Ludwig, ThomasHoffmann, SvenJasche, FlorianRuhrmann, MariusAlt, FlorianSchneegass, StefanHornecker, Eva2020-09-162020-09-162020https://dl.gi.de/handle/20.500.12116/34275Consumer purchase decisions are not only determined by the quality or price of a product. Customers also want an innovative product that they can identify with in something more than just a functional way. Much of this appeal is often bound up with the innovative character of a product. However, the global market and the huge variety of products available make it challenging for companies to help customers understand the particular innovations in their products, especially in terms of technical “hidden” innovations. Augmented reality (AR) offers interactive experiences in real-world environments through digitalized information. In this paper, we present a design case study about an AR-based approach to reveal the hidden innovations to potential users in an engaging and “emotional” way by using the example of a vacuum cleaner. Based on an empirical study, we designed and implemented the fully functional HoloLens application VacuumCleanAR, which allows users to discover the hidden innovations of a vacuum cleaner in a less functional and more consumer-centric way. This reveals the scope for augmenting other physical artifacts in a similar fashion.enmarketingdesign case studyhololensaugmented realityText/Conference Paper10.1145/3404983.3405526