Advanced Experience Design:
A VR Journey to Sustainable Tourism
Advanced Experience Design:
A VR Journey to Sustainable Tourism
Immersive VR for Marine Conservation
Immersive VR for Marine Conservation
Immersive VR for Marine Conservation
An interactive VR experience designed to raise awareness and influence behaviour regarding marine pollution, by engaging tourists in immersive scenarios that highlight the consequences of pollution and promote proactive environmental actions.
An interactive VR experience designed to raise awareness and influence behaviour regarding marine pollution, by engaging tourists in immersive scenarios that highlight the consequences of pollution and promote proactive environmental actions.



ROLE
ROLE
ROLE
XR Designer, Content Creator, Video Editor (Team of 4)
TIME
TIME
TIME
Jan 2024- Mar 2024
Jan 2024- Mar 2024
Jan 2024- Mar 2024
CATEGORY
CATEGORY
CATEGORY
Experience Design
Experience Design
Experience Design
TOOLS
TOOLS
TOOLS
Figma
Figma
Figma
Miro
Miro
Miro
Canvas
Canvas
Canvas
Mozilla Hub
Mozilla Hub
Mozilla Hub
Mozilla Hub
SKILLS
SKILLS
SKILLS
Problem Solving
Problem Solving
Problem Solving
User Testing
User Testing
User Testing
Problem Solving
Problem Solving
Problem Solving
XR Design
XR Design
XR Design
Storytelling
Storytelling
Storytelling
Brief
Brief
Brief
Goal: Raise awareness about marine pollution, particularly plastic waste, and promote sustainable tourism behavior.
Goal: Raise awareness about marine pollution, particularly plastic waste, and promote sustainable tourism behavior.
Focus: Support UN Sustainable Development Goal 14 – Life Below Water by reducing marine debris and encouraging eco-friendly tourism practices.
Focus: Support UN Sustainable Development Goal 14 – Life Below Water by reducing marine debris and encouraging eco-friendly tourism practices.
Objectives
Objectives
Objectives
Support UN Goal 14: Contribute to reducing plastic pollution in oceans by 2025.
Raise Awareness: Educate tourists on the impact of plastic waste on marine ecosystems.
Promote Responsible Tourism: Encourage tourists to adopt eco-friendly behaviors through engaging VR experiences.
Foster Empathy: Use immersive VR to build emotional connections between users and marine life.
Drive Behaviour Change: Inspire sustainable actions by making learning interactive and enjoyable.
Support UN Goal 14: Help reduce ocean plastic by 2025.
Raise Awareness: Show tourists the impact of plastic on marine life.
Promote Eco-Tourism: Encourage eco-friendly behaviours.
Foster Empathy: Build emotional connections with marine life through VR.
Drive Change: Inspire sustainable actions with interactive learning.
UN Goals- Under the Water
UN Goals- Under the Water
UN Goals- Under the Water

