Clemson World Interactive Screen Experience
About the project
Date:
Mar 15, 2023
Client:
Clemson MarCom
Services:
Experiential UI Design Prototyping
Project Details
The project revolved around designing and developing a prototype using Figma that would seamlessly mimic an interactive website or app without the need for extensive time developing this for a one off festival exhibit. The ClemsonWorld team and I would tailor the contents of several stories around the needs of the unique environment of a large downtown festival booth.
This required thinking through how festival goers would interact with the display as part of the larger exhibit, what sorts of next steps visitors could take, and how to entice people to checking out the display in the first place.
My strategy was to mimic the familiar design of a video streaming platform so users would intuitively know how to use the screen, and then fill each story with elements such as videos, sound, animation, and interactive components to keep them engaged. Each screen then contained a QR code prompting users to subscribe to the magazine or visit its other digital channels, connecting one time visitors stay plugged into future content from ClemsonWorld.
Things I Did
Feasibility testing of using a prototype as a substitute for an app in this way
Art direction and layout design of the display and articles with wireframes and mockups
Created and user tested the final Figma Prototype used in the display
Observed and Assisted at the festival to troubleshoot issues and ideate future improvements to the concept and execution
Results & Observations
Visitors were eager and likely to observe the screen but reluctant to engage personally
The display reliably left positive impressions on those who interacted but few followed through on the other calls to action
A Figma prototype performed with minimal issues throughout the 3-day event and served as a serviceable substitute for a fully developed app.
The display enticed many users to take a physical copy of the magazine from the booth
Users mostly jumped around between the headings, images, and interactive elements without reading paragraph copy
Reduced visibility from bright sunlight and noise from festival attractions created challenges throughout the day
Interaction duration per user was relatively short due to factors such as accompanying small children, proximity to other popular attractions in the booth, and the fast paced browsing friendly nature of the festival
UX strategies for future iterations based on results
The location of the display within the activation should insulate it from detrimental environmental factors like direct sunlight and should take advantage of other exhibits that encourage visitors to linger in one place. For instance placing it next to a children's activity so that the adults can engage with the screen while their kids are enjoying something for them.
The Design of the articles should prioritize distilling each story to scannable content and quick interactions with little paragraph copy. Users should be able to understand the premise of the story within a few seconds of interaction as they are quickly passing through the activation.
The installation would benefit from more clear signage or a dedicated attendant encouraging people to use the display. Many festival goers were reluctant to or unsure if they could approach the display.
