Archer Group’s Jill de la Fuente talks VR at Philly Tech Week

Wilmington’s Archer Group was a sponsor of the Business Track at Philly Tech Week 2018’s Introduced conference, but the digital firm’s contribution on the ground was in the media-themed “Message” room. Jill de la Fuente, Archer’s art director, was one of three lightning-talk presenters for the “Digital Experiments In The Arts” panel.

De la Fuente showcased the firm’s work for Wawa (“If you’re using a screen at Wawa, that’s us,” she said), and a major project that utilized virtual reality in the design process.

VR was used by the Archer team to create accessibility-compliant, in-store digital setups. Designers could, for example, adjust the height of a potential customer and see how it would affect usability.

Using VR to digitally put designers in the customers’ shoes has had successful results.

“I was surprised at how accurate it was to the real thing,” said de la Fuente, gesturing toward a slide showing a side-by-side of the virtual environment and a photo of the completed project.

Other Delaware faces seen at Philly Tech Week 2018 presented by Comcast, which wrapped up last Friday, included Carvertise’s Mac Nagaswami representing on a dynamic realLIST panel and JPMC’s Wendy Duckrey joining in on Career Conversations & Coffee.