As part of its expansion into the Southeast Asian (SEA) region, the social media platform Bondee highlights the important role played by its use of augmented reality (AR) technology in user-generated content (UGC).
The development of this feature begins with the team’s realisation that many smartphone users still view the use of AR in smartphones as a “mere gimmick” with limited positive experience in using them. This inspired Bondee to develop an AR feature that adds a new dimension to the technology being used.
“The Bondee product has evolved greatly in the last few months, as we see trends in AR that speak to its great potential in allowing users to express their creativity. Bondee has made major changes to the product, adding new AR features that align with our vision to bridge users’ virtual and real-world experiences,” explains Zizheng Lyu, Senior Engineer at Bondee, in an email interview with e27.
Lyu says how the platform incorporates AR has enabled a “whole new level of engagement.”
“For example, you can put your avatar near a food centre, recommending the dessert stall there. This will give other Bondee users tips as they discover the world around them, and they can also respond to you, thanking you for the tip or even disagree with your recommendation,” he explains.
“And unlike games or shopping apps, where AR objects are the same for everyone, we worked hard to create a unique AR experience for every user. The clothing you pick out for your avatar and the accessories your avatar has on are all reflected in the AR object actually put out at the location.”
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Bondee has already included this new AR feature–called BON–in its app’s latest version. It has been beta-tested in Singapore and Thailand; the company said it has received positive user feedback.
“In Singapore and Thailand, we tested out our AR features with university students. Not only did they really like the new features, they also suggested creative ideas. For example, they recommended that items found in Bondee Space (a virtual room you can decorate) and message bottles found in Floating (a relaxing feature where you sail on a boat) can be put in the real world through AR,” Lyu says.
“Specifically, the National University of Singapore’s 90 Degree Drama Club used Bondee to promote their production. Students in the drama club used the BON AR feature to showcase daily snippets of life in the club, update behind-the-scenes footage, share interesting stories, and find other like-minded students.”
When asked about the secret behind the success of this app and its use of AR, Lyu shares three key points:
Online to offline integration
“Bondee has combined AR and social media, encouraging everyone to experience offline, real-world scenarios. This means exploring and interacting with friends in the real world instead of doing so online at home.”
Express themselves through AR Avatar
“Even before we started using AR in Bondee, we have been super focused on giving users a platform to express their individuality through customisation. Aside from dressing up their avatars, the Space feature lets anyone create their own dream room in Bondee.”
Creativity
“The combinations of furniture, toys, paintings, just to name a few, make the experience fresh every time, whether you are decorating your own Space or visiting a friend’s. As I work on the technical aspects of Bondee, every one of us have to keep in mind that this expression of individuality is core to the Bondee experience.”
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What is next for Bondee
Bondee entered the highly competitive social media space and became a big hit earlier this year as social media users looked for an alternative to existing platforms such as Facebook and X (Twitter).
Following up on its initial success, Bondee made a significant milestone this year by appointing Singapore-based CEO Fei Yu. The company is also expanding its team and already has a presence in Seoul, Tokyo, and Beijing, with colleagues working remotely in Bangkok, Jakarta and Taipei.
“Our team is still growing, with more technical team members expected to come on board in the next few months,” Lyu says.
He also shares what is coming up from Bondee from a product perspective: The team wants to ensure that the new features introduced this year meet the expectations of users.
“We have only released the new AR features in limited markets so far and are looking forward to a wider release in the coming year. This also means we need to optimise the experience for all these other markets aside from Singapore and Thailand so far,” Lyu says.
“We want our new AR features to really help users explore the real world, and find enjoyment by discovering experiences that merge their virtual and offline worlds.”
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Image Credit: Bondee
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