SD 360 Event Plan

FOUNDATIONS OF THE FUTURE

Fresh ideas start here.

Welcome to SD 360Âş.

In almost any industry of tomorrow, we know that Innovation technology and the wellbeing of your user will mean everything to your brand. Consumers are demanding more, so it must be our job to always be one step ahead.

Service Design 360Âş is that next step.

On October 2020, we’ll show you how Service Design is changing the game of your business, your start-up, your career, and your life. Service

design is practiced differently in the worlds of business, technology, and hospitality. However, there are main principles that all these industries share in common. As an international event designed for any young professional or aspiring creator of tomorrow, we will delve into these themes through insightful keynote presentations and in-depth case studies given by veterans from Spotify, Adobe, Muji and more.

SERVICE DESIGN

Our goal is to educate people about the potential of Service Design principles in their businesses. We aim to do so for young professionals by designing and creating the SD 360 EVENT, and we also want to do so for the general public through the EXHIBITION.

EVENT

EXHIBITION

Through our concept, we want to promote the education and culture of service design. We have decided to create our event through two main components.

Our goal is to plan a museum-located conference in the Museo Universidad de Navarra that will cater to career-driven students and young professionals who are interested to see how service design can be practically applied in a variety

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of disciplines.

IMPACTFUL INNOVATION We invite attendees to look at their future ventures and business decisions to gear towards innovation for an impact greater than a return of investment. How do we measure impact? How can we use the tools of today to innovate into the future? What is a way of thinking or working to do so? These are the driving questions that will cover this aspect of the conference.

SOCIALLY-DESIGNED TECHNOLOGY We will also focus on tapping into the market through digital touchpoints and technologically driven ecosystems that open other channels and phases for people to interact with oneÕsproduct or service in a unique and creative way.

Can artificial intelligence and metrics design a better experience? What is the big deal with Graphic User Interface? How do we design an offline experience, digitally? These are the driving questions that will cover this aspect of the conference.

WELLBEING AT THE CENTER We will also encourage the audience to never disregard the needs, emotions, experience and overall wellbeing of all stakeholders)involved in their product or service development. In a new generation of consumers, itÕsimportant to offer one an experience that makes them feel fulfilled and better. What story am I trying to personally communicate with the user? How do we create mindful design?

L D AL DESIGNE TE D CI LLY T C E OCIA C O

Y DESIGNE

SD 360ยบ Speakers DAVID KELLEY HARTMUT ESSLINGER TYLER BRULE ILSE CRAWFORD

Rochelle King Jason Mayden Mark Randall Es Devlin Kat Holmes Adam Neumann Naoto Fukasawa

* See SD 360 Notebook for more detailed information on speakers.

SPEAKERS INVITED: DAY 1

SPEAKERS INVITED: DAY 2

REGISTRATION

CASE STUDIES

The registration opening will give people a window in order for

These will be more centralized classes on specific topics given

them to arrive on time. Upon registration, they will be led to an open space where we will be serving coffee and small pastries where people will be able to network, chill out, or read through some event material that we will be distributing.

by professionals from different fields and companies. Users will be split according to the class of their choice or preference.

OPENING REMARKS

OPEN PANEL AND ROUNTABLE DISCUSSION

The opening remarks will be given by the host or moderator of

This is a new take on the conference by allowing people to

the event who will set the mood, start with some icebreakers

throw in questions or ideas to a selected number of

and introduce the first speaker of the day

professionals involved in different industries. This way the

KEYNOTE SPEAKERS Specific keynote speakers will then begin both days. Each will be given 30-40 minutes to talk about their topics.

COFFEE BREAK AND NETWORKING A break in between the keynote speakers and the case studies that will allow the audience to stretch a bit, move around,

discussions will be more candid, more raw and real.

FINAL LECTURE This is a way to gather everyone back to the auditorium for a final concluding message. On the first day, it will be conducted by ES DEVLIN for the exhibiton pre-opening press conference.

network, take some coffee, or interact with the booths placed outside representing sponsors.

