3D Brochure: immersive
display

Case study

In 2020 ICU Medical, the world's leading equipment company for Intravenous (IV) Therapy, contacted us to update its product brochure. At Uquo, we address this challenge in line with industry 4.0 trends: We propose a 3D interactive brochure, multi-format, available 24/7 and accessible from anywhere on the planet.

ICU Medical connects patients and caregivers through safe, life-saving intravenous therapy products, systems and services. Since IV therapy is their only business, their only concern is meeting IV needs with quality products and a consistent supply. They are 100% focused on bringing intuitive, patient-centeric intravenous products and services that provide meaningful clinical differentiation, consistent innovation, and superior value.

Due to the pandemic, many things have changed and one of them is the way to reach new customers or open new markets. Most sales teams have had to search for digital alternatives for security reasons, which brings the challenge of finding options that allow companies to continue their sales and marketing strategies.

ICU Medical required something to face these limitations, it needed to enhance its set of digital catalogs in an easy-to-use and accessible platform for people from all over the American continent.

To empathize with ICU Medical and understand their needs we established a fluid communication, the objective was to show their star products in 3D with all its components and sub-parts, for this purpose, we thought of an interactive multimedia format that would allow the sales team to explain even the smallest detail and have at their disposal different formats and resources (image, text, video and interactivity).

The first thing we did was to define the different formats that the multimedia was going to contain and the different workflows to produce them, so we got on Uquo's side: 3D models and motion graphics videos, on the client's side: flowchart of all products, components and sub-parts; in addition to scripts for the videos and coordination between both to produce some liveaction videos.

While the different contents were being developed and submitted for review and approval, we came up with the idea of building a prototype that would group and relate them from their earliest stage of development. In order to provide a familiar product for the ICU Medical team (end users), we built the prototype based on their design system and styleguide. This prototype was presented in different meetings where we received feedback that allowed us to better understand the problem in order to redefine it in terms of scope and platform. The prototype was refined and validated with the client incrementally for each meeting, as well as each idea and possible solution. From each iteration, given by each meeting, we were shaping the final product together.

To understand the total inventory of products, parts and sub-parts, a collaborative flowchart was made between Uquo and ICU Medical. This also allowed us to understand the associated logistics for displaying the products and navigating between parts in an intuitive and simple way.

Throughout our design process we implemented the final product in parallel as the prototype was shared in different contexts of use. This helped us to uncover previously uncovered issues and validate it with different managers in the region.

For the implementation, we considered the user flows and interactions where we got the most responsiveness as we tested and iterated the prototype.

The publication and deployment of the final product was established in 2 deliverables: (1) executable file that could run as a native application and work offline and (1) project with all the assets and files needed to run a hosted application and executed from the cloud.

ICU Medical's new digital brochure, now with an immersive approach, was very well received by executives, managers and sales and marketing representatives in the different regions of Latin America where it was distributed.

5 Latin American countries were benefited by the results in sales and ease of explaining complex processes or sub-pieces of the different products.

The immersive approach of the new catalog, navigating through the (sometimes up to 25) sub-parts, improved the learning curve for junior consultants and non-technical consultants.

Here are some of the comments provided by our customer:

"The section where the connector is assembled is very user friendly as is the pump section."

"It has been very helpful and very clear to me." "It is user friendly and practical!"

"Despite the current isolation it has allowed for 1:1 contact."

ICU Medical, their sales force and the marketing team we worked with together to develop this interactive 3D brochure, experienced a new way to connect with prospects and generate new business opportunities. They were happy with the new brochure and complimented us on our professionalism, engineering, technology, organization and quick response.

The Brochure or Catalog understood as a space where different sales tools converge, ranging from product descriptions to demos and complex simulations to explain advantages or processes; allowed the ubiquitous experience of accessing multiple resources from a single application.

This immediacy and ease of response and reach allowed for an enhanced sales and display experience. Also, by being able to be done remotely, it allowed for cost savings associated with biosecurity and mobility.

Customers were able to resolve their doubts more efficiently and feel more confident when modifying or closing a purchase.

In the satisfaction survey, sales representatives and executives gave it an average improvement of 90% over previous catalogs. In addition, all the people consulted indicated a significant improvement in the receptiveness of their virtual and face-to-face contacts to the product portfolio.

Thanks to the good work done and the excellent feedback received, we were able to work again repeatedly for projects related to this, content updating and audiovisual production with ICU Medical.

The virtual display of products as well as their remote evaluation and purchase opens up a new landscape for e-commerce platforms and marketplaces across the post-covid world. With immersive approaches we can reach places never before imagined and with a few clicks away, close deals in unexplored markets.

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