Back
Back
Beyond the Booth
Beyond the Booth
Less is more
Less is more
Less is more
Less is more
a Design Exploration
a Design Exploration
a Design Exploration
a Design Exploration
What is the one thing you've gotta keep in an event?
What is the one thing you've gotta keep in an event?
What is the one thing you've gotta keep in an event?
What is the one thing you've gotta keep in an event?
What is the one thing you've gotta keep in an event?
Fall 2023 | Finarkein Analytics
Fall 2023 | Finarkein Analytics
Sr. Experience Designer
Sr. Experience Designer
Sr. Experience Designer
Team : Pallavi Borkar, Rajan Palai
Team : Pallavi Borkar, Rajan Palai
Team : Pallavi Borkar, Rajan Palai
Timeline: 2 Weeks
Timeline: 2 Weeks
Timeline: 2 Weeks
Skills
Skills
Skills
Design Research
Design Research
Design Research
Critical Thinking
Critical Thinking
Critical Thinking
Business Acumen
Business Acumen
Business Acumen
Interaction Design
Interaction Design
Interaction Design
Concept Development
Concept Development
Concept Development
Ideation
Ideation
Ideation
Emerging Technology Exploration (AR)
Emerging Technology Exploration (AR)
Emerging Technology Exploration (AR)
Methods
Methods
Methods
Observational Research
Observational Research
Observational Research
Insight Synthesis
Insight Synthesis
Insight Synthesis
Experience Flow Mapping
Experience Flow Mapping
Experience Flow Mapping
Scenario-Based Design
Scenario-Based Design
Scenario-Based Design
Experiential Prototyping
Experiential Prototyping
Experiential Prototyping
Overview
Overview
Overview
Global FinTech Fest (GFF) is one of the world’s largest fintech gatherings, bringing together 65,000+ attendees from 100+ countries in 2023 at the Jio World Convention Centre. It’s a high-energy, high-noise setting where brands compete for attention in seconds.
Global FinTech Fest (GFF) is one of the world’s largest fintech gatherings, bringing together 65,000+ attendees from 100+ countries in 2023 at the Jio World Convention Centre. It’s a high-energy, high-noise setting where brands compete for attention in seconds.
Global FinTech Fest (GFF) is one of the world’s largest fintech gatherings, bringing together 65,000+ attendees from 100+ countries in 2023 at the Jio World Convention Centre. It’s a high-energy, high-noise setting where brands compete for attention in seconds.
Challenge
Challenge
Challenge
With a tiny corner booth (≈2m²) placed at the edge of the hall across from big players we couldn’t win on visibility, so we had to win on recall.
With a tiny corner booth (≈2m²) placed at the edge of the hall across from big players we couldn’t win on visibility, so we had to win on recall.
With a tiny corner booth (≈2m²) placed at the edge of the hall across from big players we couldn’t win on visibility, so we had to win on recall.
Approach
Approach
Approach
I shifted from ‘attract attention’ to ‘earn remembrance’ reimagining the lanyard pin as a wearable, scannable follow-up hook.
I shifted from ‘attract attention’ to ‘earn remembrance’ reimagining the lanyard pin as a wearable, scannable follow-up hook.
I shifted from ‘attract attention’ to ‘earn remembrance’ reimagining the lanyard pin as a wearable, scannable follow-up hook.
Result
Result
Result
800+ pins later, we created a high-recall interaction turning a brief booth stop into a post-event rediscovery cue.
800+ pins later, we created a high-recall interaction turning a brief booth stop into a post-event rediscovery cue.
800+ pins later, we created a high-recall interaction turning a brief booth stop into a post-event rediscovery cue.
This wasn’t a giveaway, it was a rediscovery moment!
This wasn’t a giveaway, it was a rediscovery moment!
This wasn’t a giveaway, it was a rediscovery moment!
