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From Users To Players: The Future Of UX Design In The Metaverse

By Rebecca Barnatt-Smith

With over 4.8 billion users currently on the internet across the globe, the digital world as we once knew it continues to adapt to accommodate modern forms of interaction and communication across the social sphere.

As e-commerce booms and social platforms multiply, it’s clear that a digitally native world is only around the corner. With the demand for all things digital consistently growing, the demand for tech and design innovation comes hand in hand.

As virtual evolution continues to become more prominent on the back of new forms of VR/AR technology revolutionizing the online sphere, user experience has become key essential as we form our relationship with new technology. As new software continues to extend the capabilities of digital immersion, it’s no surprise that UX has become a hot topic for virtual reality experts.

As we see consumers shift from users to players as the metaverse era begins, traditional forms of marketing continue to become redundant. From content design and 3D tools to new communication interfaces that promote immersion, read on to find out how the metaverse could change UX design like never before.

What Is The Metaverse? 

So what is the metaverse? We’ve all heard the term thrown around on tech platforms and during Mark Zuckerberg’s Meta reveal, but what does this actually mean for the UX designers who will need to pave the way for the future of effective marketing online?

The term metaverse was first mentioned in the 1992 science fiction novel, Snow Crash, written by Neal Stephson. Using the word metaverse to describe his image of a 3D world that users could virtually exist in, he predicted that technology would one day enable us to live in a real-time, online environment that we could change, grow and interact within.

In the modern-day, the Influencer Marketing Hub defines the metaverse as “something that is always active, exists in real-time, players have individual agency, it’s a self-contained and fully functioning universe and contains user-generated content.”

As we toy with this shift from consumers to players in a user-generated content-dominated online environment, it’s clear that the metaverse will continue to transform consumer attitudes and demand a more active user experience design across a number of sectors.

From e-commerce and the corporate market to gaming and entertainment, it’s clear that the metaverse expects more of marketers, but just how much could this revolutionize the industry?

How It Will Change The Future Of Marketing?

For smart marketers, the metaverse could be a game-changer in regards to gaining exposure and boosting revenue online. As VR continues to slot itself into a number of sectors across the globe, the metaverse’s advertising potential is infinite.

The key here is prioritizing new forms of immersive design and smart consumer content that can not only easily insert itself into the virtual world but encourage consumers to interact and communicate with it.

Especially for Gen Z demographics, where 87% of young users are already interacting with current metaverse platforms such as Fortnite from the comfort of their smartphones, the benefits quickly outweigh the costs for companies aiming to gain exposure. In fact, providing an immersive experience within the metaverse that enables a player to connect and interact with a virtual version of a product or service will translate into higher conversion rates in the real world.

For example, the London startup fashion agency, Dimension Studio saw their profits double in 2021 as a result of experimenting with new forms of UX marketing in the metaverse. The User Experience focused company that specializes in the future of volumetric content and creating immersive experiences within the metaverse is one of the first pioneers in the future of 3D forms of UX design.

Partnering with Balenciaga’s Afterworld game, they created a new form of virtual production that enabled a player to step onto a platform within a virtual environment and physically test out Balenciaga’s pieces on their augmented avatars.

Using new forms of 3D UX design to their advantage, dabbling within the metaverse has made them $6.5 million in revenue as a result.

Commenting on the success, Metaverse expert, Cathy Hackl stated that the future of marketing and advertising needs to be thought about in 3D.

“The professionals of today need to start thinking in 3D because the professionals of tomorrow will already be thinking in 3D,” commented Hackl in a recent interview with Vogue . “Agencies will need to partner with people that have game design experience and game theory. They’re going to need those people that not only know how to create beautiful things but actually know how to make things work in a gamified way inside virtual worlds.”

What Does This Mean For UX Designers?

It’s clear that UX designers will need to shift their mindset in the wake of the metaverse. Rather than designing for passive consumption, the future will center around active design that encourages consumers to act on their creation and continue to blur the lines between what is real and what is virtual .

Shifting From Users To Players

Designers will need to think of consumers as players, rather than simple users of technology. 

In order to improve user experience across online platforms, UX designers need to create a wholly immersive experience that enables a player to live and interact with a virtual world, rather than simply experiencing it.

Immersive design will need to be applied to all forms of UX, even outside of metaverse world-building. This applies to website design, content creation and advertisements too. As the line between the virtual and real continues to blur, designer decisions need to focus on inserting a product, service or advertisement within the metaverse seamlessly. Consumers are much more likely to interact with UX design that feels natural, authentic and consumer-created.

As technology continues to make metaverse players increasingly smart. It’s time for designers and modern marketers, to get smarter.

How To Improve UX Design For The Metaverse

So how can you start preparing for metaverse design? A fully virtual world may only be around the corner, but UX designers still have time to adapt. Here are some of the tweaks you can make to your UX initiative as metaverse design continues to revolutionize the industry.

Start Storytelling With Your Design

The metaverse is massive and is only predicted to expand in the coming years. With a large following comes a large number of experiences across a diverse consumer group. The key for UX designers is finding a way to connect all of these user experiences to create a compelling story that hooks an audience amongst competitors.

Therefore, it’s time to start prioritizing storytelling within your content. In order to gain awareness and exposure, telling a story with your design will not only immerse your consumers but distract them from a product or a service, for a more natural consumer-led experience with your brand. 

Better still, learn how to integrate your UX design into their existing virtual stories. Find a way to promote or advertise using an existing narrative within the metaverse.

For example, on gaming platforms such as Roboblox, skateboarding brand Vans, introduced a skatepark into the metaverse, the purely existed for users to interact with during their own virtual narratives. After seeing 48 million visitors that boosted revenue for the brand outside of the metaverse, story integration can be considered a key tactic for UX designers.

Sit Back And Observe 

The metaverse is still relatively new, so a smart move for new UX designers on the block would be to simply sit back and observe. 

Take a closer look at your competitors and start user testing. Taking an audit of your current engagement stats, audience characteristics and site analytics using tools such as Google Analytics and Finteza is a great foundation for success.

