MURAL (2020/2021)
Categories: UX/UI Design, Storytelling, Interactive experience, Digital installation
Role: Creative Direction, Research, Prototyper, UI/UX, Technical Producer.
Project made in collaboration with Jimena Salinas.
DESIGN CHALLENGE
How can we design a remote interactive experience for the participants of FEST_2Ø?
context
FEST_2Ø is the largest innovation festival from Latin America, organized by Intercorp, featuring companies like Spotify, Google, SYPartners, Airbnb, Netflix, Local Projects, Amazon, Warby Parker, IDEO, Globant, and more.
In 2020, the FEST team had the challenge of re-thinking and re-designing the event, considering the current pandemic and the remote work. Under these circumstances, we had the opportunity to create an interactive and digital experience that could complement the regular agenda of the event, and reaching out to more than 10,000 guests.
the mural: a space to reflect
The “Mural” was an experiment we created to increase the engagement of participants to the event, as well as to give them a space to reflect on the themes of the event.
Some of the needs we identified:
“I want to feel heard and know that my opinion matters.”
“I want to learn more about what I’ve heard and seen in the event.”
“I want to be part of something that brings me back to this moment we are living.”
“I want to feel that I was part of FEST_2Ø.”
Participants could connect to each other thought the reflexions they would share, having the Mural as a safe space to share intimate experiences about happiness, reconnection and resilience in one of the hardest years. Some of the prompts we used for this: “Who has been your hero in the last year?” or “What have you discovered about yourself in the last year?”. The Mural could be visited throughout the 3 days that the event lasted, during the streaming hours and outside of them. Most of our visits came through Desktops.
design process
Our priority for this was to serve as a complement of the event’s livestream and not compete with it. We complemented the themes of the talks and the main themes of the day by offering:
Asking the participants daily questions related to the themes of the Agenda.
Sharing daily recommendations from the FEST Team
Sharing additional recommendation from the speakers.
The visual style was designed in hand with the oficial visual identity of the event, from the colors, the shapes and typographies.
design principles
We can summarize them as follows:
Content: Clear and relevant and updated every day, in order for it to contribute to the participant’s experience.
In relationship with the official Agenda: Content needs to respond and complement the topics that we addressed every day of the event.
Constant feedback: between the MC of the event and the updates on the Mural. The MC wold be the one doing the “call to action” for participants to engage in this platform.
The experience: The Mural was designed for it to be explored before, during and after the livestream.
A visual memory of FEST_20, created throughout the days by the participants.
SOME LEARNINGS
Despite the agenda and main talks that are part of the event, there is a need for the creation of interactive experiences for users to feel heard, as well as to engage them more in remote events like this.
Designing a digital experience is not just about copy-pasting a physical one and bring it to a digital environment. The creation process needs to be different.
Users need time to share their reflections. Most of them take some time before they are willing to share them. It’s important to consider this when designing the interaction.
The biggest challenge was to simplify the experience, and at the same time, to create value for the user.
There are different types of users that participate in an event like FEST, and they are all looking for different things by doing it. When you design an experiment like el Mural, the key is to select one of these types of users and try to optimize all features for them. In the case of the Mural, we had to think about the users that are willing to actively share what they think.
Créditos:
Tech Lead: Christian Bedón
Front-end & Back-end Dev: Altimea
Avatar Designs: Alex Guimaray
FEST Lead: Fiorella Diez
Support team La Victoria Lab: Karla Ruiz, Rebeca Morimoto & Alfonso Orbegoso