Around English Presentation

8/12/2019 Around English Presentation

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AROUNDIn nova tion of an Italian b2b tradeshow fo r the cre ation of a new visit

experience

By: Irene MurrauTutor: Prof.sa Margherita Pillan


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Preliminary research

what how why


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BEGINNING

internship

experience

05/07

2012


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BEGINNING

25 M CID C V

How could a designer

improve the visit experience?

feedback

creativityautonomy


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WORK STEPS

Research method

based on a continuous

interaction with theactors involved in theexhibition

customeron field

researchorgani-

zers

casestudies

exhibitors

visitors

artdirection

Research and active on-field observation

CONTACT EXPLORATION DIALOGUE


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THE BB TRADE SHOW

single

sector

multi

sector

localenational

POPULAR

CONFERENCE

MARKET

PRIVATE

TRADE-MART

B2B TRADE SHOW

interna-tional


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WHAT IS VISCOM ITALIA

visitorsin 2012

exhibitors countries

Font e: ela bo raz io ni sta ti st ic he ba sa te su son da gg i a cu ra di TN S Ita li a 201 2

25 M CID C V

5904 FIRST-TIMERS5200 FIRST TIMERSfirst in

Italy

creativeexhibi-

tion

interactivelabs


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CASESTUDIES: EUROPE

FespaLondon 2013 DrupaDsseldorf 2012IpexLondon 2014

CULTURE VISITORS INTERACTION

first for

duration

first in

the world

first in

Europe


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Observation/Interviews/Comments

I had to behere...

They shouldinnovatea little

I dont thinkIm gonna go

to Viscom thisyear

MahItsok

PRODUCTS

USERS

CONTACTS

Viscom and Grafitalia:how they can be considereda mirror for each other

CASE STUDY/COMPARISON: GRAFITALIA


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CASE STUDY/COMPARISON: GRAFITALIA

Strengths

Weaknesses

communi-cation

potential

innova-tion

creativity

superfi-

cial frui-

tion

lack of

interacti-

vity

lack of

merchan-

dising

lack of

signageimbalance

disorgani-

zation


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show teach

scattering

inte-raction

discoverTRADE

SINGLE EVENT

PASSIVE FRUITION

THE EVOLUTION OF THE EXH. TOUR

Before After


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THE EVOLUTION OF THE EXH. TOUR

Before After

long times

virtual

SHORT TIMES

TOUCH AND FEEL

To be there is no long necessary.Virtual trade shows are more and more common.


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VISUAL COMMUNICATION EXHIBIT.

Key aspects

perso-nality

materialsknowle-

dgecreativity

touchand feel

Creativityand knowledgeare the basis for designing visual artifacts

+


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Project and strategies


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STAKEHOLDERS DELLA FIERA

REED EXHIBITIONS

VISITORS

EXHIBITORS

CEO MKT IT

specialized un-specialized


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PERSONAS

EXHIBITORS

The enthusiast The disenchanted The stronghold

Creativity andknowledge are the

most important thingfor a project when

theyre shared

Innovations andtechnologies have to

be advertised mostlyto our most authentic

clients

Technical greatnesshas to be empowered

more than the visualpresentation of a

product


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PERSONAS

VISITORS

specialized

The faithful The explorer

The mostimportant thing is

to pursue qualitykeeping expenses

very low

My colleaguesopinions are the

most importantthing when I have

to buy something


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PERSONAS

VISITORS

un-specialized

The creative The student

A deeptechnology

observation offersa lot of interesting

creative inputs

Touchingproducts with my

own hands I candesign in a more

responsible way


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DESIGN GOALS

PRODUCTS KNOWLEDGE

COMPLETE EXPERIENCE

CREATIVE STIMULI

ALL YEAR ROUND RELATION 30 G pre-show 3 G in-show 11M follow-up

un-spe-cializedvisitors

demand generation

all users

thanks to technical innovations

A single way to respond to these goals it doesnt exist:

it has been considered a range of possible solutions.


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STRATEGY

communication

contacts

BRAND

PROD. demand

knowledge

purchase

mon

ey

spaces

investment

investment

investment


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CONCEPT

Augmented

reality

Social presence

increase

Current website

improvement

Editorial

communication

New website

development

In-place

touchscreen

Application

development

normaldiff.

lowdiff.

highdiff.

very highdiff.


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APPLICATION CHOICE

2013

Advertising revenues

2016

+400%11.5 mld $

+45%

Business productivity

Mobile investments

The 54% of babyboomers use a

smartphone in their

shopping habits

In 2014 applicationsdownload will

exceed 7 billions

(extimated)

The 84%of thepopulation couldnt

resist a single day

without smartphone

Economic aspect

Overall tendencies


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EVENTS APPS: CASE STUDIES

General tendencies

Gaps

Analysis of 16case studies

networ-

king

poorUI

interaction

not allyear

round

agenda

nosmart

reccom.

map

NFC/RFID/

QR

gaming

nocloud

profiles

nogeoloca-

tion

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14/16

15/16


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KEY FUNCTIONS

SOCIALIZATION

INTERACTION

ORGANIZATION

CONTENT

MANAGEMENT

TECHNOLOGY

actors

coopera-tion

affinityproximity

all yearround

tutorship

services locatorlive boards

Q&Anewsfeed

interactive maproute

agenda

recommender

messagingvisitors profiles

exhibitors profilesnetworking

switching modeactive boards

portfolios


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APPLICATION PROPOSAL

Viscom Around iOS Application

discover sharing


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APPLICATION PROPOSAL

Viscom Around iOS Application

interaction supportinformation


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COMMENTS AND CONCLUSIONS

The app is apossibile solutionfor implementing the tour experience,considering all users categories without being invasive for organizers

and without changing the present structure of the exhibition.

Future work

UXimprove

ment

morefunctions

prototyping

sponsorresearch

advexpansion

to otherfairs


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Grazie!

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