Designers need to see how their audience currently interacts with the metaverse and understand how their products will behave in new virtual surroundings.

Incorporating 3D tools & VR Design 

In order to effectively design for the metaverse, UX professionals are moving towards new 3D modeling alternatives such as Tvori and SketchUp that will enhance modeling and prototyping in a 3D virtual world.

It’s also important for UX and UI designers to get more equipped with the new forms of VR/AR tech on the market. Utilizing elements of augmented and virtual reality within daily life will allow designers to step into the shoes of their consumers and visualize the image they want to create for immersion success.

The Future of Metaverse

Did you know that 58 million people in the US are currently engaging with at least one form of AR/VR tech at least once a month?

As the demand for virtual immersion online continues to grow in line with the metaverse, traditional forms of marketing just don’t cut it anymore. Interactive experiences and communication are now a must if you want to stay on top of online competitors, and UX design stands at the forefront of this.

On the back of Facebook’s 2021 Meta rebrand and gaming platforms such as Fortnite and Roboblox leading the way, the metaverse is expected to transform consumer advertising and interaction design within the next 5 years.

Where to Learn More

If the terms virtual reality and augmented reality have left your head in a tizzy, then this primer on the Virtuality Continuum will help you understand the difference between AR, VR, MR and XR.

To learn more on designing for AR and VR, check out this online course by Frank Spillers: How to Design for Augmented and Virtual Reality

Check here to learn how to develop for Vision Pro .

About Rebecca Barnatt-Smith

Rebecca is a freelance journalist and multimedia marketing executive specializing in UX design and consumer-focused strategy.

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The Metaverse

What is the metaverse.

The term "metaverse" refers to a collective virtual shared space where virtual reality (VR), augmented reality, the internet, user-generated content, and digital economies converge to create immersive and interconnected experiences. 

This Business Insider video explains the metaverse, its current state and where it’s going.

Does the Metaverse Already Exist?

The metaverse is still a theoretical concept, however, various elements and precursors to what could become the metaverse are currently in development or already in use. Here's a breakdown of the current state:

The metaverse promises to be a space where people can socialize, work and play. It’s expected to blur the lines between the digital and physical worlds.

VR and AR Platforms : Social VR platforms like VRChat, Oculus Rooms, and Microsoft's Mixed Reality offer immersive media experiences that are foundational to the metaverse concept. These platforms allow users to interact in virtual or augmented spaces usually through hardware like smartphones, VR headsets and AR glasses, but they are not fully interconnected or as expansive as the envisioned metaverse.

Online Gaming Worlds : Video games have become are becoming the new social networks. Games like Fortnite, Roblox, and Second Life have created large, interactive online spaces where players can socialize, create, and participate in a wide range of activities. While they possess elements similar to the Metaverse, such as virtual economies and personal avatars, they are standalone experiences and not part of a larger, interconnected virtual universe.

Fortnite hosts major events like concerts that players can attend in real-time. Some events, like the Eminem concert, are so popular that Fortnite’s servers crash.

Here’s a video of the Marshmello concert from 2019:

Decentralized Technologies : Advances in blockchain and cryptocurrency have led to developments in decentralized virtual spaces, like Decentraland and The Sandbox, where users can buy, sell, and own virtual land and assets. These platforms are steps toward the economic and digital asset interoperability envisioned in the Metaverse.

Social Media Integration : Social media platforms are beginning to integrate more immersive and interactive features, such as Facebook's Horizon Workrooms, which offer a glimpse into how social interaction could evolve in the metaverse.

Facebook Horizon Workrooms aims to redefine remote teamwork with a virtual meeting space that facilitates collaboration and creativity.

© Meta, Fair Use.

Technological and Infrastructure Development : The full realization of the metaverse requires significant advancements in technology and infrastructure, including faster internet speeds (like 5G), more powerful and accessible VR and AR hardware, and standards for interoperability and security.

Key Elements of the Metaverse and How it Differs from Other Digital Experiences

The metaverse represents a significant evolution in digital experiences—it distinguishes itself in several key ways from other forms of digital interaction and virtual environments:

Virtual Worlds : The metaverse often includes multiple interconnected, immersive virtual worlds where users can interact, play, work, and socialize. Virtual worlds offered by VR and Extended Reality (XR) have similar offerings but are not interconnected as the metaverse is intended to be. 

Augmented Reality : In addition to completely virtual environments, the metaverse may blend with the real world through AR—overlaying digital information onto the physical world.

Augmented reality (AR) superimposes digital information onto the physical world, usually via a mobile phone or another mobile device. The metaverse will combine AR technology, along with other Extended Reality (XR) and computing technologies, to create a shared virtual realm.

Persistent Universe : Unlike traditional games or virtual environments, the metaverse is typically envisioned as being persistent, existing continuously, and independent of whether any individual user is logged in. Traditional digital experiences are typically more isolated and static.

Interoperability : A key feature of the metaverse is the ability to move virtual items like avatars, assets, and even currencies from one platform or world to another. This level of integration is largely absent in current digital platforms, which often operate as closed ecosystems.

User-Generated Content : Users in the metaverse can create and contribute their own content, which can range from virtual objects and buildings to games and social experiences.

Economy : The metaverse can have its own economy, with digital currencies and virtual goods that users can buy, sell, or trade. Most existing digital experiences may have in-game economies but are usually limited to the confines of that specific game or platform.

Social Interaction and Community Focus : Socializing is a major component of the metaverse—it offers new ways for people to connect, collaborate, and engage in both personal and professional interactions. It also focuses on community building on a much larger scale than current digital platforms, which are often more limited in their social interaction capabilities.

Range of Activities and Experiences : The Metaverse is expected to host a wide range of activities, from gaming and socializing to working, shopping, education, and more, all within a single, unified space. Current digital experiences are usually more specialized and limited in scope.

The metaverse will provide endless opportunities for users to explore, socialize, create, and collaborate in shared virtual spaces. This emerging phenomenon can revolutionize how we communicate, educate, conduct business, and experience entertainment.

