Holland & Sherry Experiential Lounge
Role | Team | Duration | Tools
ROLE
Team Leader
UX/UI Designer
UX Researcher
Usability Tester
DURATION
4 Weeks
TEAM
Tony Strickland
My-Loan Lam
Aurora Torres
TOOLS
Figma
Mural
Discord
Photoshop
Holland & Sherry Booth Case Study
Overview
Trade shows are often expensive,
difficult to attend, and boring for trade show attendees. The attendee’s time is at a premium to locate necessary resources and the exhibitor is looking for a return on their investment cost for the show.
The Problem
Trade show attendees find the experience boring and combersume. The users should be able to learn about a product without additional assistance. The users should be
more engaged, have a better experience, and bring others to our booth which utilizes Spacee’s HoverTouch technology.
The Process
Empathize | Define | Ideate | Design | Validate
The project was initiated with a pitch to Spacee stakeholders to sell them on the concept. Once the project was chosen by Spacee, we began the implementation of the Design Thinking Process to develop a solution for our Holland & Sherry trade show booth Powered by Spacee.
My Role
While I actively participated in each phase of the project, I led the design, research, prototyping, guided the UI design. The team had a wide-range of skills to offer thus allowing each person to assume the lead role when appropriate.
The Holland & Sherry Solution
Create multiple opportunities for attendees to experience and learn about Holland & Sherry, and give attendees a quick, but unforgettable experience when choosing fabrics.
The Spacee Solution
Create an innovative booth that showcases Spacee's Hoover Touch Technology. The application should serve as a proxy salesperson at the Holland & Sherry booth, increase efficiencies and user engagement, and bring in new business for Spacee.
Trade shows are often expensive, difficult to attend, and exhausting for trade show attendees.
The exhibitor is looking for a return on their investment cost for the show.
Interactive
Kiosks
The attendee will now be able to see the fabric transform from a swatch to a garment with a gesture from the user's hand.
Our goal is to elevate the experience for attendees at the Holland & Sherry booth at the CTDA trade show in NYC.
Our goal is to elevate the experience for attendees at the Holland & Sherry booth at the CTDA trade show in NYC.
THE HOLLAND & SHERRY EXPERIENTIAL LOUNGE
Trade Show Booth Prototype
Who Is
Holland & Sherry
Established is 1886, Holland & Sherry is one of the world's finest luxury cloth mills, and one of the major fabric suppliers for the men's custom clothing industry.
Interactive
AR Kiosks
The attendee will now be able to see the fabric transform from a swatch chosen in the previous step to an actual suit in the Interactive AR mirror.
Why do men purchase custom clothing?
The primary reasons are fit, selection, style, quality, individuality, and value.
Our goal is to elevate the experience for attendees at the Holland & Sherry booth at the CTDA trade show in NYC.
How Might We?
Create multiple opportunities for attendees to
experience and learn about Holland & Sherry?
The Holland & Sherry
Experiential Lounge
Trade Show Booth Prototype
The Solutions
Trade Show Booth Features & Elements
The Holland & Sherry Experiential Lounge is comprised of many elements. They include an interactive kiosk that allows the user to choose fabrics from the Holland & Sherry library, an interactive A/R mirror kiosk that will allow the user to see himself in the selected fabric, and video wall, and the proposed digital workstation of the future.
Next Steps
The Holland & Sherry Experiential Lounge was received with extremely positive feedback from our Spacee stakeholder and the willingness to explore implementing the suggested applications of the Hoover Touch technology. My next step is to set up a meeting with Holland & Sherry management to pitch the idea for the next upcoming CTDA trade show.
01 The booth functionality will continue to evolve
02 Interview additional users for further feedback
03 Develop further design iterations
Tony Strickland
Sr. UX Product Designer
Trailblazing the convergence of UX and AI to create extraordinary digital experiences.
Tony Strickland
Tel: 404.229.4868
© 2023 by Stricklandesign. Created on Editor X.
Interactive
Kiosks
The attendee will now be able to see the fabric transform from a swatch to a garment with a gesture from the user's hand.
Interactive
Storage Units
The swatch book is one of the most important components of a luxury fabric manufacturer's marketing plan. It's a proxy salesperson and a key to hitting annual sales goals. This interactive workstation will serve as an additional touch screen application with the Rep being able to scroll through the current season fabric offerings and as hidden storage for the coveted Holland & Sherry swatch books.
Video Wall
To validate our basic assumptions, survey's were sent to 200 respondents. To gather specific industry data, we interviewed multiple people in the custom clothing industry, including a clothier/stylist, a Dallas men's custom retailer, and a first time CTDA trade show attendee.
Our Research
Persona 02
01 Custom Clothing Retailer
02 First Time Attendee
03 Custom Clothier
Pain Point:
Going to a fabric trade show for the first time might be overwhelming and chaotic.
Persona 03
01 Custom Clothing Retailer
02 First Time Attendee
03 Custom Clothier
Pain Point:
Finding unique and luxurious fabrics for high end clientele is a top priority.
Interview 01
01 Custom Clothing Retailer
02 First Time Attendee
03 Custom Clothier
"If your team can develop a robust new digital customer profile system, you will revolutionize the custom clothing industry.
VICTORIA BATE
Dir. of Operations
Q Custom Clothiers
Dallas, TX
Interview 02
01 Custom Clothing Retailer
02 First Time Attendee
03 Custom Clothier
"I need to be able to learn while not feeling unwelcome at the booth.
JOE RATTAN
VP of Marketing
Cresa
Frisco, TX
Key Insights & Research Findings
01 Established custom clothiers and retailers don't need to attend the CTDA or other trade shows to get Holland & Sherry and other luxury fabric brands such as Scabal, Dormeuil, or Ariston. The reps either come to their shops and studios directly, or send them the latest collections and swatch books. 02 When purchasing directly from the fabric mills, retailers are able to purchase certain colors and fabrics in bulk quantities at substantial discounts that can be passed onto the customer 03 An innovative, new customer profile system could revolutionize the custom clothing industry.
Interview 03
01 Custom Clothing Retailer
02 First Time Attendee
03 Custom Clothier
"I don't care what's inside a vendor's booth, poor customer service, can ruin the trade show experience for me."
REYNARD HINES
Custom Clothier
Ciccihini Custom Clothier
Birmingham, MI
Give the attendee a quick, but unforgettable
experience when choosing fabrics?
The attendee's time is at a premium to locate necessary resources.
Top 3 Reasons
People Attend
Trade Shows
Learning
01
03
Destination
02
Networking
Persona 01
01 Custom Clothing Retailer
02 First Time Attendee
03 Custom Clothier