Designers' Expectations from Virtual Product Experience in Metaverse

Virtual spaces and immersive environments have been the focal point of HCI research for years. However, the Metaverse poses new challenges and opportunities for user experience in the industry and literature. One significant gap lies in understanding the expectations and perspectives of architects, product designers, and fashion designers regarding their desire to use the Metaverse for exploring new interactions with users. In this study, we explore the anticipations of 34 designers from various design fields, uncovering valuable insights into how these professionals envision integrating the Metaverse into their work and its potential impact on user engagement. Through semi-structured interviews, we identified three critical themes that are crucial to designers’ engagement with the Metaverse: (1) Ambient experiences, which delve into the environmental aspects of design within the Metaverse; (2) Representation of Avatars, which examines the importance of customizable and diverse user representations, embodiment, and user interaction; and finally, (3) The design of collaborative interaction in these virtual spaces. Our study contributes to the HCI literature by providing a unique lens into designers’ views of the Metaverse, reporting insights from non-Metaverse user designers, and suggest future directions.


INTRODUCTION
The concept of the Metaverse has become a prominent topic in the field of Human-Computer Interaction (HCI) literature [37] [36] [41].It offers users the ability to engage and interact with others in virtual spaces.Unlike traditional games, the Metaverse is a collective, online, persistent, and 3D virtual world where the majority of content is generated by users [17] which means that there is a lot to explore in terms of new user experiences.These virtual worlds serve various purposes including education [61], healthcare [59], advertising [30], or retail [49].Despite being a term that is three decades old, the Metaverse has regained attention due to the recent surge in virtual reality (VR) and extended reality (XR) technologies, as well as the global impact of the Covid-19 pandemic.This has prompted a worldwide reevaluation of how we learn, work, collaborate, produce, and exhibit.Although widespread adoption of Metaverse platforms is not yet seen, both the HCI market and literature are actively exploring its potential integration into everyday activities.
Although the regular use of Metaverse platforms is not yet widespread, younger generations show greater readiness to incorporate them into their daily routines.With an emphasis on the future potential of the Metaverse, this paper delves into the virtual product experience and the retail possibilities it holds from the standpoint of designers, including architects, product designers, and fashion designers.While the literature has recently begun to explore the user's retail experience in the Metaverse [31] [30], most Metaverse platforms have been available to users for some time now.These platforms enable users to engage in remote collaboration, participate in online conferences, events, and product launches, play games, or attend virtual concerts, bringing people together in immersive online experiences [1].Within these activities, users interact with replicas of existing physical products or items specifically designed for virtual worlds.Moreover, various attempts have been made to establish virtual commercial activities in the Metaverse.Many brands are actively involved in virtual marketplaces, using Metaverse platforms to engage with their customers.For example, Gucci has expanded its Gucci Vault through the Sandbox platform [30], Nike uses Roblox to connect with customers in a gaming platform [54], Decentraland organizes fashion runaways curated with luxury brands [4], and numerous other examples exist.
Despite the rising popularity and potential applications of virtual commercial spaces and product experiences in the Metaverse, there has been a notable lack of attention given to the design considerations involved in shaping these virtual environments.Design considerations encompass the diverse factors, criteria, and principles that designers must consider when crafting a product, service, or environment.These considerations can encompass aesthetics, functionality, ergonomics, cultural relevance, environmental impact, regulatory compliance, and economic viability.They often play a pivotal role in determining the success or failure of a design.As the development of Metaverse technology is still in its early stages, there is a need to explore the design principles and implications of creating engaging and effective virtual commercial spaces and product experiences for users.Designing an appropriate space or product experience within the Metaverse is a crucial aspect, regardless of whether it has a positive or negative impact on society [19].In HCI literature, there is a limited number of studies that aim to investigate: the preferred types of virtual commercial spaces or product experiences in the Metaverse from a designer's perspective, the potential emergence of novel daily interactions for virtual product experiences, the design elements that can be translated from physical retail experiences to the Metaverse, and the creation of new elements specific to this virtual realm.
This study aims to understand designers' expectations while designing for Metaverse platforms by involving participants from diverse design backgrounds.The research specifically targeted designers without prior virtual reality experience for two main reasons.Firstly, despite their lack of virtual reality exposure, these designers brought substantial expertise from various design fields.Secondly, the combination of fresh viewpoints and traditional design skills was anticipated to encourage insightful discussions about Metaverse design, leveraging cross-disciplinary knowledge exchange to enrich the research.This is further discussed in the methodology section.The scope of this study is focused on three key aspects: (1) Local designers; (2) Virtual retailing experiences (allowing us to delve into a specific area of the Metaverse, rather than attempting to cover all possible aspects); and (3) Stakeholders who possess expertise in physical product design but lack experience in virtual product experiences.We recognize that this particular group offers a unique viewpoint, as it combines traditional design principles with new emerging issues specific to the Metaverse.
Based on our extensive literature review, to the best of our knowledge, we couldn't find any studies focusing on the traditional designers' perspective on designing spaces for Metaverse.To fill in this gap, this research endeavors to answer the following research question: What design considerations do designers from diverse fields anticipate if they were to create and design virtual commercial spaces and product experiences on Metaverse platforms, how do these traditional designers envision the translation and transformation of design principles in the virtual realm of the Metaverse?"To address this question, we conducted a series of semi-structured interview sessions involving 34 prospective Metaverse users who possess extensive design experience in the physical world.During these interviews, we engaged with the designers to gain insights into their visions of designing virtual commercial spaces and product experiences within the Metaverse, which revolved around three key themes: (1) Ambient and mediated product experiences, (2) The role of avatars in virtual product experiences, and (3) Collaborative experiences.The primary contribution of this paper is to provide a collection of design insights that can serve as a foundation for future research in the realm of virtual commercial spaces and product experiences within the Metaverse.By identifying these overarching themes, our study aims to inspire further exploration and the development of more specific design implications to create immersive and impactful virtual retailing experiences in the Metaverse.

