Dmexco
Setting
DMEXCO is a conference or a meeting place for key players in digital business, marketing, and innovation. It's an event held in Germany that showcases your business to people that are interested in the digital space. It also encourages partnerships on how they can leverage their business by partnering with you.
Challenge
The challenge is to come up with a theme in mind, while designing for a customer-centric experience in both the physical and digital space. Storying telling and showcasing the brand, technology, content, datas, and services that AOL provides.
Goal & Deliverables
Bring awareness to the services that AOL provides and how the business values will benefit clients. In addition, creating a holistic customer centric experience with a design theme that will be used for the physical booth and digital experience.
- • Provide a design system guideline to follow, to maintain consistency and cost efficiency
- • Booth design with customer experience in mind
- • Design interactive screen displaying our brands’ values, benefits and services
Solution
Theme
AOL is constantly evolving and the possibilities are endless, the theme for this event is called Open Up.
Open up the possibilities that are all boxed up with the combination of technology, content, and data
that is ready to use.
The idea was inspired by the popular art movement in Germany called "De Stijl and Minimalist"
- the harmony and order established through reduction of elements to pure geometric forms.
A design element that you'll be seeing applied throughout this project.
Design system
Proper design system is created to help moderate the brand consistency throughout different applications. This enables us to have certain things created in Germany, rather having everything printed and design in America. This will help reduce the cost and time required to complete the project.
Digital Experience
Hypebox is a box with an interactive digital glass screen. It is the main feature wall in the booth, where customers and clients can understand the brands and marketing services that AOL offers. Some of the key points we wanted to highlight were:
- • The tools we offer
- • How we are scaling globally in each services
- • How it works, understanding the technology behind it
- • Programmatic solution
- • Premium content
Wireframes
It was very important for us to have the user flow defined for the digital experience, because we had a lot of different services and data, we had to ensure the information presented was concise and relevant. I worked very closely with the project manager, information architecture specialist, and writer, understanding the constraints and refining on the content was critical for this project. To ensure the interactive screen functions the way we expected, we asked people for feedback by having them experience the wireframes. Iterations were made to help meet people’s mental model, such as how would a user return back to the homepage in the middle of the flow.
Physical Booth Experience
By defining all the entry points of the physical booth, we were able to focus on where to provide the main digital experience for users entering our booth. Messages and design elements on the walls and tables were strategically placed to ensure users entering from the two entrance and our meeting rooms will experience the same vibe and be provided with the right type of information.
