Purina Institute Interactive Experience Design
📌 Project Overview
In early 2023, Nestlé Purina Institute initiated the development of a digital solution to translate its physical exhibition hall into an engaging online experience. Built initially to engage researchers, veterinarians, and industry partners, the hall showcased the Institute’s core research themes in the field of pet nutrition science. But as physical visits declined due to the pandemic, the Institute needed a new way to continue sharing its work and supporting marketing efforts. This set the stage for what would later become an immersive, web-based virtual tour powered by storytelling and exploration.
🤝Client: Nestle Purina Institute
🏭 Industry: Enterprise Digital Marketing
⏳ Project Duration: February 2023 – May 2023
🛠 Tools: Figma, Adobe Creative Suite, Micrio
👥 Team Composition: 1 UX Designers · 1 Developers · 1 Project Manager
🎯 Goals & Key Challenges
The goal was to transform a location-based exhibition hall into a digitally shareable platform that could recreate its educational impact and showcase Purina Institute’s brand and scientific leadership to potential partners and clients worldwide.
The challenge lay in translating an open-ended, spatial experience into a structured digital format without losing narrative depth—especially given that the project lacked an existing content structure or user flow, and had to operate within the technical constraints of a fixed platform.
🎯 Outcome & Impact
– Achieved a 15% increase in overall website traffic, reaching over 127,000 monthly visits by June 2023, based on internal tracking.
– Significant growth from international users, proving the experience extended Purina’s research reach to audiences previously unable to access the physical exhibit
👤 My Role
I was responsible for UX and UI design of the virtual tour, leading the end-to-end experience from content architecture to interaction and visual systems.
My work spanned content strategy, user flows, interaction models, and UI development tailored to platform constraints. I collaborated closely with both internal stakeholders and engineering to align feasibility with design integrity.
Beyond the core scope, I explored ways to translate physical exhibit logic into digital exploration patterns, drawing on museum experience, game UX, and narrative frameworks.
✨ Highlight & Key Contribution
# Rebuilt the Content Architecture from ScratchI transformed a fragmented and unstructured content base into a clear, navigable information hierarchy. By working closely with stakeholders and content providers, I helped define key messages and organize complex scientific narratives into a format that could be meaningfully explored online.
#Balanced Exploration with Narrative ClarityI designed a user flow that balanced the freedom of open exploration with a clear, learnable structure—guiding users through the experience in a way that supported both curiosity and gradual understanding.
#Developed a Flexible Visual SystemWorking within the constraints of the Micrio platform, I created a modular UI system that maintained brand consistency while supporting intuitive navigation and progressive content exploration. This visual framework ensured clarity across different content types and laid the foundation for future scalability.
#Bridged Design and DevelopmentI collaborated closely with developers to translate interaction logic into implementation—defining interaction hotspots, testing technical limitations, and refining design components to ensure smooth functionality without compromising design intent.
#Led Iterative Testing to Improve EngagementI conducted online usability tests to simulate real user behavior. These tests helped uncover friction points in navigation and content clarity, allowing me to refine the experience and improve overall engagement.
🚀 Outcomes & Deliverables Showcase
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