© Interaction Design Foundation, CC BY-SA 4.0

Evolution of Identity and Representation : In the Metaverse, the concept of identity and representation through avatars or digital personas is expected to be more fluid and dynamic. It’s set to offer unprecedented ways for users to represent themselves in the digital realm.

Immersion: Current digital experiences offer varying levels of immersion and interactivity, but the Metaverse aims to provide a more comprehensive and sensory-rich experience to create a sense of presence that closely mimics real life.

Technology : The development of the metaverse is closely tied to advancements in AI, VR, AR and XR technologies, as well as faster internet speeds, more powerful computing, and sophisticated user interfaces.

Scale and Accessibility : The metaverse is expected to be accessible to a vast number of users simultaneously, potentially on a global scale, which is a significant step up from current digital experiences that have limitations on concurrent users.

Integration with the Physical World : The vision of the metaverse is to have seamless integration with the physical world, blurring the lines between virtual and real.

How to Design for the Metaverse

Design for the metaverse involves a complex interplay of technological, social and creative elements. Here are some key design principles to consider for the metaverse: Immersion and presence : Metaverse experiences should be engaging and immersive. This involves high-quality graphics, realistic physics, spatial audio and intuitive interfaces that make users feel present in the virtual environment.

There are various design elements that can enhance immersion and presence, particularly in immersive technologies. These include visual realism, spatial audio, interactivity and agency, narrative and engagement, and ultimately, balancing these realistic elements with safety.

Interoperability : Different virtual environments and systems should work together seamlessly. This includes the transfer of assets, identities, and information across various platforms and experiences within the metaverse.

Scalability : The metaverse needs to be scalable to support potentially millions of users simultaneously, with high performance and minimal latency. Second Life is an early example of a virtual world. It demonstrates scalability by supporting thousands of users in its persistent world with various activities and interactions.

User Agency and Customization : Users should have the ability to create, modify, and control their avatars, environments, and experiences. This empowers users and encourages engagement.

Accessibility : The metaverse must be accessible to a wide range of users, regardless of their physical abilities, technical skills, or geographic location.

Security and Privacy : It’s essential to protect user data and ensure a safe environment. This involves robust security measures to prevent unauthorized data access, abuse, and harassment.

Economic Systems : Develop sustainable economic models within the metaverse, such as digital currencies, marketplaces, and trade systems, that are fair and transparent.

Social Interaction : Facilitate meaningful social interactions and community building. This includes tools for communication, collaboration, and social activities. Content Moderation : Provide robust content moderation and safety tools to protect users from harassment and discrimination. This includes reporting tools, block functions, and moderated spaces.

VRChat’s Trust and Safety System strives to “give control back to the user” and protect all users from purposeful disruption and malice.

© VRChat, Fair Use.

Sustainability : Consider the environmental impact of the technology used to build and maintain the metaverse and strive for energy-efficient and sustainable practices.

Ethical Considerations : Address ethical issues, such as the impact of prolonged VR use, the representation of individuals and cultures, and the potential for addictive behaviors. 

How to Design an Inclusive Metaverse Experience

The excitement about a new technology should not leave anyone behind. All experiences should be designed with an inclusive lens. The metaverse environments and experiences need to be accessible, respectful, and welcoming to a diverse range of users. Here are some strategies to achieve this:

Universal Design Principles : Employ universal design principles that ensure the metaverse is accessible to people of all abilities. This includes designing for various sensory, cognitive, and motor abilities to ensure that everyone can navigate, interact, and engage with content.

Customizable User Interfaces : Offer highly customizable user interfaces that allow users to adjust settings according to their needs, such as text size, contrast, color settings, and audio options. Inclusive Avatars : Provide a wide range of avatar customization options that represent diverse body types, ethnicities, genders, and abilities. This representation helps users feel seen and included.

Xbox One overhauled their avatars in 2018 to be more inclusive.

© Xbox 1, Fair Use.

Support for Multiple Languages : Incorporate multi-language support to cater to a global audience, including translation features and support for non-verbal communication cues.

Accessibility Features : Implement features like subtitles, sign language interpreters, and voice-to-text capabilities to cater to users with hearing or speech impairments.

Cultural Sensitivity and Diversity : Ensure cultural sensitivity in the design of environments, narratives, and content. Engage with diverse groups during the design process to understand different perspectives and needs.

Education and Awareness : Foster a community that values inclusion and diversity through education and awareness programs. This can include tutorials, guidelines, and community events focused on inclusivity.

Feedback Mechanisms : Establish clear feedback mechanisms that allow users to report issues and suggest improvements related to inclusivity, accessibility and more. Partner with Accessibility and Inclusive Design Experts : Collaborate with experts in accessibility and inclusive design to continually evaluate and improve the metaverse environments.

Economic Accessibility : Consider the economic barriers to accessing the metaverse, such as the cost of VR equipment, and explore ways to make the technology more affordable and accessible.

Inclusive Storytelling and Content Creation : Encourage and support diverse storytelling and content creation within the metaverse to reflect a wide range of experiences and perspectives.

Here is a metaverse design problem that will encourage your critical thinking and creativity to get you into the frame of mind to design for the metaverse. 

Exercise: Define Rules for Social Presence in VR

In this video, UX Design Consultant Frank Spillers explains the design problem. 

• Transcript loading…

The rules for social presence govern how avatars interact in a virtual space. Think about aspects like following, blocking, reporting, and physical interactions. Explore the impact of sounds, cross-cultural considerations, and expressing emotions through avatars. The goal is to establish a set of rules that enhance positive and engaging social interactions in the metaverse.

Learn More About the Metaverse

Learn more about the metaverse, social VR and UX for VR in our course, UX Design for Virtual Reality .

Learn more about the metaverse in Wired ’s article, What Is the Metaverse, Exactly?

Read about inclusivity in the metaverse in this HBR article, Designing an Inclusive Metaverse .

Learn more about how the metaverse will be designed in this article, How will the metaverse be designed as it disrupts design?  

