product—from initial architecture to final implementation. With no templates or prior systems to leverage, every element was designed to guide the user toward storytelling and data actionability.

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 continued refining the experience by:

• Monitoring session recordings and interaction metrics

• Reiterating the live experience to better align with user insights

• Collaborating with dev to optimize rendering and load times

• Running A/B tests on feature tweaks and placement

Dev Spec Sheet

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.