The Challenge: Standing Out Without Scale
The Challenge: Standing Out Without Scale
The Challenge: Standing Out Without Scale
Challenge #1
Challenge #1
Challenge #1
Our booth sat at the edge of the hall, directly across Meta's booth with a 3× larger footprint. In a space built for spectacle, visibility wasn’t going to be our advantage so the challenge was to design an interaction people would remember after they walked away.
Our booth sat at the edge of the hall, directly across Meta's booth with a 3× larger footprint. In a space built for spectacle, visibility wasn’t going to be our advantage so the challenge was to design an interaction people would remember after they walked away.
Our booth sat at the edge of the hall, directly across Meta's booth with a 3× larger footprint. In a space built for spectacle, visibility wasn’t going to be our advantage so the challenge was to design an interaction people would remember after they walked away.
Design Implication
Design Implication
Design
Implication
Since we couldn’t compete on visibility, we had to compete on Attention + Recall creating a touchpoint people would remember after leaving the venue.
Since we couldn’t compete on visibility, we had to compete on Attention + Recall creating a touchpoint people would remember after leaving the venue.
Since we couldn’t compete on visibility, we had to compete on Attention + Recall creating a touchpoint people would remember after leaving the venue.
Even if someone noticed us, the environment made remembering hard.
Even if someone noticed us, the environment made remembering hard.
Even if someone noticed us, the environment made remembering hard.
Challenge #2
Challenge #2
Big brands weren’t the only competition attention overload was. Within minutes, attendees were buried in brochures and giveaways, making most interactions forgettable. The challenge was to create a touchpoint designed for recall, not clutter.
Big brands weren’t the only competition attention overload was. Within minutes, attendees were buried in brochures and giveaways, making most interactions forgettable. The challenge was to create a touchpoint designed for recall, not clutter.
Design Implication
Design Implication
Design
Implication
In an overload environment, anything “handed out” becomes noise so the touchpoint had to be minimal, and built for rediscovery.
In an overload environment, anything “handed out” becomes noise so the touchpoint had to be minimal, and built for rediscovery.
In an overload environment, anything “handed out” becomes noise so the touchpoint had to be minimal, and built for rediscovery.
But the most startup question remained…
But the most startup question remained…
But the most startup question remained…
What can we do that’s high-impact, without high spend?
What can we do that’s high-impact, without high spend?
What can we do that’s high-impact, without high spend?
The Approach: Less is More
The Approach: Less is More
The Approach: Less is More
When we couldn’t win on visibility, we designed a touchpoint optimized for recall.
When we couldn’t win on visibility, we designed a touchpoint optimized for recall.
When we couldn’t win on visibility, we designed a touchpoint optimized for recall.
The Giveaway
has to be…
The Giveaway
has to be…
The Giveaway
has to be…
Hands-free
Hands-free
Hands-free
Easy to Retain
Easy to Retain
Easy to Retain
Optimized for Recall
Optimized for Recall
Optimized for Recall
The Ideation Process
The Ideation Process
We explored familiar conference artifacts (bag, notepad/pen) to carry information and utility.
We explored familiar conference artifacts (bag, notepad/pen) to carry information and utility.
We explored familiar conference artifacts (bag, notepad/pen) to carry information and utility.
A simple note-taking kit for session-heavy conference days.
A simple note-taking kit for session-heavy conference days.
A simple note-taking kit for session-heavy conference days.
~150INR/pc =
~1.6USD/pc
~150INR/pc =
~1.6USD/pc
~150INR/pc =
~1.6USD/pc
~40INR/pC=
~0.44USD/PC
~40INR/pC=
~0.44USD/PC
~40INR/pC=
~0.44USD/PC
A branded catch-all bag to hold everything attendees collect.
A branded catch-all bag to hold everything attendees collect.
A branded catch-all bag to hold everything attendees collect.
But we ruled them out because they added carrying burden or duplicated what attendees already received (e.g., host-provided stationery).
But we ruled them out because they added carrying burden or duplicated what attendees already received (e.g., host-provided stationery).
But we ruled them out because they added carrying burden or duplicated what attendees already received (e.g., host-provided stationery).