BACKGROUND
In this section, we provide a summary of the exploration of virtual retail, followed by a brief overview of social interactions and user experiences in the Metaverse.We also highlight the collaboration opportunities available for designers in the Metaverse.Finally, we review the spatial design aspects within the Metaverse.

The Metaverse Experience: Venturing into Virtual Retail
Metaverse platforms have gained significant momentum in recent years as a novel form of social interaction in the digital world [5].These platforms provide users with the opportunity to create avatars and interact with others, virtual objects, or designed experiences in virtual environments [9] [23] [19].The rapid expansion of the Metaverse platforms has captured the attention of retailers who envision new opportunities for engagement with customers in these virtual spaces [57].One of the primary allurements of Metaverse platforms for retailers lies in the ability to create immersive and interactive shopping experiences [41].This opportunity significantly contrasts with traditional online shopping where customers merely browse through products on a website.Metaverse platforms empower retailers to construct virtual stores wherein customers can navigate and interact with products in a highly realistic manner [57] [40].The appeal of this possibility is especially resonant for specific product categories such as furniture, home decor, or boat design where customers may prefer a realistic setting to envision how items would look [63].
Beyond the creation of virtual stores or demonstration spaces, Metaverse platforms also offer retail stakeholders a stage to host events and experiences for customers.Consider, for example, a fashion retailer conducting a virtual fashion show.Here, customers can observe models strut down the runway and interact with the showcased clothing and accessories in real-time [48].Such an event can foster a more dynamic and engaging shopping experience for customers [57].As the Metaverse continues to develop and attain widespread adoption, it is likely to give rise to virtual economies.This evolution could enable retailers to establish a more permanent presence in the Metaverse, potentially inclusive of virtual storefronts or even expansive virtual shopping malls.In such a scenario, customers would have the convenience of shopping from an assortment of retailers within a single virtual location [56].
However, the integration of designers or brands into the Metaverse comes with potential challenges [28] [17] [52].Obstacles range from the limited reach of current Metaverse platforms [28], the unfamiliarity of some consumers with the Metaverse concept [33], to the early-stage nature of these technologies lacking consistent design and user experience (UX) patterns [5].Furthermore, the abstract or non-realistic appearance of avatars [22] or virtual spaces [12] may discourage certain users.These challenges necessitate careful consideration and a deliberate approach to design within these platforms both from the user and product designer perspective.
Despite the considerable progress in Metaverse platforms and their potential benefits to retailers, there is a significant gap in our understanding of how product designers perceive and navigate the unique demands of the Metaverse.Most of these platforms are designed and developed by user experience, interaction or game designers or developers who are highly experienced in these platforms.But how about the designers whose architectural, space, vehicle or product designs will be used in these platforms?Limited research currently exists that delves into product designers' expectations, reservations, and aspirations concerning delivering experiential value through their designs within these platforms.This gap highlights the need for a comprehensive discussion about potential challenges and opportunities that designers might encounter during the transition to these new virtual environments.Situated within this context, the current study aims to contribute to the state-of-the-art by focusing on designers' perspectives and expectations.We seek to understand how designers strive to deliver experiential value through their designs within Metaverse platforms.This investigation builds upon the established studies while endeavoring to expand our comprehension by incorporating the voice of designers.

Conceptualizing the Metaverse: Social Interactions and User Experience
The term "Metaverse" is a fusion of "meta" (signifying transcendence) and "universe," and it refers to a three-dimensional online environment that is persistent and immersive [44].In this virtual realm, users are represented by avatars and can engage socially and economically with one another in a creative and collaborative manner.The Metaverse exists as a distinct entity, detached from the physical world.Thus, it is anticipated that Metaverse would eliminate the constraints of location and time and enable the reproduction and fabrication of any retail setting, making it available to customers at any time [46].Beyond the increased cost-efficiency of shopping, the virtual commercial experience is being hailed in particular for its potential to enhance the shopping experience beyond that of in-store shopping [58].This is because it is thought to offer a more immersive experience that can be further enhanced with information retrieval systems similar to those found in webbased shopping [1] [41].Moreover, in the Metaverse, the promotion of open communication and transactional activities cultivates a collective and impactful experience where multiple users actively contribute to the generation of economic value in a shared manner.Consequently, these Metaverse platforms may receive more attention and interest, subsequently attracting a larger and expanding participant base [34].This collaborative environment enables the generation of revenue and facilitates immersive experiences that closely emulate real-world interactions, thereby affording participants a multifaceted engagement [34].Users possess the capacity to conceive and develop virtual assets based on their individual ideas, subsequently disseminating these concepts amongst fellow users [6] while partaking in a myriad of exchanges within this ecosystem and further enhancing the realism and diversity of their activities.The Metaverse, still in its development stage, is the focus of many research studies seeking to understand how users can engage in this virtual world, paralleling discussions regarding engagement in real-life spaces.Researchers have emphasized the importance of social interactions in virtual worlds, viewing a virtual settlement as the cyber-place of a virtual community [42].Jones provided a framework suggesting that virtual worlds need to satisfy four key qualifications [25]: (1) a minimum level of interactivity; (2) a diversity of communicators; (3) a sustained membership of participants.Harrison echoed Jones's perspective by advocating that the formation of social relationships is a prerequisite for engaging experiences in virtual communities [25].
The user experience within the Metaverse is greatly enhanced by the seamless transitions between immersive virtual experiences and the fluid movement between real-life and virtual realms.By emphasizing the user experience, the Metaverse strives to provide a cohesive and immersive environment where users can seamlessly transition between various virtual experiences.These transitions are designed to be seamless, blurring the boundaries between the virtual and real world.As users move from one virtual experience to another, they can maintain a sense of continuity and engagement, ensuring a fluid and uninterrupted journey within the Metaverse.Building upon this foundational research, this study has been designed with caution to investigate the specific needs and anticipations of designers concerning commercial spaces and product experiences within Metaverse platforms, thus further augmenting our understanding of this emergent field.