AFTER PARTY

INTERACTIVE BOOTHS

The after party planned by the event will be after the final

Outside the auditorium and classrooms, we will have a few booths set up by our premium sponsors. These booths will be immersive and interactive, giving attendees the opportunity to learn more about the company in relation to the topics of the event as a whole. The design and activity of the booth is entirely up to the sponsorÕs decision.

event on the second day. We will be giving attendees the opportunity to wind down, network, interact with speakers and sponors, and most importantly have a good time. There will be free flowing drinks, good tapas-style food, and a DJ playing mellow electronic music to keep a good vibe. .

WHO’S COMING?

WHY THIS VENUE?

We want to have attendees who fit the profile of career-driven, innovative, hardworking, forward-thinking and achievers in their own professional fields. We are also catering to students whose fields intersect with our main topics. While our event is available to anyone who is willing to purchase the ticket and make the trip to the University of Navarra, we want to cater to undergraduate students and young professionals.

We believe that the university’s museum is an excellent location for our event for a variety of reasons. These include but are not limited to, gathering more students to attend the event, being able to speak directly with the personnel and administration of the museum (for research and fieldwork), being able to find and source affordable and nearby accommodations for guests and speakers, and for positively publicizing the school and the city itself. Apart from that, the provided spaces in the museum are perfect to avoid any form of capacity issues.

Workshops +1 Floor

Register Ground Floor Auditorium Ground Floor Cocktail Terrace Reception Ground Floor

UNIVERSITY OF NAVARRE MUSEUM

Exhibition Rooms -1 Floor

Calle Universidad, 2-058, 31009

Room 1

Pamplona, Navarra

-1 Floor

WHY THIS VENUE? For the venue we chose a place according to one of the emerging design schools of Pamplona: The Museum of the University of Navarra.

Through our market analysis and our personal customer journey of SDD, we decided that this would be the best location because it includes the necessary commodities to host our event, which are:

- An auditorium with a capacity of almost 700 people - Classrooms of 90 people and a workshop of 120 for possible meetings, workshops, case studies - Its own catering service that provides any type of service according to the event furthermore, exhibition rooms prepared for both permanent and temporary collections.

Around our venue, there is a variety of accommodations, transports and social zones for any preferences. These are intended to be marked on a map of our application or website as a part of an integrative city guide.

As mentioned before, the museum counts with its own catering and besides, a restaurant apart. For this occasion we’ve opted for a cocktail menu which allow us the networking flow at lunch time, the interaction among guests and a wide range of dishes.

We believe that the university’s museum is an excellent location for our event for a variety of reasons. These include but are not limited to, gathering more students to attend the event, being able to speak directly with the personnel and administration of the museum (for research and fieldwork), being able to find and source affordable and nearby accommodations for guests and speakers, and for positively publicizing the school and the city itself. Apart from that, the provided spaces in the museum are perfect to avoid any form of capacity issues.

SERVICE DESIGN

Actor : Stella Pangilinan (Student Attendee)

Stages

Attending of Event

Aquisition

Awareness

Consideration

Purchase

Goes online searching for cool events, summer courses, immersive events

Signs up for news and updates to see if the event is worth going to. Wants to know if it’s worth the price. Will compare with other possible events or experiences

Is sold entirely by the marketing, the list of speakers, and the proximity of the location.

Realizes that they are doing a partnership with the University. Contacts the uni for possible discounts or coverage.

Finds that SD360 is associated with top design blogs and publications (including Monocle)

Steps

Post-Service

Service

Pre-Service

Receives a friendly welcome kit/package, is super excited for the event, has a countdown, downloads the event application, reads up on the speakers

Loyalty

Attends the event, is present to all her favorite keynote presentations, makes new friends, strikes a conversation with Naoto Fukasawa, attends the exhibit opening, interacts with the booths, gains the full experience for both whole days.

