Events and Experiential Design

ForwardIII, an immersive event hosted by UiPath


Art direction
Digital design
Environmental design
Experiential design


Design lead in a creative team responsible for developing passionate advocates of the UiPath brand by telling the story of UiPath and its purpose, then driving awareness and brand affinity through appropriate, timely messaging in an immersive, joyful experience.

One event. Three days. Infinite potential.

Convene the UiPath community in a buzzing, high-spirited and joyful 3-day event experience. Forge the future of RPA, strengthen relationships, share knowledge, display UiPath thought-leadership, share roadmap and future plans, and provide content and experiences that enrich both professional and personal lives.

Research: Understand the space

Consider all points of contact

Study the floor plan and site visit photos, assign rooms and create a flow map with entry/exit points, information booths, presentation rooms, eating areas, restrooms, areas to relax/recharge, etc. Understand traffic flows using key destinations for each day of the event.

Define touchpoints and message

Define needs for signage, instillations, quiet spaces and wayfinding

With the goals and routes defined, convey the message or part of the story that needs to be told at each touchpoint, using the best media to deliver this messaging. Example: Use large directional printed signage, or a large LED display in this space for this sort of message? Determine which branded elements can be used to optimize messaging, reinforce a positive brand impression, and create a joyful user experience.


Design for specific needs and goals for the experience

At this stage renderings were created for instillations, signage, and brand immersion pieces. Designs addressed specific messaging/information provided to the user based on their position along the journey, what branded assets could be used to best amplify the message—robots vs. no robots, which branded color creates the correct mood, color ratios and brand guidelines, logo usage—and rendered the designs in 3D to create a virtual walkthrough.

Define touchpoints and message

On-site instillation and live modifications/additions

Additional signage and assets were made in the event of a room change or unexpected circumstance. We also took advantage of an on-site print shop for smaller pieces.

Final thoughts

Additional Recommendations and Future Research

The Lloyds portal was built years ago, and updates to the UX and UI happened rarely. The changes we propose for this iteration of the product will improve usability, but much more needs to be done to bring the Lloyd's Portal up to current expectations modern users of digital products. Below are some recommendations for future iterations.

Test all Users

Understand the needs of all people using the Lloyds portal

Jobs To Be Done

Speak to and test on different job functions

Comparative Analysis

Provide a way to compare data sets in the portal.