This study examines the role of Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) technologies in improving Urban Design Quality (UQ) and explains how these technologies influence cognitive and creative processes in urban design. The research follows a quantitative, descriptive–analytical approach, and data were collected through a questionnaire and analyzed using Structural Equation Modeling (SEM). In the proposed model, Virtual Reality and Augmented Reality are considered independent variables. Mixed Reality (MR), Spatial Visualization (SP), Immersive Experience (IM), and Design Interaction (DI) act as mediating constructs that transfer the influence of immersive technologies to the creative design process. Additionally, Design Creativity (DC) and Idea Development (ID) are identified as key predictive variables contributing to improved urban design quality. The findings show that immersive technologies have significant effects on urban design quality. Virtual Reality demonstrates a total effect of 0.44, while Augmented Reality shows a total effect of 0.39 on urban design quality, with much of these effects occurring indirectly through mediating variables. Among the constructs, Design Creativity (DC) has the strongest direct influence on urban design quality with a path coefficient of 0.53, emphasizing the importance of creativity in the design process. Design Interaction (DI) also contributes significantly with a coefficient of 0.42. Overall, the model explains 0.73 of the variance in urban design quality, indicating strong explanatory power and highlighting the value of immersive technologies in enhancing urban design processes and outcomes.