DESIGN CONCEPT • KIOSK • MOBILE APP • TOUCH

C.A.T.C.H.

C.A.T.C.H. is an interactive kiosk game for Alexion Pharmaceuticals. Users navigate a 3D city environment through an iPad controller to identify high risk patient populations tied to specific clinical conditions. I designed the full visual direction from scratch for both screens.

TIMELINE

1 week

TEAM & ROLE

Interactive designer, working alongside an art director, a 3D designer, and the Alexion Pharmaceuticals client team.

RESPONSIBILITIES

Built the full visual direction from scratch for two screen formats, a vertical kiosk and an iPad controller, with no wireframes, designing for a live pharmaceutical event environment.

KEY RESULTS

Delivered pitch ready screens in one week, establishing Alexion's first interactive kiosk concept and successfully communicating the full visual direction to stakeholders.

01 BACKGROUND

Alexion Pharmaceuticals needed a way to make their C.A.T.C.H. clinical diagnostic framework engaging and memorable at a live medical event. The pitch called for an interactive kiosk experience that could connect with healthcare professionals on the floor.

02 PROBLEM STATEMENT

There was no visual direction, no wireframes, and no existing user interface guideline to start from. The challenge was translating a complex clinical framework into something interactive and game like, while keeping it credible and professional for a pharmaceutical audience.

03 PROJECT GOAL

Design a connected two screen experience where users hold an iPad controller to navigate and move virtual people through a 3D city environment displayed on the kiosk. Users could walk around, explore the environment, and interact with groups of virtual people to identify which ones represent high risk patient populations. The goal was to make the C.A.T.C.H. framework approachable and memorable for physicians and healthcare professionals at a live event.

05 DESIGN PROCESS

With no wireframes to start from, I went straight from concept brief to visual design. I started with Alexion's brand identity, then pushed it toward a cinematic, game like aesthetic. I designed both screens simultaneously, building a shared visual language across two very different formats while keeping the layout, typography, and components optimized for a bright, fast paced event environment. I also collaborated with a 3D designer who handled the rendering of the virtual city environment and characters, which allowed me to focus entirely on the UI layer and make sure the interface worked seamlessly on top of the 3D world.

VISUAL LANGUAGE

The palette is anchored in Alexion's deep navy and electric blue, pushed toward a cinematic, game like feel. Bold uppercase typography and high contrast components ensure everything reads fast, whether viewed from a distance on the kiosk or held in hand on the iPad. The Alexion logo sits cleanly on both screens, keeping the brand present without competing with the gameplay.

LAYOUT & INTERACTION

The kiosk fills a tall vertical format with the 3D city environment as the full background, letting the rendered world take center stage. A modal prompt sits mid screen so it interrupts the scene naturally without covering the action. The iPad splits into a navigation map and a condition list, with chunky YES and NO buttons and a blue circular indicator for clear visual feedback. Large letter badges connect both screens at a glance.

05 CHALLENGES

Designing two screen formats simultaneously, with no wireframes and a one week deadline, meant every decision had to be fast and deliberate. The biggest balancing act was making the interface feel engaging and game like while keeping it credible and professional for a pharmaceutical audience.

BUILDING FROM SCRATCH

Every visual decision was a first decision. With no existing patterns to build on, I had to establish the full visual language, layout structure, and component system from scratch in one week.

KIOSK MEETS CONTROLLER

A large public kiosk and a handheld iPad are very different contexts. I had to design layouts that worked independently for each format while still feeling like a unified experience.

06 FINAL OUTCOME

Delivered two pitch ready screens that successfully communicated the full gameplay concept and visual direction to stakeholders within a one week timeline. The design established a first of its kind interactive kiosk experience for Alexion, translating a complex clinical framework into something physicians and healthcare professionals could explore, interact with, and remember long after the event.

WHAT I LEARNED

Designing without wireframes taught me to make fast, confident visual decisions from the ground up. Managing tone was just as important as managing layout. Balancing game like energy with pharmaceutical credibility sharpened my design thinking.

WHAT'S NEXT

If this project had moved forward, I would have wanted to user test the iPad controller with real event attendees, refine the navigation flow, and build out a full design system to support future development.