A New Productivity Environment: Collaboration Opportunities for Designers
Within the realm of social sciences, the term "collaboration" in the workplace is denoted as the collective effort exerted by individuals to achieve shared professional goals, frequently occurring within team-based structures [41].In contemporary contexts, collaboration takes place either in a physical setting where individuals are co-located or through virtual means, enabling geographically dispersed individuals to collaborate effectively [39].Collaboration in the Metaverse emerges as a pivotal factor, enabling individuals and organizations to work together towards common objectives [41].As the Metaverse blurs the boundaries between physical and virtual spaces, collaborative efforts within teams and communities gain importance [15].The seamless integration of diverse talents, perspectives, and expertise in pursuing shared professional goals fosters innovation, creativity, and collective problem-solving [26].
The Metaverse serves as a fertile ground for collaboration, facilitating real-time interactions [26], co-creation [43], and knowledge exchange among participants [45], regardless of their physical locations [44].This collaborative ethos in the Metaverse unlocks new possibilities for cross-disciplinary collaborations, decentralized teamwork, and the co-evolution of ideas and solutions [11].
Embracing collaboration within the Metaverse becomes crucial in harnessing its full potential and driving forward collective progress in an interconnected digital landscape.
Jon Radoff emphasizes the significance of collaboration within the Metaverse, which he describes as "the rush and pull that introduces human beings to new experiences."[47].The emergence of content creation within the influencer era is increasingly shared within the Metaverse context, exemplified by early instances such as non-fungible tokens (NFTs) [1].These virtual assets have gained widespread usage among brands as a marketing tool, effectively fostering community engagement trend that will likely continue to grow within the Metaverse [41].Contrary to popular belief, the Metaverse transcends being a mere 3D replica of the physical world [41], and it represents a dematerialized model of physical space, objects, and distance.While it encompasses 3D and graphical elements, it can also incorporate 2D representations [47].As physical constraints are lifted within the Metaverse, it offers a plethora of experiences that are currently unattainable.On the other hand, Metaverse offers user experience, including activities such as gaming, social interactions, and commerce.
Designers, regardless of their specific disciplines, find collaboration in the Metaverse to be an invaluable tool for co-creation, idea generation, and problem-solving.This collaboration enables a fusion of diverse expertise, perspectives, and creativity to flourish, forming a fertile ground for innovation [26].Within the Metaverse, designers can virtually co-locate to ideate, create, and modify projects in real time.Spatial computing technologies facilitate a shared visual and auditory experience, which not only enhances the collaborative process but also mimics the nuances of face-to-face interaction [16].This near-tangible, immersive experience aids in minimizing misinterpretations and misunderstandings that may occur in traditional digital collaborative platforms.Moreover, the Metaverse allows for a kind of collaboration that transcends geographical boundaries and time zones [44].For instance, a designer based in Tokyo can seamlessly work with a team based in New York or Berlin without the need for physical travel.This global connectivity fosters a more inclusive design process, enabling a wide range of voices to be heard and different cultural perspectives to be incorporated into the design [43].
Design collaboration within the Metaverse also leverages the concept of real-time iteration [45].Multiple designers can work on the same project simultaneously, providing immediate feedback and making changes on the spot.This method enhances productivity, speeds up the design process, and leads to a more cohesive end result.NFTs also have implications for design collaboration in the Metaverse [41].Designers can create, trade, and showcase their digital assets, allowing for a novel way to gain recognition and financial remuneration for their work [1].Furthermore, NFTs can serve as a tool for preserving the provenance and intellectual property rights of designs, an often-overlooked aspect in collaborative efforts [41].
Therefore, as the Metaverse continues to evolve, its impact on the collaboration of designers will become increasingly profound.Embracing this digital landscape allows designers to access a broader spectrum of collaboration opportunities, which could lead to breakthroughs in design practices, fostering innovation, inclusivity, and creativity on an unprecedented scale.In this context, this paper contributes to the understanding of the present situation but also lays a foundation for future studies seeking to examine the transformative potential of the Metaverse in the field of design.

An Alternative Space: Spatial Experience in the Metaverse
Spatial design within Metaverse encompasses two approaches for generating environments and objects: one method involves reflecting the real world realistically [7], while the other involves the creation of entirely new and imaginative virtual spaces [41] [20].
The first approach involves the realistic replication of well-known real-world locations such as museums or iconic landmarks like the Eiffel Tower, as well as familiar personal spaces like one's own home or school.Additionally, designers create immersive environments that transport users to hard-to-reach or fantastical settings, such as underwater realms or the surface of Mars, aiming to provide surreal and captivating experiences.The Metaverse may rewrite the scripts for many aspects of human life, and design is no exception [41].
In the Metaverse, content generation revolves around people and objects [41].Modules within these platforms facilitate the creation of avatars and non-player characters (NPCs) representing various human forms, including celebrities and even family members, serving as interactive conversational entities [29].These modules prioritize realistic facial expressions and natural joint movements to enable seamless multimodal conversations, fostering a sense of presence and authenticity.Designers also devote attention to crafting realistic objects with intricate details, aiming to recreate the tactile experience of their real-world counterparts.This meticulous attention to detail enhances immersion and realism within the Metaverse environment.Simultaneously, designers introduce imaginative creatures like unicorns and dragons, as well as anthropomorphic objects such as talking chairs, contributing to the imaginative and whimsical aspects of the Metaverse experience [41].
Realism is a key aspect of the spatial experience in the Metaverse, and it has been a topic of discussion in virtual worlds for many years [12] [55].Creating realistic and natural experiences has been found to have positive effects on users' sense of immersion, presence, and overall experience [60].Physical components, such as integrating wind, water, and background noises, are highlighted to provide information about the virtual environment and enhance the sense of realism [14].Ferwerda defines realism in three modes: physical, photo-realism, and functional realism [21].Another classification in HCI categorizes realism based on believability and physics dimensions, distinguishing between believable and not believable, and physics and not physics [12].Chalmers describes realism as a science that goes beyond surface appearances, encompassing both believability and the underlying physics.Our perception of an environment is strongly influenced by sensory input from multiple senses, including sound, smell, touch, and even taste, in addition to visual stimuli [50].Research suggests that incorporating sensory cues in virtual experiences, particularly when interacting with virtual goods and services, increases the sense of presence and believability [51].Nonetheless, elements like virtual wind, moving clouds, or grass can still have positive effects on users' virtual experiences [38].While incorporating realistic physical aspects in virtual experiences is an effective technique to improve sensory experiences, there is room for improvement to meet users' expectations regarding the level of realism [8].Ongoing technological advancements aim to create more realistic and multisensory experiences in virtual spaces [1].Further research suggests that the development of various elements within the virtual environment depends on other factors present in the virtual experience, such as the interplay and relationship between design elements, which can significantly impact the overall user experience and strike a balance between heightened presence and reality [15] [55].Another experimentation about real-virtual transition has been conducted by using UI elements or objects that are purposefully designed in a way that users have a limited or imperfect level of control over the object [14].Thus, interactions in the Metaverse mimic physical commercial settings, reflecting naturalistic dynamics where users don't fully control environmental factors but rely on spatial design and social interactions (e.g., payment locations, attire norms, and conversation partners).But rather than copying the current realworld techniques and practices to Metaverse, decision-makers need to explore novel viewpoints [15].
In the Metaverse, spatial design encompasses two primary aspects: the realistic replication of familiar and renowned locations and the creation of extraordinary and inaccessible environments.The generation of avatars and objects also plays a critical role in constructing human-like avatars and non-player characters, enabling conversational interactions with natural movements and expressions.Furthermore, designers focus on crafting realistic objects that accurately mimic the textures and properties of their real-world counterparts, while also exploring the creation of surreal experiences.In this paper, we aim to examine how designers who are not experienced in the Metaverse envision the use of realism and surrealism to enhance the users' experience with their products or spaces.

