CASE STUDY

PROJECT: Siemens Healthineers Biograph & xSPECT Product Presentations

AGENCY: Wizdom Media

BACKGROUND: Siemens Healthineers, the medical division of Siemens AG, is headquartered in Munich, Germany. The U.S. division is located in Malvern, PA.

Expanding on 2015's product (see the Siemens Interactive Part 1), a series of interactive presentations for SNMMI 2016 were requested. These new presentations would merge the Scientific Literature library, the Clinical Cases PowerPoint presentations, with interactive and traditional marketing.

CHALLENGES: Three presentations would need to be created, and reside by their respective systems on the show floor. The overall concept was to display each family of systems in a group shot, called the “family photo”. Within each family photo, individual system photos would then be selectable and the user could view the various artifacts related to that system. Additionally, all the systems within a family had to be accessible as well.

PHOTOGRAPHY

1. None of the product lines had ever been photographed as a group, so a “family photo” did not exist
2. The availability of product photos in the angles needed were very limited, and in some cases, nonexistent
3. 3D renderings of systems could not be used with actual system photos
4. A photo shoot was not possible at that time
5. The family photo would need to be composited in Photoshop

PRODUCT UPDATES

1. The shopping cart experience was abandoned, collateral would now be emailed directly to user via a badge swipe by a helper attendant
2. Thumbnails were to be replaced with icons to specify whether an artifact was “interactive”, a “white paper”, a “brochure” and so
3. The Symbia presentation would be one presentation divided into two, with both segments available at each location
4. The product would now be horizontally orientated, instead of portrait

DELIVERABLES:

1. Information Architecture Flowchart
2. UI & App Graphic Skins
3. Family Photo Composite Image

RESULTS: The Biograph family and the Symbia family presentations, were a huge success on-site and reused throughout the year at multiple shows, foreign and domestic, leading to increased lead generation.

EPILOGUE: In 2018 guidelines had changed so it was requested the presentations be pared down and simplified, and the Family photo concept was to be discarded. The user would now engage directly with the main category page. The stakeholders were very happy with the results and this presentation was reused domestically and internationally all year.

HIGHLIGHT: Elements of my design became part of the new branding guidelines for interactive presentations!