Experience is shared with friends on Social Media, Stella receives a certificate and giveaway goodies that will always make her remember the event. The merchandise is well designed, so Stella decides to keep them as artifacts of her experience.

Physical Evidences Location

Touchpoints Emotional Journey

Actual wesbite or landing Page

Other online Google searches, info- social media smart ads (competitors as well)

Newsletter Content Social Media

Shopping Cart Paid Service Providers Form Login/ Registration

Welcome Kit Thank you Page to mitigate Order Confirmation the “Waiting Game” Invoice / Bill

Keynote Speakers Event attendance, Case Studies event kit Roundtable Discussions

Interactive Booths Exhibition Afterparties

Email Newsletter Cert. of Attendance

Word of Mouth Social Media Giveaways

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Issues

Solutions

Thinking of plans for the summer, very hopeful

Looking through top design blogs, articles and publications

Market the event through known platforms in the industry (Medium, dezeen, designboom, etc.) in order to attract a certain group

Variety of similar events, is it really worth the money and the trip? Is this a trustworthy event and organizer?

An online customer Good and unique brand identity, visual image and service/chat should be content creation that taps added, where they can answer questions at the into desired market exact moment.

Transaction is processed

Option to keep up with news and updates to see if the event is worth the money

Logistics complications

The Waiting Game (User needs to wait til event, need to build anticipation)

Send in a nicely Give users a Collaborate with an experienced courier variety of options designed and curated company that can to pay apart from welcome kit that acts as a form of briefing for credit cards give us good rates (Paypal, Amazon, the client, makes them excited about the event ApplePay)

Stay active on social media, emailing newslettersa and other forms of marketing to “spread the word”

Feeling out of place in the event, doesn’t know what to do

Seamless registration, self explainable way-finding, friendly staff, APP that is friendly and helps them

Interactive booths Event kit that and networking provides attendees breaks with relevant information about the event

Wants to remember the event

Bespoke giveaway gift ( their own customer journey illustrated, based on feedback)

Good giveaways

PRODUCTS AND SERVICES Through our value proposition canvases, we were able to define the pains and gains of relevant stakeholders, which allowed us to craft our programme and the products and services that went alongside it. These led to the creation of

Our Branding

Event Website

As we were designing our brand’s identity,we always had to

Apart from the user interface of the phone, we made a

take into consideration what our main audience was looking

prototype for the website as well, which would act as a

for. We were targetting young career-driven individuals, so

very important landing page for any potential attendee

we wanted to create something fresh, energetic, but also

who discovers about the conference online. It is also

professional. This visual identity conveys the personality of our

where users can easily facilitate transactions for tickets

invent as portrayed through the personality tool

or read up on news or updates.

Registration Kiosk

Event Mobile Application

One problem that we encountered during the Service Design

The event mobile application will be an integral part

Days event in Barcelona was the line for registration. Given

of an attendee’s customer journey as it will guide them

that the museum of the University isn’t that big, we thought

through the event in a seamless and non-obstructive

of ways to mitigate long lines in the registration space. We

way. Our idea was to design a “digital buddy” for any

decided to design these kiosks that would easily scan and

of the attendees that they could rely on for updates,

print people’s digital tickets.

news or even a cab.

SERVICE DESIGN 360Ëš AN INTERACTIVE CONFERENCE AND OPEN EXHIBITION

story.

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Our goal is to talk about how Service Design is changing the game of

of Investments, and understanding the personal journey of any other

your businesss, of your start-up, of your career, and of your life. There is

customer through different channels and touchpoints. Service Desgin

a new revolution in the business world. Consumers are getting smarter,

360 wants to cater to all types of learners, which is why we will offer a

consumers are becoming more entitled, and sooner or later their

variety of interactive sessions and activities that will serve multipurpouse

individual personal experiences with your product or service will mean

goals. We will also be opening a temporary exhibition in the selected

everything to your brand. We present to you Service Design 101: a series

museum as a reflection of the sessions and events that we are going to

of keynote presentations and workshops and classes that will introduce

have. Through this exhibition, we invite the general public to observe

new ideas about your workplace and the role of the industry in the

and experience a physical manifestation of our conference, where they

center. We will focus on enhacing customer experiences, sealing Return

can learn and ineract with the ideas of the speakers we plan to invite.