METHODOLOGY
Metaverse platforms are increasingly recognizing the value of involving designers in the production of their platforms [33] [53] [54].Consequently, it is crucial to understand the expectations of designers in this context.This study aimed to investigate the expectations of product or space designers regarding the design of virtual commercial spaces and virtual product experiences on Metaverse platforms.To accomplish this, a series of semi-structured interviews were conducted with 34 designers from diverse fields.This approach was deemed essential to gain insight into designers' expectations, as they may soon be designing products or spaces for the Metaverse or may need to consider Metaverse versions of their existing products.It is important to note that this study focuses on the following aspects: (1) Local designers (blinded for review), (2) Virtual retailing experiences, and (3) Stakeholders experienced in physical product design but lacking experience in virtual product experiences.This section describes the participant recruitment process, the procedures for the semi-structured interview sessions, and the data analysis method employed.By conducting this study, we aim to shed light on the expectations of designers in relation to designing for Metaverse platforms, ultimately providing valuable insights for both designers and platform developers.

Participants
In this study, we recruited a group of 34 qualified designers, including architects, product designers, and fashion designers, who had no prior experience with Metaverse platforms.The initial group was selected using purposive sampling [18].We sent study invitations to well-known designers who met our criteria via email.Additionally, we utilized snowball sampling, where participants were asked to recommend other professionals who could contribute to the study.To ensure the selection of suitable participants for this user study, we established the following criteria: (1) Designers without prior experience in Metaverse platforms but willing to explore them (to avoid pre-existing perspectives and biases from designers who are already familiar with the Metaverse); (2) Designers from diverse design fields, including architecture, interior design, furniture design, fashion design, UI design, and industrial design (to gather alternative perspectives and needs from different design domains); (3) Designers who were actively practicing in their respective design fields (to facilitate their reflection on the potential future use of the Metaverse); (4) Designers with a minimum of 5 years of experience in their design field (due to their existing knowledge and experience in the market).Table 1 presents detailed information about the participants, including their age, gender, respective design fields and the number of years of experience they have accumulated since obtaining their bachelor's degrees.
The study aimed to gain a comprehensive understanding of designers' expectations in designing for Metaverse platforms by selecting participants from diverse design disciplines.Specifically, designers with no prior experience in virtual reality were chosen for two main reasons.Firstly, their fresh perspectives and untainted perceptions of virtual reality could provide unique insights into designing in the Metaverse.Secondly, their experiences transitioning from traditional design fields to the Metaverse could offer valuable information about the challenges and opportunities in this transition, which can be useful in supporting future designers making a similar shift.Although lacking virtual reality experience, these designers bring a wealth of expertise from various design fields.This combination of fresh perspectives and traditional design expertise is expected to foster insightful and multifaceted discussions about designing for the Metaverse, benefiting from cross-disciplinary knowledge exchange and enriching the research.

Procedure
Once the participants were recruited, the semi-structured interview sessions were conducted over a one-month period using Zoom meetings.On average, each session lasted approximately 45 minutes.With the participants' oral consent, all sessions were recorded for later analysis.The interview process began with a presentation that provided an overview of the Metaverse, the current immersive technologies, layers of the metaverse (experience, discovery, creator economy, spatial computing, decentralization, human interface, infrastructure) presented existing examples of retailing in Metaverse platforms, and explained the research motivation.The discussions were then divided into three phases.The first phase focused on capturing participants' perspectives and general expectations regarding virtual commercial spaces and product experiences in the Metaverse based on their limited exposure to it.Participants were also asked about their experiences with physical stores and online shopping, as well as their expectations of transitioning from physical to virtual product experiences.The second phase aimed to understand the participants' preferred design procedures if they were to create virtual retail environments or product experiences in the Metaverse in the near future.This phase explored the design methodologies and elements that participants would prioritize while designing for and with the Metaverse.The third and final phase centered around participants' needs as designers for virtual product experiences.During this phase, participants discussed the potential advantages and drawbacks of virtual commercial spaces and product experiences in the Metaverse, and also proposed possible solutions to address any identified drawbacks.Here is the link for the interview questions: https://bit.ly/42Mfued

Analysis
After the interviews were conducted, the recordings were transcribed.The coding process followed an iterative-inductive approach, utilizing reflexive thematic analysis as described by Braun and Clarke [10].Three of the authors analyzed the data, and the emerging themes were discussed with an external group of researchers to ensure rigor and reliability.Initially, all three coders read the entire transcriptions and conducted a preliminary analysis to identify initial codes using 20 percent of the data.Subsequently, they had two coding sessions, totaling 5 hours, to establish a common coding language for analyzing the remaining transcriptions.Each coder then independently analyzed the remaining data, and a subsequent session was held to develop themes based on the identified quotes and coding.Finally, evaluative meeting sessions were organized with two groups of HCI researchers.The themes and their naming were thoroughly discussed and refined based on the interpretations and statements generated during these sessions.The outcomes of the evaluative meetings were considered in finalizing the themes of the study.