14.1 By 2025, prevent and significantly reduce marine pollution of all kinds, in particular from land-based activities, including marine debris and nutrient pollution indicators.
14.1 By 2025, prevent and significantly reduce marine pollution of all kinds, in particular from land-based activities, including marine debris and nutrient pollution indicators.
14.1 By 2025, significantly reduce all marine pollution, especially from land-based sources like debris and nutrients.
Challenges
Challenges
Challenges
Tourists often overlook their environmental impact due to a lack of awareness.
Tourism contributes heavily to marine pollution, especially plastic waste.
Sustainability initiatives struggle to engage tourists effectively, with weak environmental regulations.
Tourists often overlook their environmental impact due to a lack of awareness.
Tourism contributes heavily to marine pollution, especially plastic waste.
Sustainability initiatives struggle to engage tourists effectively, with weak environmental regulations.
Tourists often overlook their environmental impact due to a lack of awareness.
Tourism contributes heavily to marine pollution, especially plastic waste.
Sustainability initiatives struggle to engage tourists effectively, with weak environmental regulations.
Research
Research
Research
Why UN Goal 14- Life Below Water?
Why UN Goal 14- Life Below Water?
Tourists often overlook their environmental impact due to a lack of awareness.
Tourism contributes heavily to marine pollution, especially plastic waste.
Sustainability initiatives struggle to engage tourists effectively, with weak environmental regulations.
Tourists often overlook their environmental impact due to a lack of awareness.
Tourism contributes heavily to marine pollution, especially plastic waste.
Sustainability initiatives struggle to engage tourists effectively, with weak environmental regulations.
Tourists often overlook their environmental impact due to a lack of awareness.
Tourism contributes heavily to marine pollution, especially plastic waste.
Sustainability initiatives struggle to engage tourists effectively, with weak environmental regulations.
80%
80%
Marine pollution
comes from Plastics
80%
Marine pollution
comes from Plastics
8 million tons
8 million tons
Plastic
enter Oceans Yearly
8 million tons
Plastic
enter Oceans Yearly
39kg
39kg
Microplastics
are consumed per person each year.
39kg
Microplastics
are consumed per person each year.
Over 100,000
Marine Animals
die annually due to plastic pollution,
Over 100,000
Marine Animals
die annually due to plastic pollution,
Solutions
Solutions
Solutions
Interactive VR Scenarios: Engage users with real-world problems and promote sustainable actions.
Autonomous Exploration: Users navigate the virtual world freely, fostering discovery-based learning.
Emotional Impact: Create empathy by simulating pollution’s effect on marine life, such as hermit crabs interacting with trash.
Educational Engagement: Incorporate interactive objects to connect actions in VR with real-world sustainable practices.
Interactive VR Scenarios: Engage users with real-world problems and promote sustainable actions.
Autonomous Exploration: Users navigate the virtual world freely, fostering discovery-based learning.
Emotional Impact: Create empathy by simulating pollution’s effect on marine life, such as hermit crabs interacting with trash.
Educational Engagement: Incorporate interactive objects to connect actions in VR with real-world sustainable practices.
Interactive Scenarios: Engage users with real-world challenges.
Free Exploration: Foster learning through discovery.
Emotional Impact: Show pollution’s effect on marine life.
Educational Engagement: Link VR actions to real-world sustainability.
Interactive VR
Interactive VR
Interactive VR
Engage users with real-world problems
Engage users with real-world problems
Promote sustainable actions
Promote sustainable actions
Emotional Effects
Emotional Effects
Emotional Effects
Simulate pollution impact on marine life
Simulate pollution impact on marine life
Trigger empathy and other emotional responses
Trigger empathy and other emotional responses
Educational Engagement
Educational Engagement
Educational Engagement
Incorporate interactive objects
Incorporate interactive objects
Connect actionable with sustainable practices
Connect actionable with sustainable practices
Results
Results
Results
Emotional Impact:
Emotional Impact:
Users showed strong emotional responses to scenarios like marine animals suffering from pollution.
Unexpectedly, some users felt negative emotions during a litter-picking scene, indicating room for improvement in engagement design.
Users showed strong emotional responses to scenarios like marine animals suffering from pollution.
Unexpectedly, some users felt negative emotions during a litter-picking scene, indicating room for improvement in engagement design.
Users showed strong emotional responses to scenarios like marine animals suffering from pollution.
Unexpectedly, some users felt negative emotions during a litter-picking scene, indicating room for improvement in engagement design.
Empathy and Awareness:
Empathy and Awareness:
The VR experience increased empathy and raised awareness about marine pollution.
Further work is needed to optimize AI interactions and improve emotional engagement.
The VR experience increased empathy and raised awareness about marine pollution.
Further work is needed to optimize AI interactions and improve emotional engagement.
The VR experience increased empathy and raised awareness about marine pollution.
Further work is needed to optimize AI interactions and improve emotional engagement.
Design Process
Design Process
Design Process

Step 1
Step 1
Step 1
Synthesize Research
Brief Generation
Synthesize Research
Brief Generation
Synthesize Research
Brief Generation