Check out what happened at Fortnite’s Eminem concert in this New York Times article, What Happened With Fortnite’s Eminem Concert This Weekend?

Questions about The Metaverse

The metaverse significantly alters user experience by offering immersive, interactive, and persistent virtual environments. It blends physical and digital experiences, which users to engage with content and others in novel ways. This transformation requires designers to rethink interaction models and user interfaces to suit a 3D virtual space.

Learn more about the metaverse and VR in our course, UX Design for Virtual Reality .

VR and AR are central to the metaverse as they offer immersive and enhanced experiences. VR creates fully virtual environments, while AR overlays digital information onto the physical world. They enable users to interact with the metaverse in a more intuitive and natural manner. The metaverse will be achieved with a blend of VR, AR and XR, along with more advanced computing technologies. 

Learn more about virtual reality and augmented reality in our courses, UX Design for Virtual Reality and UX Design for Augmented Reality .

It’s challenging to ensure accessibility and inclusivity due to the diverse needs of users and the complexity of 3D environments. Designers must consider various disabilities, cultural differences, and socioeconomic factors to create a metaverse that is accessible and welcoming to all.

Learn more about inclusive design in general in this piece, What is Inclusive Design?

To learn more about inclusive design in virtual environments, enroll in our UX Design for Virtual Reality course.

Personalization can be achieved through adaptive interfaces, customizable avatars, and AI-driven content curation. These elements allow the environment to respond dynamically to individual preferences and behaviors, which enhances user engagement and experience.

Read more about metaverse personalization and customer experiences in this HBR article, Building a Great Customer Experience in the Metaverse .

There are significant concerns regarding privacy and data security in the metaverse due to the extensive data collection involved in immersive experiences. It’s crucial to protect user data and ensure transparent data usage policies.

Here are two ways designers can protect user’s data:

Implement Robust Encryption and Anonymization Techniques : Designers can incorporate advanced encryption methods to secure user data. Additionally, anonymizing data, especially when dealing with user tracking and behavior analysis, can greatly reduce the risk of personal information being compromised. If designers ensure that user data, particularly sensitive personal data, is not directly identifiable adds an important layer of security.

Offer User-Controlled Privacy Settings : Designers can empower users with customizable privacy settings that allow them to control what data they share and how it's used. This includes options to opt-out of certain data collections or to adjust the level of personal detail shared within the metaverse. Giving users this level of control not only enhances privacy but also builds trust and transparency.

Learn more in this article, Metaverse privacy concerns and how to address them .

The metaverse offers innovative opportunities for education and training through interactive, experiential learning environments. It enables simulations of real-world scenarios that enhance learning outcomes and engagement.

Medical Training with VR: Institutions like Stanford University's School of Medicine are utilizing VR to simulate surgical procedures. This allows medical students to practice complex surgeries in a risk-free, immersive environment, which significantly enhances their learning experience and preparedness for real-life operations.

Language Learning in Virtual Environments: Platforms like ImmerseMe are using VR, essentially a precursor to the metaverse, to teach languages. By simulating real-world scenarios in different countries – from ordering food in a French café to asking for directions in Tokyo – learners can practice languages in contextually relevant situations. This approach not only improves language skills but also cultural understanding, providing a holistic learning experience.

Learn more about enhanced learning experiences in our course, UX Design for Virtual Reality .

E-commerce in the metaverse is expected to evolve into a more immersive and interactive experience. Virtual storefronts, try-before-you-buy in 3D, and integration of social elements are anticipated to redefine the shopping experience.

Learn more about the future of e-commerce in this McKinsey and Company article , Unlocking commerce in the metaverse.

Spaces that encourage collaboration, communication, and community building will facilitate enhanced social interaction. Design elements like shared virtual spaces, interactive tools, and social events play a vital role.

Learn more about sociability in this piece, What is Socialibilty? 

Learn more about social experiences and Social VR in this article, What is Social VR?

Building the metaverse requires advanced technologies like high-speed internet, powerful computing hardware, sophisticated VR/AR devices, and scalable cloud infrastructures. Technological limitations like latency and bandwidth constraints are a significant challenge.

Learn more about the technological requirements of the metaverse in this academic paper, A new technology perspective of the Metaverse: Its essence, framework and challenges .

Designers must strike a balance between realism and fantasy to create immersive and engaging yet believable worlds. Realistic physics and interactions can be blended with imaginative elements that enhance the user experience without overwhelming it.

Discover how to balance immersion and safety in this video:

Copyright holder: Resolution Games Appearance time: 0:35 - 0:47 Copyright license and terms: All Rights Reserved BY Link: https://www.youtube.com/watch?v=hWQKD9TKWsU&ab_channel=ResolutionGames

Copyright holder: The Holo Herald Appearance time: 3:12 - 3:25 Copyright license and terms: CC BY Link: https://www.youtube.com/watch?v=6kVe00UUdBA&t=297s&ab_channel=TheHoloHerald

Copyright holder: Dylan Fox Appearance time: 3:35 - 3:37 Copyright license and terms: CC BY Link: https://www.youtube.com/watch?v=SPnoeb0zqRs&ab_channel=DylanFox

Learn more about immersion in What is Immersion?  

Learn more about VR in our course, UX Design for Virtual Reality .

Literature on the Metaverse

Here’s the entire UX literature on the Metaverse by the Interaction Design Foundation, collated in one place:

Learn more about the Metaverse

Take a deep dive into Metaverse with our course UX Design for Virtual Reality .

Virtual reality is a multidimensional universe that invites you to bring stories to life, transform digital interactions, educate with impact and create user-centric and unforgettable experiences. This course equips you with the skills and knowledge to embrace the possibilities and navigate the challenges of virtual reality.

UX Design for Virtual Reality is taught by UX expert Frank Spillers, CEO and founder of the renowned UX consultancy Experience Dynamics. Frank is an expert in the field of VR and AR, and has 22 years of UX experience with Fortune 500 clients including Nike, Intel, Microsoft, HP, and Capital One.