I asked myself…
What’s the one object every attendee already carries hands-free?
badge + lanyarD
badge + lanyarD
badge + lanyarD
badge + lanyarD
MUST-Have for the 3-day Event
Worn by Everyone
Carried hands-free
Visible all Day
Kept as a Souvenir
Inspiration + translation
I remembered how Rotaract Presidents pinned badges to their lanyards so we adapted that ritual into a wearable pin that conveyed the same key info a brochure would, without adding clutter.
I remembered how Rotaract Presidents pinned badges to their lanyards so we adapted that ritual into a wearable pin that conveyed the same key info a brochure would, without adding clutter.
~2.5INR/pC = ~0.03USD/PC
~2.5INR/pC = ~0.03USD/PC
~2.5INR/pC = ~0.03USD/PC
Design Objective
Design Objective
Design
Objective
Deliver brochure-level clarity without brochure-level clutter. It needed to answer three questions at a glance: Who we are. What we do. How to collaborate.
Deliver brochure-level clarity without brochure-level clutter. It needed to answer three questions at a glance: Who we are. What we do. How to collaborate.
Deliver brochure-level clarity without brochure-level clutter. It needed to answer three questions at a glance: Who we are. What we do. How to collaborate.
The Solution: Designed for Rediscovery
The Solution: Designed for Rediscovery
The Solution: Designed for Rediscovery
At GFF, the pin becomes part of the lanyard.
At GFF, the pin becomes part of the lanyard.
At GFF, the pin becomes part of the lanyard.
Back at the hotel, the pin gets noticed again
Back at the hotel, the pin gets noticed again
Back at the hotel, the pin gets noticed again
Curiosity → Scan → The Experience Begins…
Curiosity → Scan → The Experience Begins…
Curiosity → Scan → The Experience Begins…
Curiosity → Scan → The Experience Begins…
The Impact
The Impact
The Impact
We transformed a low-visibility booth moment into a scalable, recall-first activation proving that an early-stage startup can stand out through intention, not spectacle.
How about a notepad & a pen so atendees could take down notes during the seminars? or a bag to carry all the flyers & goodies other might give away? but Organizers have already taken care of the notes…so I started looking for a different angle…
0
0
AR Pins Distributed
0
0
Years Working
0
0
AR Pins Distributed
0
0
AR Pins Distributed
0
0
Unit Economics (INR)
0
0
Projects
0
0
Unit Economics (INR)
0
0
Unit Economics (INR)
Designed a rediscovery loop (lanyard → notice later → scan → prototype)
Delivered brochure-level info in 3 cues (Who / What / Collaborate)
Increased likelihood of post-event recall despite low booth visibility
First principles thinking opens doors the obvious options can’t.
First principles thinking opens doors the obvious options can’t.
Learnings & Reflection
Learnings & Reflection
Learnings & Reflection
Constraints (space, attention, budget) can sharpen strategy this project taught me to optimize for recall, not visibility.
Constraints (space, attention, budget) can sharpen strategy this project taught me to optimize for recall, not visibility.
Constraints (space, attention, budget) can sharpen strategy this project taught me to optimize for recall, not visibility.
“First principles” thinking helped us find the universal artifact (the lanyard) and design around what attendees already carry.
“First principles” thinking helped us find the universal artifact (the lanyard) and design around what attendees already carry.
“First principles” thinking helped us find the universal artifact (the lanyard) and design around what attendees already carry.
The best event touchpoints reduce burden hands-free + keepable beats “more collateral."
The best event touchpoints reduce burden hands-free + keepable beats “more collateral."
The best event touchpoints reduce burden hands-free + keepable beats “more collateral."
I’d strengthen the next iteration by tracking post-event scans and running a quick 48-hour recall check to quantify impact.
I’d strengthen the next iteration by tracking post-event scans and running a quick 48-hour recall check to quantify impact.
I’d strengthen the next iteration by tracking post-event scans and running a quick 48-hour recall check to quantify impact.
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