Breaking down the exhibit
Since making an exhibit was not part of our original scope or budget, we used what we had on hand, or what we could procure. We took over a conference room within frog, and made vignettes that would represent each person we talked to. For example, one of our participants talked about running marathons, so we used a spare bib we had.
iPad & headphones, playing edited audio of each interview
Stool - as the base of the vignettes
Hanging posters showcasing key women & their caregivers
Artifacts, representing stories we heard
Manifest of items - both for set up/tear down and future exhibits
Amplifying oft-neglected voices
Our challenge was to apply service design, design thinking, and research methods over an eight-week period to identify opportunities for reaching both current and potential patients and doctors.
Immunomedics: Improving empathy in triple negative breast cancer care
Immunomedics, a leading innovator in immunotherapy, approached us to help bring the stories of their patients to life. As they prepared to launch a groundbreaking new therapy for women with triple-negative breast cancer, they sought a deeper connection with both patients and caregivers.
PROJECT OVERVIEW
Designer
ROLE
1 director
2 seniors
1 midweight
DESIGN TEAM
5 weeks
TIMING
The stories we heard were powerful and emotional, and we wanted our client to truly feel their impact. A slide deck alone couldn’t capture the strength and resilience of these incredible women and caregivers. So, we transformed our research into an immersive exhibit — the closest thing to experiencing their stories firsthand.
Client engagement
Our exhibit was the perfect conduit to beginning an opportunity finding phase with the client; they were able to generate more user-centric ideas and really empathize with their end user.
Going beyond the
initial exhibit
Because the stories we heard were so impactful, we wanted to create an artifact that would represent their voices once the exhibit came down. We produced a printed book, which included every woman we spoke to.
One of the most impactful element of our exhibit was the audio component; we used the recordings we had of our interviews and edited them down to the most memorable clips. These clips were then layered on top of background sounds that would reinforce their story – i.e., one woman spoke about riding the subway while in chemo, so we adding the faint sound of a subway train in her audio.
Exhibit reception
& exploration
Along the back wall, we projected a journey map with audio describing stages of the cancer journey, taken from the interviews we did with patients, caregivers & SMEs.
Impact
Our exhibit was only meant to be up for the client presentation, but due to the reaction from the larger frog community, we kept it up for over a week. C-Suite leadership toured it multiple times, using it as a selling point for potential clients as to the type of thinking and work frog does.
Immunomedics felt that the relationship with frog was so strong, they partnered a second time to design a platform to showcase the voices of women impacted by triple negative breast cancer.
©️ Claire Lorman 2025
