Building fairs on one digital framework.
For Messe München we designed a digital framework which serves as a template for all of their 15 different fairs.
Our Challenges
Diverse User Groups
The new website has to cover the requirements of the fairs’ visitors and exhibitors alike in one common information architecture.
Worldwide Deployment
The new website needs to accommodate all locations of the fairs around the globe, the website will be used for.
Streamlined User-Journeys
Instead of linking to many different platforms, users shouldn’t have to leave the website to achieve all their goals.
Designing Sections, not Pages
Instead of whole pages design, Messe München uses a specific CMS that requires the design of template sections that content managers will later put together.
Themeable Design System
Clearly defined system of themes allow easy implementation of brand variables & values so that each fair exudes a unique visual style.
Product Strategy
Digital potenital? Let the users decide. We asked them.
In-Depth Research
In the in-depth research, we talked with exhibitors and visitors of different fairs to gauge the potential of different aspects of a fair in an online environment. This research enabled us to focus on the most important features for the new website and meet the users’ requirements, ultimately allowing us to create the best possible product. Through the interviews, we learnt how personal meetings, which is one of the most important aspects of a fair is and will remain physical can be enhanced through digital means.
Usability Testing
In order to validate our reorganized navigation-menu we conducted a usability-test. Users from the different target groups of visitors and exhibitors were tasked to go through specific, common user-journeys on the website and reach certain sites. This turned into a big advantage and showed the large benefit of an iterative design approach with user-tests, as this way a superior product and navigation could be built with a fraction of the cost, compared to changing the navigation after development had finished.
UXi Package
The visual design had to enable distinct themes for over 15 brands while aiming to keep the implementation simple for our client’s developers. To achieve as much uniqueness as possible, we focused on color, typography, border radius and specific brand decorations. Instead of designing entire pages, it was also novel for our design team, to build a flexible set of section templates that can be put together by our client’s content managers autonomously.
Product Design
Designing for 15 brands at the same time, linking analog and digital realms
UX Design
For the concept of the new website, consolidating and streamlining were the largest undertakings. So far, there were many different platforms for each fair that served different purposes, like general information, ticketing and listing all exhibitors, all with their own information architecture and mental models. Through our iterative design approach with regular user tests to validate our concepts, we managed to combine all systems onto one page, that additionally accommodates all locations of a fair brand worldwide.
UI Design
The visual design had to enable distinct themes for over 15 brands while aiming to keep the implementation simple for our client’s developers. To achieve as much uniqueness as possible, we focused on color, typography, border radii and specific brand decorations. Instead of designing entire pages, it was also novel for our design team, to build a flexible set of section templates that can be put together by our client’s content managers autonomously.
Here are some numbers:
Meet the Product
Flexible design features and a common information architecture turned Messe München's new website into a one-stop-shop for visitors and exhibitors.
Visit the analytica website here.
Dr. Markus Dirr
Executive Director Product Marketing & Sales | Messe München
