CSX, your go-to supplier for freight transportation in North America, came to the Three Seas (parent company of Cerebral Lounge, Clean Cuts, and The Gigawatt Group) to come up with a creative and Product solution for gaining client trust. Not only was this a client project, but it became a sample product for pitching to current and future clients. I was the lead art director on this project, guiding everything from the 360 degree video to the overall narrative.Jump to Final Designs
CSX had been receiving poor customer feedback in early 2017. A shipping survey conducted by Cowen & Co. found that 24% of respondents had described CSX’s services as “poor” (ranking 18% higher than any other shipping company) and more than 80% had experienced problems with the railroad’s service. Furthermore, additional survey data, concerns within the STB’s letter, and interviews with customers listed the following top concerns with CSX since the CEO change:
To show that CSX was a reliable and safe freight transportation service, we decided to create a video experience that allowed customers to see the process from start to finish. Unlike standard video where you can only see what the camera wants to show you, 360 degree video allowed customers to have an unfiltered, free-to-explore view at every step of the shipping process. Furthermore, making it an Product experience allowed users the option of learning more about key concerns within a scene by selecting highlighted objects and allowed the Three Seas to feature their new 360 video service to clients.
Studio the audio was recorded and where we performed user testing.
Sample of 360 degree video before optimized for application.
Due to technical limitations with prototyping 360 degree video, we tested the user interface on the video itself. Without the flexibility of having low resolution prototypes, we had to make sure the UI components were as close to the final product as possible.
To attract users to the content they could interact with, we created a subtle pulsing animation with animated modale pop-ups.
To make the contents of the application more accessible to a wider audience, we converted the application to a 360 degree YouTube video format.
Ultimately, the app that was created was a huge success for the Three Seas because it allowed the company to demo its product features to current and past clients. Due to this project, Three Seas took on more 360 degree video projects for clients such as Discovery Communications under their VR division. Moving forward, we intend to add the following features to make it more accessible to a wider audience: