Step Into the Future

A Digital Transformation Exhibit

Challenge

EY sought to expand its client base by demonstrating its digital transformation capabilities at a tradeshow. The challenge was to create an immersive experience that would educate and engage potential clients, showcasing EY's expertise in a visually appealing manner. We needed to design an exhibit that would captivate attendees, leaving a lasting impression of EY as a leading innovator in the field.

Role

In this project, I served as the lead experience designer, driving the conceptualizing and execution of the immersive experience. I worked closely with a team of design strategists, project managers and event coordinators to bring this vision to life.

Deliverable

Research Findings and Insights.
Design Direction
Digital Touchscreen Experience
Immersive Exhibit Layout

Outcome

By focusing on user research and designing for engagement, we created an immersive and interactive exhibit that showcased the client's digital transformation process. The exhibit captured the attention of attendees and generated 12+ client sales leads successfully.

Research

We started off this project by gathering comprehensive information about the digital transformation process, identifying a case study to illustrate the transformation process and also the goals and needs of potential clients.

I conducted extensive research on the digital transformation process, its benefits, and its challenges. We decided to use the journey of a mock business called nu-shot, a health profile-driven, customized nutrition drink brand, to further illustrate the digital transformation process.

To gather data on potential clients goals and needs, I engaged EY consultants and project managers. We were able to gather comprehensive and accurate information that formed the basis of the content for the exhibit. This data was then used to create an aggregated persona to better understand our potential clients.

“The research provided a solid foundation for the content of the exhibit. It ensured that we were accurately representing the digital transformation process and nu-shot's journey and that we were addressing the goals and needs of our potential clients."

Concept & Ideation

Next, the goal in this step was to create an engaging layout for the exhibit that would guide the visitor's journey through an immersive story of digital transformation.

I started by sketching out concepts for the layout of the exhibit using Procreate. Along with the team, we ideated on several digital concepts of the exhibit layout, detailing where each screen and interactive experience would be placed, which would not only allow our story to be told but to be experienced.

Bold and vibrant visuals on the outer wall telling a story of a business innovating on the health drink industry utilizing smart devices and data.

Once inside another layer of the innovation process would be told from a high level perspective of all the moving parts in the background that enable a business innovate and grow.

An additional mock up was produced to go into detail the expected experience in each part of the exhibit.

“The initial sketches really helped visualize the space and understand how the different elements would work together to tell a compelling story."

Content Creation

For the projector screens and main touchscreen content, we wanted to create compelling and informative narratives to effectively and seamlessly communicate the benefits and process of digital transformation.

I worked with other design strategists and product managers to edit and format existing EY-produced content, documentation, and messaging for the projector screens and main touchscreen. We chose informative slides about the digital transformation process that was also in sync with Nu-shot's, interactive, digital transformation journey.

“The narratives were compelling and really showcased the benefits of digital transformation. Using existing EY content ensured that our information was accurate and reliable."

Interactive Experience Design

After nailing down the content narratives, we then proceeded to develop the centerpiece of the exhibit, which was the interactive touchscreen experience that referenced a mock business called Nu-Shot, further immersing visitors into the digital transformation process.

I collaborated with the design strategists to design the interactive touchscreen experiences for Nu-shot. I started by sketching the initial concepts in Procreate, outlining the user journey and the key interactions. I then created lo-fi wireframes in figma.

Higher fidelity mockups were produced, and a clickable prototype was built in Figma. Due to compatibility issues, the touchscreen experience would be rebuilt in PowerPoint and presented on the touchscreen displays.

PROTOTYPE LINK

Nu-Shot: Deleted Scene

An early version of the Nu-shot presentation would include a fully interactive, full-body scan at a Nu-shot vending machine, then the syncing process of your current and previous activity history through a fitness/activity tracker.

Due to time and budget constraints, this concept was scrapped.

Coordination & Execution

Finally, to ensure the smooth execution of the exhibit at the innovation summit we worked closely with the event coordinators to ensure that all elements of the exhibit were ready on time and executed smoothly.

I began the process of handing off the visual assets and guidelines to the team, working with the event coordinators to ensure the project was executed correctly.
The exhibit’s final design paid off, generating 12+ client sales leads successfully!

In the final iteration the walls from the initial concept turned into hanging projection screens.

A version of the surface table mentioned in early conversations was turned into multiple touchscreen experiences.

Initially designed and built in figma due to he limitations of the touchscreen software the touchscreen UX was built in powerpoint.

A touchscreen mural display was also present for members of my team to interact with potential clients and dive deeper into the innovation realized concept.

The hanging projection screens would display key concepts of the innovation realized process along with a edited highlight reel advertising the mock brand Nu-Shot.

Instead of one surface table touch screen experience the exhibit ended up having 4 displaying several different interactive case studies.

Conclusion

By conducting thorough research, creating compelling content, and executing the exhibit seamlessly, we demonstrated the power of user-focused design and storytelling. This case study opens up opportunities for further enhancing immersive experiences and expanding EY's presence in the digital transformation market.

What We Learned

We learned the importance of comprehensive research to understand the target audience and their pain points, which ultimately guided our design decisions. Also, we discovered the significance of effective content creation and storytelling.

Opportunities

By staying at the forefront of technological advancements, we can deliver even more innovative and engaging exhibits. For example, instead of touchscreens, we could implement AR technology to enhance the immersive experience.

Final

Through meticulous research, thoughtful conceptualization, content creation, interactive experience design, and seamless coordination and execution, we were able to deliver a digital transformation-focused immersive exhibit.