Step 2
Step 2
Step 2
Ideation
Prototyping
Ideation Prototyping
Ideation
Prototyping

Step 3
Step 3
Step 3
Testing, Tuning,
Design Iteration
Testing, Tuning,
Design Iteration
Testing, Tuning,
Design Iteration

Step 4
Step 4
Step 4
Validation & Final Design Reflections
Validation & Final Design Reflections
Validation & Final Design Reflections
Persona
Persona
Persona
MEET HARRY: A BRITISH YOUNG TOURIST
MEET HARRY: A BRITISH YOUNG TOURIST
MEET HARRY: A BRITISH YOUNG TOURIST
UNDERGRADUATE | 22 | LOUGHBOROUGH UNIVERSITY
UNDERGRADUATE | 22 | LOUGHBOROUGH UNIVERSITY
UNDERGRADUATE | 22 | LOUGHBOROUGH UNIVERSITY
Harry is a typical young UK student: environmentally aware yet uninformed about his substantial impact, exemplifying tourists who frequently neglect their environmental responsibilities.
Harry is a typical young UK student: environmentally aware yet uninformed about his substantial impact, exemplifying tourists who frequently neglect their environmental responsibilities.
Harry is a typical young UK student: environmentally aware yet uninformed about his substantial impact, exemplifying tourists who frequently neglect their environmental responsibilities.
RESEARCH: Why chose UK young tourists?
RESEARCH: Why chose UK young tourists?
RESEARCH: Why chose UK young tourists?
Less litter-reducing intentions
Future-oriented and opened to new ideas
Travel motives: personal attachment, escape, relaxation, culture and adventure
Less litter-reducing intentions
Future-oriented and opened to new ideas
Travel motives: personal attachment, escape, relaxation, culture and adventure
Less litter-reducing intentions
Future-oriented and opened to new ideas
Travel motives: personal attachment, escape, relaxation, culture and adventure



UX Vision Statement
UX Vision Statement
UX Vision Statement



Design Consideration
Design Consideration
Design Consideration
🌊 Design Principles
🌊 Design Principles
Inspiration: Encourage users to envision a sustainable future by presenting challenges that require long-term thinking.
Engagement: Utilise interactive VR objects to deepen learning and make each interaction educational and enjoyable.
Exploration: Allow users to explore environments autonomously, fostering discovery-based learning.
Inspiration: Encourage users to envision a sustainable future by presenting challenges that require long-term thinking.
Engagement: Utilise interactive VR objects to deepen learning and make each interaction educational and enjoyable.
Exploration: Allow users to explore environments autonomously, fostering discovery-based learning.
Inspiration: Challenge users to think long-term for a sustainable future.
Engagement: Use interactive VR to make learning fun and impactful.
Exploration: Enable free exploration to promote discovery-based learning.
🪸 VR Opportunities
🪸 VR Opportunities
Awe & Nature Connection: Replicate stunning underwater environments to evoke awe and raise consciousness.
Ecological Experience Learning (EEL): Directly simulate ecosystem interactions to show the impact of human actions on marine life.
Pro-environmental Behaviour: Provide actionable experiences that translate VR lessons into real-world eco-friendly actions.
Awe & Nature Connection: Replicate stunning underwater environments to evoke awe and raise consciousness.
Ecological Experience Learning (EEL): Directly simulate ecosystem interactions to show the impact of human actions on marine life.
Pro-environmental Behaviour: Provide actionable experiences that translate VR lessons into real-world eco-friendly actions.
Awe & Connection: Evoke awe with stunning underwater scenes.
Ecological Learning: Simulate ecosystems to show human impact.
Pro-environmental Action: Turn VR lessons into real-world eco-friendly behaviour.
4o
Flow Chart
Flow Chart
Flow Chart



