Magic
UBM is a holding company that delivers tradeshows to multiple industries with the main goal of connecting buyers with sellers. We were tasked with designing the fashion extension of UBM, MAGIC & ENK shows. These shows are for the aspiring designer, the fashion veteran, the brand builders, the retail buyers, the manufacturers, and the rest of the international fashion family.
UBM acquired a few tradeshow brands that had never been associated and operated autonomously with their own teams in their own cities. The UBM fashion group asked for our take on what the harmony of autonomy and coherence may look like.
Together not the same
Everyone has a story and I love hearing them. I feel inspired to serve people once I have become more familiar with their struggle.
After attending the ENK shows in NY and the massive MAGIC tradeshow in Vegas I had a more accurate view of buyer and attendee workflows and anxieties. A mixture of formal and informal conversations and a ton of observation were the main ingredients in visualizing these flows and business structures. I had a wealth of data that I needed to translate into actionable insight to better inform both the UBM stakeholders and our design team of the tasks at hand.
Here is a larger shot of a buyer workflow and the pains of the existing experience. I highlight the deterioration of the experience visually to make sure teams can extract a meaningful understanding of the system's flaws.
As Dieter Rams put it "less but better". We subtracted the noise that tends to blur the experience when many teams, unaligned, converge on a product's development.