Typo graphy

FOUNDATIONS OF THE FUTURE

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Color Palette # 1D1C2F

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# B5CDB9

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Icons & Illustration

Color Palette

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Main Menu The main menu of our website must do two very significant things: one is to entice the user into the creative energy and personality of the event, and the next is to inform them automatically that it is an event that will take place in some point in time. The colors have to call the attention of ANY possible website visitor as well. (However, our brand personality caters particularly to younger professionals)

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About the Event As the user scrolls, there will be instant information of what the event is about. Reducing text, use interactive GIFs or images, videos or animations in order to keep the momentum of the website’s excitement.

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Speakers

Most of the people we surveyed, including our team, said that the value of an event is seen by the speakers invited and the themes they discuss. The main selling point of SD360 is its multi-faceted collection of veteran speakers who are professionally skilled in leading brands of the design/service design/UX industry.

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Programme Users will be able to see the schedules for both days, allowing them to visualize what their experience may be like if they plan to attend. Our goal is to minimize the amount of information on this section to prevent people from reading and “thinking” too much.

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About the Venue We must think of a way to entice visitors into the city of Pamplona as it is not a city as big as Madrid. This feature will have a map, city guide and interactive visuals that describe the city.

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About the Exhibit The exhibit should be marketed as the manifestation of the ideas of the event. The exhibit is what makes our event special, as we will give attendees and the general public the opportunity to see our event “come to life”. This section will provide some information on the installations and what they focus on

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News and Updates News and updates will be filled with interesting articles on the speakers and the topics they are going to present. This will also include updates on the event itself, highlighting important information and significant detaisl.

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Purchase This portion is where visitors of the wesbite can view information on tickets and purchase their own tickets according to their preference. There will be leading pages to solicit the transaction and the opportunity for people to customize their profiles post-purchase.

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Sponsors This portion of the website will allow people to see the sponsors aligned with our event.

This way, they will see our event’s professionalism, or even opt to apply to be a sponsor.

Sponsor Options Apply for Sponsorship

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General Information & Reminders This portion will take in the form of an banner or “friendly notification” for making important announcements or reminders for all users of the event. For effectiveness, it will be fixed on the top header of the application where it will be first seen. This will be extremely useful should there be a change of location in the event, a safety hazard, or missing items, without repetitive announcements on a microphone.

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Programme Users will be able to see the schedules for both days. There will also be an option for them to “turn on friendly notifications” that remind them of upcoming case studies or call times for other events.

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Speakers Users will be able to read up on the speakers for both days. It will come in the form of a directory that will have more information and details on the speakers and their topics of discussion.

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About the Venue This feature will allow users to visualize where they are. It will also give them the opportunity to know more about the museum (event venue) and about the city of Pamplona and other nearby locations for travel.

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Feedback With the Feedback feature, users should be able to give their comments and ratings on certain segments of the event. This feature will not only allow us to give users an immersive experience in our exhibit, but it will also give us responsive data on what we did well or not as an organization. Feedback will be asked of through friendly notifications, however, users will be able to “push it back to later” just in case.

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Booths (Activities) A part of our event is the ability to interact with selected sponsor booths. Our idea is to integrate the application with other fun activities that the users are free to experience through the sponsor booths that will be situated in the halls of the museum.

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Book Cabs One problem that most people will have is being able to call a cab, as the system in Pamplona is not as friendly to those who speak English. Our goal is to make it easier for anyone to call a cab wherever they are, using their location services.

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Sponsors In this directory feature, users will be able to read up on the sponsors of the event and how their causes contribute to the advocacy of SD 360. To make the information more interesting for the users, our idea is to give them discount codes, some freebies, and exclusive features that have to do with our sponsors. (Gift raffle)

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Notes This feature will allow users to take down notes on whatever they find interesting in the event.

