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Engaging customers by demystifying technology


Our brief was to design a fresh, distinctive way to communicate Lenovo’s latest ThinkVantage Technologies. Selling the features and benefits would have been the obvious route. However, we know customers are frustrated by unfriendly technology jargon, and by the intimidating and daunting experience of not knowing what they do not know.

We challenged the engagement at the heart of the experience – can less be more? Can we design a new, intuitive interaction?

Inspired by technology and by how science can be demystified through gaming, we designed 3 original interactive simulations of 3 unique ThinkVantage features.

We paper-prototyped based on actual dimensions, and subsequently collaborated with an expert crew of carpenters and electricians to test the simulations to continually improve its appeal and draw.

Our idea eventually came together as the ThinkVantage Experience Zone, where customers can now finally interact with the brand’s technology features and understand them better. The ThinkVantage Experience Zone was subsequently rolled out across all Lenovo retail channels as a best practice that illustrated how design can make their invisible technology visible. 

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