Professional Practice

Final Project
Phase 1,2&3

Group Members:
 Muhammad Talha Abid(F202166169)
 Zeeshan Ali(F2021266171)
 Muhammad Sanwal Javed(F2021266609)
 Muhammad Ahmad Raza(F2021266617)
 Khawaja Muhammad Mushhood(F2021266371)

Submitted to: Mam Sadiqa Nasir Date: _________

 TABLE OF CONTENTS
*************************************************************************************************

Abstract: ....................................................................................................................................................................................... 1
Firm Profiling .............................................................................................................................................................................. 1
Introduction: ............................................................................................................................................................................ 1
Services: .................................................................................................................................................................................... 1
Company Size: ......................................................................................................................................................................... 2
Founded:................................................................................................................................................................................... 2
Website: .................................................................................................................................................................................... 2
Contact Number: ..................................................................................................................................................................... 2
Sources: .................................................................................................................................................................................... 2
Organization Strategy (Growth to Man Power) ....................................................................................................................... 2
Overview: ................................................................................................................................................................................. 2
Projects: .................................................................................................................................................................................... 2
Organization Hierarchy:......................................................................................................................................................... 3
Organization Vision: ............................................................................................................................................................... 3
Organization Mission: ............................................................................................................................................................. 3
Project Goals:........................................................................................................................................................................... 3
KPIs: ......................................................................................................................................................................................... 3
OKRs: ....................................................................................................................................................................................... 4
Sources: .................................................................................................................................................................................... 5
Inquiring Organization ............................................................................................................................................................... 6
Practices on Sustainability:..................................................................................................................................................... 6
Code of Conducts: ................................................................................................................................................................... 6
Ethical Codes: .......................................................................................................................................................................... 6
Professional Codes: ................................................................................................................................................................. 7
Corporate Social Responsibility(CSR): ................................................................................................................................. 7
Community Building: .............................................................................................................................................................. 8
Benchmarking with International Practices ............................................................................................................................. 8
Summary: ................................................................................................................................................................................. 8
Benchmarking: ........................................................................................................................................................................ 8
Benefit for the larger segment: ............................................................................................................................................... 9
 EUPHORIA XR 4/5

Abstract:
Euphoria XR is a rapidly growing IT services and consulting company specializing in the
development of innovative and engaging experiences in the fields of augmented reality (AR),
virtual reality (VR), and artificial intelligence (AI). The company was founded in 2016 and has its
headquarters in Austin, Texas, with a branch office in Lahore, Pakistan. Euphoria XR works with
a range of well-known international brands (Total, itel, Nestle etc.) and has developed a number
of successful projects in the AR, VR, and AI sectors. The company's services include AR
development, VR and XR development, AI development, mobile app development and design,
360º content creation, real-time render engine development, and CGI and animation. Euphoria XR
has a matrix organizational hierarchy and follows a vision of creating innovative and engaging
experiences for use in marketing and education. The company values social responsibility and
excellence and encourages employees to come up with new ideas.

Firm Profiling

Introduction:
Euphoria XR is a IT Service and IT consulting international company. It is a creative technology
company that produce next-generation experiences for world class brands. It is a US based
company whose headquarter is in Austin, Texas and has one office branch in Lahore,
Pakistan(Focused).
They are well known for their award winning work in AR (Augmented Reality), VR (Virtual
Reality), and AI (Artificial Intelligence) Application development. There most popular AR product
is InterApp
They work with some of the most recognized brands in the world like - Hasbro, Qatar Airways,
TXDOT, TTEC, Ducati, NFL, Total, Nestle, Pepsico, CES, and Harbinger etc. are the renowned
ones.
EuphoriaTech™ is their proprietary group of technologies that they have developed as a base for
many of their clients. Their platform is secure, reliable, and flexible – allowing their team to
configure solutions that will support their client’s marketing objectives. Their system is built upon
best in class technology providing a comprehensive and speed to market solution. Their pre-built
Virtual Reality and Augmented Reality solutions has given a thrust to their marketing activities.

Services:
They provide following services:
 Augmented Reality(AR) development, Lens and Photo Filters (for Facebook, Snapchat and
Instagram)
 Virtual Reality(VR), EXtended Reality(XR), Mixed Reality(MR) development
 Artificial Intelligence(AI) Development
 Mobile App Development and Design
 360º Content Creation Videos and Interactive Applications
 Real-Time Render Engine Development
 CGI and Animation

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 Company Size:
30 - 40 Employees (Lahore Pakistan Office)

Founded:
This company was founded in 2016 by Ali Ahmad (CEO, Co-Founder),
Ahmad Malik (Co-Founder) and Jameel Qureshi (Co-Founder)

Website:
https://www.EuphoriaXR.com

Contact Number:
+1 206 817 5179

Sources:
Website: https://www.EuphoriaXR.com
LinkedIn: https://www.linkedin.com/company/euphoriaxr/about/
Others: One of their Employee (M. Talha Abid)

Organization Strategy (Growth to Man Power)

2/5 & 5/5
Overview:
Euphoria XR is an immersive Extended Reality XR Development company that produces
next generation VR AR Apps and videos experiences.
Running 3 departments under:
 .Net Department
 ROR Department
 Unity Department

Projects:
Euphoria XR developed many magnificent and splendous projects some of them listed below:

 Black History using AR

 Memories AR experience with replay AR

 360 Videos and Virtual Reality project

 Dexicoin using MR

 Inter App using AR

ETC.

