%% DATAVIEW_PUBLISHER: start
```dataviewjs
const table = dv.markdownTable(
["Metadata Field", "Value"],
Object.entries(dv.current())
.filter(([key]) => {
const allowedKeys = ["tags", "post_status", "date_modified"];
return allowedKeys.includes(key);
})
.map(([key, value]) => {
try {
// --- Key Renaming ---
if (key === "post_status") {
key = "post status";
} else if (key === "date_modified") {
key = "last modified";
}
// --- Value Reformatting ---
if (key === "last modified") {
try {
const parsedDate = moment(new Date(value));
if (parsedDate.isValid()) {
value = parsedDate.format("YYYY-MM-DD");
} else {
console.log("Invalid date format:", value);
}
} catch (error) {
console.error("Error parsing date:", error);
}
} else if (Array.isArray(value)) {
value = value.map((item) => "#" + item);
}
return [
key, // Removed icon prepending
key === "tags" || key === "post status" ? value.join(" ") : value,
];
} catch (error) {
console.error("Error processing metadata:", error);
return [key, "Error"];
}
}),
);
dv.paragraph(table);
```
%%
%% | Metadata Field | Value |
| -------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| tags | [#user-research](app://obsidian.md/index.html#user-research) [#experience-design](app://obsidian.md/index.html#experience-design) [#creative-technology](app://obsidian.md/index.html#creative-technology) [#game-development](app://obsidian.md/index.html#game-development) [#data-visualization](app://obsidian.md/index.html#data-visualization) |
| post status | [#stub](app://obsidian.md/index.html#stub) |
| last modified | 2025-01-08 | %%
%% DATAVIEW_PUBLISHER: end %%
![[hmr-00-cover.gif| Humira — cover image]]
>[!summary|no-t] Summary
>>[!summary|problem txt-ss] Problem
>>How can a pharmaceutical brand cut through the noise of a massive medical conference to create a memorable, lead-generating experience for healthcare providers (HCPs)?
>
>>[!summary|role txt-ss ] My Role
>>As **Lead UX Strategist**, I was a main contributor on the pitch team, functioned as the experience designer, served as the primary liaison with the game development subcontractor, and conducted a post-launch observational study.
>
>>[!summary|outcome txt-ss ] Outcome
>>The installation was a major success, exceeding lead generation goals. My post-mortem analysis and data visualizations provided AbbVie with clear, quantitative evidence of the experience's ROI and usability performance.
# the premise
AbbVie, a longtime client, wanted to make a splash at the ACR/ARHP Annual Meeting, the world's largest rheumatology conference. The challenge was to create an immersive, lead-generating experience that would capture the attention of busy HCPs. Our solution was _Keep It Going_, a multi-screen, motion-sensing game installation.
# uncover
>[!column|flex 2 no-t]
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 1
>>multi-screen game installation
>
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 4
>>minigames designed
>
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 3
>>days of observation
>
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 1
>>postmortem analysis
The primary research challenge was understanding the environment and the audience. A medical conference is a high-traffic, information-dense space where attendees have limited time. Any experience needed to be immediately understandable, physically engaging, and quick to play. My on-site observational study was designed to capture both quantitative data (e.g., number of players, session duration, conversion rates) and qualitative insights (e.g., points of confusion, moments of delight, spectator engagement).
| hmr-01 | |
|:--------------- |:-------------------------------------------------------------------:|
| ![[hmr-01.png]] | **figure hmr.1:** lightweight experience mapping of HCP touchpoints |
# generate
As the experience designer, I mapped out the user flow and worked with the creative team to conceptualize the four minigames—gardening, playing guitar, swimming, and dancing. A critical part of my role was translating our design vision to the game development subcontractor. This "development" work involved creating detailed specifications for the motion-sensing interactions (using Microsoft Kinect), the multi-screen display logic, and the backend data capture for scoring and lead generation.
| hmr-02 | |
|:--------------- |:-----------------------------------------------------------------------------------------:|
| ![[hmr-05.jpg]] | **figure hmr.2:** conference attendees playing and spectating between talks and workshops |
# converge
During the three-day conference, I conducted a fly-on-the-wall observational study. Going beyond the initial ask, I synthesized this qualitative data with the quantitative metrics captured by the system. I delivered an uncommissioned, data-visualization–driven postmortem presentation to the client. This report used clear charts and graphs to communicate not just the success of the experience in generating leads, but also specific, actionable insights about its usability and functionality.
| hmr-03 | |
|:--------------- |:-------------------------------------------------------------------------:|
| ![[hmr-07.png]] | **figure hmr.3:** player conversion data from the postmortem presentation |
# reflect
## Strategic Impact
- **Demonstrating ROI through data:** My unsolicited postmortem analysis provided the client with clear, quantitative proof of the project's success, establishing a new benchmark for their experiential marketing.
- **Proactive strategic thinking:** By going beyond the initial scope to synthesize observational and system data, I delivered unexpected value and strengthened the client relationship.
- **Bridging design and development:** I successfully translated a high-level creative concept into detailed technical specifications, ensuring the final product was both engaging and functional.
## Business Outcome
- The _Keep It Going_ installation significantly exceeded the client's lead generation targets.
- The data-driven postmortem provided AbbVie with a clear, quantifiable ROI for the project and established a new benchmark for measuring the success of their conference marketing efforts.
![[contact#^83635d]]