NH agriculture
Interactive Farm Table
Agriculture 4.0 on an interactive table.
Client
New Holland Agriculture
Services
UI / UX Design, Art direction, Copywriting, 3D Modelling, Motion Graphic, AR
Industry
Agriculture, Automotive
The mission
Bringing agriculture 4.0 on an interactive table.
To show all the advantages of advanced and connected agriculture, we created an interactive table. On its multi touch surface people can “have a taste” of New Holland Intelligent Farm. In other words, we designed a direct and intuitive experience that shows how the brand’s technologies and digital solutions facilitate work on a farm.
The method
Simplifying complexity
Our approach to the project involved different skills and expertises: UX-UI process, 3D modeling, storytelling, design, content architecture, programming and development. This guaranteed the creation of an easy and engaging experience for the users, in a logic of gamification. We took care of several phases of work:
1 | Definition of the creative concept and the main contents;
2 | Identification of key roles and processes in an NH Intelligent farm;
3 | Set up of the graphical interface and 3D scenario;
4 | Creation of the main storytelling and the different storylines;
5 | Design of macro and micro interactions for the exploration and deepening of content;
6 | Identification of the most suitable type of table and screen;
7 | Programming and technological development;
8 | Testing.
la soluzione
An innovative experience for a global market.
Designed for the main trade fairs worldwide, the table consists of a multi touch screen with active object recognition ("tag") that allows people to interact with the dynamic 3D visualization of the farm. To start the exploration, users have to select a role among those proposed (Operator, Fleet Manager, Farm Owner or Dealer) and put the correspondent “tag” on the right area of the table: they can thus discover the virtual environment step by step by following the chosen storyline.
Style and technology
The graphical interface is sci-fi inspired and includes video contributions. All the scenes on the table are also projected in large dimensions on the wall, so that passers-by can enjoy them while approaching the stand. The main technologies used are 3D modeling, PCAP and Unity programming.
Results
The New Holland Interactive Table was launched at the Agrishow in Brazil and will be present at many other events and fairs of global importance. It offers visitors the opportunity to immediately grasp the full value of the brand's technology offerings in a few simple gestures and in multilingual mode.