FINDINGS
In this section, we share our findings about designers' expectations, hesitations, and motivations for using virtual commercial spaces or virtual product experiences in the Metaverse within their design practices.We share below the 3 themes that emerged from their feedback; (1) Designing for Spatial Experiences in the Metaverse, (2) Representation of Avatars for Virtual Product Experience (3) Embracing Collaboration in Virtual Commercial Spaces.

Theme 1: Designing for Spatial Experiences in the Metaverse
When asked about transferring their existing design knowledge and practices to the design of virtual commercial spaces, some designers expressed hesitations and recognized the need for a different approach.Despite their extensive experience in designing various real-life products and spaces, they believed that designing for virtual spatial experiences would require a shift in their usual processes.One architect (P18) highlighted the importance of considering the past, present, and future dimensions of a physical space, including its geographical, cultural, and sociological aspects.She expressed that in a virtual space, there might be a "tabula rasa" situation, meaning that nothing has been planned or decided beforehand, allowing for more freedom in decision-making.Another participant (P10) mentioned that while designing a physical space, they consider the expectations of the users or owners and the sense of ownership associated with it.However, in virtual space, they felt a lack of ownership and a absence of cultural or meaningful connections for users.This made it challenging for them to find a starting point for a hypothetical design process in the virtual realm.These statements highlight the designers' recognition of the unique aspects of designing for virtual commercial spaces and their concerns about translating their existing knowledge and practices into this new context.
The designers also expressed concerns about the loss of familiarity in the Metaverse due to the absence of certain sensory interactions, such as olfactory and tactile experiences.One participant (P06) the importance of creating memories associated with a brand or experience, as lacking memory formation and weak bonds between users and products/spaces could limit the overall experience.They expected virtual product experiences in the Metaverse to appeal to all five senses, providing a sense of presence and triggering memories.Another participant (P03) expressed the view that an experience that doesn't feel natural is as artificial as living in government-made mega-residencies.They believed that experiences in the Metaverse would be shaped by man-made decisions and, therefore, may lack the authenticity and naturalness of real-life experiences.Another participant (P18) highlighted the elements present in real-life experiences that connect us to the moment, such as hearing others talking from behind, encountering smells, or unexpected encounters with animals.They emphasized the need to consider how these elements could be interpreted and replicated in virtual store experiences.Although some functionalities exist in the Metaverse to enhance immersion and address these concerns, the participants' limited knowledge about these possibilities led them to their worries.Nonetheless, their insights remain valuable, as they shed light on areas where improvements or new suggestions may be necessary.
Conversely, the designers highlighted that one of the main motivations for choosing the Metaverse over physical stores or ecommerce was the belief that they could provide highly accessible, impossible, creative, surreal, or experimental experiences to their customers through their designs (products or spaces).They envisioned scenarios where products could be presented in extraordinary settings like Mars or Rain Forests, or where users could "experience time travel" or see things from unique perspectives such as an animal's or child's viewpoint.However, participants also emphasized the importance of realistic representations of products in the Metaverse.While they expected the virtual version of a product to be a faithful replica of its physical counterpart, they also saw the potential for showcasing the product in surreal environments or experiences for storytelling purposes.One participant (P07) expressed the desire for the virtual representation to accurately convey the material, size, and color of the product, ensuring that the real-life purchase would match the experience in the virtual space.Overall, the participants recognized the potential of the Metaverse to offer both realistic and fantastical experiences, and they saw the importance of balancing authenticity with creative storytelling to engage users effectively.
In the interviews, designers expressed the challenges they faced in designing the spatial atmosphere of virtual product experiences in the Metaverse.They emphasized the absence of a cultural sense of place and ownership, as well as the potential loss of familiarity and sensory interactions.The designers recognized the need to establish memories, trigger emotions, and appeal to users' senses in order to create engaging virtual experiences.The intentional selection of designers with extensive real-world design experience but no prior experience in Metaverse design proved valuable in understanding the contrast between designing for physical settings and designing for the Metaverse.The results highlight the importance of considering established design principles alongside the unique design issues encountered in virtual environments.This understanding can inform future strategies for Metaverse design, ensuring a balance between familiarity with physical spaces and the ability to evoke memories and forge connections between users and virtual products/spaces.In conclusion, the findings emphasize the significance of addressing these challenges and developing effective design strategies to enhance the virtual product/space experiences.By exploring ways to evoke a sense of familiarity and establish meaningful connections with users, designers can create immersive and memorable experiences in the Metaverse.

