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Introduction
At Seymourpowell, we've had the privilege of partnering with ServiceNow, a leading SaaS company renowned for its cloud-based ITSM services, since 2019. Through our integrated, holistic design approach, we've significantly contributed to ServiceNow’s expansion, supporting their multi-million dollar revenue growth. Our collaboration reached new heights at Knowledge 2024 with an generative AI-powered, immersive experience for the new RiseUp initiative.
ServiceNow’s fastest-growing product launch EVER, with over 400 customers in its first year.
Challenge
ServiceNow’s customers need to accelerate towards their enterprise goals whilst minimising their time to value. They want to flag and mitigate risk and technical debt and they want access to success services that proactively get them to value faster and smarter.
Solution
We worked with a large selection of stakeholders and sponsors to define and envision an ideal end-state digital experience for Impact - a platform to accelerate customers on their journey to value realisation and success with ServiceNow.
Impact is a one-stop guided success subscription supercharged by real-time data, personalised insight, recommended practice, & expert services support. The journey to value is dynamic and customers need continual insight and action to optimise, sustain and grow. Impact helps join the dots of the NowValue framework and accelerates towards better business outcomes.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
We continue this partnership today and are actively working on the relaunch of Impact 2.0 for 2025.
Outcome
To define and envision an entire tool from the ground up we embarked on a huge undertaking to understand, define, conceptualise and then deliver a first class customer value realisation concept.
To understand we conducted 1-1 customer interviews to identify opportunities and desires, we interviewed ServiceNow front line staff who manage customer’s accounts, we engaged in technical forensics to reverse engineer the many existing tools that would converge and go on to form the Octane foundational API.
To conceptualise and deliver, we conducted creative workshops with key stakeholders, held multiple iterative design sprints to create, test and develop ideas with customers and end users.
We created working prototypes, animated user flows and detailed design specifications that enabled ServiceNow’s internal development teams to build an MVP and launch the application within 3 months of receiving the final design from ourselves.
With a series of high profile launch and marketing dates in the pipeline, an MVP in development for launch and a complete brand overhaul running in parallel, ServiceNow needed a consistent (brand re-freshed) marketing campaign and wider collateral to ensure Impact made a splash.
Working with brand teams, marketing teams and technology teams we also created a multi-touchpoint campaign to launch Impact, celebrating the fact that each customers desires for the Now Platform are distinct, and through a brilliant user experience and AI powered recommendation engine Impact was uniquely positioned to accelerate their own time to value.
We had a deep knowledge and insight into the goals of the tool and could translate it into a compelling campaign. We were the first to use the new ServiceNow brand evolution visual language in the development of a microsite, campaign trailer and Impact UI design. Linking together each piece of collateral ensured the first product to launch beneath the new brand, did so successfully.
For the Microsite we crafted bespoke animated UI shots of Impact. We created interactive animated elements throughout to allow viewers to immerse themselves into the world of Impact, we defined the UX and overall structure of the site for a desktop and mobile experience. We worked in parallel with marketing teams to develop copy and narrative throughout and built the microsite for go live.
For the Launch Campaign we created the YOU concept and script, created UI animations, motion graphics and the final edit. We also worked with our trusted voice over partners to provide the VO and audio track.