Fujifilm Instax Wide Evo

Create a zero-install AR experience

• Fujifilm wanted to showcase the Instax Wide Evo’s analog-digital magic without relying on traditional ads or in-store demos.
• Visually demonstrate the dual capabilities (print + digital)
• Let users virtually handle and explore key features
• Be intuitive, fun, and device-agnostic — accessible via QR code or link
• Reinforce the brand's nostalgic yet modern vibe
• Convert curiosity into product interest and social sharing

A Playable, Touchable Demo in Your Pocket

We developed a WebAR journey where users could scan a code and instantly view the floating Instax Wide Evo camera in their space. Built using SLAM-based AR and surface tracking, the camera responds to real-world positioning and invites tactile interaction:

• Rotate and view the camera from all angles
• Tap and toggle through retro lens effects
• Zoom into UI elements that mirror real buttons
• Explore how wide-format photos are created
• Craft every animation and UI element to feel physical and delightful, ensuring that even without holding the product, users felt emotionally connected to it.

Understand the Product's Soul

• Identified the opportunity to turn a traditional product demo into a lifestyle interaction.
• Framed the product vision: Create a zero-install experience that emotionally connects digital natives with the physical joy of photography.
• Defined user segments — curious buyers, camera hobbyists, nostalgia seekers.
• Balanced interaction depth with mobile WebAR limitations.
• Scoped features to mirror real-life usage: rotate, zoom, toggle lenses, simulate printing.

The Process

Reimagining Product Exploration in AR


• Users rarely download apps for a one-time product trial
• WebAR eliminates friction and drives spontaneous engagement
• Photography enthusiasts are drawn to tactile, sensory cues — sounds, levers, lens toggles
• Experiences that feel "playful yet real" boost emotional connection and memorability

Problem Framing & Opportunity

• Users want to "feel" the product before purchase, not just see it/li>
• Traditional e-commerce listings lacked emotion or interactivity
• The challenge was replicating the delight of touch in a virtual, device-agnostic environment
• Opportunity: merge education, curiosity, and nostalgia in one AR moment

Feature Prioritization & UX Strategy

• Rotate camera in 360º
• Tap to switch between lens effects
• Pull lever to simulate photo printing
• Pop-up UI for each key feature with lightweight info and motion
• Subtle animation and sound feedback to mimic physical actions

From Concept to Interface

• Designed for instant access: no install, 2-tap entry
• UI overlays are minimal, designed to highlight the product
• Visual cues (lighting, shadows) matched the brand’s premium, vintage aesthetic
• Built-in spatial awareness so camera anchored on real surfaces
• Realistic textures, interactive levers, lens animations created in Blender
• Tested across browsers/devices for consistent experience

Testing & Iteration Loop

• Users loved the tactile simulation — lever + sound = joy
• Some needed a visual cue to rotate the camera
• 3D load time was too long initially → reduced model size
• Text prompts were refined for clarity and tone
• Repositioned lens toggle button for thumb reach
• Reduced 3D mesh complexity by 30%

What I Learned as a Product Manager

The AR experience succeeded in turning a camera feature overview into a dynamic and memorable product moment. By reducing barriers to entry and focusing on delight, it increased campaign interaction and drove product curiosity. For me, this project was a masterclass in translating physical interaction into intuitive digital UX, thinking lean with WebAR limitations, and guiding cross-functional teams to deliver a sensory-rich, fast-loading experience — all while maintaining brand fidelity and marketing impact.