Theme 2: Representation of Avatars for Virtual Product Experience
Here in this section, we talk about the participants' perspectives on how avatar representation may effect experience with the virtual products and services.They clearly stated that they are excited to experience places which they cannot experience in real life, with non-realistic and creative avatars, different from their appearance in real life.But on the other hand, participants also expressed the need for avatars to accurately convey emotions and physical expressions especially for social virtual experiences, importance of facial expressions, body language, and gestures that can effectively communicate emotions and intentions, as these elements contribute to more authentic and engaging social interactions within the Metaverse.They also stated that realistic avatar representations can enhance the overall immersion and facilitate meaningful connections among users interacting around the designed objects or spaces.
During the interviews, participants expressed their recognition of the potential for diversity and inclusivity in avatar representation within the Metaverse.They emphasized the importance of offering a range of options to represent different ethnicities, body types, dimensions, genders, and disabilities.One participant even mentioned the possibility of creating products for pets and allowing consumers to try the product while resembling their pets.The participants, particularly the architect (P20), highlighted the significance of understanding human body proportions as well as avatar proportions in the design process.This awareness was seen as crucial for creating inclusive and well-proportioned virtual spaces.The participants emphasized the need for virtual commercial spaces to reflect real-world diversity and be inclusive to all users.They highlighted the importance of making users feel seen, respected, and included.The freedom to choose different identities within the virtual retailing spaces was seen as an exciting aspect of the Metaverse.The participants also acknowledged the debatable nature of adopting different appearances in virtual commercial spaces but recognized the advantage of being able to try on someone else's look when shopping for gifts.Overall, the participants' insights underscored the importance of diversity, inclusivity, and freedom of expression in avatar representation within the Metaverse.Designers should consider these factors when creating virtual retailing spaces to ensure a welcoming and inclusive environment for all users.
Reflecting on our methodology, where we intentionally recruited designers with little to no experience in the Metaverse, we see that their real-world design perspectives critically inform their approach to avatar representation in the Metaverse.These designers bring years of experience in designing experiences that respect and reinforce the individuality and diversity of users.They are accustomed to prioritizing inclusion and personalization.Therefore, it is not surprising that these values also play a in their perspectives in the design of avatars in the Metaverse.

Theme 3: Embracing Collaboration in Virtual Commercial Spaces
In this theme, we explore the participants' focus on collaboration in virtual worlds, particularly regarding product and space experiences.This theme emerged from their strong anticipation that the Metaverse will offer opportunities for collaborative engagement with users, which is lacking in traditional physical stores or online shopping.Designers emphasized the value of making modifications during the design process, conducting quick prototyping at various fidelity levels, and gathering user insights throughout different stages of design, regardless of the design's readiness.Participants widely emphasized the advantage of easily altering products, spaces, or experiences compared to physical stores or e-commerce.For instance, P05 highlighted the significant advantage of promptly sharing product information with potential consumers and gathering feedback before the product reaches its final phase.This enables examination of people's reactions and informs decisions before production.P15 stated that: "Our cost concerns would completely change.This also influences design decisions.For example, in real life, we may experience situations such as the product supply chain, how the products will be transported to the place, and giving up that material if it is necessary to give priority to whichever material can be procured first.Here we may be redemptive, but at first, we may find it difficult to control this freedom." This theme also highlights the designers' appreciation for the collaborative nature of the Metaverse, as they value the opportunity to engage in discussions and collaborate with other designers to enhance the product or space experience.They recognize the value of rethinking product design and spatial design in the virtual realm, where numerous new experience possibilities emerge.P21 expresses excitement about the potential to exchange ideas with experienced designers from different countries and even collaborate with respected designers who have passed away.This underscores the designers' enthusiasm for leveraging the collaborative potential of the Metaverse to engage with a diverse range of creative minds and explore innovative design approaches.
In addition, the designers emphasize the flexibility offered by virtual commercial spaces, enabling them to make changes in realtime, a capability that is lacking in physical stores or e-commerce experiences.P16 highlights the limitations of physical product experiences, where it is difficult to explore user comments, alternative color options, alternative uses, material details, and the product journey.Furthermore, P31 mentions that the ability to adapt products and experiences based on consumer needs and desires serves as the primary motivation for designing virtual commercial spaces in the Metaverse.These insights emphasize the designers' recognition of the advantages and opportunities afforded by the collaborative and adaptable nature of the Metaverse for designing immersive and customer-centric experiences.
In summary, the participants in this study emphasized the significance of collaboration within virtual commercial spaces in the Metaverse.Their insights underscore the immense value they place on the potential for collaboration and adaptability offered by the Metaverse.Designers particularly highlighted the unique opportunities for real-time modifications, swift prototyping, and seamless integration of user feedback at every stage of the design process.They also expressed appreciation for the ease with which alterations can be made in virtual spaces compared to physical stores or e-commerce platforms.Furthermore, the possibility of engaging in brainstorming sessions with other designers, including those from different countries or even esteemed figures from the past, emerged as a key point of interest.This highlights the designers' enthusiasm for leveraging the collaborative power of the Metaverse to interact with a diverse range of creative minds and draw inspiration from various perspectives.Overall, the insights from the participants reinforce the importance of collaboration as a fundamental aspect of designing virtual product and space experiences in the Metaverse.They recognize the value of collaboration in driving innovation, enhancing user experiences, and leveraging the unique capabilities of virtual environments.

DISCUSSION
In the present study, our main objective was to explore and discuss various scenarios related to the Metaverse, focusing on users' interactions with designed items as integral components of their virtual experiences.We also considered the display of real-world products in the Metaverse for purposes such as data collection, marketing initiatives, and the emerging 'try-before-you-buy' model.We believe that understanding the perspectives of designers on how they plan to utilize the Metaverse to interact with potential users is crucial for the field of Human-Computer Interaction (HCI).Therefore, the main goal of this study was to gain insights into designers' expectations, hopes, and aspirations as they create content for emerging Metaverse platforms.
To address our research question, "What design considerations do designers from diverse fields anticipate when creating and shaping virtual commercial spaces and product experiences on Metaverse platforms?",we conducted a series of semi-structured interviews with 34 designers from various fields, including architecture, interior design, fashion design, UI design, and industrial design.Our research focused on analyzing designers' anticipations regarding virtual commercial spaces and virtual product experiences in the Metaverse.Based on the findings derived from these interviews, we identified three key design insights: (1) Authentic Products Experiences in Surreal Spaces; (2) Enriched Avatar Representation for Virtual Product Experiences; and (3) Learning From Collaborations in Virtual Commercial Spaces.These insights provide valuable guidance for the future exploration and understanding of virtual commercial spaces on Metaverse platforms.In conclusion, this research contributes to the existing body of HCI literature and establishes a foundation for future studies in this rapidly evolving field.By examining designers' perspectives, we gain the following valuable insights into the design considerations and expectations surrounding virtual commercial spaces and product experiences in the Metaverse.

