HOUSTON ASTROS – Destination: Hospitality Leadership
iPad Business Proposal Design
Turning a contract proposal response into an immersive, interactive digital experience.
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BACKGROUND
My client needed to move beyond the communication capabilities of printed proposals. This was a pain point.
The Pitch
Alex created a concept of a digital, interactive delivery format for the contract proposal response. The purpose is to bring to life through animation, video and interactive content my client’s innovative hospitality offerings to their client. This was the first such iPad interactive proposal my client submitted for a business operating agreement. Their client was the World Champion Houston Astros baseball team to solicit Food and Beverage Service at Minute Maid Park
MY ROLE
I was tasked as creative director to lead the conceptual development, interactive design, programming and art direction of the project to bring this new concept to life and lead the project to a successful outcome on a limited timeline.
CHALLENGE ACCEPTED
My team only had 45 days to take this concept from design, integrate content and turn it into 10 customized iPads to deliver to executives at the Houston Astros club.
DEMONSTRATING a fan-first experience that elevates the in-game experience.
THE APPROACH
to create a digital simulation of a printed proposal experience enhanced by the interactive and multimedia benefits offered by iPads: motion upon touch, touch gestures, animation builds, micro interactions and sound design.
THE AUDIENCE
Our audience WAs Senior VP and C-Suite Executives who are used to reviewing work in traditional, printed formats. It was determined that the benefits of the iPad format outweighed the risks of the innovative presentation format.
USABILITY
Alex was able to mitigate risks with carefully written instructional microcopy to establish starting points, next actions to take, instruction about the ability to swipe and scroll.
FINDING ALIGNMENT
Whenever my client pitches for a sports concessions contract, it is critical to thematically align their operations, HR and service offerings with the brand they are proposing an operating agreement with. It’s important to demonstrate that their goals are one in the same with the teams objectives.
Luxury suites app design prototype experience
APP SIMULATIONS
The iPad proposal included a simulation for a Luxury Suites App. Using this format we were able to explore simulating technology offerings and amplifying the enhanced customer experience.
THE STORY
“Destination Minute Maid Park” harnessed the idea of turning the baseball stadium into a special place to visit amongst Houston’s many entertainment options. The food service entertainment options were demonstrated through interactive menus, menuboards, and renderings of the suites and clubs amongst other visual experiences.
MENUS
The scrollable concept menus for clubs and luxury suites were an important part of the business pitch.TECHNICAL NOTES
I made the decision to build this project in Hype, an early HTML5 tool. I used HTML to build the (8) eight tabs to disseminate the 90+ pages of printed copy into a digestible digital format. Detailed and dynamic visual design was mandatory to this experience to create enriching and immersive storytelling.
THE RESULTS
The ipad proposal response was transformative for the way the client communicates with partner business executives. It was the first digital tabbed proposal the client submitted to a partner to illustrate their innovative concepts for improving the fan experience. It paved the way for future multimedia communications submitted alongside traditional RFP submissions.