around english presentation
TRANSCRIPT
-
8/12/2019 Around English Presentation
1/28
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
-
8/12/2019 Around English Presentation
2/28
Preliminary research
what how why
-
8/12/2019 Around English Presentation
3/28
BEGINNING
internship
experience
05/07
2012
-
8/12/2019 Around English Presentation
4/28
BEGINNING
25 M CID C V
How could a designer
improve the visit experience?
feedback
creativityautonomy
-
8/12/2019 Around English Presentation
5/28
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
-
8/12/2019 Around English Presentation
6/28
THE BB TRADE SHOW
single
sector
multi
sector
localenational
POPULAR
CONFERENCE
MARKET
PRIVATE
TRADE-MART
B2B TRADE SHOW
interna-tional
-
8/12/2019 Around English Presentation
7/28
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
-
8/12/2019 Around English Presentation
8/28
CASESTUDIES: EUROPE
FespaLondon 2013 DrupaDsseldorf 2012IpexLondon 2014
CULTURE VISITORS INTERACTION
first for
duration
first in
the world
first in
Europe
-
8/12/2019 Around English Presentation
9/28
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
-
8/12/2019 Around English Presentation
10/28
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
-
8/12/2019 Around English Presentation
11/28
show teach
scattering
inte-raction
discoverTRADE
SINGLE EVENT
PASSIVE FRUITION
THE EVOLUTION OF THE EXH. TOUR
Before After
-
8/12/2019 Around English Presentation
12/28
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.
-
8/12/2019 Around English Presentation
13/28
VISUAL COMMUNICATION EXHIBIT.
Key aspects
perso-nality
materialsknowle-
dgecreativity
touchand feel
Creativityand knowledgeare the basis for designing visual artifacts
+
-
8/12/2019 Around English Presentation
14/28
Project and strategies
-
8/12/2019 Around English Presentation
15/28
STAKEHOLDERS DELLA FIERA
REED EXHIBITIONS
VISITORS
EXHIBITORS
CEO MKT IT
specialized un-specialized
-
8/12/2019 Around English Presentation
16/28
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
-
8/12/2019 Around English Presentation
17/28
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
-
8/12/2019 Around English Presentation
18/28
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
-
8/12/2019 Around English Presentation
19/28
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.
-
8/12/2019 Around English Presentation
20/28
STRATEGY
communication
contacts
BRAND
PROD. demand
knowledge
purchase
mon
ey
spaces
investment
investment
investment
-
8/12/2019 Around English Presentation
21/28
CONCEPT
Augmented
reality
Social presence
increase
Current website
improvement
Editorial
communication
New website
development
In-place
touchscreen
Application
development
normaldiff.
lowdiff.
highdiff.
very highdiff.
-
8/12/2019 Around English Presentation
22/28
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
-
8/12/2019 Around English Presentation
23/28
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
10/16
9/16
10/16
15/16
14/16
15/16
16/16
15/16
7/16
15/16
14/16
15/16
-
8/12/2019 Around English Presentation
24/28
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
-
8/12/2019 Around English Presentation
25/28
APPLICATION PROPOSAL
Viscom Around iOS Application
discover sharing
-
8/12/2019 Around English Presentation
26/28
APPLICATION PROPOSAL
Viscom Around iOS Application
interaction supportinformation
-
8/12/2019 Around English Presentation
27/28
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
-
8/12/2019 Around English Presentation
28/28
Grazie!