Design Insight 1: Authentic Products Experiences in Surreal Spaces
Our interviews with designers revealed important considerations for spatial design in the Metaverse that involve a captivating balance between realism and Realism, in this context, refers to the extent to which the virtual environment can immerse users both physically and emotionally, making them feel as if they are truly inhabiting an alternate realm [13].Through our literature review, we identified two primary approaches to spatial design in these virtual spaces.The first approach focuses on accurately recreating familiar real-world locations, such as well-known landmarks or personal environments [7].On the other hand, some designers create immersive experiences that transport users to fantastical and unreachable settings, offering engaging and surreal experiences [41].However, our interviewees proposed a unique integration of these strategies when designing virtual product experiences in the Metaverse.In this scenario, the environment can incorporate elements of surrealism, providing users with a distinct and immersive backdrop to interact with products.Nevertheless, the products themselves should lean towards realism.Regardless of how surreal or fantastical the environment may be, the virtual representation of products should faithfully mirror their physical counterparts.P25 expressed this viewpoint, stating, "To create a convincing virtual product experience, it is important to design elements like volume, color, texture, and lighting in a way that allows the product to be experienced at a highly realistic level."This emerging consensus highlights the significance of realistic product representation in the Metaverse to ensure the credibility and authenticity of the product experience.Even within surreal environments, the product should retain its realistic attributes, enabling users to form a meaningful connection with it, akin to interacting with the product in a physical store.
Our selection of participants, representing a diverse range of designers from various backgrounds, has enhanced this understanding.Despite their differing perspectives, the unanimous agreement on the importance of realistic product representation in the Metaverse highlights the significance of maintaining the authenticity of physical products in virtual spaces.This insight provides a strong foundation for several future research inquiries, such as: "How do users perceive and engage with realistic products in surreal spaces, and how does this impact their overall experience?" "What are the psychological and behavioral effects on users when interacting with realistic products in surreal environments within the Metaverse?"Exploring these questions would contribute to our comprehension of designing genuine product experiences within the dynamic landscape of the Metaverse.

Design Insight 2: Enriched Avatar Representation for Virtual Product Experiences
During the interview sessions with designers from diverse fields, the significance of avatar representation, as mentioned in Theme 2, was strongly emphasized.Their distinct perspectives on incorporating avatars into their design process enriched the discussions.Architects highlighted the importance of considering the avatar's scale in relation to the virtual space, while fashion designers emphasized the avatar's ability to accurately portray the fit and movement of clothing.Similarly, industrial designers emphasized the necessity for avatars to interact realistically with virtual objects.These diverse viewpoints offered a comprehensive understanding of the importance of avatar representation in the Metaverse, emphasizing the need for precise avatar bodily proportions and appearance, particularly during crucial stages of Metaverse interactions, such as the 'try-on' phase of product engagement.Avatars carry out a complicated assumption of interconnected roles [24].Avatars go beyond facilitating the expression of a digital identity.They also enable the manifestation of physical movement within the digital domain.Additionally, they play a role in facilitating social interactions in networked spaces by providing the means for non-verbal communication.According to Kang and Yang, avatars serve the purpose of showcasing a distinct identity within virtual environments, ultimately fostering positive and fulfilling interactions among the participants in the virtual realm [27].In that sense, numerous Metaverse platforms provide users the liberty to alter their avatars, often incorporating elements that lean towards the surreal.For instance, Recroom [2] facilitates the customization of non-humanoid avatars by infusing surreal attributes; also, Spatial [3] offers options for creating surrealistic avatars through custom avatar configurations and photo-generated avatar capabilities [32].This illustrates the flexibility of avatar representation in Metaverse environments, showcasing the potential for creativity and self-expression beyond the constraints of physical reality.
However, P3, an architect, emphasized the significant role of human body proportions in architectural design.According to P3, traditional architectural design revolves around the human body as a central reference point, with the space being developed around it.However, in Metaverse experiences, user avatars can assume various forms and shapes, introducing an element of unpredictability to the design process.This departure from conventional design practices presents a unique challenge: determining the appropriate starting point for design within the context of the Metaverse.The emphasis on the human body and its proportions during the design process, particularly during the "try-on" phase, may impact the functionality of avatars.To enable realistic interactions with objects, mimic real-life movements, and accurately depict the fit and movement of clothing, avatars may require more advanced features.Additionally, the layout of virtual spaces may need to be redesigned to accommodate the diverse range of avatar representations.Avatars of different sizes, physical abilities, and interaction modes may necessitate different types of spaces.For example, spaces would need to be appropriately scaled for avatars representing individuals of varying sizes or made accessible for avatars representing individuals with disabilities.This perspective highlights the importance of striking a balance between creative freedom and maintaining representative fidelity in avatar design and virtual space layout.
However, striking this balance poses a notable challenge.On one hand, the Metaverse provides unprecedented opportunities for individuals to choose and express their virtual identities.As Participant 31, a furniture designer, emphasized, "In the Metaverse, I want to explore different perspectives by embodying a child or even an animal.It's liberating to have the freedom to choose." By allowing for greater individual expression and interaction, virtual commercial spaces have the potential to become more immersive and inclusive.These perspectives underscore the importance of avatars in embodying identity, emotions, and diverse representations within the Metaverse.The unique viewpoints of designers, including those who transitioning from conventional design spaces, provide valuable insights into understanding these needs.This highlights the value of our methodology, which aimed to capture the perspectives of designers with limited or no prior experience in the Metaverse but with rich real-world design backgrounds.The insights derived from multiple design disciplines are invaluable for future investigations focused on 'try-on' experiences within virtual commercial spaces in the Metaverse.
Following this design insight, several future research questions arise: "How does the avatar's representation and embodiment impact the user's experience during the 'try-on' stage in virtual commercial spaces?""What factors should be considered when designing virtual spaces to accommodate a diversity of avatar representations?" This insight offers a starting point for evaluating different avatar representations and functionalities while interacting with virtual products and spaces in Metaverse.Further explorations around this design insight, underscored by our findings, can significantly enhance our understanding of avatar design for virtual commercial experiences and inform design principles within the emerging Metaverse platforms.

