Summary

The Deutsche Messe AG based in Hannover is one of the five biggest German exhibition organizations. Since 1947 they organize various events. The Hannover Messe, is probably their most known technology exhibition, gathering up to 1,36 mio. (2019) visitors. With 113 different exhibitions, they have a very broad range of offers, which they wanted to display easily digitally. Thereby a flexible modular website system was needed, displaying different exhibitions, industries as well as different customer segment needs.

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What we've done

1. Strategic Discovery: general brand vision

2. Goal + KPI definition

3. Target audience analysis, customer journeys

4. Optimizing modular web wireframe system in Axure

5. Component-based UI-kit

6. Industry + customer segment based landing pages

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Challenges + solutions

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Diverse target audience: visitor & exhibitor needs

Despite the very different industries and their target audiences, it was always crucial to keep visitors vs. exhibitor needs in mind. Therefore I analyzed both user groups, their pain points + needs. Visitors were keen to discover the content of the fairs: which exhibitors, speakers and events were happening - when? It was crucial for them to have a good overview.

For exhibitors on the other side, it was important to book a booth and to optimize their own web appearances on the messe websites.

Both user groups of course wanted to connect and to interact with each other, thereby we constantly thought of ideas to improve their communication on the website.

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Hybrid exhibition concept

During 2020 and 2021 the website as a digital touchpoint became essential for the Deutsche Messe AG, since exhibitions were mostly digital or later hybrid events. Thinking of new digital ways to connect, was super exciting and the base for the further hybrid strategy of the Messe.

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Consistent branding vs. flexible design system

Each fair has its very own branding, however all websites should represent the "deutsche messe" as a brand. The wireframe system, as well as the design system needed to be flexible and yet consistent. When creating concepts it was always important to keep in mind, whether this module would work for smaller fairs with less content and at the same time how it would look at a maximum expression, e.g. for the Hannover Messe.

What I also did

— Hold working sessions, concerning website goals, personas and customer journeys

— Build a scalable wireframe system

— Create ideas for possible app

— Hold working session with editors to explain new CMS system

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