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Organization Hierarchy:
Euphoria XR follows the Matrix organization hierarchy to undertake
projects. In which there is shared resources and all the resources are used optimized. It is also
one of the reason of success of Euphoria XR.

Organization Vision:
Euphoria XR vision is to create innovative and engaging experiences for users,
pushing the boundaries of what is possible in technology, and to continuously improve the
quality and diversity of their product/services. We provide a workplace for our employees where
they can grow and thrive.

Organization Mission:
Euphoria XR mission is:
 To Create High Quality video games/applications(AR,VR,IR,MR).
 To invite foreign developers in our country(Pakistan) so they can teach our
homegrown developers the skills they lack. In order to meet international standards.
 To Encourage a spirit of openness, transparency, integrity, trust, and continuous
learning

Project Goals:
The project's objectives, according to middle level employees of Euphoria XR and our
own research, are:
 Creating fun and engaging experience for users.
 Developing a unique and innovative apps and gaming concept
 Creating a App that is user friendly and meets the user requirement
 Delivering a high-quality efficient and effective product on time and within
budget
 Establishing a successful and profitable game and app franchise

KPIs:
Euphoria XR measure their KPIs (Jan-2022 - Jun-2022) after every six months:

Group Metrics Target

Maintainability Index* 90
Cyclomatic Complexity* 5
Depth of Inheritance* 0
Code Quality Class coupling* 0
Lines Of Code 45,000 to 50,000

Test Coverage 90%

Testing Quality Defects Found in UAT* 20%
Defects Found in Production 5%
Number of Unavailability 4
Cases
Solution Security Number of vulnerability 2
Found by regular penetration
testing

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 Number and severity of 1 (Low Severity Incidents)
security incidents
Costs Profit Ratio per project 35%
Time spent by our employee 10-40 hours per
fulfilling your vendor’s month(depends on project
Customer Involvement
request size)
Elicitation Session Delay No more than 2 days
Overall customer satisfaction 4 out of 5
score
Customer Satisfaction Teams Productivity 3.5 out of 5
Teams reliability 4.0 out of 5
Teams responsiveness 4.0 out of 5
Table 1: It describes the KPI’s of Euphoria XR.
*Maintainability Index means how fast your manufacturer or production or engineering team
found a bug , repair it and what subordinate they provided while in Downtime.
*Cyclomatic Complexity means how much your code is complex. It is measured by making a
control flow diagram.
*Depth of Inheritance means how much classes are inherited in code. The more the minimum
number is better.
*Class Coupling means how many instance is of one class. The more the minimum number is
better.
*UAT stands for user acceptance testing

OKRs:
Euphoria XR revise their Objective and Key Result after every 3 months and their OKRs of
month june-2022 to august-2022 was:

Objective Key Result

Improve the quality of our releases
Roll out new performance optimization
features
Enhance the programming skills of the
engineering team
4
Reduce the number of bugs reported in Inter
App from 10 to 1
Increase average number of employees
testing product updates in beta before release
from 3 to 6
Increase code unit test cover from 30% to
60%
Boost the average customer satisfaction rate
from 85% to 95%
Speed up the loading speeds by 50%
Drop average garbage collection from 25% to
5% of the total CPU time
Reduce the downtime instances from code
errors by 90%
Increase the average customer effort score
from 5 to 7 points
 Gain full CDP certification for 100% of the
team members
Reduce the average peak response time from
Improve the reliability of the cloud based
500ms to 100ms
system
Drop the server error rate to 0.05%
Table 2: It describes the OKR’s of Euphoria XR.

Sources:
We obtained information for this study through interviews with several middle-level employees of
Euphoria XR. Some of these employees were most seniors, while others ones were junior employees of
the company. They recently introduced themselves in global forum. After requesting them to let us access
their presentation they allowed us to fetch some data from that presentation after removing some
confidential data.

F Muhammad Nouman (Senior Unity Game Developer) F Muhammad Ahsan (Junior Game Developer, Ex-
UMTIAN)

Bilal Khan (Senior Unity Game Developer) 5Umer Chaudhary (Senior CGI artist)
Muhammad Hassaan (Junior Unity Game Developer) Muhammad Usama (Junior CGI Artist)

Fig 1-8 shows our presence

Inquiring Organization
1/5
Practices on Sustainability:
Euphoria XR practice many things for sustainability in this vast software market.
Some of their main practices are listed below:

 Developing and selling sustainable software products: Euphoria develops software with a
positive impact, such as a VR with Metropolitan Washington to engage young and old people to
help improve pedestrian and cyclist safety on roads in the Washington DC metropolitan area, and
a VR app to engage motorcyclist safety on Texas roadways.

