American Society of Clinical Oncology Convention (ASCO)

Very Large multi-user touch display

As part of the Bristol-Myers Squibb's 2017 American Society of Clinical Oncology convention booth, BMS wanted to inform Oncologists of the efforts and their strategy in this field.

My Role

I designed wireframes, created usability recommendations and research.

The booth space and equipment had been decided on, my responsibility on this screen was to create a design that told the story from far away, brought people closer and allowed the users to interact, dig deeper and find out more information.

The wireframes I created were presented to the client for approval, meeting their goals and used as a guide for the design team and to the developers who were building the custom interactive application and assets.

Additionally, I designed usability conventions across the other interactive displays for the convention booth for a consistent experience.

The Team

The team consisted of 1 User Experience design (me), 1 Project Manager, VP of Digital, an Art Director, Motion Graphics Artist, and various account team members.

The Design Goals

  1. Communicating the high level message of the what is the the Effector Cell and it's importance in BMS's research, the elements related to the Effector Cell, and The key facts related to those elements.
  2. Communicate the story of the Effector Cell and those individual elements to those who stop to see the screen.
  3. Assure that the passers by understood that the screen is intended to interacted with and was usable with minimal effort.

The Audience

Oncologists attending the convention who know of antitumor immunity and have an interest in research in this field.

The Constraints

The interactions of the users who are up close must not interrupt the visibility of the main message.

The user should be able to access most information with a minimum of effort.

Communicating to the team the usability concerns and why decisions were made for the benefit of a enjoyable and effective user experience.

Client Pushback

The client was very accepting of the designs, and felt it met their needs.

Initially there was some back and forth with the wireframes as we better understood their needs, and as they better understood what they needed to present.

Communicating to the team the usability concerns and why decisions were made for the benefit of a enjoyable and effective user experience.

The Design Challenges

  1. Designing an interface that was very large, on a regular size monitor. 1x2 foot monitor, designing a screen that is 16x10 foot.
  2. There is little helpful material for designing for very large touch displays. Previous experience helps tremendously.
  3. The importance of scale. The variable distances a user will be from the screen. From 10ft plus, to 5ft, and finally to 1.5-2ft (arm length).
  4. Understanding scale. Saying something is 16x10ft wide and seeing a surface that is 16x10ft are two very different experiences.
  5. Communicating all these usability concerns to the client, account team, and the visual designers.
  6. Last minute changes to the content. The screen went from one large screen to 12 55in screens, which meant there is a small gap between displays.

The Design Approach

  1. Lock down the scale. Everything depends on understanding scale. Once I understand the size of the screen, the distance off the ground, and the supported heights of the users. Designing an interactive element that is hard to reach for someone small or too low to be comfortable will greatly affect the experience.
  2. Since scale is so important, I found a wall that met the size requirements in the office and used it influence my design decisions.
  3. The content is still being developed and finalized. The overall functioanlity shouldn't change too much, so I need to design interatively, and allowing room for changes.
  4. Understanding and showing functionality to the team is important. I used AXURE to develop an interactive prototype that anyone could use on their browser.
  5. Because this was the first of the interactive displays, and the featured display, I made sure that interaction and usability conventions were created for use on this display and the others that followed.

Measuring Success

The biggest concern of every design I work on is that someone using it doesn't intuitively know how use basic functions. That is, they're in front of the interface and have a puzzled look on their face.

All the hard work done by the talented account team, development, art, copywriting, and others to place this in front of their target audience, but the audience can't figure out what they're supposed to do next. AAH!

This becomes a bigger concern when the project goes through regulatory review, has to be approved, and then updated, quality assured, and so on.

This particular project was in the biggest booth space of the biggest clinical oncology event of the year. This was also the center piece of the booth.

  • We ran some tests at the office, it was hard to replicate a 16x9ft screen, but we made a smaller scale prototype. These were early measurements of success.
  • BMS was happy with the direction we were going and felt the design met with their business needs and goals.
  • Showtime at ASCO, the big screen is up, and the doors have opened. Visitors came up to the screen (that means that the design attracted our audience), visitors watched the animation, and of those more than 50% moved in to interact with the display. Of those that interacted with the display, few touched non-interactive elements (meaning they understood the basic functionality). Of those, few left without going through at least 2 to 3 screens of the interactive section (meaning, they read/skimmed the content, understood the navigation and how to get around).

Unfortunately, the limitations of the project are that we could not capture any information from our users. No emails, no form fields, anything. The best measurement of success was interactions at the convention.

Lessons learned

  1. The height of the users and the distance of the display off the ground are important. 5ft to 6ft users were supported as this captured the majority of users.
  2. Finding a way to understand scale helped a great deal. Find a large wall and use tape to measure these out to see how this will work in reality.
  3. There are different types of users, each needs to be communicated differently. Understanding of tyopography and fundamental design principles go a long way.
  4. When working on such a large display, different messages need to be communicated at different distances. 6ft and farther, 6ft to 3ft, and arm's length (1-2ft).
  5. This is very niche design field, large touch displays, and kiosks. There is little information on how to proceed, so the articles and documentation gathered from research will go on to design better UIs in the future.