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
Service staging and experience mapping for front and backstage activities before and after the event
Limitations and possibilities, ergonomic and detailed design needs
Understanding the spatial aspects and interactions
Spatial and visual analysis of existing designs
Phase 2: Exploration
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.
Brainstorming and prioritization by mapping relevance, feasibility and cost effectiveness of concepts.
Phase 3: Intervention
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