Data Visualization Using Virtual Reality

Bar charts and 2D are a thing of the past. For our long-time customer, SAP Hybris Labs, our creative team created a 3D galaxy

The 3D galaxy demonstrated how sales and marketing data can be displayed virtually and in three dimensions at the Global SAP Hybris Summit. This data was brought to life and became literally more tangible.

The SAP Hybris Labs Galaxy Virtual Reality project tackled the exciting task of taking big data and real-time data into a new dimension, which was not only more intuitive, but also more targeted.

Through visualization and three-dimensional representation of data sets, companies are able to better understand big data and make the best possible use of it. And all this in a more engaging 3D presentation which audiences perceive  as more natural and pleasant than 2D.

Customer data and profiles within reach

Customer data and profiles are brought to life for sales and marketing specialists instead of being buried in endless tables. With the help of GalaxyVR, the concrete needs of individual customers can be quickly and intuitively identified – in real time – amongst the flood of collected data. This creates an opportunity to interact immediately and personally with individual customers.

Touchpoint & Cluster Design

In order to make profile data readable and to elegantly display thousands of profiles, our design team worked with 3D models in virtual space during the concept phase. Display forms and controls were visualized with the help of special software. In the GalaxyVR project, our focus was on presenting the data in a way that was easy and intuitive to understand. To this end we developed a series of behavior patterns such as “vibrating” and “pulsating” clusters. Using these patterns, individual profiles could even “call for attention” by drawing focus to themselves.

Interface Variants


The use of VR in sales and e-commerce

In the not too distant future, three-dimensional representations of data could become an everyday reality for sales & marketing departments. Equipped with VR glasses, a team meeting could begin by logging into GalaxyVR and projecting the current status of customer data into the virtual space. Customer profiles and recognizable breaks in the customer journey, could be read at a glance. Sales staff or online merchants could then take measures in real time to address such breaks – for example utilizing targeted marketing campaigns or making personal contact with the customer via B2B sales.



A beautiful project, starting from
concept and “demo gameplay”,
over interface concept, visual language
down to the implementation of the
realtime VR environment
and the exhibition design.