MEO Metaverso
MEO, a leading telecommunications company in Portugal, launched an innovative virtual space within the Metaverse, making it the first telecom operator in the country to do so. The project was developed in collaboration with the Portuguese innovation agency Instinct, leveraging the Spatial platform. I contributed to the project by working on the UI, UX, 3D design, and development in Unity, creating interactive user interfaces and immersive 3D environments that seamlessly blend virtual reality with the real world. This virtual space provided users with a novel, immersive experience and was also utilized to promote the web series NUVEM from Disney Portugal, Meo Kalorama, Meo Empresas, and the Altice Art Foundation. Additionally, I created social media content to further engage users and enhance the digital presence of the project.
You will found part of my working process explained in this page.
01
Problem Statement and Goals
With the rapid advancement of digital technologies and the growing interest in virtual experiences, MEO aimed to position itself as a pioneer in the metaverse space. The challenge was to create a virtual environment that not only showcases MEO's products and services but also offers a unique, engaging experience for both existing customers and new users. The goal was to increase brand engagement, showcase innovation, and provide a new platform for customer interaction.
The Goals was to increase brand engagement through a novel virtual experience. Offer a seamless blend of physical and digital shopping experiences online accessible everywhere. Introduce new avenues for customer interaction, such as virtual events and product demonstrations.
02
Research and User Insights
Extensive research was conducted to understand the potential and limitations of the Metaverse, as well as the expectations of MEO's target audience. Insights revealed a strong interest in virtual experiences, with a particular emphasis on ease of access, interactivity, and the ability to explore new digital environments. This informed the decision to make the platform accessible via multiple devices (PCs, smartphones, and tablets) and to ensure that users could participate even without VR equipment such as Meta Quest 2 and 3, broadening the appeal of the experience. Spatial.io platform was choisent after testing the market by 2022.
03
Design process
User Experience:
Navigation for micro intractions: The MEO Place serves as the heart of the MEO metaverse ecosystem, which currently consists of eight distinct spaces.
Central Plaza: The virtual experience starts in a central plaza, a hub from which users can explore different areas. The design of this space was inspired by real-world public squares, aiming to evoke a sense of familiarity while introducing users to the digital environment.
MEO Store and Showroom: The MEO store within the Metaverse functions as a customer service point, where users can interact with an avatar-based assistant and explore current promotions. The showroom, designed as a virtual house, showcases MEO's products in a contextual environment, allowing users to explore rooms and interact with various offerings
Anfiteatro (Amphitheater): This area was designed as a venue for virtual events, such as product launches and interactive sessions, emphasizing the platform's potential for hosting immersive experiences.
Casa MEO : This area was designed an interactive house showcase, interactive sessions with MEO peoples, emphasizing the platform's potential for online shopping.
User Interface:
Color Scheme and Typography: Incorporated to be consistent across devices, ensuring accessibility even without VR equipment.
Design Aesthetics: The UI is clean and modern, reflecting MEO’s brand identity. The color palette and typography are consistent with MEO's physical and digital branding, ensuring a cohesive experience across all platforms.
Cross-Platform Accessibility: The design was optimized for multiple devices, including desktops, tablets, and smartphones. The experience is accessible with or without VR headsets, ensuring broad usability.
Branding and social media:
Metaverse identity Conceptualization: Adapted the existing media for the metaverse by creating a branding web that includes the MEO METAVERSO logo and a distinctive space signature.
Typography: The typography of the MEO Metaverso logo uses a custom typeface that is consistent with MEO's brand but is slightly modified to incorporate digital, futuristic elements. This might include subtle glows, gradients, or even animated versions for digital platforms, enhancing the feeling of movement and immersion.
Digital Logo: The logo needed to align with MEO's established brand identity, known for its sleek, modern design. The existing MEO logo is minimalist and uses a custom typeface that emphasizes clarity and modernity. This approach was extended to the Metaverso logo to ensure consistency across all platforms.
Marketing Campaigns: The visual identity is also reflected in MEO Metaverso’s marketing campaigns, where the brand is positioned as a pioneer in the metaverse space. with the creation of various video, print and web supports.
04
Results & Insights
User Engagement:
Increased Interaction: The MEO Metaverse project successfully attracted a wide range of users, including those outside MEO’s traditional customer base, by offering a unique and engaging experience.
Brand Positioning: MEO solidified its position as an innovator in the Portuguese market, differentiating itself from competitors by being the first to offer a metaverse retail experience.
Business Growth:
Enhanced Customer Loyalty: By offering an immersive experience that combines entertainment, culture, and commerce, MEO has likely increased customer loyalty and satisfaction.
Expansion Plans: Building on the success of the Lisbon launch in the historic building, MEO plans to extend its metaverse physical presence to other regions, including Porto.
Key Takeaways:
User-Centered Design: The success of the MEO Metaverse highlights the importance of prioritizing user experience, ensuring accessibility, and creating an intuitive interface. In a 3D world, the visual perception of space and emptiness becomes increasingly critical as the number of elements grows, making it more challenging to render effectively for the customer—and thus, to maintain the functionality of the metaverse. As with application design, finding the right balance is key to evolving without losing the user.
Importance of Innovation: Adopting cutting-edge technologies like VR and AI can greatly boost user engagement and elevate brand perception. In the future, expanding AI-driven NPCs will ensure this virtual world remains vibrant and dynamic.
Continuous Improvement: Continuous user feedback is crucial for refining and advancing the platform to keep pace with evolving customer expectations. Although current technical limitations in 3D, server capabilities, and customer-side rendering prevent us from fully realizing this envisioned world, with perseverance, that goal is within reach.
