LAURA
FALORNI
EXPERIENCE DESIGNER
FOR SOCIAL IMPACT
AdNight experience - Spill the truth
Challenge:
How to organize an experience that stands out? During AdNight, the open night for the creative industry, people are surrounded by the glamour and glitter of roller skating, silent discos, laser tags and much more. Designing something that is distinct and brings value can be really hard.
Approach:
With my team we conducted a research with some participants of the previous editions and we understood that what people sought was an understanding of what a creative agency is truly about. That’s why we organized an immersive experience where the guests could taste the behind-the-scenes of working in a creative agency.
Output:
In our unique speakeasy, instead of traditional cocktails, you could get a menu full of spicy conversations, dirty secrets and emotional stories about +WT. In order to find the secret location, the guests went through a quest involving mysterious symbols and enigmatic posters. But there was a price to pay in order to get in! Before uncovering the agency’s secrets, they needed to share a secret of their own.
How to organize an experience that stands out? During AdNight, the open night for the creative industry, people are surrounded by the glamour and glitter of roller skating, silent discos, laser tags and much more. Designing something that is distinct and brings value can be really hard.
Approach:
With my team we conducted a research with some participants of the previous editions and we understood that what people sought was an understanding of what a creative agency is truly about. That’s why we organized an immersive experience where the guests could taste the behind-the-scenes of working in a creative agency.
Output:
In our unique speakeasy, instead of traditional cocktails, you could get a menu full of spicy conversations, dirty secrets and emotional stories about +WT. In order to find the secret location, the guests went through a quest involving mysterious symbols and enigmatic posters. But there was a price to pay in order to get in! Before uncovering the agency’s secrets, they needed to share a secret of their own.
Brand idea workshop
Challenge:
How do you re-invent an existing brand? How to define its new purpose? And why should people care? At +WT, my team faced this challenge with a client.
Approach:
After scoping the need through a long phase of research and inspiration from different fields, we organized a 2-day experential workshop to conceptualize the new brand direction. Given the limited time available, we meticulously designed every aspect of the workshop. We immersed ourselves in an evocative location in line with brand, we combined different minds in the same room, we designed games to engage all of our senses and we invited guests that brought new perspectives. Throughout the workshop, participants were guided to generate ideas through storytelling exercises and physical art creations.
Output:
Every team during the workshop developed a new brand concept. Through open sharing and discussions, we collaboratively identified the most relevant one. This moment was pivotal as it led to an agreeable consensus in the room about the future brand direction.
How do you re-invent an existing brand? How to define its new purpose? And why should people care? At +WT, my team faced this challenge with a client.
Approach:
After scoping the need through a long phase of research and inspiration from different fields, we organized a 2-day experential workshop to conceptualize the new brand direction. Given the limited time available, we meticulously designed every aspect of the workshop. We immersed ourselves in an evocative location in line with brand, we combined different minds in the same room, we designed games to engage all of our senses and we invited guests that brought new perspectives. Throughout the workshop, participants were guided to generate ideas through storytelling exercises and physical art creations.
Output:
Every team during the workshop developed a new brand concept. Through open sharing and discussions, we collaboratively identified the most relevant one. This moment was pivotal as it led to an agreeable consensus in the room about the future brand direction.
Journey mapping
Challenge:
What to communicate, where along the journey and to whom? This has been a recurring struggle for the clients I have worked with.
Approach:
For this particular project, I first mapped all the stakeholders involved and the relationships between them. This exercise helped the client gain a broader perspective and comprehend the complexity of the ecosystem in which we were operating. Next, I identified through a qualitative research the key steps of the journey for each stakeholder. This allowed us to have a clear understanding of their needs and expectations at different touchpoints. I then organized a workshop where to brainstorm all the messages the client wanted to communicate and we placed them along the journey. This collaborative exercise shed light on the overwhelming amount of messages and the lack of targeting.
Output:
During the workshop, through thoughtful discussions and exercises, we were able to synthesize the number of topics that needed to be covered and devised a strategic plan for where and how to communicate them effectively.
What to communicate, where along the journey and to whom? This has been a recurring struggle for the clients I have worked with.
Approach:
For this particular project, I first mapped all the stakeholders involved and the relationships between them. This exercise helped the client gain a broader perspective and comprehend the complexity of the ecosystem in which we were operating. Next, I identified through a qualitative research the key steps of the journey for each stakeholder. This allowed us to have a clear understanding of their needs and expectations at different touchpoints. I then organized a workshop where to brainstorm all the messages the client wanted to communicate and we placed them along the journey. This collaborative exercise shed light on the overwhelming amount of messages and the lack of targeting.
Output:
During the workshop, through thoughtful discussions and exercises, we were able to synthesize the number of topics that needed to be covered and devised a strategic plan for where and how to communicate them effectively.
Roles and responsibilities
Challenge:
How to define roles and responsibilities within an interdisciplinary team? At ONS, I joined a newly formed interdisciplinary team where the roles and responsibilities were not clear. This led to numerous delays and misunderstandings. Despite multiple attempts to clarify the situation, little progress was made.
Approach:
As a result, I proposed an alternative approach: organizing a workshop (online, covid times 🙃) where each group was only given 10 minutes to complete a form outlining their respective roles. Like Master Chef! This format prevented lengthy conversations and encouraged a collaborative approach. Additionally, participants were asked to associate an animal with their role and explain how the characteristics of that animal represented their responsibilities. This exercise proved to be remarkably effective.
Output:
In the end, we successfully compiled a card for each role, encompassing their key characteristics and responsibilities. These materials served as a foundation for Project Managers to structure the ideal team for various projects and were also shared with clients to provide a comprehensive understanding of our services.
How to define roles and responsibilities within an interdisciplinary team? At ONS, I joined a newly formed interdisciplinary team where the roles and responsibilities were not clear. This led to numerous delays and misunderstandings. Despite multiple attempts to clarify the situation, little progress was made.
Approach:
As a result, I proposed an alternative approach: organizing a workshop (online, covid times 🙃) where each group was only given 10 minutes to complete a form outlining their respective roles. Like Master Chef! This format prevented lengthy conversations and encouraged a collaborative approach. Additionally, participants were asked to associate an animal with their role and explain how the characteristics of that animal represented their responsibilities. This exercise proved to be remarkably effective.
Output:
In the end, we successfully compiled a card for each role, encompassing their key characteristics and responsibilities. These materials served as a foundation for Project Managers to structure the ideal team for various projects and were also shared with clients to provide a comprehensive understanding of our services.