Welcome Kit : SD 360 ยบ

Event Kit The Event kit is what the attendee receives upon entering the venue. This event kit includes a tote bag, a notebook, pen, and lanyard with ID to help the attendee have the best possible experience at the event.

Welcome Kit After any purchase online, especially for an event, there is what many users call “the waiting game”. This is the long interval between the user and their actual interaction with the product or service. In order to mitigate the “waiting time”, our goal is to send out friendly welcome kits that welcome the attendee into the community. The welcome kit includes a variety of products that are meant to excite the attendee about the event.

SPONSORS Service Design 360 a ims to acquire a multi-faceted variety of s ponsors who represent t he goals, values and spirit of the event.

For us, it is important that there is a mutual benefit and exchange of positivity between us and our stakeholders.

Our s ponsors are comprised of people, companies, brands and organizations who aim to spark change, stay ahead o f the game, and most importantly v alue t heir clients.

Even if we are targetting big sponsors for this event, we would also like to u se this opportunity t o let s maller brands step u p in the i ndustry and g ive them a good spotlight in the industry.

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FRIENDLY

PROFESSIONAL

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SPONTANEOUS

CAREFUL THINKING

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HIGH TECH/MODERN

TRADITIONAL

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CUTTING EDGE

ESTABLISHED

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FUN

SERIOUS

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ACCESSIBLE TO ALL

EXCLUSIVE

Pentagram

Pentagram is one of the biggest design studios in the industry. Being able to tackle a wide variety of clients, versatility is their strength. SD101 aims to find the similar balance in order to cater to a wider audience and create an overall better event.

Monocle

Monocle is a brand run by Tyler BruleĂŠ that focuses primarily on hopsitality, travel, business and design for the wellbeing of the individual.

The publication/company focuses entirely on the details that give people a truly authentic and quality experience. There must be attention to detail.

Muji’s design philosophy is almost paradoxical. It is an innovative brand by providing users with exactly what they need through a product that is reduced to its purest form. Their goal is to create products that solve day-to-day needs with solutions that derive from our human nature.

Muji

Frog

Frog is a highly established design firm that focuses on creating the best solution for a specific problem. However,while it is very established, it is still able to make a name for itself in the design industry with their innovative projects and collaborations with other cmpanies.

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Adobe

Adobe is a very serious application that was created with serious goals.

However, in its nature, it is a tool that is designed for its users to unelash their creativity and manipulate visuals in an optimal level. This balance of fun and seriousness is integral to giving people a valuable experience.

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Spotify

Spotify is easily accessible to anyone but still offers premium services for those who pay. In the same sense, we want to invite people from different disciplines, but people with similar goals who are willing to pay the price.

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Costs

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SPACE Rooms AUDITORIUM: 4.000€ + IVA (DAY) + 2.000€ assembly ROOM 1: 900 + IVA (DAY) // 590 + IVA (HALF DAY) ROOM 2: 600 + IVA (DAY) // 390 + IVA (HALF DAY) WORKSHOP: 500 + IVA (DAY)

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Computer € 30 h 3p 10h Total for 2 days € 1,800 Hostesses Students of the university 2 shifts of 6p for 7 € h Total € 840 for two days Photographer 4 photographers € 15 h 5h each = € 300 Total

Auditorium x 2 days = 8.000€ Rooms x 2 days = 1.800 + 1.200 = 3.000€ Workshop x 2 days = 1.000€ TOTAL, 12.000 €

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Translators 2 days for 5h € 1,100

CATERING

Tourist Guide for speakers € 25 x 48h = Total € 1,200

22 x 250 = 5.500 x 2 days = 11.000€ 10 savory treats and 2 sweets per person ... 22 euros / person

TOTAL PERSONAL: 9.680€

FLIGHTS 11 Speakers with one companion each of them TOTAL BUSINESS = 51.810€ TOTAL ECONOMIC = 17.340€ AVION MADRID PAMPLONA Round trip 100, 200x11 = € 2,200 total