Design Insight 3: Learning From Collaborations in Virtual Commercial Spaces
During our research, we discovered another important aspect of designing for the Metaverse: the significance of facilitating meaningful engagement during collaborative tasks.This idea was emphasized by participants across various design disciplines, indicating the widespread relevance of collaborative interactions in their work.
While the Metaverse provides global connectivity and promotes inclusivity in the design process, our participants expressed concerns about real-time interactions in this virtual realm.Specifically, they highlighted the challenges associated with using collaboration tools in the Metaverse.The Metaverse presents a distinct system for designers [41].The Metaverse presents a distinct system for designers, as described by Zallio et al., who envision the integration of inclusive design principles within this virtual space and the realm of digital twins.They propose a dynamic system of cues, queries, and recommendations that would provide design professionals with an immersive virtual experience, showcasing the current state of a product or space while offering guidance on strategies to enhance its inclusivity [62].Supporting this perspective, Lee et al. highlight the positive aspects of Metaverse platforms, particularly their support for usergenerated worlds [35].They argue for the importance of empowering users to create inclusive virtual environments by exploring how world-building tools can be developed to facilitate collaborations between individuals with and without disabilities.Our participants share this belief, and their insights shed light on various aspects of this discovery from different design disciplines.For example, industrial and user interface (UI) designers emphasize the value of collaborative object manipulation during the design process, underscoring the need for intuitive control systems that enable real-time, group editing of virtual objects.Similarly, architects and designers stress the importance of shared understanding of virtual worlds and effective communication tools for discussions and revisions of spatial concepts.P31, an industrial designer, expresses this sentiment, stating, "In the Metaverse, it is essential not only to make our designs tangible but also editable in a shared environment.We require tools that allow us to collaboratively manipulate our designs in real time." Additionally, P24, an architect, emphasized the desire to witness the design processes and methodologies of other designers, stating, "I want to see how other designers can modify the design settings.In physical life, we have no opportunities to observe the design approaches of other designers."This perspective underscores the importance of collaboration tools within the Metaverse, as they facilitate a sense of personal connection and foster more productive interactions among users.The identification of these needs and expectations among designers further highlights the value of our research methodology.Building upon this design insight, future researchers can explore the following question: "What interaction paradigms and tools can facilitate effective collaboration in the Metaverse?".

CONCLUSION
The rapid and ongoing evolution of Metaverse platforms has highlighted the growing need to involve designers in the development process of these new virtual environments.The primary objective of this study was to shed light on the expectations, hopes, and aspirations of designers who may create products or spaces for the emerging Metaverse platforms or showcase their products within the Metaverse.To achieve our research objectives, particularly in understanding designers' expectations of virtual product experiences in the Metaverse, we conducted a series of semi-structured interviews with 34 designers from diverse fields.This range of perspectives allowed us to gain a comprehensive understanding of potential designer expectations and concerns, leading to the identification of three design insights and relevant future research questions: (1) Authentic Products Experiences in Surreal Spaces; (2) Enriched Avatar Representation for Virtual Product Experiences; and (3) Learning From Collaborations in Virtual Commercial Spaces.
Our findings offer helpful insights for Metaverse designers and developers, emphasizing the necessity for immersive environmental settings, inclusive and customizable avatars, and real-time collaboration.These insights not only cater to user engagement and retention but also bridge traditional design paradigms with emerging Metaverse needs.The synthesis of these elements has the potential to develop user experience, setting new insights for the future of Metaverse design and development.Furthermore, our insights bridge the gap between traditional design principles and the merging Metaverse, a contribution that has scarcely been made in existing literature.
This study also includes designers who may not currently have experience in virtual reality but are likely to contribute to the Metaverse in the near future.Their perspectives are crucial as they provide insights into the challenges and needs of those transitioning from traditional design environments to these novel Metaverse platforms.Thus, this research offers valuable insights into designers' expectations and anticipations creating for Metaverse platforms.It is hoped that these insights will facilitate a more inclusive, productive, and creative design process within the rapidly evolving Metaverse, as well as inspire further research studies to delve deeper into the new research questions raised.The design insights derived from this study can serve as a resource for HCI researchers to curate and conduct additional studies, such as workshops with designers that delve into their methodologies when designing virtual commercial spaces within the Metaverse.Future research could also explore the complexities of spatial requirements, user experiences related to virtual retailing in the Metaverse, and the predicted participation of designers in the Metaverse.
We acknowledge certain limitations of our study, particularly regarding its scope and implications.Our sample was limited to local designers, thus excluding a cross-cultural perspective that would enhance diversity and inclusivity.However, focusing on local designers provides unique insights while imposing some restrictions on the generalizability of our findings.It is important to note that the fundamental concepts and approaches to design are often applicable across cultures, and designers worldwide face similar challenges when approaching new and emerging platforms like the Metaverse.Future research could shed light on how geographical or cultural variations might influence the approach to design in the Metaverse.
Furthermore, the relatively limited number of participants in our study may impact the generalizability of our findings.We encourage future studies to include a greater diversity of participants, both culturally and professionally, in order to expand the range of perspectives and gain a deeper understanding of industry-specific needs.This approach would help develop design directions with universal applicability and provide a comprehensive interpretation of the connections between the proposed design insights and current developments in the field.
Nevertheless, the data gathered from our participants revealed critical areas of interest and innovative approaches in the design of commercial spaces within the emerging realm of Metaverse platforms.Our next primary objective is to facilitate a series of co-design workshops involving these designers to collaboratively design virtual commercial spaces.We anticipate that this study will stimulate further inquiries, enrich the collective understanding of the design process within the Metaverse, and potentially inspire the development of innovative solutions suitable for the unique challenges presented by these Metaverse platforms.

Table 1 :
Participants' InformationParticipant ID (Field) (Gender) Experience and Age Participant ID (Field) (Gender) Experience and Age