In UX Design for Virtual Reality, you’ll learn how to create your own successful VR experience through UX design. Informed by technological developments, UX design principles and VR best practices, explore the entire VR design process, from concept to implementation. Apply your newfound skills and knowledge immediately though practical and enjoyable exercises.  

In lesson 1, you’ll immerse yourself in the origins and future potential of VR and you’ll learn how the core principles of UX design apply to VR. 

In lesson 2, you’ll learn about user research methods, custom-tailored for the intricacies of VR.

In lesson 3, you’ll investigate immersion and presence and explore narrative, motion and sounds as design tools. 

In lesson 4, you’ll delve into interface and interaction design to create your own user-friendly, compelling and comfortable VR experiences.

In lesson 5, you’ll gain insights into prototyping, testing, implementing VR experiences, and conducting thorough evaluations.

After each lesson you’ll have the chance to put what you’ve learned into practice with a practical portfolio exercise. Once you’ve completed the course, you’ll have a case study to add to your UX portfolio. This case study will be pivotal in your transition from 2D designer to 3D designer. 

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Goalry UX Case Study: Immersive Mall Experience Beyond Finance

California-based Fintech Goalry approached UXDA with a very challenging idea - to design a digital financial shopping mall full of different products that help people reach their goals in an engaging and intuitive way. It was a challenge that UXDA were excited to help with. As a result, we created an innovative 3D dashboard that takes the customer experience beyond finance with shopping and more. The design meets users where they are, whether that’s web, mobile or, in the future, even the Metaverse. This platform has already received two prestigious design awards – IF Design Awards 2022 and UX Design Awards 2022 .

Ethan Taub, the founder of Goalry, noticed that there was something wrong with the way the financial industry was built around personal finance. People can see the past history of their money, but it seems that nobody looks into the future using financial behavioral data. Goalry is created for every person who needs clarity into their finances and an understanding of how to use their financial history to build their future.

“If done right it can literally be a crystal ball or history book of users' life in a lot of ways.” - Ethan Taub

Client: Passionate Leader Approaches UXDA to Fulfill his Vision

Goalry was founded in May 2016 in Newport Beach, California by Ethan Taub, who previously spent a decade developing online marketing programs for Global 100 enterprises and managed sales teams in Silicon Valley. He continued his track record of success as a C-level executive, overseeing sales, marketing and product development for a large brand and an innovative technology start-up. Then, the vision of a unified financial platform started around 2015:

It became an obsession after learning about how PayPal never finished their vision to complete the Full Flywheel for Finance. This was all in Ashlee Vance's book "Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future”, published in 2015. That book was extremely important for me to read at the time… I just couldn't stop thinking about Elon's "Unified Theory of Everything". - Ethan Taub

Most people don't use tools to change their habits and manage their finances because they think it's too difficult. Ethan's vision was to reinvent different parts of finance - e.g., bills, taxes, investments, loans, debt and more into easy-to-understand “finance stores.” To start the project, he needed to find a unifying idea that would eventually converge fields beyond finance, such as shopping and even social media.

I needed to put all these "Finance Stores" somewhere. Then "Goal" came to me because there is nothing more altruistic, gamified and the means to the end itself other than "Goals." Later that night, I woke up at 3 am. I shot out of bed and screamed...I got it! It's a Goal Mall with Stores! A perfect place to house it all. Everyone already understands how a mall works! There it is. - Ethan Taub

Challenge: Accepting the "Crazy Idea" Challenge Doubted by Others

Ethan approached us with the idea to create an innovative financial platform using an intuitive concept - a shopping mall for 10 different financial services, where users can shop, socialize and get educated to reach their goals more effectively. His vision was to introduce a totally different way to approach finances and help to change users' perceptions about financial management as a whole. He also understood that if you build financial services as the base within the mall, all other types of experiences fueled by finances could be added later.

Despite a large number of design agencies in the US, finding a design agency to bring this idea to life was challenging. Design agencies, including the top ones from Silicon Valley, didn't completely share his vision and found the idea crazy.

So, I looked outside of the US and then boom… there you guys were. Brilliant, fresh and as excited as we were to build it! - Ethan Taub

At UXDA, we understand people who struggle with managing their finances and being unable to reach their goals. Unfortunately, financial services often take into account only one small part of overall financial well-being, and it is too difficult to understand the full picture in order to make well thought-out financial decisions. Too many people in their old age regret not achieving their financial goals because they didn't know how.

A goal can be something like taking a trip to India to find yourself, saving for a down payment on a house or visiting all the national parks, whatever really. And there is no better way to fit everything in one place better than a mall. That's why it exists in the offline world. To take a lot of things you want and put it in one place. It's so natural and easy to navigate. We all know how one works. Your money should be that easy to navigate. - Ethan Taub

Solution: Implementing the "Crazy Idea" in the 3D "Money Mall"

It took us six months to implement the "crazy idea" into an immersive financial product design – a 3D "Money Mall" that offers a 360-degree view on users' finances from different perspectives.

Based on the founder's vision, we came up with a digital strategy that helped to not only create product design, but also provided a clear basis for the Goalry team to find the best direction for further development and launch stages.

The UXDA team used a combination of user research, design thinking and UX design methodology to assemble a user journey map from over 500 pieces of data. The Goalry business strategy was to understand users’ financial habits and guide them toward their goals using their own financial history and current data. The product’s role is to adjust daily financial habits through defined steps in order to turn users' dreams into real goals.

In the Goalry UX design, we have combined many financial well-being services into one place, complementing each other with data, thus offering insights to the user. The platform takes into account every aspect of finance - earnings, spending, taxes, loans and debts, real estate valuation, insurance and bills to pay.

Moreover, users have the ability to apply for loans and credit and find new insurance or tax solutions. Instead of searching different providers for each service, users can now save time by using Goalry. The platform ensures that users have accurate information about their finances and minimizes the risk that some of it might be misunderstood.