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Security First day: Security 6p x 12 € h (10h) Total 720 € Second day: Security 6p x12 € h (10h) Total 720 € Waiters + cleaning Waiters: 13p x 10 € h x2 = Total 2 days 2,600 € Cleaning: 2 people per day throughout the day 4p x 10 € h x20h = Total two days 400 €

Exhibition IT ALSO DEPENDS ON THE TYPO OF BRACKETS DISTINCTIVE PRICES For the university For third persons Others: Graphic Material : 500€

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PERSONAL

ACCOMMODATION Hotel Reino de Navarra Suite for 2 people accommodation + breakfast € 352 x 11 (n guests) = € 3,872

SPEAKER 11 professional speakers TOTAL = 210.000€

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SPONSORSHIP MONEY GIVEN Sponsors: 3 x € 30,000 = € 90,000 2 x € 20,000 = € 40,000 1 x € 15,000 = € 15,000 1 x € 10,000 = € 10,000 1 x € 5,000 = € 5,000 1 x € 3,000 = € 3,000 € 163,000 TOTAL

TICKETS Option 1 Tickets € 600 Earnings per ticket 47,752 TOTAL = € 11,938 GAIN FOR THE 4 Option 2 Tickets for € 460 Earnings per ticket 45,632 TOTAL = € 11,408 GAIN FOR THE 4

Provisional Timeline Primary Planning Phase

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

Evaluation of Tools & Methods used.

EVALUATION OF TOOLS AND METHODS USED Phase 1: Research Phase 2: Prototyping Phase 1: Customer Journeys We did a wide variety of realistic and hypothetical customer journeys throughout this process in order to identify needs we didn’t see before and find ways to mitigate potential problems in a user’s overall experience with the product, brand or service. The best part of creating a customer journey was graphing a user’s emotional journey through each “step” of a specific process. This

Phase 1, Phase 2: Personality Tool (2) way, we were able to focus on their “sad points”, where we asked: how can we create a service or product that can we improve this user’s emotional journey?

Possible improvements: Define the steps more precisely or design customer journeys hand in hand with conducted interviews

Phase 1, Phase 2: Market Analysis (3) We did 3 market research reports: one on different Service Design events, the second on their websites and content, and the third one is a mini-market analysis of mobile applications of conferences. This tool allowed us to explore how certain things are already being done by our potential “competitors”, and to see which features apply to our concept or not. The market research allows

us to define the “standard” of the services we want to design. It can act as a criterion for the bare minimum of what our services require.

Possible improvements: Create more comprehensive market analysis with more data, try and take a more thorough look into deeper insights (focusing on information that isn’t so obvious)

The personality tool is very important when it comes to defining a visual or brand identity. Our personality tool helped us create our concept and identity, which was the central point of almost every decision we made in regards to the event. Were able to choose speakers, activities, and ideas that would match our concept’s “identity” and “personality”, making

our whole project and statement very cohesive. Furthermore, the personality tool also helped us define our “sponsor list”, as it allowed us to align our event’s spirit and values with that of other companies.

Possible improvements: Incorporate more adjectives to define the “personality”

Phase 1 : Templates used for interviewing Interviewing (individuals and in groups) was very helpful for us because it gave us individual perspectives that helped us overlook major loopholes with the project. For example, it was through our group interview with professors Santos and Daniel in which we realized our event was targeting the wrong market. This was a pivotal turn in the research process of our group as we

were able to understand other points of view that we overlooked.

Possible improvements: Conduct more group interviews (which proved to be very useful and helpful for us) and ask questions that may spark more interesting discussions and *possible* arguments to discover more loopholes or unique perspectivevs

Phase 1, Phase 2 : Survey Templates (2) Given our limited time and resources to conduct enough interviews, we were able to distribute two surveys that would teach us a lot about what people wanted out of our event. Through the survey, we were able to make big decisions through the information and data that we gathered. The first survey focused on the concept development of the event.

