Interactive digital signage systems: an Experience Driven Design example

Bring awareness and engagement to all the employees through a worldwide redesign of the in-site-displays information system of Rolls-Royce Marine

I joined this project while studying at Aalto University, in the Industrial and Strategic Design course. I decided to keep this project in my professional portfolio as it has been my first time dealing with the Experience Driven Design (XD) approach, which since then has been part of my way of thinking.

Experience Values selection

Project Background

The core of the project was Aquavisio, the Internal Communication Channel of Rolls-Royce’s factory in Rauma, Finland. The communication was delivered through screens placed in both offices and production plant buildings.

Ensuring that our design was in compliance with the brand guidelines every step of the way, we made the appearance of Aquavisio much more uplifting and attractive: instead of using stock images as a representation of the content, we switched to using the images in the background so that it was subtle yet provided a relation to the category which was being screened.

The timeline at the bottom was also a means which we used to allow the user to have a gauge as to how long he/she has to wait if there was any information missed out before that. We also gave Aquavisio an identity of its own by creating a logo.

Then we took the project to a step forward, pushing on the main value of engagement, split across the two sub-values: connectivity and communication. We designed a new system with a proper content scheme, target and hierarchy, we made it dynamic and interactive.

And we named it flux, as it represents a flow (of information).

Building on the idea that Rolls-Royce is an International Company that has factories and offices Worldwide, we decided that it was important to have a channel of communication that had hierarchy and could reach out to all employees of the company since that was the main goal of the system in the first place to convey messages (mainly) from the management to the staff.

Other than the different categories catered for the specific departments and specific targets, we also designed the system to display different information at different times of the day increasing the reasons and rationale for employees to keep themselves updated by looking more often at the screens.

Bringing all the communication channels under one roof, we decided to combine them into one main system that would allow dissemination of information to all Rolls-Royce factories and this would allow departments around the world to stay connected and be in the loop of what is happening somewhere else halfway around the globe.

Then, once the structure for the content flow was designed we started our interaction design journey, enhancing the technical capabilities and social functions of the screens. Using RFID antennas and badges, each screen could intercept the person or group of people passing in front of it, providing person-targeted information to the viewer(s).

About me

I'm Federico Bombelli, an European designer living in Milan, Italy. Currently I'm working as UX/Strategic designer and Wordpress developer at Reputation Manager.

I like to challenge complexity through experience driven design thinking, creating authentic experiences and meaningful relationship across people.

I'm really interested in personal and employer branding as well as in show design, broadcast and entertainment technologies (sound, video, lights)

I enjoy listening to opera and jazz music, driving my 1970 VW Beetle and my 1980 Suzuki motorbike through the most beautiful nation in the world (Italy) and immerse myself in well-told stories, including fiction books, films and songs.

When I grow up, I want to be like Rocco Tanica

Academical background

Master’s Degree in Product Service System Design, Politecnico di Milano. Program held in English.
Exchange in Industrial and Strategic Design, Aalto University - School of Arts and Design, Helsinki.

Bachelor’s Degree in Communication Design, Politecnico di Milano.
Erasmus in Integrated Design, Köln International School of Design, Cologne

Master of European Design alumnus. Learn more

About this website

Thank you for visiting my website.

You can reach me sending an email to:
mail [A T] wilmo [D O T] it

This website was heavily inspired by Frank Chimero's previous ones,
by the awesome work of Rasmus Andersson and by a lovely gallery of brutalist websites.


Federico Bombelli Wilmo UX Designer