Original content and a “cinema” with educational videos was added to the platform to provide a strong educational basis about finances. Additionally, we have provided users with the opportunity to access the community to receive support and ideas from like-minded people on the path toward financial wellness. The Goalry product design embodies powerful tools for people who want to gain an understanding about their finances and develop healthy financial habits.

Approach: How to Design an Innovative Platform That Helps Users Reach Their Goals

To create the platform's end-result architecture and 3D UI design, UXDA worked closely with the whole Goalry team, including the development department. Constant synchronization was extremely important to develop a UX strategy that would bring the idea of a "money mall" to life. A tight deadline before launch, multiple challenges during the project and a never-before-seen product idea required us to push the boundaries of what is possible and made this project extra challenging.

We had an exciting vision from Ethan, but the product strategy was in a complete fog. So, the UXDA team started with deep research on user context to define a user’s empathy map and pain points that Goalry could solve.

To figure out how to make it all work as a digital mall in an intuitive way, we did a deep dive into each financial store that Goalry provides and extracted user scenarios, as well as the value users would get. This allowed us to find a solution for how to combine the digital experience with the financial stores in a way that is understandable to users and improves their lives.

Goalry unifies different parts of finance, e.g., bills, taxes, investments, loans and others, in finance stores like Billry, Taxry, Wealthry and Loanry. Each of the trademarked stores are based on our everyday habits within the finance arena.

Given it’s a mall, naturally it’s designed to include additional floors in the future, such as shopping. Rather than push people to buy more, especially if they can’t afford it, the platform promotes smart decisions. It gamifies savings, retirement and debt goals. It’s a place where experiences converge for consumers - finance, shopping, education, social, Web3 and more - to keep users engaged throughout the day.

Inspiring Users with Goals

Goalry is about goals - so it's the first thing that users are being asked. An important step is that people define and set their personal goals, so we can help them stay motivated and focused. After defining the goal, Goalry analyzes the user's financial data and habits and makes a projection on how and when their goals could be reached. On a daily basis, users also gain different insights that help them get closer to achieving their goals, such as understanding their spending, tips on how to save on bills or a recommendation to use the Budgetry store, for example, to track their monthly budget.

Goalry works together with its users on the path of reaching their goals and also celebrates together with them, through gamified badges and rewards. Users have access to a Goalry memory book, where all their achievements are recorded, even the smallest ones. If day-by-day progress is less noticeable, then here we wanted to sum everything up and give users a motivational boost toward their next goals. The memory book is highly shareable content that connects to either friends on social media or those that users invite to join in the Goalry experience.

A central element of the user's Goalry is a beating heart. The heart acts as the user's compass pointing toward financial freedom.

It includes a financial health scoring tool based on behaviors. It takes financial data, such as spending, savings habits, loans and much more, and breaks it down into an easy-to-understand overall score. It's like a pulse that monitors a user's financial health in order to reach their financial goals.

Adding a New Dimension to Finance

Our first product concepts were in a flat 2D design. It felt like something was missing as the design did not make us want to explore the mall. We needed something different.

Visiting shopping malls is a routine activity for most people. We needed to detect existing perceptual patterns that would make the design intuitive.

We explored digital representations of shopping centers for inspiration. After analyzing dozens of websites, we found the needed insight. It was necessary to add a third dimension to the design of Goalry to convey the main idea of the product. The 3D elements, animations and spatial placement of objects provide a sense of depth, tangibility and materiality, helping users understand and take control of their finances.

To make the mall concept engaging and realistic, we designed a customer journey to navigate through the mall. Users have floor plans and are able to move between them easily, like moving on elevators. Infodesk, the crystal ball of finance, shows the overall financial situation with all the goals, accounts and financial tips.

This concept fits perfectly into the future development of the product in the Metaverse, in accordance with the vision of the Goalry founder. With the company outpacing other financial products that need to be adapted, Goalry is poised to be the pioneer of financial management in the Metaverse.

Integrating a Third-party Solution

To develop the product, Goalry partnered with MX - the leading financial data and open API platform. The main challenge here was to incorporate the personal financial management features provided by MX into the Goalry user interface, consistent with the unique product architecture and visual language.

For us, it meant that we needed to ensure a smooth and pleasant user journey despite several restrictions to adjust the design of the MX solution. We solved this problem with surgical precision by balancing the unique vision of the founder, along with ready-made solutions from MX and user scenarios.

Educating Users in an Engaging Way

There is one dedicated floor for financial education - Goalry employs financial experts to create useful content. Users have the ability to read mall blogs with a wide spectrum of topics, like retirement saving tips, children’s education about finances and personal budget planning. Users can also visit the mall cinema. At the moment, users can choose from a library of over 300 YouTube videos that Goalry has created around finance.

When the educational content comes into practice in the user's real life, it will be reflected in the Goalry heart as a financial health score and also in achieved goals.

Supporting Achievements Through Like-Minded People

The Goalry community is a place where users can feel that they are not alone on their financial wellness journey. They can share goals and achievements, challenges and tips for others. There is no right or wrong as financial management is different for everyone, and we never know when one's experience can be life-changing.

Currently, Goalry collects users' content from social media, such as posts about the set or achieved goals, but, in the future version, users will also be able to communicate with one another on the platform and share their personal experiences, talking about topics outside of finance.

UXDA Deliverables

• Stakeholders’ interviews
• Product strategy
• Contextual market analysis
• User personas through JTBD framework
• User journey map
• Scenario prioritization in Red route map
• Information architecture
• Value storyboard
• Product experience movie
• User flow maps
• Design library
• Usability testing
• Product motion design
• Product launch support

Takeaway: Even “Crazy Ideas” Can Come to Life With the Help of UX

Digital financial platforms are meant to improve people's lives. Nowadays, where there are so many different experiences, it’s important to think differently to keep it interesting and engaging. The thing we should always remember is - the user is key.

With the help of financial UX, it is possible to incorporate even extraordinary ideas into the world of finance. Research-based UX strategy and cutting-edge visual representation of the idea will ensure that financial products will be developed according to users' needs and will bring a practical value to improve their financial well-being.