The second survey was a feedback evaluation of our brand identity and

programme. This proved to be very useful as it gave us actual insight into how we could strategically plan and revise our ideas for the event.

Possible improvements: Create a survey for feedback for every major change in the design process for rapid feedback -- a way of keeping in touch with what “the market” wants (similar to that of the design sprint where feedback is iterative and constant), get more responses

Phase 1 : Personas Template (10 ) The personas template works almost hand-in-hand with the personality tool. It allowed us to identify our different targets in both guests and potential speakers. With limited information, we were able to singlehandedly pinpoint possible needs that would help us design a better overall experience. The personas template allowed us to “get to know”

these relevant stakeholders.

Possible improvements: Similar to that of the stakeholder’s map, consult with actual people of personas for more accurate information

Phase 1 : Exploratory Research (2) Phase 1 : Stakeholders Map / Value Network Map It is important to know and take into consideration all the entities involved in the planning and development of projects such as these. This hypothetical investigation allowed us to evaluate our concept through different points of views. Through the stakeholders and value network map, we were able to bridge gaps that allowed us to make connections we didn’t see at the beginning.

Possible improvements: Consult with actual people who would hypothetically act as stakeholders so the information relayed is more validated and accurate

We were able to conduct exploratory research by attending two very important events that helped us develop deeper into this project.

These events were Service Design Days in Barcelona, and Taking Off: Jornada Creativa in our intended location, the museum of UNAV. In fact, we were lucky enough that Stella was involved with the core team of those who planned the event in the musuem. These valuable experiences allowed us to gain more contextual background information

that addressed many of our research questions. From this exploratory research, we were able to generate possible “hypotheses” on how to design a better event. We weighed the pros and cons of each of the events and also created a customer journey. This research method also set various standards for us in the process of prototyping.

Possible improvements: Post attendance synthesize the information better and create more concrete conclusions that will help throughout the design process

Phase 2 : Prototyping Methods It is important to know and take into consideration all the entities involved in the planning and development of projects such as th Through prototyping, we were able to test various ideas that we had for the products and services to enhance the overall experience of the attendees.

Branding - we created a variety of kits (welcome kit and event kit) that fit with the personality of our event in a young, energetic, mindful and friendly way.

Models- In order to understand our location better, we chose four main key spaces of the museum and created miniature 3D models of

them. In these models, we highlighted how we expect the general flow of people to be. The spaces we decided to analyze were the registration, workshop, outdoor terrace, and exposition spaces.

Phone application - we created various possible options for the graphic user interface of the mobile application that would function perfectly hand in hand with the event. We defined its wireframe and its features extensively according to different needs that we identified through the value proposition map.

In addition, we also used a mini market analysis to develop certain features for the application.

Phase 1, Phase 2 : Value Proposition Map With the support of this tool, we discovered what our relevant stakeholders (student, professionals, sponsors) need and want within their different necessities. The final list of services and products that we created (in line with the branding and the whole event experience) were mostly derived from the “gain creators” and “pain relievers”, which were adapted to the different personas in order to accomplish their different possible

expectations.

Possible improvements: Conduct interviews to validate the information (avoid generalizing possible needs), create more value maps for more stakeholders

Website - apart from the user interface of the phone, we made a prototype for the website as well, which would act as a very important landing page for any potential attendee who discovers about the conference online. Similar to the prototyping and design process of the application, we created a wireframe and thoroughly defined its features according to needs we discovered through the value proposition map. A mini-market analysis was conducted as well to develop more features for the website.

Possible improvements: Create more working prototypes ahead

of time, get feedback as soon as possible, have random users who have nothing to do with the product go through a test run of the actual prototype This hypothetical investigation allowed us to evaluate our concept through different points of views. Through the stakeholders and value network map, we were able to bridge gaps that allowed us to make connections we didn’t see at the beginning.

Possible improvements: Consult with actual people who would hypothetically act as stakeholders so the information relayed is more validated and accurate