Digital contents are completely changing the relationship between users and the product, and the key of success of the digital experience lies in a series of fundamental factors, that designers and developers have to consider: to be real.
Therefore, it is becoming necessary a great fidelity in simulation thanks to photorealistic rendering, and a user experience (UX) that makes the interaction between the user and the product itself natural. In other words, the digital experience must be as much similar as possible to the real one, in order to minimize the distance between the reality and the virtual.
Fields such as architecture and design can’t ignore these rules, seen that they appeal to a very large and heterogeneous public. In the communication of the project, interaction is becoming more and more necessary. Virtual architecture users manifest the desire to try to see in what way the space would look like by changing the finishes and elements provided by the project. Let’s think about interior design, where designers have always been called to propose alternative solutions, with a series of renderings that show the final project showing how it could look like with a parquet floor, rather than resin or stoneware. In the same way, the users want to change the color of the walls, or other elements such as the furnitures or lighting fixtures. Today this configurability must be guaranteed to the user, to generate a higher involvement with the project, thanks to the possibility to explore the environments in real time and to evaluate personally the result of their choices according with the huge variety of elements and alternatives.