Duration: 5 months - Feb to July 2012
Team: Atul Saraf, Charanyha Sethuraman
Role: Communication designer; managing clients,vendors and interns; coordinating user research and validation
High Engagement Exhibition Design

 

Designing a high engagement exhibition experience for healthcare professionals.

 

Hindustan Unilever sets up booths at health and beauty conferences several times a year. The team looked at booth design to address the resource issue and engagement at the booth. The experience had four integrated components - 
1. A cost effective modular structure

2. Digital and physical collateral

3. Interactive and engaging activities conducted within the constraints of time and space

4. Interesting merchandise showcasing product benefits 


Our service system had 16 new elements and we actively engaged with logistical issues of set-up, data presentation and maintaining brand consistency. Scalability of concepts was key since Unilever has an wide range of offerings. 

Phase 1: Immersion


Workshop with key stakeholders

Persona building

Service staging and experience mapping for front and backstage activities before and after the event

Limitations and possibilities, ergonomic and detailed design needs

 

Body storming

Understanding the spatial aspects and interactions

 

Secondary research

Spatial and visual analysis of existing designs

Industry trends

Phase 2: Exploration


Primary research 

Contextual interviews with 16 medical doctors, dieticians, nutritionists, cosmetologists and dermatologists at public and private institutes and students. This involved creating the recruitment matrix and planning the logistics to fit into our timeline.

 

Concept ideation

Brainstorming and prioritization by mapping relevance, feasibility and cost effectiveness of concepts. 

Phase 3: Intervention

 

Prototyping 

Scale mode of the modular booth design, strategic service maps, prototypes and production level samples of various artefacts and communication collateral, interactive prototypes of the digital components

Phase 4: Demonstration 
 
Concept validation 
Testing the prototypes with 6 professionals through ratings, probing and interviewing dyads and triad. We first asked the participants to assign fake money per design solution. We then asked the users, who were experts in their field, have conversations with each other about our solutions which led to more insightful qualitative feedback. To help us prioritize the ideas, we then asked them to formally rate each idea along these parameters - relevance to them, relevance to the brand, messaging, uniqueness, attractiveness, usefulness, engagement.

Refining and ideating new solutions

Detailed documentation of guidelines and design direction 
Our team wanted to give the scientists and experts within the client team the freedom to update and change the content of the communication collateral themselves, without having to depend on advertising agencies' protracted timelines. The collateral was created using simple guidelines and PowerPoint to give them control.
Timeline
 

© 2020 by Shruti Aditya Chowdhury