Siemens Experience Center

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
The main challenge was designing an immersive platform for diverse user groups—developers, investors, local residents, and even school children—each requiring tailored interaction and detail. From deep spatial insights to accessible content, balancing these needs was key. The 1-million-square-meter scope demanded innovative UX to make the scale relatable.

To address this, we created three bespoke modes.
— Presenter Mode: Guided presentations for stakeholders.
— Visitor Mode: Playful exploration for general audiences.
— Mode: Detailed insights for special occasions like politician visits and tech fairs.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
One standout highlight was seeing how different audiences responded to the interactive features during usability testing. Observing e.g. children intuitively navigate the touch table and experience the panoramic displays with awe validated our approach to make the design accessible to all.

The aha!-moment came when we realized the power of combining the interactive desk with the panoramic screen—users felt fully immersed, seamlessly understanding complex data in an engaging way.

A challenging moment was refining the interface to ensure it met the needs of both professional stakeholders and the general public, but overcoming this hurdle significantly elevated the final experience.

Where do you see yourself and the project in the next five years?
We are currently refining and expanding the app’s capabilities, aiming to develop it into a real-time platform for live data monitoring, sales activities, and building maintenance.

In the next five years, we envision this project becoming a benchmark for immersive communication in large-scale urban planning. By presenting complex masterplans in a way that is intuitive, emotional, and collaborative, it will continue to engage a wide range of users, fostering greater understanding and inspiring similar initiatives globally.

This project has demonstrated the transformative power of user-centric digital design and the importance of early stakeholder involvement in revolutionizing infrastructure communication.