IIDA Perspective - Spring/Summer 2015 - 37
Game Challenge: UCSF Medical Center Donor Wall
Create a highly visible and engaging way for visitors to learn
more about UCSF's Medical Center, while recognizing
the contributions of donors in a significant way.
Integrate an interactive and easily updated donor recognition
wall that works within the existing infrastructure limitations,
and has a museum-like quality.
1. Sensory Interactive Inc. (digital media design)
2. UCSF Medical Center (client)
3. Group Delphi (specialty fabrication)
4. TouchTo (interactive development)
The 4' by 13' interactive donor wall designed by Sensory
Interactive (SI), highlights information and graphics about the
hospital's donors with educational and entertainment elements.
The wall is located in a corridor at the busiest intersection of the
hospital, receiving traffic from visitors moving between
hospitals, those entering from public transit, and people heading
to the cafeteria and conference center. Sensory Interactive (SI)
recognized the opportunity to catch the attention of a diverse
audience by creating a multi-touch, multi-user interactive
interface. The wall features a gesture-controlled "attract mode"
that captures the attention of visitors walking past the
installation. Then, with their curiosity piqued, visitors can use
the wall's touch-screen capabilities to learn more and explore
interactive content about the institution's hospitals, faculty,
staff, programs, and, of course, donors. The wall's hardware and
software allow it to accommodate multiple simultaneous users
along its 13-foot length.
As a digital environments firm, SI is a strong proponent of
gamification. "Gamification certainly has a larger role to play in
making information accessible and useful," says Greg Giordano,
AIA, Sensory Interactive's Director of Design and Strategy. "It's a
great strategy for converting casual users into engaged users."
PHOTO: SENSORY INTERACTIVE
Sensory Interactive sees their challenge as moving users through
three phases: Attraction, Engagement, and Interaction. Their
design for the donor interactive wall included custom games that
share some aspects of the physical therapy programs. Using the
game platform was key to help users engage with the wall.
"Interactive design must overcome uncertainty on the user's part
about how the interaction works, or an unwillingness to look
goofy while waving your hands in front of the wall standing
next to strangers," says Giordano. "Quickly presenting the
interaction as a game addresses these uncertainties: it implies
structure, it communicates interactivity, and it looks like fun."
Giordano sees the "donor wall" as a new paradigm for donor
recognition, which can have a large influence on operations
and funding for non-profit organizations. The wall provides
donors with a chance to tell the story of their relationship with
the hospital in their own words-and it can be updated at any
time, meaning if new donors come on board, they can still be
recognized in a public way.
The client is thrilled with how passerby have been interacting
with the mini-exhibition.
"The installation recognizes our tremendously generous donors
in a uniquely comprehensive and engaging manner," says Holly
Houston, project manager at UCSF.
Visual displays can also be used as marketing tools.
DPR Construction has renovated several of their offices across
the country with the goal of making the spaces "living labs."
At DPR's San Francisco office dashboards displaying real-time
energy data hang across from the reception desk. According
to Jennifer Harding, AIA, who has worked with DPR on several
of their offices and is now with FME Architecture, this strategic
placement is meant to engage both DPR employees and visitors,
making the dashboards an excellent way to promote DPR's
services to prospective clients and consultants coming
through the space.
"What better way to communicate DPR's commitment
to sustainability and technological prowess than to display
these elements as design features?" Harding says. The displays
also give real-time data about several of DPR's other offices,
which provides the firm with valuable information about how
various passive and active sustainable strategies influence
energy usage, and also encourage friendly competition amongst
the various offices.