We are excited to help Goalry make a playful leap ahead toward the creation of an “everything app.” It’s easy to grasp the concept of many stores on different floors as everyone understands how a shopping mall works. While Goalry currently focuses on stores for financial needs, it’s thoughtfully designed to include any type of store (e.g., retail, food delivery, health, etc.).

Together in the Goalry project, we were able to achieve unique results that today can inspire us to think outside the box. And, last but not least, there should always be people around who will really believe in your idea and help it come true.

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ABOUT THE AUTHOR

Inese, lead ux architect & consultant.

Inese embodies a powerful fusion of two passions: finance and UX design. Her experience in trade finance, AML and wealth management provides her with exceptional expertise to always find the best solutions for the users. Her unique talent to find value in every product has resulted in countless success stories for our clients.

Alex, Founder/ CEO/ UX Strategist

Alex has dedicated half of his life to studying human psychology, as well as business success, developing 100+ digital projects and 30+ startups. He spent 10 years researching UX and finance to create UXDA's methodology. Alex is a passionate visionary who's capable of solving any challenge to improve the financial industry.

Linda, Co-founder/ COO/ CFO

Linda is a source of endless energy. An education in international business management and years-long experience with 20+ digital startups has made her a dedicated strategic thinker who solves any problem with grace. No mission is impossible for her. Linda's responsibility and punctuality have become a legend around the agency.

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Metaverse Platforms and Use-Cases

• First Online: 30 November 2023

Cite this chapter

• Rajan Gupta 3 &
• Saibal K. Pal 4  

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Currently, metaverse is experiencing its adoption by popular tech companies such as Apple, Facebook, Microsoft, Accenture, and Disney. Its use-cases can also be noticed in industries such as gaming, education, travel, tourism, healthcare, banking, and a prominent functional area like human resource management. Though it is still at the developing stage, companies from these industries are trying their best to pursue the best of what is available in the metaverse world. This chapter discusses the adoption of metaverse and its use-cases in companies and popular industries in the world.

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Gupta, R., Pal, S.K. (2023). Metaverse Platforms and Use-Cases. In: Introduction to Metaverse. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-99-7397-2_4

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EY teams launch a metaverse proof of concept supporting employee immersive learning and collaboration, in just four months.

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How EY can help

The better the question

How can you create real-life impact in the metaverse?

A leading global pharmaceutical company asked EY teams to help explore the business potential of the metavers

A leader in innovation and cutting-edge science, Takeda is in the top 15 pharma companies globally by revenue. The company has an ambition to become the world’s most trusted, science-driven pharmaceutical company and chose the EY organization to work closely with across the breadth of its digital transformation. The ultimate goal is to unleash the power of digital technologies and data to meet the evolving needs of its patients.

Takeda built an innovation hub to introduce digital solutions, artificial intelligence, robotics, automation and analytics to the business, and as the next step in this venture was interested in the metaverse. Takeda’s Chief  Technology Officer, Leo Barella, first experienced the metaverse at  EY wavespace™ , which is a collaboration solution, and asked how to explore the business potential of the metaverse for Takeda and its industry.

The metaverse  provides immersive experiences in a 3D digital world , where people can transact, socialize, play and work through digital representations of themselves, known as avatars.

The metaverse is in its early stages of maturity, reaching 400m monthly active users in 2022, according to consulting firm  Metaversed . This is changing rapidly, with  Bloomberg  forecasting the market for metaverse to reach US$800 billion by 2024 and  The Metaverse Insider  estimating the market will reach US$5.8 trillion by 2030. With the power to transform industries, the metaverse is evolving as new 3D worlds are being created daily. It’s challenging to keep up, even for technologists. 

Yet, how do you explore what you don’t know? Because the new era of digital health will include the integration of virtual reality, augmented reality and mixed reality, Ricci asked EY team to help Takeda’s leadership team explore the art of the possible with metaverse.

The better the answer

From strategy to implementation in just four months

Agile collaboration with EY teams helped Takeda successfully design and implement its metaverse.

EY teams ran interactive, immersive experiences for the Takeda leadership team through  EY wavespace™  to introduce them to leading practices in the metaverse, and to explore what the metaverse could mean for the organization, its employees and patients. With leading-edge collaboration tools, dedicated experience leaders who acted as innovation coaches and a proven approach infused with design thinking methods, EY wavespace helped Takeda bring to life how the metaverse could help enable the future of health care.

Co-creation and agility were the defining characteristics of this four-month project. During interactive workshops, the team was able to define a clear vision and scope for a proof of concept metaverse environment to support an immersive employee experience. Through the implementation of agile sprints, the teams identified and prioritized use cases, established the enterprise architecture and carried out rapid prototyping.

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A single vision

The Takeda team worked with EY wavespace to identify and evaluate business challenges the metaverse could help solve. Collaboration across Takeda was key to the success of this project. This required the cooperation of multiple functions across Takeda, including Leadership, IT, HR and Talent Acquisition, Learning and Development, Research and Development, and Manufacturing.

The engagement also drew on a wide range of technology and business expertise across the EY organization, including innovation, emerging technologies, data and analytics, people and change, supply chain, and transformation. 

Takeda leadership found that the atmosphere that EY wavespace created was ideal for innovation.

“EY wavespace was instrumental to this project. It gave us a positive space to convene the wide-ranging perspectives needed to explore the potential of the metaverse, together,” says Barella.

“The exercises we worked through sparked and accelerated the creative leap we needed to advance our thinking about how Takeda, our patients and the wider community could benefit from the metaverse.”

As a result, Takeda was able to consolidate and align around a single vision for the metaverse in a very short period of time: Creating a human-centered digital experience with immersive learning and collaboration to build deeper connections.

The exercises we worked through sparked and accelerated the creative leap we needed to advance our thinking about how Takeda, our patients and the wider community could benefit from the metaverse.