 Partnering with other companies: It is one of the most appreciable act of Euphoria XR for
sustainability plus for the betterment of the skills of local developers(national). They partner
with other companies to share the best resources, to mutually work on a project. Recently they
signed a MOU (Memorandum of Understanding) with an international leading software
company that will send their best resource to train Euphoria Developers (Enhancing Skill).

 Measuring and reporting sustainable performance: Euphoria XR measure and make a report
of their sustainable performance to track its progress and to identify further improvement.

Code of Conducts:

Ethical Codes:
Euphoria XR uphold following codes as their business practice:

 Euphoria XR should not engage in deceptive and fraudulent practices.

 Employees should always act in the best interest of the company and its client.

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  Employee should always treat clients with respect and professionalism and did not
disclose the confidential data of client without his/her permission.
 Developers will always follow the best practice for data security such as using strong
password and encrypting sensitive data.
 Euphoria is committed to reduce its carbon footprint.

Professional Codes:
Advisory Code of Conduct:
 Euphoria XR's employees will be honest and transparent in their dealings with clients,
colleagues, and other stakeholders.
 Euphoria XR's employees will respect the rights and dignity of others, and should not
discriminate or harass anyone based on their race, gender, religion, sexual orientation,
or any other characteristic.
 Euphoria XR's employees should be responsible and accountable for their actions,
and should take ownership of their work. They should also be willing to admit
mistakes and work to correct them.
 Euphoria XR should have a plan in place for backing up and recovering client data in
the event of a disaster, such as a server crash or data breach.
 Euphoria XR's employees will use encryption to protect sensitive client data, such as
financial or personal information.
Aspirational Code of Conduct:
 We encourage our employees to think outside the box and come up with new ideas
and solutions.
 Euphoria XR values social responsibility and is committed to making a positive
impact on the world.
 Euphoria XR values excellence and strives to produce high-quality products and
services for its clients.
Disciplinary Code of Conduct:
 Misconduct includes, but is not limited to, harassment, discrimination, theft, and other
behavior that is not in accordance with Euphoria XR's values and standards.
 If an employee witnesses or experiences misconduct, they should report it to their
supervisor or HR immediately. Employees can also report misconduct anonymously
through the company's anonymous hotline.
 If an investigation into a violation of ethical standards is warranted, Euphoria XR will
conduct a thorough and fair investigation. Depending on the severity of the violation,
disciplinary action may include a verbal warning, a written warning, or termination of
employment.
 Euphoria XR is committed to preventing violations of ethical standards and will
provide training on ethical behavior to all employees. The company will also take
steps to create a culture of honesty and integrity.

Corporate Social Responsibility(CSR):

As part of its corporate social responsibility (CSR) efforts, Euphoria
XR donates a portion of its profits or revenue to a charity fund and also supports disaster relief efforts. The
company also strives to reduce its carbon footprint.

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Community Building:
Euphoria XR build their community from zero to this level because of following strategies:
 Hard Working
 Strong Dedication
 Client Satisfaction
 Offering Internships
 Collaborating with other businesses
 Social Media

Yes, we did formally prepare for this interview. We first gathered and compiled all the possible interview
questions, and then, with our lecturer's approval, we conducted the interview with a middle level employee. We
hardly asked more than 9 to 10 formal questions. Additionally, we appreciate the staff members' excellent
cooperation.

Benchmarking with International Practices

3/5
Summary:
The summary of Euphoria XR's practices on ethics code, growth, product/service delivery, and
manpower development is as follows:

 Ethics code: Euphoria XR has a comprehensive code of conduct that covers a range of ethical,
professional, and disciplinary issues, including provisions on honesty, transparency, respect, and non-
discrimination, as well as a plan in place for backing up and protecting client data.

 Growth: Euphoria XR is a rapidly growing IT services and consulting company that focuses on
delivering high-quality products and services to clients and building a team of skilled and talented
developers to support its growth.

 Product/service delivery: Euphoria XR provides a range of IT services and solutions, including AR,
VR, AI, and mobile app development, 360º content creation videos and interactive applications, real-
time render engine development, and CGI and animation.

 Manpower development: Euphoria XR values social responsibility and excellence and encourages
employees to think creatively and come up with new ideas. The organization is committed to building
a team of skilled and talented developers to support its growth.

Benchmarking:
We benchmarked these practices with international standards or best practices:

Euphoria XR's code of conduct, product and service delivery, and manpower development practices
have been benchmarked against international standards and best practices in the IT industry, including
the IACSIT Code of Ethics, ACM Code of Ethics and Professional Conduct, ISO software
development and maintenance standards, and PMI's PMP certification. These benchmarks ensure that

8
 Euphoria XR's practices align with industry standards and best practices, and demonstrate the
company's commitment to ethical, professional, and high-quality operations.

Benefit for the larger segment:

Euphoria XR's focus on delivering high-quality products and services, along
with its commitment to ethical practices, can benefit a larger segment of society by providing reliable and
trustworthy IT solutions for businesses and organizations. In addition, Euphoria XR's commitment to social
responsibility and its efforts to reduce its carbon footprint can have a positive impact on the environment and the
wider community. Additionally, Euphoria XR's focus on developing the skills and talents of its employees can
contribute to the professional development and growth of its workforce, as well as the overall growth and success
of the organization.