Storyboard
Storyboard
Storyboard
VR Prototype
VR Prototype
VR Prototype
🏖️ IMMERSE IN OUR VIRTUAL WORLD 🐚
🏖️ IMMERSE IN OUR VIRTUAL WORLD 🐚
🏖️ IMMERSE IN OUR VIRTUAL WORLD 🐚
Design Patterns
Design Patterns
Design Patterns
User Testing Methodology
User Testing Methodology
User Testing Methodology
Quantitative- Presence and Emotions
Quantitative- Presence and Emotions
Quantitative- Presence and Emotions
We utilised the USE Score and the Positive and Negative Affect Schedule (PANAS) to evaluate participants' perceived presence and emotional reactions.
We utilised the USE Score and the Positive and Negative Affect Schedule (PANAS) to evaluate participants' perceived presence and emotional reactions.
We utilised the USE Score and the Positive and Negative Affect Schedule (PANAS) to evaluate participants' perceived presence and emotional reactions.
Qualitative- Post Interview
Qualitative- Post Interview
Qualitative- Post Interview
After experiencing an immersive virtual journey, we conducted a post-test interview to gather feedback and insights to determine whether users would change their behavior based on different scenarios.
After experiencing an immersive virtual journey, we conducted a post-test interview to gather feedback and insights to determine whether users would change their behavior based on different scenarios.
After experiencing an immersive virtual journey, we conducted a post-test interview to gather feedback and insights to determine whether users would change their behavior based on different scenarios.






Quotes from Participants After Testing
Quotes from Participants After Testing
Desired Emotional Responses
Desired Emotional Responses
Desired Emotional Responses

“That's very sad. [seeing seagulls]...eating rubbish.” - P2
“That's very sad. [seeing seagulls]...eating rubbish.” - P2

“After seeing the tourists picking up the trash, It wasn't like a guilt trip sort of experience.” - P2
“After seeing the tourists picking up the trash, It wasn't like a guilt trip sort of experience.” - P2
Matching Mental Models
Matching Mental Models
Matching Mental Models

“I'm tempted to almost walk forward. I forget that I'm in an actual room."- P2
“I'm tempted to almost walk forward. I forget that I'm in an actual room."- P2

“The interactions are simple but it makes you feel like you're actually doing something"
- P4
“The interactions are simple but it makes you feel like you're actually doing something"
- P4






Key Metric
Key Metric
The experience succeeded in increasing user empathy and awareness, though further work is needed to optimise emotional engagement and strengthen user interaction with AI elements.
The experience succeeded in increasing user empathy and awareness, though further work is needed to optimise emotional engagement and strengthen user interaction with AI elements.
The experience boosted empathy and awareness, but emotional engagement and AI interaction need further improvement.





Reflection
Reflection
Reflection
I greatly enjoyed the Advanced Interaction Design module, where I explored new AR and VR concepts. Transitioning from 2D to virtual environments required adapting to new methodologies, such as field of view, optimal zones, and addressing ethical concerns like motion sickness and eye stain.
I thoroughly enjoyed the Advanced Interaction Design module, exploring new AR and VR concepts. Transitioning from 2D to VR required adapting to new methodologies, including field of view, optimal zones, and addressing ethical issues like motion sickness and eye strain.
Key Takeaway
Key Takeaway
Key Takeaway
VR Design Techniques: Mastered creating immersive VR environments, adapting from traditional 2D to address unique spatial and ethical considerations.
User Safety in VR: Learned to integrate safety measures against potential side effects like motion sickness and eye strain.
Emotional Engagement: Developed skills to enhance emotional connections and immersion in VR, prioritising user engagement.
VR Design Techniques: Mastered creating immersive VR environments, adapting from traditional 2D to address unique spatial and ethical considerations.
User Safety in VR: Learned to integrate safety measures against potential side effects like motion sickness and eye strain.
Emotional Engagement: Developed skills to enhance emotional connections and immersion in VR, prioritising user engagement.
VR Design: Mastered immersive environments and spatial design.
User Safety: Integrated measures for motion sickness and eye strain.
Emotional Engagement: Enhanced emotional connections to boost immersion.
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Built in Framer
•
Created by Wei Hsin 2024
Built in Framer
•
Created by Wei Hsin 2024
Built in Framer
•
Created by Wei Hsin 2024