Leo Barella

Chief Technology Officer at Takeda

Choosing where to start

After identifying and analyzing many use cases for the metaverse, the Takeda-EY team aligned its strategy with business objectives and needs to focus on the following three:

• Immersive employee experience: attracting NextGen talent, improving onboarding, learning and collaborating
• Modernizing the product lifecycle: product launch, Research and Development, manufacturing and distribution
• Engaging patients and stakeholders: differentiating patient experience, patient communities, patient and provider connections and investor community engagement

The Takeda-EY team decided to start their launch into the metaverse by first focusing on an immersive employee experience, which presented the fastest way for Takeda’s people to benefit from the full impact of the metaverse, while also minimizing project risk. This approach helped to ensure that the team could drive adoption effectively and efficiently.

The proof of concept was designed to give employees:

• Meeting space to support immersive collaboration
• Onboarding and training space for employees to engage, learn and connect virtually
• Social space for employees to focus on team building and social connection

Building and launching the Takeda Metaverse

Creating an immersive, three-dimensional experience is different from building a website, mobile app or general applications. The EY Metaverse Lab came to the forefront with a multidisciplinary team that included 3D artists, cross-platform game engine developers, 3D modelers and animators, interior designers, user experience designers, full stack developers and solution architects, to help Takeda build a metaverse environment.

In terms of the design, it was important to Takeda leadership that the metaverse environment reflected the company’s brand, culture and values, as well as its commitment to patients, people and the planet. To reinforce this, the EY team digitally recreated the award-winning design of Takeda’s global headquarters in Tokyo, Japan, designed by Kashiwa Sato, and the Boston Takeda office, as well as adding new elements like a cultural center.

“This was a great example of bringing real life into digital seamlessly,” says Matt Mara, Extended Reality Platform Lead at Takeda. “The design of the metaverse captured the look and feel of Takeda’s identity and buildings, creating continuity for existing employees and a useful introduction for new employees. Feedback from leadership was overwhelmingly positive.”

The design of the metaverse captured the look and feel of Takeda’s identity and buildings, creating continuity for existing employees and a useful introduction for new employees.

Extended Reality Platform Lead at Takeda

The EY metaverse lab created two versions of Takeda’s metaverse environment to enable Takeda to de-risk their future platform investments and explore accessibility across platforms. One was on AltSpaceVR, a Microsoft platform leveraged by Takeda that enables continued integration into their ecosystem. The other was a leading metaverse platform, deployed in just one week, that employees could access via the internet. Both environments will allow Takeda to explore more metaverse use cases as they grow their business strategy.

“We really appreciated the emphasis on accessibility and the employee experience. Instead of technology setting limitations, they made sure it worked for us,” says Barella.

Rapid deployment was critical for Takeda. Together, Takeda and EY teams were able to define the vision and launch the metaverse for employee onboarding and learning in just four months. This innovative environment will be used to onboard new employees, attracting a younger, digital native generation of talent, as well as improving overall engagement and learning for existing employees.

Based on the various use cases identified with Takeda, the EY team also helped develop an enterprise reference architecture. This will serve as a framework for Takeda’s technical teams as they continue to integrate the Takeda metaverse into their infrastructure and evolve the environment into other areas of the business

We really appreciated the emphasis on accessibility and the employee experience. Instead of technology setting limitations, they made sure it worked for us.

The better the world works

Great opportunity for future experimentation and growth

This is just the beginning. With a robust pipeline of use cases, Takeda also hopes to use the metaverse to further its net-zero ambitions.

Experiencing the metaverse in action has deepened appreciation of the technology's benefits across Takeda and helped to drive adoption. Employees from around the globe will soon be able to connect in a 3D space, engage in immersive learning experiences and benefit from greater retention of content.

“Through the metaverse, we can create a truly global and inclusive workspace, transcending physical boundaries to foster collaboration and tap into the incredible talents of people around the world,” says Edwina Fitzmaurice, EY Global Chief Customer Success Officer. 

Takeda expects to see improved employee engagement scores because the metaverse provides an immersive, collaborative, customizable and continuous learning experience that is more engaging and memorable than traditional training methods.

Recent statistics confirm a host of benefits from immersive learning, such as:

• 95% improvement  in knowledge retention
• 70% improvement in employee performance  compared to traditional training
• 60% faster workplace readiness  during onboarding

These significant gains are due to the memorable nature of immersive experiences, says Ayoub Abielmona, EY engagement lead on the Takeda Metaverse. “It’s like the difference between looking at a holiday photo and being there. The metaverse invokes more of our senses – hearing, seeing, feeling – and that has a greater impact on our memory and recall.” 

Through the metaverse, we can create a truly global and inclusive workspace that transcends physical boundaries to foster collaboration and tap into the incredible talents of people around the world.

Edwina Fitzmaurice

EY Global Chief Customer Success Officer

The collaborative approach and emphasis on cross-discipline teaming both internally and with Takeda built a common understanding of what the metaverse means for Takeda and how best to leverage it as a platform for further experimentation and growth. With a robust pipeline of use cases, the company is exploring future metaverse opportunities, such as accelerating and modernizing commercial product launches and delivery, as well as enhancing patients’ lives.

EY and Takeda continue to work together on the metaverse, as well as the company’s wider digital transformation across technology, finance, tax and commercial, to explore new ways of innovating and engaging with patients, employees and the wider community.

Passionate about purpose, technology, innovation, problem solving and value creation. Maker, writer, married mother of two, life-long learner, speaker, teacher, hiker.

Ayoub Abielmona

Strong focus on navigating disruption to inspire innovation and uncover new business models. Passionate about emerging technologies in Web3.0 that define a new era of the internet.

Shubhra Kathuria

Metaverse and Web3 thought leader, shaper and maker. Helping Web2 companies utilize the full potential of Web3. Champion and early adopter of the Metaverse – works with her team in the Metaverse!

Driving product strategy and innovation through the use of emerging technologies. Technology enthusiast. Innovator and Augmented Intelligence consultant.

Adlai Goldberg

Digital pioneer with a background in storytelling and TV. Problem-solver who co-creates experiences to tackle challenges and unlock innovation. Global citizen with deep knowledge of life sciences.

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