King Abdulaziz Center for World Culture (Ithra), Saudi Arabia
From petrochemical to product - Brief
A large, wall-mounted touchscreen is linked via chaser lights to 7 non-interactives screens, which are arranged beside it at different heights. On the large touchscreen, guests see an animation showing an Oil Refinery and a Gas Plant sending Methane, Ethane, Propane, Butane and Naptha to a Petrochemicals plant. They appear out of the Petrochemicals plant as cute characters based on the 7 primary petrochemicals —Methanol, Ethylene, Propylene, Butadiene, Benzene, Toluene, Xylene. These characters line up to be chosen by a guest. Any character who is touched will then depart via an onscreen pipe (and physical chaser lights) to one of the 7 small screens.
Once at the small screen, each character pops out and undergoes further transformations to turn into raw material/pellet and then finished product.
Client: Saudi Aramco
Direction: New Angle Creative Digital Company
Non-interactive screen of Ethylene, transforming into a container.
Non-interactive screen of Xylene, transforming into a rain jacket.
Challenges
Designing interactive exhibits for children (ages 7–14) demanded a nuanced approach for a visually appealing and age-appropriate UI/UX, balancing education and entertainment. The dual-language demand (Arabic/English) added complexity, requiring meticulous considerations for accessibility. Maintaining seamless interaction on the large touchscreen, balancing simplicity with detailed information, and designing an intuitive character selection interface were vital. Smooth transitions, a consistent user experience across screens, and integrating physical and digital elements for an immersive experience were key. Ensuring a harmonious blend of entertainment and education during character transformations, while implementing effective user guidance, was crucial for success.
My involvement
I played a key role in crafting the user interface and experience for the entire exhibit. From the concept to the fine details, I ensured the interactive elements were easy to use and visually engaging. Designing clear pathways for character selection, managing smooth transitions, and maintaining consistency across screens were focal points. The integration of digital and physical components for a seamless visitor experience was also part of my work, contributing to a fun and educational interaction for all users.
Large interactive, prompting guests to touch the screen to start the exhibit.
Large interactive screen, asking guests to choose a petrochemical.