Spatial evaluation using Virtual Reality


Threesixty Reality offers a service for evaluating the design of interior spaces using the latest human centred design methodologies.

Your team and your target audience can experience the spaces you’ve designed in a 3D immersive VR environment, allowing you to capture valuable feedback early on using your existing 3D models.

We use the latest eye tracking technology for VR to understand where exactly people look as they move through and experience the  3D space.

We enable movement within the 3D environment so your clients or customers can explore the space and even interact with objects within in, simulating the real life experience.

VR walkthrough for internal team members and clients

Intended for sharing 3D designs with internal stakeholders, providing them with a first person tour of your space:

  • We import your 3D models into our suite of tools and convert them into a virtual reality experience
  • We work with you to ensure the right level of fidelity with materials and lighting
  • We enable movement, cameras and interactions as required
  • We deliver a VR ready file or if you prefer set up a session using our VR equipment where stakeholders can experience the space and provide feedback

Spatial design evaluation with target customers

Use this service to:

  • Test alternative designs and compare how they perform against your objectives
    • Test alternative space layouts and configurations
    • Test different interior design concepts and aesthetics
    • Explore different signage and navigation flow concepts

How it works:

  • We create a VR ready experience as with the VR walkthrough above
  • We work with you to design the research objectives and approach for the customer evaluation
  • We recruit members of your target audience for research sessions
  • Includes use of our research lab with the latest room scale VR system and VR eye tracking
  • We run the sessions and collect the data using specialist and skilled moderators
  • An observation room is provided for you and your team to view the sessions live
  • We identify where the design does and doesn’t perform against objectives and provide a prioritised set of suggestions backed by evidence

This approach will help you understand:

  • how people experience and move around the space
  • where people look and how long for
  • how people feel about different rooms or designs using galvanic skin response (GSR)
  • how people complete different spatial tasks (e.g. “How would you go to the lobby from here?”, “Where is the nearest fire escape?”, “Where would you find the control panel?”, “How would you walk through the restaurant and select a table?” etc.)

Benefits of this type of research

  • Understand the behaviour and feedback of your target audience early on, before building physical models or committing to a design direction.
  • Make better design decisions based on data and insights
  • Mitigate the risk of only finding issues, once your space is constructed
  • Make quick design changes digitally and test several versions to find the most effective design.
  • Allow the clients and sponsors to see the space in an immersive 3D environment and provide more informed feedback

What can be tested?

Any 3D space where it’s important to test the size, layout or decor prior to executing the building work

  • Retail stores: optimal layout, navigation, customer traffic flows
  • Hotels, restaurants & hospitality: customer orientation, layout optimisation, navigation, evaluating decor
  • Airports and public transportation hubs: signposting, navigation and flow
  • Museums and galleries: traffic flows, visual attention
  • Promotional campaign materials: effectiveness of different formats, designs, messaging and placement
  • Shopping centres & public event spaces: signposting, intuitive flow, visual scanning behaviour
  • Research labs, factories, commercial kitchens, construction sites: health & safety, optimising layouts for efficiency
  • Office spaces: optimising space for productivity, lighting, emotional wellbeing

What does Eye Tracking give me?

  • Ability to specifying particular elements within the model as an area of interest for analysis
  • Tracking time to first fixation for specific objects
  • Tracking average dwell time or total number of fixations for specific objects
  • Understanding the sequence of visual scene processing for a given room or design
  • Ability to view where the participants are looking live during the session
  • Ability to compare the attention grabbing properties of different design elements of colours
  • Understanding where people look first when completing tasks in the space (e.g. “How would you dim the light?” “What would you do first in an emergency?”)