VR Room Planning Experience

A UX research field study evaluating how 1:1 scale Virtual Reality tools improve spatial confidence, align with user interaction models, and complement existing service design in retail store planning.

Project Overview

Traditional 2D and 3D digital planning interfaces can create cognitive friction for customers trying to visualize scale, volume, and spatial flow. This research evaluated an in-store Virtual Reality (VR) prototype designed to provide 1:1 scale spatial context, helping customers make confident decisions and reducing layout hesitation.

Methodology

Scope
Conducted field testing at the Copenhagen city store over a one-week period.

Participants
Five store co-workers representing Kitchens, Living Room, Bedroom, and Storage departments.

Methods
Structured tool walkthroughs, contextual observations, and qualitative semi-structured interviews.

Key Insights

Spatial Understanding
True-to-scale immersion directly optimized spatial awareness. Co-workers noted it bridges a major gap for customers who struggle to imagine room circulation flow or scale using current abstract placeholders.

Interaction models
First-time users intuitively expected a highly dynamic environment. Majority anticipated being able to physically interact with objects—such as opening drawers or moving accessories—defining a clear requirement for future iteration patterns.

Workflow and Service design
VR works best as a complement to existing tools for large-scale redesigns rather than minor modular additions. While it reduces instances where customers return home to re-measure, highly detailed variations can occasionally extend consultation times by making users significantly more selective.

Environmental Confidence
Testing in smaller physical retail layouts caused initial hesitation. Establishing clear digital boundaries is necessary to mitigate safety anxieties in small-format store layouts.

Role: UX/Research
Context: Range Experience, Inter IKEA